Data and research have always been integral to The Female Lead’s DNA, building on founder Edwina Dunn’s heritage in data science and an evidence-based approach. Since the launch of the campaign in 2015, The Female Lead has tackled traditionally under-researched areas that address the most pressing issues facing girls and women today.
"I am proud that our research into social media and teen mental wellness enabled us to create the ‘Disrupt Your Feed’ campaign. By disrupting the algorithms of the social media platforms, we have been able to turn, what sometimes become ‘toxic binge-fests’ for young girls, into a more balanced diet, offsetting ‘airbrushed celebrity lives’ with those of real, high achieving women. The results have been astounding and uplifting.
Our research and analysis is a vital part of The Female Lead’s mission to create real change, by bringing together women' voices and making recommendations to businesses and government.
Our ambition for 2021 and beyond is to turn our attention to working women. We want to create clearer, better paths for girls and women seeking inspiring, ambitious careers and fulfilment. We want to level the playing field so women can truly be equal and contribute the full economic value they represent. In these COVID-19 recovery years, never has this been more necessary and perhaps never before has our workplace been so disrupted, giving us a chance to build back better. This is our new mission.”
Edwina Dunn OBE
Founder of The Female Lead
WOMEN AT WORK: BREAKING FREE OF THE UNENTITLED MINDSET
WOMEN'S CAREERS ARE BEING HELD BACK BY
AN 'ENTITLEMENT GAP'
IN THE WORKPLACE REVEALS NEW RESEARCH BY THE FEMALE LEAD
Close The #EntitlementGap
Find out more
2-minute animated video to explain the outdated myths
and persistent problems.
8-minute explainer video with Dr Terri Apter, members of our
advisory board and one research participant
Social conditioning means that women feel less deserving than men creating a gap of entitlement that’s directly impacting women’s careers.
This does not mean that women are the problem or are less ambitious or skilled. No indeed. It means that historic societal expectations, family mental load and opaque corporate systems make it harder for women to rise to the top. There are persistent problems.
Which is why The Female Lead is campaigning to;
Close The #EntitlementGap
THE RESEARCH REVEALS MYTHS AND OUTDATED ASSUMPTIONS ABOUT WHO WOMEN ARE AND WHAT THEY WANT
“The myth-busting in here is incredibly valuable and helps to focus on the real issues that need to be addressed. These issues are not for women to solve for ourselves –our ambition, capabilities, commitment are not in question – but about dismantling some entrenched, limiting biases that still exist in the workplace and beyond.”
Lucy Davis, Marketing at Google UK
"The Women at Work research demonstrates that women do not lack ambition, skills or a sense of purpose. What we need is a shift in culture and policy to ensure that women are valued when it comes to areas such as pay, progression and work-life blend, so they do not have to forfeit one for the other. The only way we can achieve this is through collaboration, action and changing the 'unentitled mindset'."
Vanessa Sanyauke, Founder of Girls Talk London
In 2021, The Female Lead will spearhead Close The Entitlement Gap to a broad media and social audience.
Women are not born with an ‘unentitled mindset’; it is learned behaviour. It evolves from experiences and conditioning which encourages women to expect less, not to take up too much space, not to demand more.
Our mission at The Female Lead is to Close The #EntitlementGap. And we invite everyone to make it their mission too.
Join us on Social!
WHAT IS THE FEMALE LEAD GOING TO DO?
Help to shape and inform new Policies and Processes in work and government – to level the playing field
Provide expert and tailored content for women to upskill whilst there is an uneven playing field
Help girls by showing them how women navigate these extra challenges to home and work life (in films, in content and especially in our new book – Female Lead II)
We are grateful for the wisdom and experience of our Advisory Board, appointed in 2020, to help layer the revealing insights from our study with practical recommendations and solutions for business, for individuals and for legislators. The board has separately and collectively shared their opinions and comments on the Women at Work Research and our findings. The board comprises business leaders and experts whose multi-sector experience helps guide and inform The Female Lead’s research, work and objectives.
The Female Lead conducted all research independently, in partnership with Dr Terri Apter who also authored their last research study:The Impact of Social Media on 14-17 year olds’ Mental Health. We acknowledge and celebrate our 11 world leading brands and valued supporters (P&G, No7, KCC, General Mills, Hormel Foods, Allen&Overy, BT, Barclays, HSBC, RBC and St. James Place) who have agreed to help The Female Lead’s mission in 2021. This is our most exciting year yet; one where we join forces and help to unlock the constraints and thereby enable millions of women to achieve a more balanced and fulfilled career.
In 2019 we launched a major new piece of research set to permanently shift the conversation around teens, social media and mental health. Addressing the global worries about the impact of social media on teen wellness, the ground-breaking Disrupting The Feed study explored changing what teens consume on social media, rather than restricting it. Our research revealed many positive outcomes from the introduction of new, diverse female role models into the social media feeds of girls aged 14 to 18 years old.
A joint research venture between The Female Lead and Psychologist, Dr Terri Apter, Fellow Emerita of Newnham College, Cambridge, the study encompasses large-scale data analysis of hundreds of thousands of social media accounts by Starcount, alongside a year-long qualitative study in five schools across the UK.
The study concluded that a causal relationship exists between following positive female role models on social media and having higher, focused personal and career aspirations. Offering teens alternative women to follow ‘disrupted’ the homogeneity of their social channels, thereby focusing them on more inspirational content, related to their personal interests and ambitions. As a result, participants chose to alter their social media habits for better mental health, re-thinking who they followed to remove anyone who they recognised as having a negative impact on their self-esteem.