This study examines gender advocacy through the lens of African womanism, with a specific focus on Zimbabwe’s socio-cultural context, to understand the reasons behind the persistent gender disparities despite global and local initiatives since the 1995 Beijing Conference. The purpose of the study is to critique existing advocacy practices and explore how they fail to address systemic, cultural, and practical challenges in achieving gender equality. A qualitative methodology was employed, using focus groups, interviews, and analysis of online gender advocacy posts from 48 participants across Zimbabwe to gain comprehensive insights into advocacy efforts and their impacts. The findings reveal several challenges including biased gender conceptualizations that often exclude men and foster perceptions of selfishness, overemphasis on victimhood that perpetuates stereotypes of female weakness and dependency, and the professionalization of advocacy, which prioritizes short-term numerical representation over sustainable outcomes. Furthermore, reliance on Western frameworks for advocacy overlooks Africa’s cultural nuances while essentialist empowerment efforts ignore the diverse experiences and internal power dynamics among women. The study concludes that advocacy efforts must shift towards a localized and culturally sensitive approach rooted in African womanism, which emphasizes adaptability, nurturing, and community-centred values. By addressing internal barriers, fostering inclusive dialogues, and implementing sustainable strategies, gender advocacy can achieve meaningful and lasting impacts. It calls for moving beyond Western paradigms to embrace Africa’s cultural identity and fostering empowerment that benefits all societal members, ensuring enduring progress towards gender equality.