It’s no secret that corporate businesses are dominated by men. A recent CNNMoney analysis indicates that of all S&P 500 CEO jobs, only 5 percent are held by women. A similar study described by Catalyst shows that women made up just 20 percent of board seats of fortune 500 companies. The good news is, this trend is shifting in the world of franchising. Women now either own or co-own 41 percent of all franchises in the United States. The reasons for this are complex, stemming from cultural shifts in traditional gender roles, general consumer experience, and the overall importance of diversity of thought. Women are changing the game.

Challenging Traditional Gender Roles

Just like other cultural phenomena, gender roles shift naturally over time; they’re affected by politics, environment, and social values. Over the course of the last century, female roles in western society have evolved rapidly. While there have been significant growing pains, women now hold business positions that have historically eluded them. However, work/life balance is still incredibly important to women, as it’s essential for overall well-being. According to Franchise Times, 54 percent of female franchisees say that their overall work-life is balanced or very balanced. When compared with corporate jobs, there is often less mandatory travel time, and hours are more flexible.

In fact, franchising is often overall a more dependable career option than, say, starting a business. Franchises have proven track records of success, follow established business models and regulations, and have the general support of the company. This may, at first glance, seem like a relatively risk-averse approach to business; after all, signing on to a stable company model appears to be a safe bet. However, a more appropriate phrasing would be risk mitigation. Compared to men, women are more adept at mitigating risk in favor of larger, potentially more advantageous risks. In a sense, women make inclusive and calculated decisions that support the bigger picture.

Women and the Consumer Experience

Women make up a significant portion of franchise consumers. Consumer experience gives women intimate knowledge of what products and services they prefer, what marketing strategies are successful, and how business models work for them. Sexism often plays a significant role—business models that are traditionally male dominated, like those in the automotive industry, can deter female consumers and leave them frustrated. If a woman has a poor experience at a franchise that provides a service that is essential to her lifestyle, she has motive to either take her business elsewhere, or become a change agent in the industry.

Though more women are getting into franchising than ever before, there are still logistical hurdles. For example, women continue to have difficulty obtaining adequate franchise funding, with female franchisees seeing a loan average of $568,475 compared to $729,093 for men. In terms of research, it’s hard to say whether these numbers reflect sexism in the loan industry, or if they indicate that women have historically pursued business ventures that require less capital than men. Whatever the case may be, this trend is rapidly changing. Loans to female franchisers showed an increase of 22.5 percent between 2013 and 2017, while those for males only increased 5.7 percent

One theory is that female franchisees are addressing the lack of family-friendly environments in companies. Brian Scudamore, Founder of 1-800-GOT-JUNK? reports that, “female-lead franchises are…disproportionately more successful than the men. Part of their strength is that they can relate to our customers—who are primarily women.” When a franchise owner and a customer share a lived experience, the customer is better served. Using their experience as consumers, women are able to accurately provide access to certain services, increasing foot traffic to their business. For example, when consumers who require childcare services have their needs met, they are likely to return. This is not to say that men can’t address the same issues; it’s merely indicative that the traditional female roles of the past can have significant, progressive influence on female roles in the future.

What Women Bring to the Table

Women bring a diversity of thought to the table. In general, women are more open to sharing ideas and collaboration than their male counterparts, giving way to innovation and new business practices. Women are similarly unafraid to ask questions, an inclusive practice that allows them to bring new voices and expertise to their franchise. According to Courtney Sinelli, Executive Vice President of Which Which Superior Sandwiches, women “look at their business from various angles,” considering “how decisions affect all areas of their business.” Similarly, Shelly Sun from the International Franchising Association believes that women “tend to be better managers, leaders, and inspirers of talent,” making their employees “feel cared for.” This wholistic approach is paving the way for women to change the landscape of franchising, making it more diverse and accessible to consumers.

Haley is from Gilbert, Arizona. She loves reading and writing just about anything under the sun. In her spare time, you can find her exploring outdoors or sippin’ on a craft brew.