Our Mission

EQUALITY: Fast and Simple

Society wants to Accelerate Equality

Gender Fair is on a Mission to Make it Simple

Consumers want to be able to shop based on their values, now more than ever. Employees are more motivated by—and loyal to—companies that take positive action. Investors understand that diverse companies perform better than their peers. Donors want to make sure that the causes they support are aligned both externally, on their mission, as well as internally, in their organizations. They all want to support companies that are committed to fairness, and they won’t settle for messaging alone – they demand demonstrated commitment.

Many companies are stepping up, doing more and doing better when it comes to equality and diversity. They hear their customers, employees, and other stakeholders and are taking action, and ready to be more transparent on their progress.

Both companies and individuals need a trusted independent party to discern which are progressing on equality, and help those that aren’t the fastest with ways to improve. Our binary rating (Gender Fair or Not) and 100-point scoring system provide both an at-a-glance decision making tool for which companies to support and a benchmarking and goal-tracking system for companies.

Knowledge is Power

The easier it is to support brands that support equality, the more frequently consumers will make purchasing decisions that do so. By giving consumers a tool that can quickly and reliably deliver an independent evaluation of a company’s commitment to equality, we enable consumers to make values-based decisions in real-time. Gender Fair’s app and chrome extension will let shoppers check for fairness in an instant – delivering the first gender-based rating accessible at the point-of-sale, when consumers need it most.

Women Are The World's Most Powerful Consumer

85% of consumer decisions are made or influenced by women – let’s leverage that power for good.

When we spend our money with companies that have women in leadership, companies will do more to recruit and promote women to be decision-makers.

When we buy from brands with positive gender representation in their marketing, brands will create more inclusive marketing messages.

We promote products and services via distribution of advertising materials in various ways. **