By: Ojomo Taiye and Femi-Adeniyi Joshua

For years, certain industries and businesses have been associated with specific genders. Social and cultural norms have assigned certain industries, jobs, or entrepreneurial ventures to particular genders. This phenomenon is known as gendered entrepreneurship or occupational segregation.

Exploring business through the lens of gender reveals how societal perceptions have shaped the distribution of roles and opportunities across different sectors. Gender biases, as it implies, influence how various occupations are viewed, which can affect career choices, workplace dynamics, and overall economic participation. For instance, craftsmanship like sewing or embroidery, have been branded “women’s work”, while artisanal trades such as carpentry, shoe making or metalworking are perceived as “men’s work.”

These perceptions stem from historical divisions of labor and the societal undervaluing of women’s contributions. This is one of the many biases that contribute to the perpetuation of gender-specific career paths and the economic marginalization of professions traditionally dominated by women.

Today, significant efforts and successes have been made to break down gender-based work barriers. Individuals and organizations are challenging traditional gender roles and reshaping industries by advocating for diversity and inclusivity. One great example of individual that have succeeded is Indra Nooyi, former CEO, PepsiCo.

Indra Nooyi is a powerhouse of leadership who shattered gender norms when she became the Chief Executive Officer of PepsiCo, one of the world’s largest food and beverage companies in 2006. Gender-breaking stereotype in business, Arunma Oteh a Nigerian woman who served at the World Bank as the Vice President and Treasurer from 2015 to 2018 is another example, a living proof that anything is possible.

At the University of Ibadan, some women and men have successfully broken the gender-based business stereotyping and are setting new trends. Grace runs a business brand on campus, she sells outfits and footwear for both males and females.

“The Struggle when I first started was majorly time management. It looked almost impossible to have a business alongside academics. People predicted its effect on my grades,” Grace narrated. “I planned my movement every day and my night made up for the day most of the time,” she added.

“I have more close male friends that knew my predicament with finance and saw me struggling with female business, they advised and supported me” Grace recounted. Her friend saw that she struggled to sell girls’ fits but advised her on mens’ footwear.

Goodnesss Adeosun, a  recent graduate from the College of Medicine, University of Ibadan runs a very successful shoemaking brand, called Goody. The business is no small feat, considering that she ran the business simultaneuosly while in school. That was against societal norms because shoemaking was considered a “man’s job”.

Gender-inclusive entrepreneurship challenges traditional gender roles and stereotypes. Through empowering underrepresented groups, a more equitable society, promoting diversity and inclusion in the university and beyond making role models and mentors who will inspire future generations of entrepreneurs, gender-inclusive entrepreneurship becomes appreciable.

Gender-inclusive entrepreneurship offers individuals a platform for personal fulfillment, empowerment, and growth. By breaking down barriers and challenging biases, entrepreneurs can unlock their full potential, achieving success and making a meaningful impact at both the University level and outside.

Gender-inclusive entrepreneurship is a powerful force for change, driving innovation, economic growth, and social equity. By embracing diversity and inclusion, the full potential of entrepreneurs in the University can be locked. This move towards a more inclusive and equitable entrepreneurial ecosystem allows for the discovery and transformative power of gender-inclusive entrepreneurship.

Breaking gender-based work barriers is multifaceted, involving changes in perceptions, educational initiatives, workplace practices, entrepreneurship, legal efforts, cultural movements, and support networks. Challenging traditional norms and advocating for inclusivity, these efforts are reshaping industries and creating more equitable opportunities for all individuals, regardless of gender.

Only by recognizing and addressing these gender stereotypes, can  a more inclusive and equitable business landscape be created, unlocking the full potential of individuals in the University and beyond.