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For decades we've been

living in a world

designed by men for men,

which has slowed down the progression of women

and the whole of society.

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Now we're

putting women first

to build a better world

for all.

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The Female Lead is a small highly motivated team that exists to help shape a fairer and more equal society for women, in work and in life.

We are independent, inclusive and innovative.

We do not tell others what to do, but we provide a platform where women can share their stories and wisdom with each other. We amplify the voices of successful women that we think our audience will resonate with.

Our Founders are data savvy, using their background to understand the challenges women are still facing today. 

We use our digital capabilities to share high quality resources - for free - to millions of people around the world.


"Our ambition is that one day, girls and boys will be able to spontaneously name a woman who they admire -

in every field of work."

Edwina Dunn, Founder of The Female Lead


01 Reveal to Educate

We listen. Through collecting data and evidence to show the diversity and commonality of what actually matters by giving women a voice.

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02 Connect to Empower

Empowering women to take the lead. Connecting women at every age and every stage…

Our tools reveal what women truly care about, so we can connect them to the right content to empower their path and positively impact their lives.

We help the next generation of girls find their future path based on their passions and strengths.

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03 Impact to Change

The power of our community has created a movement that government, businesses and schools cannot ignore.

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When Edwina Dunn was a young girl, she dreamed of becoming a long distance truck driver and living a very glamorous life on the road.

While she didn’t go on to achieve that goal, she did become a very successful business woman and the brains behind the Tesco Clubcard, the first and largest loyalty card in the world.

The Female Lead profiles women of all ages and from varying professional sectors through in-depth interviews and beautiful photography and aims to provide young women with female role models from the most underrepresented sectors in society.

The Female Lead has quickly become one of the most successful sites for women in the world. For International Women’s Day, I asked Edwina to share how she is helping others hear the stories of real and inspiring women, shaping the world around them today ­– while highlighting systemic issues that urgently need addressing.

How do you raise a wonder woman? How do you motivate and equip young girls to be the much needed leaders of tomorrow? How do we nurture their hunger to lead, as well as their self-belief and that all-important spirit of resilience?

These questions are being answered by The Female Lead, a campaign founded by the data entrepreneur Edwina Dunn, pioneer of supermarket loyalty cards. 

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