Alanna & Jade - Gender Inequality Runs Deep
“I’ve learnt to ruthlessly manage my inner voice to check its consistent with my values and ultimately just be myself.”
It’s easy to see why Alanna Bastin-Byrne and Jade Collins are on our list of #LeadingWomen. As Directors of Femeconomy - a national membership organisation that educates consumers on how purchasing decisions can create gender equality, not only are they two of the most inspiring women we’ve come across, they’re having a massive impact on gender equality and transforming consumers decisions when it comes to female-owned brands.
Alanna and Jade are sisters-in-law. Both raised in regional Queensland, Jade on a small farm outside of Rockhampton and Alanna, in mining towns across Townsville and Mackay. In 2016 they set out on a mission to create gender equality (something no country has achieved). In the last three and a half years, their achievements, starting with the 2020 Telstra Business Women’s Award Finalists in Queensland For Purpose and Social Enterprise, include:
TEDxQUT Talk – Your purse power can move gender equality into hyperdrive
CQUniversity’s 2019 Alumnus of the Year – Social Impact
One of 80 Women2Watch in Business Disruption Honorees 2018 in Australia, US, Europe & Canada
Finalist Cosmopolitan Women of the Year 2017 – Entrepreneur
Finalist Telstra Business Women’s Awards 2017 – For Purpose & Social Enterprise
One of 80 Women2Watch in Retail Disruption Honorees 2017 in Australia and the US
iAward Community Services Markets Winner for Queensland 2017
#Tech Diversity Merit Award Winner 2017 – Business
Remodista Innovation Award for Women2Watch in Retail Disruption Australia 2017
Advisory Board Member for Queensland Government’s Towards Gender Parity: Women on Boards Initiative
Telstra Business Awards’ Judges
Femeconomy’s website and social media channels reach over 300,000 people each month
When we launched 722 brands met Femeconomy’s approval criteria of either 30% Women on the Board of Directors or 50% female ownership. Now over 850 receive Femeconomy’s approval.
Femeconomy is a Partner of Economic Security4Women
Why did you decide on a business that promotes female owned brands and how do you see it impacting gender equality?
It was simple: the detrimental impacts of gender equality runs deep. At the current rate of progress it will take 202 years to reach gender equality and women will retire with around 50% less than our male counterparts on superannuation; grandmothers, who have literally spent their lives caring for others, will retire in poverty; and 4 out of 5 men want to be involved in caring for their children but fail to do so because of a lack flexible working structures.
Research tells us that countries with high rates of gender equality have low rates of domestic violence.
In Australia, one woman is killed every week by a current or former partner.
Research also shows that 30% of women on the Board is the tipping point to create change in companies. That’s why we set the benchmark for approved companies to have at least 30% women on the Board of Directors or 50% female ownership.
Mobilising the economy to choose brands that are owned by women leads to an increase in profits for female owned enterprises, which in turn leads to an increase in women in leadership, leading to an increase in gender equality. It’s called: The Femeconomy Effect. Femeconomy aims to create a more gender equal world for our children with no gendered occupations, enough money for the whole family to live and retire on and where mothers and fathers can be involved in caring for their children.
The femeconomy is a scalable idea based on the economic and social outcomes achieved when women trade with each other. It can work in the markets of Pakistan, in retirement savings funds, in corporate procurement or even for the Christmas shopping list.
What’s one of the most important lessons you’ve learnt in your career or in life?
Alanna: I’ve learnt to actively listen to others and learn from their mistakes so I didn’t have to make the same mistakes. I’ve learnt how to celebrate the successes of others and share in their delight, and at the same time, appreciate what it’s like while to walk in their shoes and train myself to see opportunities and overcome problems from other points of view.
Jade: I’ve learnt to ruthlessly manage my inner voice to check its consistent with my values and ultimately just be myself.
What makes you a great leader?
Alanna: The ability to collaborate and bring others people’s ideas to life so they feel included. I believe in giving recognition where it is due and making sure I apologise when I’m wrong. I enjoy meeting new people. I like connecting conversations to help others on their path. This has been a useful strength in my marketing, communications and community development career.
Jade: A leader is someone who others trust and look to for support and counsel, because their behaviour is predictable, inclusive and consistent with their espoused values. I’ve always been idealistic and optimistic with a strong sense of justice. I enjoy collaborating to create systemic positive change, and that’s our goal with Femeconomy.
What’s your proudest moment and why?
Alanna: I really don’t have a proudest moment. There are many moments personally and professionally. I think it’s important for all of us, women especially, to stop and recognise these moments as they happen. I’m proud of living by my definition of success, being resilient, embracing change, bringing others along the journey and helping them find their own path.
Jade: I have proud moments every day. Mostly I’m proud of the wonderful, kind person I see my daughter growing up to be.
Thank you for the remarkable difference you’re making to impact gender equality. Is there any advice or departing comment?
Gender inequality is unfair and it negatively impacts people every day - at work and at home. While we’d like to think our efforts will leave a legacy of a fairer world for the next generation, and we firmly believe we can achieve it if we encourage everyone to be more conscious in the decisions they make each day to choose working with (or buying from) female owned brands for the impact it has on all of us - women, men and children.
Working together really is the solution.
If you’re part of an organisation over 30% female owned, register your brand online or if you’re simply interested in spreading the good word follow us on Facebook, Twitter, Instagram and Linked In.