The power of gender capital in entrepreneurship

Gender capital is a powerful yet often overlooked factor in the entrepreneurial success of women, says University of Auckland Professor Chris Woods.

Professor Woods’ research looks at how gender capital - the insights and experiences people derive from their gendered dispositions, skills and social perceptions, can play a part in helping women navigate and succeed in their entrepreneurial endeavours.

Woods argues that gender capital is a vital, yet often intangible, resource in entrepreneurship.

“Whether it’s identifying overlooked market gaps, growing networks or transforming personal challenges into business ventures, gender capital can shape the entrepreneurial process."

In an upcoming chapter, she highlights the real-world impact of gender capital through the experiences of two New Zealand entrepreneurs - Lydia O’Donnell and Kat Kaiwai.

Lydia O’Donnell, an elite runner and co-founder of the Femmi training app, turned her personal challenges into a groundbreaking business.

After years of training under male-centric methods that ignored female physiology, O’Donnell wanted to focus on the importance of tailoring exercise to women’s menstrual cycles. This led her to launch Femmi, an online platform that personalises training for female athletes.

With backing from a women-led investment fund, Femmi has grown rapidly. It’s a powerful example of gender capital in action, says Woods, turning a lived, gendered experience into a business that fills a crucial gap in the market.

Meanwhile, Kat Kaiwai is breaking barriers in civil construction on the East Coast. As the founder of Tairāwhiti Contractors, Kaiwai navigated an industry where women are scarce.

Starting in contract administration, she learned on the job with the help of male colleagues, eventually earning qualifications in road maintenance and construction.

Recognising a shortage of civil works assessors in her region, she launched her company in 2021, creating jobs in her community. She also champions initiatives like Girls with Hi-Vis, a series of events and opportunities to give female students the chance to gain hands-on experience, hear from inspirational women in the industry and learn what a career in the infrastructure industries, as well as other trade sectors, can offer.

Kaiwai’s journey exemplifies how gender capital can drive change, says Woods, not just for individuals but for entire communities.

Woods’ research challenges traditional economic theories by advocating for a more nuanced approach that includes gender capital. She says greater recognition of this concept within economic and business research, will help to show that gendered perspectives can enrich people’s understanding of market innovation and opportunity creation.

“Austrian economics, a school of thought that emphasises individual decision-making, market processes and entrepreneurship, has long examined how businesses and economies grow, but it has largely ignored the role of gender," says Woods.

"By recognising gender capital as a part of the entrepreneurial process, we can better understand the unique challenges and opportunities women face."