It’s time to look beyond the name. It may well be the most polarizing factor of the new Ban Bossy campaign that’s causing a stir across social (and mainstream) media. The project to encourage young girls to lead was recently launched by Facebook executive Sheryl Sandberg of Lean In fame, in partnership with the Girl Scouts of America. But critics who write off Ban Bossy because of emotional baggage associated with the word are missing the point.
Fans of the campaign, including flashy celebrity supporters such as Beyoncé and Condoleezza Rice, are committed to banning the word bossy and instead compliment girls for showing leadership skills. Meanwhile, opponents are also making their voices known, questioning the logic of equating “bossy” with “leader” and even casting doubt on the idea that young women need a campaign to encourage leadership.
Whether the name elicits cheers or groans, it’s not the most important part of the campaign. Ban Bossy is about encouraging young girls to embrace their leadership qualities, dream big and be fearless in accomplishing their goals.
It seems much harder to argue with those aims – especially considering the well-documented gaps in female leadership everywhere from Parliament Hill to the nearest boardroom.
“I challenge the critics to come up with some kind of initiative or program to solve the problem and not just to sit there and criticize,” says Raylene Lang-Dion, national chair of Equal Voice, an organization committed to electing more women at all levels of politics.
Average female representation in Canadian politics is currently around 25 per cent. Society needs leaders who are willing to stand up and demand a change in the low representation of Canada’s female population. One way to do that is to encourage young girls to follow their political dreams.
Many disagree with the premise that bossy behaviour is the same as leadership. But for evidence, just take a look at our female politicians: judged on the basis of their clothing, makeup and hair choices, rather than political skills or unique perspective. And female politicians are frequently disrespected when they speak in legislatures. Without some force, a sense of assertiveness and yes, perhaps even a touch of “bossiness,” how can these representatives ever hope to pave the way for future female leaders?
The focus of the Ban Bossy campaign is on encouraging young girls to be strong, confident and determined. But it’s a challenge to effectively market an “Encourage Assertiveness” project. The “ban bossy” tagline is succinct, witty and has turned a lot of heads.
“One of the barriers that the bossy campaign has addressed is the labeling of women, the language that is used to describe women, and trying to turn that (away) from something that is negative and limiting,” says Lang-Dion.
This is a hallmark of the Ban Bossy campaign. The push to eliminate the term bossy from everyday vocabulary – particularly in interacting with young girls expressing leadership qualities – is an important way to bring attention to gendered language.
The project emphasizes the use of the term bossy to describe assertive and confident female children, while their male counterparts are praised for showing leadership when they exhibit the same behaviour.
Those who reject the idea of bossy as a gendered term have been rushing to the nearest social media platform or newspaper column to express their opposition – sometimes bordering on ridicule – since the campaign launched.
These critics argue society needs to raise young women to be strong and confident regardless of the labels thrown at them. The “suck-it-up-and-get-over-it” message seems to resonate with women who were themselves labeled bossy and have flourished in professional and personal spheres nonetheless.
But as the gaps in leadership positions demonstrate, there are significant barriers holding women back. The critics don’t have nearly as much to say about how to change these systemic issues.
Perhaps the key to the Ban Bossy movement’s marketing strategy is the fact that the campaign gets people talking. After all, what better way to increase female leadership than to begin a conversation about how to develop leadership skills and tear down barriers for young aspiring politicians, scientists and CEOs. Even for those who don’t believe language is one of these barriers, it’s hard to deny that there’s still work to be done.
It’s a calculated and successful move on the part of Ban Bossy, says Sandra Eix, outreach director for the Society of Canadian Women in Science and Technology.
“I went from thinking ‘this is a goofy, simplistic campaign’ to thinking ‘wow, brilliant use of social media.’ To take something that is so emotional, and use that for good – I’m really quite fond of it,” Eix says.
Eix says her organization works to develop programming that encourages girls to step outside their comfort zones and see themselves as scientists. Her organization introduces professional women in science and technology to groups of young girls to share their expertise and “do something fun related to science.”
The goal is to provide female scientist role models and encourage girls to engage in their science and math courses. But this encouragement of young girls starts with simple ideas such as speaking up in class.
“We work hard at this,” she says. “Just put up your hand! It doesn’t matter if the answer’s right. This is what it’s all about. Today, one time, take a guess – because the little boys do it all the time.”
This is the sentiment at the heart of the Ban Bossy movement. Encouraging young girls to be empowered, confident, and self-assured. Sparking discussion about ways to cultivate female leaders – and women of all ages who believe in their own self-worth – is something that can only change society for the better.