(Posted 29th July 2024)
The events industry is undergoing a significant transformation, with
women at the forefront of driving change in crucial areas such as sustainability and collaboration.
Despite making up approximately 77% of the events workforce, women still face challenges in reaching top leadership positions. However, industry leaders are taking note and implementing strategies to support women’s advancement.
RX Africa, a key player in the South African events sector, is among those recognising the need for change.
The Paradox of Female Representation
While women dominate numerically, their presence in leadership roles tells a different story. Only 16% of women hold director positions compared to 32% of men, and at the executive level, a mere 17% are women. This stark contrast raises questions about the industry’s structure and the barriers women face in climbing the corporate ladder.
Carol Weaving, RX Africa Managing Director, offers insight into this paradox: “Female event planners often bring a deeper understanding of people guided by their sensitivity and authenticity. Their innate ability to offer a more nuanced approach resonates deeply with attendees and participants.”
Yet, she also notes, “Women often face stereotypes that question their ability to effectively lead and manage events due to gender bias.”
This juxtaposition highlights an issue: while women’s skills are valued in execution, they seem to be overlooked in leadership considerations. The reasons for this discrepancy are multifaceted, ranging from ingrained biases to structural barriers.
However, there’s a silver lining. Many companies recognise this disparity and are taking active steps to address it. At RX Africa, says Weaving, various incentives are consistently run to recognise the work of their teams. Regular networking events celebrate colleagues’ achievements, promote staff abilities regardless of gender, and maintain a non-discriminatory environment. Additionally, ongoing compulsory training, alongside optional sessions, ensures equality is an integral part of the business.
This gradual shift is helping to build a pipeline of female talent ready to step into senior roles. For the Decorex Africa team, which is almost entirely female, advocating for these women is essential for nurturing diversity, challenging stereotypes, driving innovation, achieving economic growth, promoting social equity, and reflecting the rich cultural fabric of the nation. “Our country’s rich cultural diversity should be reflected in its design industry, and championing women ensures this is accurately and fully represented,” comments Bielle Bellingham, Decorex Africa Executive Creative Director. “Often, women design with a focus on community and social impact, leading to projects that benefit society as a whole. By supporting their work, we foster a more inclusive and forward-thinking industry.”
Balancing Act of the “Superwoman Syndrome”
The demands of the events industry can be particularly challenging for women trying to balance career ambitions with personal life. Esther Mpofu, Sales Executive at FAME Week Africa, describes this struggle: “As women, we often grapple with the ‘Superwoman Syndrome’; balancing work, family responsibilities, and travel demands.”
This balancing act is further complicated by industry-specific challenges. Mpofu points out that nighttime networking, essential for career progression, can pose safety concerns for women. Such realities force many women to make difficult choices between career advancement and personal safety or family responsibilities.
Diverse Perspectives on Industry Dynamics
Not all women in the industry view their experiences through the same lens. Olivia Gradidge, Marketing Manager at Africa Travel Week, sees women’s collaborative nature as an asset: “Women have a natural motherly nature to the way in which they work. Collaboration and inclusivity come naturally to them.”
However, this perspective, while positive, could inadvertently reinforce stereotypes that pigeonhole women into specific roles or expectations. It’s crucial to recognise that women’s approaches to work are as diverse as women themselves, she says.
This diversity of perspectives and leadership styles is increasingly seen as a strength in the industry. Companies that embrace a range of leadership styles often report higher innovation and better problem-solving capabilities.
Travel: Empowerment vs. Additional Burden
Travel within the events industry offers both empowerment and challenges for women. Reante Naidoo, Buyer & Digital Director, RX Africa, views travel as a liberating experience that fuels personal and professional growth. She states, ‘Travel is an incredibly liberating experience for a woman…from planning to paying to arriving and soaking up all these new possibilities a new place has to offer – the entire experience is full of discovery and empowerment.’
Similarly, Penny Fraser, Sales & Partnerships Director – Travel, Tourism & Creative Portfolios, (MipAfrica & FAME), notes, ‘Travel inspires women professionally by exposing them to new skills, cultural understanding, and innovative thinking, sparking problem-solving and creativity‘
However, both acknowledge the duality of this empowerment. While travel can open doors for career advancement and economic opportunities through community-based initiatives and supporting women-owned businesses, it also exacerbates work-life balance struggles. To mitigate this, some companies offer travel budgets allowing employees to bring family members on longer trips, recognising the importance of supporting employees’ lives outside of work.
Sustainability: A New Frontier for Female Leadership
Sustainable event practices are emerging as an area where women are taking the lead. Gradidge notes, ‘As natural nurturers, women approach projects uniquely. We tend to prioritise sustainable and ethical tourism practices in the workplace.’
This trend offers new avenues for women to showcase leadership skills and drive industry innovation. The focus on sustainability aligns well with growing market demands and provides opportunities for women to shape the future of the industry.
While it is important to avoid reinforcing stereotypes about womens ‘nurturing‘ nature, the leadership in sustainability demonstrates how women are carving out new niches and redefining industry standards.
For the Decorex Africa team, which is predominantly female, advocating for women is essential to nurturing diversity and driving innovation. “Our country’s diverse culture should be represented in its design industry, and championing women ensures this,” says Bielle Bellingham, Decorex Africa Executive Creative Director. “Women often design with a focus on community and social impact, leading to projects that benefit society as a whole. By supporting their work, we foster a more inclusive and forward-thinking industry.”
Challenges and Opportunities
The future of the events industry holds great promise, especially as it embraces the full potential of its diverse workforce. Mpofu envisions a significant shift: ‘I see more women in C-suite roles, thriving as leaders in what has been a male-dominated industry. Gender equality policies and a supportive workplace culture are crucial‘.
Mpofu also highlights the importance of amplifying women’s voices: ‘It is essential to ensure women’s perspectives are validated by including them in event programmes and discussions. I hope to see more diverse stories, particularly those by and about women, gaining prominence in TV and film.’
The combined efforts of trailblazers like these women and innovative organisations like RX Africa are setting the stage for an events industry shift. As more women ascend to leadership roles and diverse voices gain prominence, the future looks not just inclusive but dynamic.
