I want to talk about our name on this year’s anniversary, as it is still regularly mispronounced, and more importantly, misunderstood.
We redesigned our logo a few years ago, hoping that a new design might better guide people on how to pronounce it, and that’s helped a little. But still, our mission is sometimes misunderstood. I’ve heard it all, and I’ve been advised to change the name by many well-intentioned and influential leaders.
“People will think you just do ‘women’ stuff.”
“It’s really feminist-y, you know?”
“You’re rapidly scaling; you might scare prospective clients away...”
I considered changing our name more times than I can count, but I’ve realized that breaking down assumptions like these is part of our work.
Our company name, feminuity, combines the words “feminism” and “ingenuity.” ‘Ingenuity’ is defined as the quality of being clever or inventive. And for us, ‘feminism’ is an equity-based movement that must benefit everyone. Our approach acknowledges that ‘isms’ (ableism, antisemitism, ageism, classism, cissexism, settler colonialism, colourism, racism, sexism, sizeism etc.) and other forms of systemic inequity exist, and we must design intentional practices to deconstruct them.
Over the past six years, we’ve worked with seventy-six clients across six continents using the expertise and knowledge of our small but mighty team. We’ve grown tremendously and plan to continue to do so because we know that people inside companies are hurting, and in some cases, the products and offerings that companies share with the world hurt people, too. For us, ‘innovation' that harms people or the planet is neither radical nor revolutionary, and we need organizations to do better. That’s what we’re actually about. 😊
It’s been the greatest honour of my life to spend my days learning alongside our team, partners, and clients as we help make the world just a bit better. I sparked this little idea with about $500.00 and a lot of heart, and it’s only been possible to grow feminuity into what it is today because of the incredible humans that have and continue to shape it.
The last six years were just the warm-up; stay tuned!