Is the Girlboss dead? WHY?
- Rachel Smith
- Sep 8, 2024
- 5 min read
Updated: Oct 14, 2024
The Rise and Fall of the Girlboss and Systemic Challenges for Women in Leadership
I grew up in the age of the Girlboss — a time when women were praised for breaking through glass ceilings and shattering traditional gender roles in business. We watched as women took on leadership roles, started their own companies, and climbed the corporate ladder, often working twice as hard for a seat at the table. But with that rise came an equally dramatic fall. One by one, these women, once respected as pioneers, were scrutinized and ultimately ousted. They were held to a different standard, penalized for making the same decisions and strategic moves that their male counterparts executed without criticism. Why did this happen? And how has it shaped my view of women in business today?
The Girlboss Era: An Empowering Movement?
The term "Girlboss," coined by Sophia Amoruso in her memoir #Girlboss (2014), became a badge of honor for young, ambitious women. It wasn’t just about being a female CEO; it was about embodying a mindset that women could lead, innovate, and disrupt industries. Brands like Nasty Gal, Away, and The Wing created spaces where female empowerment was celebrated.
However, beneath this aesthetic lay deeper issues. The Girlboss movement, while empowering, was far from inclusive. From 2019 to 2020, several high-profile female founders, including Steph Korey of Away and Audrey Gelman of The Wing, resigned after their companies faced accusations of toxic work cultures and racial inequities. The movement, which once celebrated inclusivity, was revealed to have serious blind spots, especially regarding diversity. Many companies catered to a predominantly white, privileged demographic, failing to address systemic barriers faced by women of color.
The Downfall: Women Held to a Different Standard
As I watched these top female leaders resign, I noticed something troubling: the moves that got them ousted were the same decisions men in similar positions had made for decades. When men made these calls, it was "just business." But when women did it, they were labeled "toxic" or "unfit for leadership."
This double standard shapes my perception of women in business. It’s not enough for women to succeed — we are expected to lead with perfection, often navigating corporate cultures that weren't designed for us. We are burdened with the expectation of being nurturing and inclusive while operating in competitive, cutthroat environments.
Systemic Issues: A Deeper Problem
The challenges female leaders face are not merely individual missteps but reflect deeper systemic problems. The corporate world is built on structures that were never designed to include women, particularly women of minorities. The Girlboss movement became too focused on the image of a "cool girl" — a successful, stylish, confident woman who embodied the ideal of feminine power. This narrow representation didn’t leave room for women who didn’t fit that mold or who were trying to dismantle systems of inequality.
Instead of challenging corporate structures, the Girlboss narrative often conformed to them. Many women were still left on the outside. Racial diversity was an afterthought in many Girlboss-led companies, revealing the need for deeper reflection on what true inclusivity means in business.
Moving Forward: A Call for Inclusivity and Diversity
As I reflect on the rise and fall of the Girlboss era, I recognize that it brought attention to women in leadership but also highlighted systemic issues. Women in leadership are scrutinized more harshly than men for making the same strategic decisions. The corporate world still has a long way to go in terms of supporting women leaders without holding them to unattainable standards.
The conversation must shift back to equal opportunity, focusing on dismantling the systems that perpetuate inequality and exclusion. We need a corporate culture that doesn’t just celebrate women who fit into narrow molds but one that embraces true diversity and inclusivity. By moving beyond the superficial image of the Girlboss, we can create a more equitable landscape where women are judged for their talent and leadership, not for how well they conform to outdated gender roles.
The fall of the Girlboss isn’t the end of women in leadership; it’s the beginning of a new, more inclusive chapter. This shift is long overdue, but necessary for true progress. If we focus on creating a more supportive environment for all leaders, regardless of gender, we can move past the stereotypes that have held us back for too long.
Practical Steps for Organizations: Creating Inclusive Leadership
Organizations play a crucial role in shaping the future of leadership. Here are some practical steps they can take to support women and foster a more inclusive environment:
Implement Comprehensive Diversity and Inclusion Programs: Beyond token gestures, diversity and inclusion programs should create meaningful, lasting change. Regular training on unconscious bias, fostering safe spaces for open dialogue, and setting measurable diversity goals can help build a culture that genuinely values diversity.
Promote Transparent Hiring and Promotion Practices: Transparent hiring and promotion processes eliminate biases, ensuring all candidates are evaluated fairly based on their skills and potential. Using diverse hiring panels and setting clear criteria for promotions can help reduce unconscious bias and promote fairness.
Provide Mentorship and Sponsorship Opportunities: Mentorship is essential for career growth, particularly for women. Formal mentorship programs that pair emerging leaders with experienced mentors can provide vital guidance and support. Sponsorship, where senior leaders actively advocate for their protégés, is also key in helping women gain visibility and advance in their careers.
Foster a Supportive Work Environment: A supportive work environment is crucial for retaining women in leadership. Organizations should offer flexible work arrangements, mental health resources, and policies addressing harassment and discrimination. A culture of support allows women to succeed professionally and personally.
Encourage Leadership Development Programs: Tailored leadership development programs equip women with the skills needed to excel in leadership roles. Training in strategic thinking, negotiation, and public speaking helps build confidence and prepares women for the challenges of leadership.
Inspiring the Next Generation: Beyond the Girlboss
The next generation of leaders must redefine leadership beyond the Girlboss ideal. Leadership isn’t about fitting into a predefined mold but about embracing one's unique strengths and perspectives. By focusing on authenticity, championing diversity, and striving for equity, the next wave of leaders can foster a more inclusive, supportive, and authentic corporate culture.
Something far greater is coming. If we take the lessons learned from the Girlboss era and apply them thoughtfully, we can move toward a future where leadership is defined by vision, integrity, and the ability to drive meaningful change. The time is now to foster a new wave of leadership grounded in inclusivity and authenticity—leadership that creates true progress for all.
Love Always xx,
Rachel Alexandra
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