The IFC's approach to sustainability has gender embedded deeply within it. Andrew McCartney, IFC's Global Product Specialist for Gender Finance and SME Banking, leads IFC's technical advisory efforts to support banks implement Women's Market Programs, shares his perspectives on why women are so vital to any bank's sustainability strategy; the dangers of having a women's market program as part of a bank's Corporate Social Responsibility (CSR) and not fully embedded in the business; and the most important elements that needs to be in place for the successful implementation of a Women's Market Program.