How often are you really choosing to challenge vs. doing what’s comfortable?
Earlier this week, on 8th March, we celebrated International Women’s Day (IWD) and the 2021 theme is “choose to challenge”.
Now, I’ve worked on many, many, many IWD campaigns in my career, and in my business for clients across the globe, and I love seeing how brands celebrate this key date each year. It genuinely makes me so happy to see the outpouring of attention and love for women’s achievements worldwide.
That said, I have to admit I do also find myself frustrated by how many inequalities women still face, despite a surge in awareness, education and understanding.
In my career to date, I have had the immense privilege of working with a variety of groups, charities and companies aimed at the empowerment of women and the prevention of family & domestic violence (FDV). More often than not, the bulk of this work is carried out by women, for women. Some men (not all) who come into these businesses, whether as volunteers, board members or investors, will make remarks such as, “I just don’t understand why she [woman facing FDV] stays” or “She needs to think about the example she's setting for her kids”.
I have sat in meetings, as a consultant and in senior employed roles in the UK and Australia, and listened as people talked about female candidates for a role rating their appearance more than their expertise. I remember one male CEO laughing while telling me, “sure she’s not got all of the skills for the role but she would look nice in the office”. (I would love to say this was decades ago, but it wasn’t.) I have had to speak up when sexist language has been used and received flack for doing so — "Gosh, can’t you take a joke, Fiona?” — and I’ve had to pause meetings to request that a female colleague or client be heard because her all-male team refused to let her speak without interruption. In many cases, I’ve had male clients or colleagues tell me afterwards, “You know, if she [woman being pressured, harassed, ignored or discussed] had a problem she would have said something herself; you didn’t really need to”.
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In both cases the emphasis has been on the woman to change her behaviour or speak out, rather than on those around her to act with integrity and see her as a true equal.
Now, I’m not hating on all men and I know there are PLENTY, including those that I work with and who receive this email, who are absolutely impeccable when it comes to their respect of women and who champion for equality daily. But March 8 and International Women’s Day isn’t just about women supporting women or shouting out their favourite females on social media. It’s not just about all-female events and awards of recognition from one female-led company to another. Yes, since it began in the early 1900s, it IS a day to celebrate the social, economic, cultural and economic achievements of women. But it is also a day to challenge norms and do everything we can — together — to accelerate gender parity and genuine equality.
So, as this year’s IWD celebrations commence tomorrow, really take the time to consider, how often do you choose to challenge in your own small business?
· Is any part of your marketing reiterating dated gender stereotypes?
· Do you disregard women of a certain age who apply for roles because you assume they want to start a family, whereas you wouldn’t question a man of the same age?
· Do you actively seek to ensure your advisory board or mentors are from a diverse mix?
· And beyond genders, do you look for women of all shapes, backgrounds, ages and skin colours when selecting your models, intervieweees or suppliers?
· How often are you really choosing to challenge vs. doing what’s comfortable?
Nothing changes if nothing changes.
Small steps — such as speaking up in a meeting, taking the time to seek out diversity consultants when hiring staff, working on genuinely flexible offers for a parents / those caring for elderly family, and/or simply mixing up the model selection for your next campaign — add up to create lasting change. And that, is something everyone can feel proud of.