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 * 04-23-18


MILLENNIAL WOMEN’S BUSINESS CONFERENCES: SAFE SPACE OR PINK SILO?


CREATE & CULTIVATE, GIRLBOSS RALLY, AND RE:MAKE CATER TO CAREER-MINDED YOUNG
WOMEN WITH BUSINESS PANELS, BEAUTY BARS, AND PLENTY OF KOMBUCHA MOCKTAILS.

[Animation: Noelia Lozano]
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More Like This
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things might only get worse
By Rina Raphael10 minute Read

“Should I put my flower crown on now–or wait till after the branding panel?”




A young woman consults with a friend at Create & Cultivate, a one-day summit of
female entrepreneurs taking place in a sprawling industrial compound in downtown
Los Angeles. She’s one of approximately 1,000 attendees who lounge on pale pink
fainting couches, sip kombucha mocktails, and pose in front of set-designed
walls emblazoned with Instagram-ready slogans, including a glittering gold
“Time’s Up!” At noon, they kick up their suede booties and dig into vegan lunch
boxes, which, as it so happens, include a floral hair accessory.

“Wait, did you go to the salon here yet?” her friend interjects. “You can get a
fishtail braid. That might be cuter.”

At Create & Cultivate, women in their 20s and 30s gather to network and learn
businesses skills–and indulge in a little me-time. The event, which has cropped
up in nearly a dozen cities from Atlanta to Seattle over the past few years,
showcases celebrity speakers (Kim Kardashian West, Chrissy Teigen, Lauren
Conrad) alongside CEOs and venture capitalists. At the L.A. gathering, held in
February, attendees wander between finance panels, pitching tutorials, and
podcasting seminars, then mosey over to a pop-up market with free styling and
ear-piercing services.



And with tickets priced between $350 and $550, no corporate expense account is
required.



Jaclyn Johnson, Create & Cultivate. After running an events agency, Johnson
founded Create & Cultivate that spans a digital platform and events; her book,
WorkParty, is due out in August. [Photo: Caroline Lee/Woodnote
Photography]Create & Cultivate founder Jaclyn Johnson refers to her sold-out
conference as a “work party”–aimed at new generation of women who are redefining
their careers as fun, personal, and to be approached on their own terms. (It’s
also the title of Johnson’s new book.)



A scan of attendees reveals a high percentage of ombre highlights and designer
leather moto jackets. These predominantly millennial women, much like their
curated Instagram accounts, appear perfectly put together. And though they might
seem like they’re here to socialize or go trick-or-treating for swag, they are
also hustlers. Between events, they pitch each other their businesses: cosmetics
lines, wellness blogs, consulting firms, and more. In lieu of business cards,
they swap phones to follow one another on Instagram. In bathroom lines, they hug
one another with promises to text the next day. 



If all they wanted to do was party, one attendee tells me, they’d be in Tulum. 



Create & Cultivate, which also maintains an online career-advice platform, is
one of several new conferences catering to the tastes, needs, and budgets of the
career-minded millennial. Sophia Amoruso, whose e-commerce company, Nasty Gal,
filed for bankruptcy in 2016 and was sold off last year, recently resurrected
her brand of edgy feminine ambition with the launch of Girlboss, a media startup
featuring the daylong Girlboss Rally.


Sophia Amoruso, Girlboss Rally. The Nasty Gal entrepreneur has been expanding
her Girlboss brand to include an online community and podcast.

“There really has been no space for this generation to [convene] in any kind of
remotely professional setting in a way that’s geared to them,” says Amoruso.
“Most conferences were largely corporate-feeling; they didn’t really bring into
account the beauty and energy that a younger audience might be attracted to.”

After hitting New York and Los Angeles in 2017, the Girlboss Rally is returning
to L.A. this spring with Goop’s Gwyneth Paltrow and Uber chief brand officer
Bozoma Saint John as headliners, and some 700 attendees paying between $325 and
$700 per ticket. Panels cover everything from establishing your brand identity
to navigating venture funding. Amid the neon pink signs and chic potted plants,
there’s even a dedicated studio for attendees to get professional LinkedIn
headshots. 

Brit + Co, a six-year-old lifestyle media company that reaches an estimated 175
million women each month through its website and social media handles, has its
own annual festival. The two-day Re:Make conference emphasizes personal
creativity, showcases dozens of speakers across nontraditional business
categories, and offers workshops that include jewelry crafting and flower-crown
making. The brand also hosted the five-day #CreateGood festival in New York last
fall with handbag designer Rebecca Minkoff and ballerina Misty Copeland as
panelists. (Tickets for big-name talks went for $20.) More than 10,000 people
showed up.


