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Women make 85% of purchase decisions. In Australia during the 2016-17 financial year women spent $818 billion. Femeconomy connects female consumers and business owners with Femeconomy approved companies to create gender equality. The criteria to be a Femeconomy approved B2B or B2C brand is to have at least 30% of women on the Board of Directors or be 50% female owned.
Companies with female leaders are more profitable, which means more opportunity for everyone. They are less likely to have a gender pay gap, which means more money for the whole family. They’re more likely to have workplace flexibility, which helps women and men.
Femeconomy’s Directors Jade Collins and Alanna Bastin-Byrne are award-winning entrepreneurs whose thought leadership around individuals taking action via the power of the purse to progress gender equality, has received national recognition.
Jade Collins lived in a gender equal world. Growing up on a small family farm in regional Australia, her parents shared care, household labour and both worked. Imagine Jade’s surprise when she realised the rest of the world didn’t work that way.
Throughout Jade’s life she has progressed gender equality at work, in her social circles and at home. As a HR Executive in the Mining and Resources industry for almost two decades, Jade progressed diversity, with particular attention to women in leadership. During this time, her husband was full-time carer of their child. Jade experienced how society’s systems and structures are discriminatory towards men in caring roles.
In January 2016 a ride in a Melbourne Taxi ended Jade’s HR career. She read that women make 85% of purchase decisions and realised the potential of this economic lever to advance gender equality that women already had in their hands. Jade’s thought leadership led her to create Femeconomy with her sister-in-law, Alanna Bastin-Byrne. Jade is now a member of the Queensland Government’s Towards Gender Parity Advisory Committee and is advising Government departments and businesses on how consumer and procurement activism can advance gender equality.
Alanna is an inclusive community builder. From South Bank New Year’s Eve celebrations of over 100,000 people, to working in a London borough where over 160 languages were spoken and 50% of the population were from minority groups, to delivering the National NAIDOC Ebook, Because of Her, We Can as a Director of Femeconomy.
Alanna’s superpower is amplifying community leaders to create a positive change for the community they represent and making all feel welcome, valued and heard. Alanna created Femeconomy with her sister-in-law, Jade Collins and is proving that you can work regionally, remotely and flexibly whilst building a community that can change the world.
Femeconomy’s diverse community celebrates women from different industries, cultural backgrounds, sexuality and ages. The community mobilises the female economy to create gender equality, benefiting women and men. This inclusive approach has led Femeconomy to a higher than national average membership of Aboriginal and Torres Strait Islander women owned businesses as part of its community. To Alanna, progressing gender equality and increasing diversity are interwoven. In 2018 Alanna was announced as one of 80 Women2Watch in Business Disruption in US, Canada, Australia and Europe.