mwah joins Femeconomy

mwah. is delighted to announce we joined the Femeconomy community which celebrates businesses that are female owned and run!

We have a whole lot of other diversity going on, but this is a great place to start.

Choose female-led brands. Create gender equality.

In 2019 Femeconomy approved brands have at least 30% of women on the Board of Directors
or are 50% female owned.

Last year alone (2018) women spent $874 billion.
Look for the Femeconomy badge for their approved brands.

The Femeconomy Effect is about using the significant economic purchasing power women have to achieve gender equality. 


Women make over 85% of purchase decisions. In Australia alone, during 2017 this equated to approximately $818 billion in total (online purchasing was over $19.7 billion). Yes, it’s a LOT of money. And it’s in our hands where we choose to direct it. If women buy from brands that have women in leadership, those companies will profit. This encourages other companies to have more women in leadership. More female leaders across all industries will be the catalyst to accelerate achieving gender equality.


Culture is lead from the top. If more women are at the top of the ladder, they can help address these gender equality issues:

  • the gender pay (and superannuation) gap,
  • expanding career choices for girls and women, because if you can see it, you can be it,
  • changing society’s view of gender roles in parenting and distribution of household work,
  • changing workplace mindsets and behaviour around diversity and inclusion, and
  • normalising the role of women as leaders of industry.

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.