Jade Collins

Jade Collins


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About Me

19 years leading Human Resources in global organisations has led me to create Femeconomy with my sister-in-law Alanna Bastin-Byrne. Women make 85% of purchase decisions. In Australia it is estimated that women spent $818 billion in the 2016-17 financial year. Femeconomy uses consumer and procurement activism to progress gender equality by unlocking the power of the purse. If women buy from B2C and B2B brands that have women in leadership, women will impact bottom lines. This leads to more women in leadership to advance gender equality. It’s The Femeconomy Effect.

Companies with female leaders are not only more profitable, which means more opportunity for everyone. But they are less likely to have a gender pay gap, which means more money for the whole family and more workplace flexibility, which helps women and men.

Femeconomy approved companies have at least 30% female board directors or 50% female ownership. Over 800 listed have Femeconomy’s badge of approval. This approach directly supports top down strategies to improve gender equality on leadership teams. Any business who meets Femeconomy’s approval criteria can choose to submit their brand.

COMPANY NAME: Femeconomy

JOB TITLE: Director

FUNCTION: Marketing

INDUSTRY: Business Services & Consulting

CATEGORY: Professional Services

Work experience



March 2016 - Present | Australia

We want women to choose brands with female leaders to create gender equality. The criteria to be a Femeconomy approved brand is to be at least 50% female owned or have 30% of women on the Board of Directors. Why do we care about female leadership? Because culture is lead from the top. If the decision makers are women the gender pay and superannuation pay gap will close, there will be more work flexibility for everyone and we will see more women employed in various levels within companies. #femeconomy


Central Queensland University

MBA, B Bus (HRM), B Arts (Psych) of Business Administration, Human Resources, Psychology