“Women absolutely have a different lived experience than men, women have a different way of seeing than men, we think about the world differently and have different personal experiences and so our work will be different, inherently, than the work of men,” she says. “Making sure that that balance is shown in the mainstream media is critical and unfortunately that’s not true right now. We have prioritised a very specific way of seeing that unfortunately is very masculine and very Western.”

"Everything you thought you knew about women, nearly always we have proved that wrong," said Rachel Pashley, group planning head of JWT London, who is leading the consultancy along with Whitehead. In line with this, Female Tribes want to change the narrative and conversation around women in culture and help businesses harness 'female business potential' through business transformation, product portfolio design, product and service design and innovation.

Just being aware of the issue is not enough. We’ve been aware of problems around diversity for some time and we need to actively involve ourselves in initiatives that not only change attitudes, but change behaviour. Gender equality is not only a necessity within our industry, but an integral part of building a better society.