CQU alumnus has secured a place in history for advancing gender equality through purchasing power

Published:29 July 2020

CQUniversity alumnus Jade Collins is the co-creator of Femeconomy, a business that empowers consumers to buy from brands that are gender-diverse.

Femeconomy, a business co-created by CQUniversity alumnus Jade Collins, has been recognised for its significance in the documentation of gender equality with the website placed in the Australian National Web Archive.

The national membership organisation which informs consumers, business owners and budget owners on how their purchasing decisions can create gender equality, will be archived to educate future generations on the legacy of those who were instrumental in the advancement of equality.

According to Ms Collins, given the current rate of change, our grandchildren's children may be fortunate enough to live in a world free from gender inequality. This increases the importance to capture the progress, milestones, stories that have contributed to a more inclusive society.

“The stories of trailblazing women leaders will be preserved for future generations,” she said.

“For those women who have shared their leadership wisdom with Femeconomy via our Female Leader Interviews, we are so immensely proud that their voices, and leadership, will be preserved forever.

“Future generations will be able to celebrate how you helped to shape a more gender-equal society.”

Named CQUniversity's 2019 Alumnus of the Year - Social Impact, Ms Collins acknowledged that education can be key to addressing social issues and reflected on her own experience after reading the statistic that women make 85% of consumer purchase decisions.

“I wondered why women weren’t using this incredible economic lever to further gender equality? Surely someone in the world was?

“I became obsessed with this idea. My passion became identifying which brands and companies with women leaders, to inform and encourage people to push their consumer spend towards those companies.

“Soon after my Co-Director, Alanna Bastin-Byrne and I launched We were being approached by business to business brands who also wanted to be recognised as a female-led business.”

Despite the success Femeconomy has garnered in the fight for gender equality, Ms Collins advocated for everyone to play their part to help address this persistent social issue.

  • Make sure your top 5 brands are Femeconomy approved and you will be advancing gender equality with every purchase.
  • Ask women-owned or led business for quotes when undertaking corporate purchases
  • Consider the impact of gender inequality on men, and how equality benefits both men and women
  • Investigate your own unconscious biases, reflect on how they have developed, and make the commitment to be more inclusive in your thoughts and actions. Recognise that it is an important topic to discuss and that we all inevitably make some mistakes (and learn) as we seek to improve.
  • Understand your own company's gender equality, inclusion and diversity commitments and behaviours, and find out how you can support progress. Also, if you observe something that undermines progress, call it out - don’t be a bystander.

Into the future, she said Femeconomy will continue to engage leaders across all industries and organisations to consider how their procurement decisions can create gender equality.

“Despite representing about 34.8% of Australian business owners, and being over 50% of the population, women-owned businesses access less than 2% of the global procurement market currently.

"The Workplace Gender Equality Agency has also updated its 2020-21 Employer of Choice Guidelines to include Gender Equality Procurement Principles," she said.

“In response, we partnered with The 30% Club and leading Australian Board Directors to develop a Gender Equality Procurement Toolkit and Gender Equality Policy to support organisations. This Toolkit helps to implement procurement strategies that create gender equality across their supply chains and foster ethical supply practices."

The Toolkit is available to download from