Female founders and execs talk about acts of 'micro-feminism' at work — and why they matter

Janine Pelosi, who was Zoom's chief marketing officer for nearly a decade before she became CEO of the video tech company Neat in Oslo, told BI that where you physically sit in meetings matters, and she encourages junior female colleagues to get in on the action.

Early on in her career, she took a seat at the main table rather than along the wall, meaning she could "fully participate and contribute in ways I couldn't have from the sidelines."

Irra Ariella Khi, the CEO and cofounder of Zamna, a London-based AI and blockchain company in the aviation security industry, told BI that every woman should know the words: "I am speaking," "I just said that," and, "No explanation needed."

"These words have become a kind of armor, a reminder that I don't have to fight to justify my presence," Khi said. "Women are taught to soften their authority with justifications, but we don't have to."

Erika Tamayo, the founder of the London-based protein powder company Hermosa, told BI she tries to ask supportive questions if women appear shy or hesitant in meetings. She said she felt this was "giving women the mic they deserve."

Victoria Trofimova, the CEO and cofounder of the video game development and publishing company Nordcurrent, based in Vilnius, Lithuania, told BI that, to her, micro-feminism meant trying to normalize motherhood in her company by offering flexible schedules and encouraging employees to leave early for school pick-ups. "I've worked with colleagues to adjust workloads or schedules to help them manage both, and seeing them succeed in both areas is so rewarding," she said.

Sarah Paiji Yoo, CEO and cofounder of the New York-based home cleaning products brand Blueland, told BI she is also "incredibly vocal" about leaving work for family or personal commitments, including leaving early for her own child's baseball games "to set an example for women that work-life balance is valid for all women with children and that it's OK to make their family a priority."

Lucy Liu, the cofounder of the online payments company Airwallex, headquartered in Hong Kong, noticed the gender imbalance in the fintech industry early in her career.

She told BI she makes time to meet with other women in the field at events and sessions, such as women's breakfasts and leadership programs. She has also created Slack channels focused on mentorship to challenge "the infamous boys' club."

Napala Pratini, the CEO and cofounder of Habitual, based in London, told BI she always acknowledges both the men and women on an email chain.

"Too often, I've been on emails with my male cofounder where the sender only addresses him or even misspells my name," she said. "Taking an extra moment to ensure women are properly acknowledged is a small but meaningful way to counteract unconscious bias."

Emma Obanye, the CEO of OneTech in London, told BI she was inspired by a colleague who "made it her mission" to ensure she was paid fairly.

"Her actions reminded me that feminism isn't just about big displays such as marches or petitions," she said. "It's about actively working to close the gap by being an ally in the workplace to address imbalances when you have the power to."

Rita Parker, the chief diversity and inclusion officer of Access, based in Massachusetts, told BI that there was one pivotal moment where a female colleague's belief in her gave her the confidence to persevere after being knocked back for a promotion. "Her advice was simple yet powerful: advocate for yourself."

Tech founder and angel investor Garima Kapoor, who is the cofounder and CEO of the Silicon Valley-based startup MinIO, attends interviews with female candidates to signal that their workplace is inclusive.

"It's easy for women to feel like their voices are dismissed," she told BI.

Shena Brien, the CEO of IP Telecom in Dublin, told BI she speaks up whenever she notices bias or that women are being excluded from conversations — even when it's unintentional.

Every International Women's Day, Brien said her workplace holds events focused on recognizing and uplifting women, and she personally writes each woman a personalized card "as a token of appreciation."

"It's about the small, everyday choices that add up over time," she said, such as ensuring meetings allow for balanced participation, and speaking up when she notices bias.

Pauline Paterson, the cofounder of the skincare company Dr. Paw Paw, said she makes a conscious effort to support female-founded businesses in her workplace, even when ordering toilet paper for the office. She opts for Cheeky Panda, a brand founded by Julie Chen.

Paterson is a member of Buy Women Built, which is a movement dedicated to showcasing women-owned brands, "not just to celebrate their achievements, but to drive consumer spending toward them," Paterson said. Some include Lemonade Dolls, Pip & Nut, Bold Bean Co, and Warners Gin.

As CEO of California-based family services company Hively, Mary Hekl always uses the terms "team" or "colleagues" rather than using gendered words such as "ladies."

"I've always felt like this is putting me and the group in a box of expected behavior, and I found it demeaning," she said.

Kara Puccinelli, the chief customer officer at Nexxen, told BI she encourages women to say they work "with" a boss rather than "for" them. She also said she picks up those who refer to women as "girls."

"As a society, we do not often call men 'boys,' and I make people aware of that double standard," Puccinelli said.

Riannon Palmer, who founded the London-based PR firm Lem-uhn, introduced a menstrual, menopause, and miscarriage policy in 2024. The policy gives employees an additional 10 days of paid personal leave for menstruation, menopause discomfort, or miscarriage, on top of their existing sick leave.

"Our employees shouldn't be penalized for having a menstrual cycle," she told BI.