“Let’s lower the bar”: Why this CEO wants women to do a whole lot less

Fck The Cupcakes. 

This is the name of a creative enterprise founded by Jasmin Bedir, designed to fight gender inequality through communications. It’s also a sentiment Bedir shared with a full house and virtual audience at this year’s FW Leadership Summit. 

“I’m sure a lot of you kind of get the vibe,” said the CEO of marketing and advertising agency Innocean Australia, who attended with one of her clients and major event partner, Hyundai Australia. 

“I’d had enough of performative diversity and inclusion tactics like, you know, a cupcake and a pat on the back, one day a year.”

Bedir has also had enough of the lofty expectations society holds for her gender. Speaking as part of a panel discussion on reframing failure as success in progress, she pulled sexist double standards into sharp focus.  

“When it comes to definitions of success, we have set the bar so high for women,” she said. 

“From presidential candidates, female founders, working mums, CEOs, actors, athletes and musicians to partners, wives and girlfriends. Nothing’s ever good enough.” 

It’s a fair point. And one not lost on fellow FW Leadership Summit speakers and attendees alike. 

“Let’s do less. Less emotional and unpaid labour, less over-achievement, less pressure on what we look like, less self-doubt, less conforming to the male environment, less politeness, less hiding hormonal shifts – my God!”

Research shows that critiques of clothing worn by female politicians can impact their chances of winning elections. Women-led businesses receive less venture capital, despite bringing in higher revenue and returns. While at home, mothers are more likely than fathers to be criticised for perceived shortcomings in childrearing. 

“The pressure for women to be perfect is real and the goal posts are constantly moving. Everything – and I mean literally everything is scrutinised,” said Bedir, noting that even a woman’s weight, according to several studies, can affect her salary. 

This double-standard bias could partly explain why, while women make up more than half of all employees in Australia, they represent less than one in five CEOs. And a smaller number still, in the automotive industry.

Andrew Tuitahi, Director of Marketing and Product at Hyundai Australia, also spoke at the FW Leadership Summit.

“We’re very reluctant to embrace any kind of organisational change – and that might be surprising when you think about some of the technological advances we’ve rolled out over the years,” he said. 

“You can look at things like fully autonomous ride-share cars with no steering wheels or pedals that can perform flawless pickups and drop-offs of customers – but a female chief officer? That’s rare.”

Drawing on the theme of this year’s Summit – imagining a better future for working women – Tuitahi shared his aim for an executive leadership team that looked more like Hyundai’s customer base.  

“At Hyundai, we actually skew towards female buyers more than any other brands,” he said. 

“So I think it’s really important for us. And personally, I imagine having a strong female leader as my chief officer.”

For her part, Bedir said working with clients like Hyundai Australia gave her hope that we’ll see more equitable access to success. 

“Let’s lower the bar for women, honestly,” she said. 

“Let’s do less. Less emotional and unpaid labour, less over-achievement, less pressure on what we look like, less self-doubt, less conforming to the male environment, less politeness, less hiding hormonal shifts – my God!”

“Less succeeding at both career and motherhood, less forgiveness, less giving free time, free advice, free support, free mentoring, all the free stuff. Less acceptance of the status quo and less of doing all the [diversity and inclusion] labour.” 

Fck The Cupcakes, indeed.

IMAGE CREDIT: Vienna Marie Creative