Girlbosses

This is the era of social media, especially the post-2010 Instagram era. It is also an era of the emergence of girlbosses who are media-savvy and head lifestyle brands. It reached a peak in 2020. The startups leveraged their public images which were fascinating. The products sold were luggage, make-up, gym equipment. It also indicated the public support for feminism and inclusiveness.

George Floyd was a victim of racial tendencies in the US. Many founders have created toxic work environments. They never lived up to the objectives they had espoused. The expectation was a friendly business environment while they were climbing up the ladder. They were hit by the hypocrisy of their own. They left the business due to embarrassment they faced.

Some five years down the line, a new team of girlbosses re-emerged. It is heartening they are back. They cannot be acquitted of their sins. But they could be given a second chance. Some male bosses have survived even the worse misdeeds. Of course, all executives must be subjected to a higher bar. A new set of standards could be created for the fair sex.

The modus operandi of the girlbosses has changed. They have shaken off their connections to progressive politics. They bade good-bye to ‘changing the world’ mentality. There are no social and political missions. Once onboard, you have to get ahead. These founders now exhibit marketing prudence. They have to maintain control. They are not willing to dilute their equity, though their equity stake is less than half of the stake of their male counterparts.

Instead of being female founders, they would like to be treated as businesspersons. It is a stratedic move.