Brit Morin, RE:Make; #CreateGood. Morin worked in marketing at Google before
launching Brit + Co, a DIY lifestyle and e-commerce site that encompasses a
Target product line and online classes.

Offering an alternative to the traditionally male speakers and whiskey-fueled
after-hours of their corporate predecessors, these eye-candy events place equal
emphasis on entrepreneurship, personal branding, and unabashedly girlie
networking activities. Speakers often embody a new kind of business leader: one
who built a career around her social media persona, passion project, or side
hustle. This includes Instagram influencers, fashion bloggers, and
entertainers-turned-moguls. “I think a lot of younger millennials look at them
and think, ‘I want to do that,'” says Johnson, who constructs her events to
appeal to a multi-hyphenate generation.

These conferences are part of a wider trend of startups built on the idea of
empowering young women in the workspace. They are targeting a lucrative
sector: ambitious millennials who prioritize communal experiences, and are
willing to pay for access like-minded individuals. Among them are the
female-only coworking spaces of the Wing, the Bumble Bizz networking app (where
women make the first move), and The Muse, a millennial-focused
career-development platform.

Women in their twenties and thirties have come to prioritize self-reliance, says
Joanne Lipman, author of the new book That’s What She Said: What Men Need to
Know (and Women Need to Tell Them) About Working Together. They came of age
during the recession and grew up in a world where the gig economy is ascendant.
A recent Bankrate survey found that 28% of millennials have a side hustle in
addition to their main job.



They know that the era of lifetime employers is over, Lipman says, and “are
planning things out very purposefully over a few-year block.” Create & Cultivate
and its ilk are tapping into this entrepreneurial streak.


CULTIVATING CONFIDENCE

At Create & Cultivate, there are no PowerPoint presentations; instead, speakers
such as Kardashian West share personal career journeys and engage in Q&A
sessions. Attendees flock to “mentor power hours,” where business leaders and
VCs provide one-on-one feedback to groups of 20 or less. Millennials, organizers
have found, prefer intimate experiences with interactive dialogue over one-way
communication.



Kim Kardashian West [Photo: Jessica Bordner Photography]Boston native Gianne
Doherty, 35, founder, of The W.E.L.L. Summit., a series of gatherings for women
in health and wellness, traveled to the L.A. Create & Cultivate precisely for
this kind of connection. When she attended the Seattle edition back in 2017, she
met with an investor during a mentor power hour. They still talk and meet for
lunch a year later.



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Kathryn Minshew, CEO and cofounder of The Muse, points to the adage, “You can’t
be what you can’t see.” These events provide young women with the confidence to
envision themselves as business leaders. “There’s something very powerful about
being surrounded, virtually or in person, by others who share your ethos and who
may be striving toward some of the same goals as you are,” she says.

A new report conducted by Harvard Business Review examined the Conference for
Women, a one-day professional development event held in Boston for women of all
ages that last drew 15,000 attendees. It found that attendees were twice as
likely to receive a promotion and three times as likely to get a 10% or more pay
increase in the year following the conference.  But more importantly, the report
showed that being connected to like-minded peers significantly impacted
attendees’ confidence and work performance.



[Photo: Jessica Bordner Photography]“Coming to an event like ours helps people
find their voice and make them feel less alone,” explains Laurie Dalton White,
founding director of Conferences for Women.





Despite constant digital interaction, says Johnson, female millennials can feel
isolated in the workplace. There’s a desire to meet in real life–the same need
that has fueled the Wing. “People want to get offline,” she says, “and they want
to be in environment that is fun and exciting.”

At Create & Cultivate, fun comes in the form of beauty bars and selfie
backdrops. The Brit + Co event in New York last November featured a
temporary-tattoo parlor and confectionery-filled “selfie zones,” and attendees
played skee ball in a pink arcade and knitted pom-pom earrings–a novel way to
meet and mingle.

“Today’s generation of women cares about business in the context of lifestyle as
well,” says Brit + Co founder Brit Morin, referring to her lineup as
edu-tainment. She sees millennials’ work lives and hobbies increasingly
intersecting, with personal passions becoming synonymous with career ambitions.
And this age group, not yet tethered by children and family life, generally has
the time to nurture such activities. 


[Photo: courtesy of Brit + Co]


EMPOWERING OR PANDERING?

Boxing classes and jewelry making–not to mention cheeky neon signs and
bubblegum-colored furniture–may not be every woman’s idea of female empowerment
or pathway to entrepreneurship. And some critics argue that the tongue-in-cheek
terms and hashtags these conferences traffic in (girlboss, fempreneur, business
babe) are infantilizing and distract people from the larger, more structural
problems facing women in the workplace.

