The Femeconomy Effect

The Femeconomy Effect is about using the significant economic purchasing power women have to achieve gender equality. 


Women make over 85% of purchase decisions. In Australia alone during 2018 this equated to approximately $874 billion in total. Yes, it’s a LOT of money. And it’s in our hands where we choose to direct it. If women buy from brands that have women in leadership, those companies will profit. This encourages other companies to have more women in leadership. More female leaders across all industries will be the catalyst to accelerate achieving gender equality.


Culture is led from the top. If more women are at the top of the ladder, they can help address these gender equality issues:

  • the gender pay (and superannuation) gap,
  • expanding career choices for girls and women, because if you can see it, you can be it,
  • changing society’s view of gender roles in parenting and distribution of household work,
  • changing workplace mindsets and behaviour around diversity and inclusion, and
  • normalising the role of women as leaders of industry.

Companies with female leaders are not only more profitable, which means more opportunity for everyone. But they are less likely to have a gender pay gap, which means more money for the whole family and more workplace flexibility, which helps women and men.

The time has come

We want you to be informed and to close that long-standing pesky gender gap by buying from the brands that support female leaders. Australia will be better for it. Let’s make the world more equal with every purchase.

Watch this short clip on The Femeconomy Effect


You are the female economy. Whether you are a female consumer, business owner or a woman in the workforce, you can create gender equality by choosing female led brands. Sign up to our monthly enews to stay informed. To learn more about Femeconomy, hit the big red button below:

Submit your brand red blog post


Posted by Jade Collins - Femeconomy Director

Jade Collins has 20 years’ global experience in corporate executive Human Resources and management consulting roles in the Mining, Energy and Aerospace industries, leading large scale, complex multi-million-dollar change management programs. Jade finds the combination of her HR, Psychology and MBA qualifications and her leadership experience is invaluable for increasing gender equality in leadership across industries. Jade was a member of the Queensland Government's Strategic Advisory Group for the Toward Gender Parity: Women on Boards Initiative and the 2019 CQU Alumni of the Year for Social Impact for her work with Femeconomy.