A phenomenon known as the Wonder Woman Effect is inspiring an increased number of female entrepreneurs and business leaders in various industries.
The superhero character was created as a symbol of female strength, justice and independence for DC Comics in 1941 by American writer and psychologist William Moulton Marston. Her attributes are highly desirable in the business world, with the metaphor of “superpowers” equating to qualities like resilience, adaptability and vision.
Who is Wonder Woman?
A founding member of the Justice League, made up of the world’s greatest super-heroes, Wonder Woman has been appearing in DC Comics continually since 21st October 1941. Born on the paradise island of Themyscira, where she is known as Princess Diana, her alter-ego is Diana Prince. Her creator was said to have part based her character on his wife, Elizabeth Holloway Marston.
An Amazon warrior with special powers, as well as super strength; Wonder Woman possesses an armoury of weapons including indestructible bracelets, the Lasso of Truth and a tiara that she throws at enemies with devastating force. With many positive personality traits including being a heroic, confident and courageous character with a good heart; she is caring and compassionate, and always looks out for her friends. She isn’t afraid to make difficult decisions.
Extremely competitive and a perfectionist, she embodies the positive qualities of courage, mental strength, honesty and high morals. The agent of her own destiny, Wonder Woman makes decisions about who she wants to be and stands up for what is right.
Marston supported the women’s suffrage movement and was involved in a controversy while a Harvard freshman in 1911. The famous women’s rights activist Emmeline Pankhurst was invited to address the Harvard Men’s League for Women’s Suffrage but was banned from doing so by the Harvard Corporation, creating a fracas across the US.
Rise in female entrepreneurship
The Wonder Woman Effect is described as inspiring the necessary resilience in business for females to succeed.
Research shows the number of female entrepreneurs is increasing globally. In 2009, only one in ten start-ups in the UK had at least one female founder. This has now doubled to one in five, with around 17,500 businesses in Britain being founded by women annually.
Companies with an all-women leader team make up 20% of UK businesses – up from 16% in 2018. There has been a significant increase in females starting microbusinesses in the UK, where 42% of owners are women, which is an increase of 33% in just two years. Since March 2020, the proportion of women aged under 35 who have become entrepreneurs has more than doubled.
Analysts say female entrepreneurs are independent thinkers with a clear vision of their goals in life. Like Wonder Woman, who knows exactly what she wants and goes for it, female entrepreneurs become the change they want to see in the world.
Which industries attract female entrepreneurs?
While women run a wide variety of businesses, there are certain sectors that attract more female leaders. Almost 50% of women entrepreneurs are involved in the retail and wholesale sector, according to data compiled in 2024.
A further 20% have a business in healthcare, education, government, social services, caring or personal support. Women are also starting to make their mark in the biopharma sector, where they have traditionally been under-represented. They now make up one-quarter of CEOs.
How does Wonder Woman inspire young women?
Today, many young girls aspire to become independent in business after decades of having fewer opportunities than men in the corporate world. Until the 1950s, the main option for most women was to become a homemaker, but this gradually began to change.
In Wonder Woman’s early years, the character was one that girls could gravitate towards, as being super powerful in a world of many male protagonists inspired females to make their own mark in life.
There’s something far more compelling and profound than a superhero action plot in the Wonder Woman series. Female fans describe it as being a story about how powerful women can bring about change. Instead of being a sidekick to male heroes, or a one-dimensional love interest, she anchors the entire story, becoming a problem solver and leader.
Watching the modern Wonder Woman films has made more young females think about what they can do themselves. First, she’s a warrior who started training in her youth to become the fiercest Amazon on her island. If she was knocked down, her aunt would tell her, “You’re stronger than this,” to inspire her to keep going. Many female entrepreneurs today display the same fighting spirit, understanding that the road to success isn’t easy and requires dedication, so that they’re ready when the opportunity arises.
Wonder Woman never lets anyone else define her and is always her authentic self, deciding what to believe, where to go and which battles to fight. Female entrepreneurs are independent, rejecting workplace stereotypes that once labelled women as “too emotional and weak” to take a leading role in business.
A woman with a mission, Wonder Woman has a clear vision of exactly what she wants to achieve and is purposeful in her actions. Similarly, female business leaders need to have a clear vision of their goals, instigating change and not waiting for anyone else’s permission to do what’s necessary. Every entrepreneur needs this vision and an understanding that they must adapt to survive.
Unlike male characters, who would never wear their heart on their sleeve, Wonder Woman isn’t afraid to show emotion, which is her greatest strength. It gives her an empathy with the people around her – another positive in the business world.
Famous female entrepreneurs
Certain female entrepreneurs embody the spirit of Wonder Woman, with American television show host, producer, author and actress Oprah Winfrey being a prime example. Named by CNN and Time as the Most Powerful Woman in the World, with an estimated net worth of £2.3 billion, the 70-year-old has built a media empire, following her vision of evolving from talk show host to business mogul.
Sophia Amoruso, 40, a self-made businesswoman, founded the retail brand Nasty Gal, which was one of the world’s fastest growing companies in 2012. Today, she’s worth £100 million after surviving a financial setback in 2017, before being snapped up by fellow fashion brand Boohoo and continuing to produce her own products.
Sara Blakely, 53, the inventor of Spanx underwear, has always been a strong advocate for female empowerment. After amassing a net worth of £1 billion, she has become a massive Instagram influencer, who encourages other women to think outside the box and follow their dreams.
An important part of female entrepreneurship is encouraging other women to empower one another to thrive in the business world. This inspires new generations of women to aim for success. Helping each other can help reduce the gender gap further.
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