Jade recognised for tackling gender equality

Published: 18 January 2019

Jade Collins
Jade Collins has been announced as CQUni's Alumnus of the Year - Social Impact for 2019.

Innovator and gender-equality advocate Jade Collins BA/BBus 1999 and MBusAdmin 2008 is CQUniversity's 2019 Alumnus of the Year - Social Impact.

Ms Collins is the co-creator of Femeconomy, which mobilises the female economy, empowering consumers to buy from brands that are gender-diverse.

Based on the premise that women are responsible for 85 per cent of purchasing decisions, Femeconomy promotes brands that have at least 30 per cent female representation on their Board of Directors or are 50 per cent female-owned.

By recognising organisations with significant female leadership, and encouraging women to direct their purchasing power to these businesses, Femeconomy is helping close the gender gap in leadership, and aims to close the wage and superannuation gender-based pay gaps, creating more opportunities for women in the workplace, and removing the stigma and barriers associated with flexible working conditions.

This is an important step for Australia, a country that places at just 39 out of 144 countries in the 2018 World Economic Forum Global Gender Gap Report – barely scraping into the top quarter of countries for gender equality.

CQUniversity Alumni Relations and Advancement Manager Anthea Cuddihy says Jade has devised an innovative approach to achieving gender equality in the workforce.

“Jade’s work at Femeconomy is empowering female consumers to leverage their significant purse power to support female-led businesses," she says.

"It is exciting to see innovative ideas being used to tackle profound social problems such as gender parity – it’s an outstanding example of the impact CQUniversity graduates can have in our communities, which is why Jade has been recognised with this Alumni Award.

"The significant growth of Femeconomy since its inception shows an appetite exists in our communities for options that address this persistent social issue.”

The reach of Femeconomy has grown exponentially: from 700 brands featured and an audience of 2000 monthly users in 2016, to nearly 900 brands and an audience of 300 000 in 2019.

Ms Collins completed a Bachelor of Arts/Bachelor of Business with CQUniversity in 1999 before graduating with an MBA in 2008.