In a time when DEI initiatives face growing scrutiny, Amy Willard-Cross offers a fresh perspective on advancing women's interests in the corporate world - through the power of data and consumer choice. 

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As founder of Gender Fair, she's pioneering a unique approach that rates companies on their treatment of women, enabling consumers to vote with their dollars. What's surprising? Her most powerful allies aren't who you'd expect. This episode challenges conventional wisdom about corporate change, revealing how economic influence might succeed where traditional advocacy has struggled. Whether you're a business leader, consumer, or change-maker, Amy's insights about taking power (rather than waiting for it to be given) will transform how you think about creating lasting impact.

Key points:

• Gender Fair rates companies on their treatment of women, allowing consumers to make informed choices about where to spend their money.
• The idea originated from discovering that women candidates received no major industry funding in 2008 elections.
• Amy chose to create a public benefit corporation instead of a nonprofit to avoid competing for limited donation dollars.
• Men in power positions have become the strongest champions of Gender Fair's work, while executive women often hesitate to advocate for women's issues.
• The word "fair" faces less resistance than DEI terminology in today's political climate.
• Companies can be certified as Gender Fair, which particularly benefits smaller businesses wanting to demonstrate their commitment to women's advancement.
• Gender Fair measures five categories based on UN Women Empowerment Principles, including leadership, equal pay, and parental leave.
• The organization is expanding to partner with similar initiatives like the Black Dollar Index to increase collective impact.
• Amy's husband's advice that "power is taken, not given" shaped her strategy of leveraging women's economic power.
• Data alone isn't enough - change requires a combination of data, action, and storytelling to be effective.

Resources: 

Gender Fair 

Open Secrets - mentioned in context of political funding data

Black Dollar Index - run by Kelly Rozelle

A Moment of Lift, Melinda Gates