Articles by Annegien Langedijk-Wilms
Unleashing Women Entrepreneurs by Challenging Gender Norms: An Innovative Approach to Changing Beliefs Around Household Chores
Globally, women and girls are responsible for three-quarters of unpaid care work, due to the still-common belief that a woman’s role in society is to take care of the home. As Trisha Clauson at Bopinc and Annegien Langedijk-Wilms at Growing Initiatives explain, this is preventing countless women entrepreneurs from building their businesses, reducing emerging markets' GDP by trillions of dollars. They explore an innovative program that leveraged mass media to foster more equitable gender norms around household chores in Nigeria, sharing learnings that can be used by other organizations supporting women entrepreneurs.