Does "Femininity" Hinder Women in Business

Reflecting on the role of femininity in today's capitalist landscape has been a central theme in my recent contemplations. Through years of navigating male-dominated spaces, I've found myself evolving into a markedly assertive female. Yet, I can't help but question whether this assertiveness stems from my inherent nature or if it's a learned behavior acquired from observing what thrives in the realm of business.

This introspection has led me to ponder the significance of softer traits within the business sphere, particularly for women who embody what society may deem as more traditional female qualities. Do we, as ambitious women, feel compelled to "play the game" to attain success in business? The unequivocal answer should be no—we shouldn't have to conform to societal constructs. However, the unfortunate reality is that for many women striving to excel in modern-day business, conforming to masculine norms has proven to be an effective strategy.

The landscape is rife with advice columns and seminars offering strategies to emulate masculine traits such as aggressiveness and confidence, all in pursuit of gaining access to the elusive "boys club." And while these tactics undeniably yield results, their efficacy may vary depending on the industry. Consider the formidable examples of Margaret Thatcher and Indira Gandhi, both revered for their adeptness at navigating male-dominated spheres. Thatcher's moniker as the 'only man' in her cabinet underscores the effectiveness of adopting traditionally masculine traits in political arenas.

Research supports this notion, revealing that women who exhibit masculine traits tend to fare better in the workplace. A Stanford study found that "masculine women" received more promotions than their "feminine" counterparts or even "feminine men." However, a crucial caveat emerges: successful women often engage in "self-monitoring," adapting their behavior to suit their environment, thereby maximising their chances of success.

Despite the prevalence of masculine norms in business, there's an undeniable need to make room for individuals who embody traditionally feminine qualities. The belief that there's no place for them in the C-suite is shortsighted, as they bring a unique set of skills and perspectives that can benefit any organisation. Shifting the conversation beyond gender, recent research emphasises the importance of cultivating a blend of male and female qualities to foster thriving business environments. Companies like Southwest Airlines, Whole Foods, and Google have embraced strategies and tools traditionally considered "feminine" to create engaging workplaces and drive performance.

Today's standout CEOs excel in communication, collaboration, vulnerability, and compassion—qualities traditionally associated with femininity. Studies show that companies with diverse leadership teams, including gender diversity, tend to outperform their peers financially. The Centre for Creative Leadership found that effective leaders were those who were capable of showing empathy. It also found that empathy significantly improved performance. Further research undertaken by Catalyst showed that those Fortune 500 Companies with the greatest number of women on their boards were more likely to have higher financial performance. The study assessed the results across the three critical areas of return on equity, return on sales and return on invested capital.

The notion that dominant male characteristics are indispensable for business success is fading. Forward-thinking organisations recognise the value of diversity and embrace the tangible dualities between men and women. What’s needed going forward is less judgement around what’s male or female and more interest in how these qualities can work together to create synergistic partnerships that drive business and transform potential.