In this article
Exposure to relatable role models is one of the strongest predictors of entrepreneurial intention among young women, according to multiple studies on gender and entrepreneurship. Yet 81% of young people can't name a single female entrepreneur (Santander, 2020). Changing what children see changes what they believe is possible.
Key Takeaways
- Role models are one of the strongest predictors of entrepreneurial intention in young women
- 81% of young people can't name a single female entrepreneur
- Effective role models are relatable, honest about struggle, and diverse
- Neuroscience shows role models activate neural pathways for imitation
- 250+ real founder stories available across every sector
Ask a room of children to draw an entrepreneur. Most will draw a man. Usually in a suit. Often with a briefcase. This isn't because children are biased – it's because that's all they've been shown. The stories we tell children about business shape who they believe can participate. And right now, those stories are overwhelmingly about men. Changing the stories changes the outcomes.
The visibility gap
A 2020 Santander study found that 81% of young people aged 11–18 cannot name a single female entrepreneur. Not one. Meanwhile, most can reel off several male tech founders without thinking. This gap isn't about knowledge – it's about exposure.
Female entrepreneurs exist in every sector: fintech, food, fashion, education, sustainability, healthcare, sport, and technology. But they're systematically underrepresented in the media, in textbooks, in school assemblies, and in the cultural narratives children absorb.
The result? Girls internalise a message that business leadership is "not for them" – not because anyone says it directly, but because nobody shows them otherwise.
The science of role models
This isn't just anecdotal. Research from multiple disciplines confirms that exposure to relatable role models is one of the strongest predictors of career aspiration:
Multiple studies find that exposure to entrepreneurial role models is one of the strongest predictors of entrepreneurial intention among young women – stronger than education level or geography.
Research published in the Journal of Applied Psychology showed that seeing a same-gender role model succeed in a domain significantly increased self-efficacy beliefs and performance in that domain.
The Global Entrepreneurship Monitor consistently finds that countries with higher visibility of female entrepreneurs have higher rates of female business creation.
Neuroscience research on 'mirror neurons' suggests we literally simulate the actions and emotions of people we observe – meaning role models don't just inspire, they activate neural pathways for imitation.
"You can't be what you can't see. But when you can see it, something shifts – from 'I wish I could' to 'maybe I can' to 'I will.'"
What kind of role models work?
Not all representation is equally effective. Research shows the most impactful role models share three qualities:
Relatability
Girls respond more strongly to founders who share their background, age range, or interests. A 16-year-old who started a jewellery brand is more relatable than a billionaire CEO.
Honesty about struggle
Perfect success stories backfire. Girls need to see that failure, doubt, and setbacks are normal parts of the journey – not signs they should quit.
Diversity
Representation must go beyond gender. Girls need to see founders from different ethnicities, socioeconomic backgrounds, abilities, and industries. One type of success story isn't enough.
Our approach: 250+ real stories
Our Role Models library features 250+ women and girls who've built real businesses - from fintech to food, from sustainability to software. Every story includes:
What they built and why
The challenges they faced and how they overcame them
What they'd tell their younger selves
Links to their businesses so students can see the real thing
These stories are designed to be used in classrooms, at home, and independently by young people. They're integrated into our courses so students encounter real founders at every stage of their learning journey.
Take action
Whether you're a parent, teacher, or young person yourself, here's what you can do today:
Share a founder story: Pick one from our library and share it at dinner, in class, or on social media.
Ask different questions: Instead of 'What do you want to be?', ask 'What problem would you love to solve?'
Diversify your feeds: Follow female founders on social media. What you see shapes what you believe is possible.
Explore our full Role Models library and start changing what's possible – one story at a time.
Frequently Asked Questions
Why do role models matter for young female entrepreneurs?
Research consistently shows that seeing someone 'like you' succeed in a field dramatically increases belief that you can too. For girls, who face a well-documented confidence gap from age 11 (Girlguiding's Girls' Attitudes Survey), visible female role models are particularly impactful. Studies on entrepreneurial role models consistently find that exposure to relatable role models is one of the strongest predictors of entrepreneurial intention among young women.
How many female entrepreneurs can young people name?
Research found that 81% of young people cannot name a single female entrepreneur. This isn't because female founders don't exist – there are thousands of successful ones across every industry. The problem is visibility: media coverage, textbooks, and cultural narratives consistently centre male founders, leaving female entrepreneurs invisible to the next generation.
What makes a role model effective for young people?
Research shows the most impactful role models share three qualities: relatability (girls respond more strongly to founders who share their background or interests), honesty about struggle (perfect success stories backfire – girls need to see that failure and doubt are normal), and diversity (representation must go beyond gender to include different ethnicities, backgrounds, abilities, and industries).
How can parents and teachers use role models to inspire children?
Share founder stories at dinner, in class, or on social media. Ask different questions – instead of 'What do you want to be?', try 'What problem would you love to solve?' Follow and highlight female founders on social media. Invite local business owners into schools. Use resources like our 250+ Role Models library which features real women and girls across every industry, with stories designed to be used in classrooms and at home.
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