Organizers say the programming isn’t less useful just because there’s a fitness
class available. In fact, these kinds of lifestyle activities help attendees
engage with one another onsite–and off.

And the more stylish the event is, the more its presence is amplified on social
media. Melissa Matlins, VP of marketing for The Muse, doesn’t fault these
conferences for playing to Instagram, especially when the messaging is around
female empowerment and successful women. “If this gives that message more legs,
God bless,” she says.





[Photo: Jessica Bordner Photography]Networking happens everywhere today, from
golf courses to Burning Man to Tough Mudder. Why shouldn’t young women create
their own well-designed havens? “These targeted events are helping a generation
of women and underrepresented groups find their voice and place in the world of
work,” says Matlins. She credits such conferences with “pioneering new and more
collaborative experiences” and ways to network.



Lipman concedes that the unabashedly girlie branding of these events can send a
mixed message, but believes that women should be given the same liberties as
men. “Nobody says that the guys at Google aren’t serious just because they play
ping-pong and foosball,” she explains. “People should be allowed to be who they
are and not have that impact how they are judged as professionals.”

But Lipman also acknowledges that for real workplace change, conferences should
include men. Without them, she argues, you only target 50% of the population:
“I’m a believer in coed because the world is coed.”



What’s more, with their relentless focus on lifestyle, these events risk
alienating large swathes of women: Those whose tastes don’t skew toward fashion
and beauty, and anyone over the age of, say, 40. These are women who could prove
invaluable in terms of mentoring, guidance, and more importantly, networking–the
very benefits these conferences are selling.



[Photo: Jessica Bordner Photography]Morin sees it differently: “I think that
it’s more impactful to go deep with a very specific niche audience–and for us,
that’s millennial women–than to try to be all things to all people.”



Going niche certainly proves impactful in attracting sponsors who want to tap
into a young, engaged community. Create & Cultivate, for example, boasts 241,000
Instagram followers and more than 12,000 tagged posts.



When Johnson launched her conference in 2012, only fashion and beauty brands
expressed interest in sponsorship. Today, she counts Quickbook, WeWork, and a
number of other tech and finance companies as partners, who are drawn to Create
& Cultivate’s mix of career and lifestyle programming.

Last fall, Microsoft hosted an edition of Create & Cultivate at its Seattle
campus. Amanda Duncan, senior communications manager at the technology giant,
says she was impressed by how the audience transferred its enthusiasm for the
conference into social media: “Every moment is one that can be shared in person
and then also online.”

For Johnson, melding education with Instagrammable moments is by design. “Women
who are running real companies care about fashion, health and wellness, but also
care about their 401(k) and what they’re investing in,” she stresses. “It can be
pink, it can be fun, and it can still be serious.”



A version of this article appeared in the May 2018 issue of Fast Company
magazine.
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The ‘counter-strike’: Guild Esports’ all-woman team takes on the world of pro
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Clip art changed the way we view ourselves—and the world
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TECH

Tech


THE ‘COUNTER-STRIKE’: GUILD ESPORTS’ ALL-WOMAN TEAM TAKES ON THE WORLD OF PRO
SHOOTER GAMES

Tech


GEN Z DATING APP SNACK LETS YOUR AI-TRAINED AVATAR GO ON DATES SO YOU DON’T HAVE
TO

Tech


GRAMMARLY’S NEXT STEP: WRITING THE WHOLE ESSAY FOR YOU


NEWS

News


THE FAST COMPANY GRILL RETURNS TO SXSW

News


SHE BUILT A THRIVING COMMUNITY FOR GEN Z WHERE NO TOPIC IS OFF LIMITS, AS LONG
AS YOU’RE RESPECTFUL

News


DID AI WRITE THAT PRESS RELEASE? STAGWELL’S TAYLOR IS HERE TO PUNCH UP YOUR PR
PITCHES


CO.DESIGN

Co.Design


THIS AIRSTREAM HAS PORSCHE DNA

Co.Design


RUTH CARTER’S ‘WAKANDA FOREVER’ COSTUMES ARE A MASTERCLASS IN FEMALE
VULNERABILITY AND STRENGTH

Co.Design


HOW HIGHWAY SIGNS BECAME A RARE BEACON OF AMERICAN UNITY


WORK LIFE

Work Life


5 WAYS TO DISPLAY EMOTIONAL INTELLIGENCE (EVEN IF IT’S NOT YOUR STRONG SUIT)

Work Life


WHY FINISHING YOUR WORK CAN BE SO DIFFICULT—AND WHAT YOU CAN DO TO BE MORE
PRODUCTIVE

Work Life


5 WAYS TO KEEP YOUR COMPANY ON TRACK AFTER DEMORALIZING LAYOFFS

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