Decolonising Feminism: Challenging the Girl Boss Narrative

As a young woman, I was captivated by the allure of being a #GirlBoss. It seemed like the epitome of feminist success – breaking through glass ceilings and shattering stereotypes. Yet, as I navigated my early 20s, a creeping sense of disillusionment began to overshadow my once fervent admiration. It dawned on me that the Girl Boss narrative, while seemingly empowering, actually imposed yet another unattainable standard of perfection upon women.

The rise of so-called "girlbosses" has become emblematic of contemporary pop feminism, where success is measured solely by relentless productivity and corporate triumphs. What was meant to uplift women has devolved into a narrow, commercialised version of feminism that glorifies professional achievements while neglecting the broader goals of gender equality.

Girlboss feminism preaches that economic success is the antidote to patriarchal constraints – that as long as you're maximising profits, you're liberated from the shackles of gender discrimination. However, this commodification of feminism reduces women to mere instruments of capitalism, ignoring the deeper structural inequalities that perpetuate gender inequality. It fails to acknowledge that true empowerment extends beyond financial success to encompass holistic self-expression and fulfilment.

One of the gravest pitfalls of girlboss feminism is its valorisation of conventional capitalist success as the ultimate marker of worth. The relentless hustle culture it perpetuates equates self-esteem with productivity, leaving little room for individual pursuits or self-care. This instills a guilt complex, wherein any deviation from the relentless pursuit of success is deemed a failure. Essentially, girlboss feminism overlooks the idea that women can embody both ambitious and nurturing qualities, assertiveness and collaboration, strength and vulnerability, all at the same time.

Girlboss feminism fails to address the complex interplay of class, race, and gender, which are important factors influencing one’s ability to climb the corporate ladder as a female. Girlboss feminism's myopic focus on individual achievement overlooks the intersecting axes of oppression faced by women of colour, LGBTQ+ individuals, women with disabilities and other marginalised groups. It implies a sort of “choice” feminism, in which all women are said to have a choice to wake up and decide to achieve corporate success.

As a neoliberal phenomenon primarily rooted in the Global North, girlboss feminism perpetuates the myth of meritocracy, suggesting that success is solely determined by individual effort and talent, while disregarding systemic barriers and institutional biases. This is illustrated by Kathleen L McGinn and Eunsil Oh, who highlight the stark contrast in societal perceptions of women from different social classes [1]. Lower-class women are often stereotyped as being "group-minded" and "reliant on others," while their middle and upper-class counterparts are portrayed as independent, strong, and empowered individuals in control of their own destinies. These divergent characterisations significantly impact women's behaviour and beliefs in the workplace, leading to distinct differences based on social class. The concept of the girlboss archetype, which has gained popularity in recent years, lacks a critical examination of how success is often built upon the oppression of others, particularly those from lower socioeconomic backgrounds. This phenomenon is intrinsically linked to the reinforcement of male-created power structures and perpetuates class elitism, further marginalising women who do not fit the narrow definition of success embodied by the girlboss ideal.

In recent years, the girlboss phenomenon has come under scrutiny following investigations into prominent female-led companies such as 'Lululemon'. These businesses built their brands and achieved success by promoting an image of feminism and inclusivity for women of all races. However, the fundamental flaw in the girlboss leadership model is that it primarily caters to white women, neglecting the experiences and needs of women from other racial backgrounds. The narrow focus on white female empowerment within the girlboss narrative perpetuates racial inequalities and fails to address the intersectional challenges faced by women of colour in the workplace. As a result, the reign of the girlboss has quickly unraveled, exposing the limitations and inherent biases of a leadership paradigm that claims to champion diversity and inclusivity while effectively excluding a significant portion of the female population.

By uncritically embracing capitalism, girlboss feminism not only fails to dismantle existing patriarchal power structures but also reinforces and legitimises them, further entrenching the marginalisation of those already disadvantaged by inequality. And, by centering the experiences of affluent, predominantly white women, it exacerbates existing inequalities and perpetuates systems of privilege. Indeed, in 2023, only 22 per cent of women held C-suite positions, and only 6 per cent of these were women of colour [2]. 

As we navigate the complexities of contemporary feminism, it's imperative to interrogate the narratives we're sold and envision more inclusive, equitable alternatives. True feminism isn't about conforming to capitalist ideals of success; it's about challenging systems of oppression, amplifying marginalised voices, and striving for a world where all women – regardless of race, class, or background – can thrive.

[1] McGinn, K.L. and Oh, E., 2017. Gender, social class, and women's employment. Current Opinion in Psychology, 18, pp.84-88.

[2] McKinsey and Co (2023). Women in the Workplace. Report. Available at: https://www.mckinsey.com/featured-insights/diversity-and-inclusion/women-in-the-workplace#/