Stockmann department store has taken the initiative to propose March 8, International Women's Day, as a national flag day in Finland for the second consecutive year. This latest proposal was submitted to the Ministry of the Interior on March 6, just days before the international celebration of women's rights and achievements. The department store aims to have the day officially recognized, as they believe it symbolizes significant cultural and societal values regarding gender equality.

Last year, Stockmann's initial proposal was met with a response from the Ministry of the Interior in December 2025, stating that no action would be taken regarding the formal recognition of the flag day at this time. Maiju Niskanen, the head of branding and selection at Stockmann, reported that the ministry expressed appreciation for the submission, noting that suggestions for new flag days are viewed as valuable but also cautious in terms of which days earn national acknowledgment due to a plethora of existing flag days.

The Ministry emphasized the importance of considering public acceptance of any new flag days, suggesting a careful approach to the selection process. This situation has led to some backlash, as indicated by Stockmann receiving a hate letter in response to their advocacy for women's representation, highlighting ongoing societal tensions regarding gender issues in Finland. Stockmann remains determined in its mission to enhance awareness and acknowledgment of women's contributions in society, despite facing challenges in their efforts.