A New Partnership: Femeconomy

H&E Group are really pleased to have partnered with Femeconomy, a proud for profit social enterprise role modelling Female Leadership and Entrepreneurship. They believe that if you see it, you can be it – and so do we!

Femeconomy approved brands have at least 30% of women on the Board of Directors or are 50% female owned. Luckily for us we kill it in both categories and were more than happy to become part of their approved brand directory!

We met founders Jade & Alanna at a networking luncheon earlier this year, and since then have partnered with their network on more than one occasion.


Women make 85% of purchase decisions. In Australia during 2016, this equated to $198.9 billion. Think about your household. Who buys the groceries? Who buys the Christmas presents? Who shops for the children? The Female Economy.


What is a Femeconomy approved brand?

Femeconomy.com shows which brands have at least 30% women on the Board of Directors, or are 50% female owned. Around 2000 brands are listed on the site, and over 800 meet Femeconomy’s approval criteria. Companies who meet Femeconomy’s criteria can choose to submit their brand.


Why care about female leaders?

More women in leadership isn’t just good for women, it’s good business. Research from the Peterson Institute of International Economics shows that going from having no women in corporate leadership to a 30% female share is associated with a 15% increase in profitability for a typical firm. More female leaders equals more opportunity for everyone, men and women.

Companies with female leaders are more likely to have workplace flexibility, which helps everyone and less of a gender pay gap which means more money for the whole family.

Culture is lead from the top. If more women are at the top of the ladder, they can help address these other gender equality issues:

  • expanding career choices for girls and women, because if you can see it, you can be it,
  • changing society’s view of gender roles in parenting and distribution of household work,
  • changing workplace mindsets and behaviour around diversity and inclusion, and
  • normalising the role of women as leaders of industry.


How can your shopping support gender equality?

Consumers habitually shop 10 brands. Think about your top 10 brands and make sure they are Femeconomy approved. The best bit? You will be advancing gender equality because money talks. Consumer activism is a proven way to change companies, just look at the decline of caged egg production because of consumers voting with their purse power.


Femeconomy’s Founders

Femeconomy’s Founders and sisters-in-law Jade Collins and Alanna Bastin-Byrne believe the economic lever of $198.9 billion can make a difference to advance gender equality at a faster rate. Join the movement at Femeconomy.com

Or connect with Femeconomy on Facebook, Twitter, Instagram or LinkedIn.

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