Policy wins and industry shifts: The female leaders making an impact

The theme for International Women's Day 2025 is "Accelerate Action." At the current rate, achieving full gender parity won’t happen before 2158, five generations from now. Accelerate Action is a call to pick up the pace on the journey towards gender equality, and break down the barriers that stand in its way.

It’s true that women's representation in business has seen some growth in recent years. In 2024, women held 29% of C-suite positions in Fortune 500 companies, a significant increase from previous years - in 2015, that figure was just 15%. However, we can't ignore that progress isn't happening at the same rate in every industry and location - and there’s still a long road ahead. Last month, the FTSE Women Leaders Review found the UK’s largest listed companies are set to miss a target to have women in 40% of top executive roles by 2025.

At Airwallex, we’re really proud to champion female-led businesses, so we were thrilled to speak with some leaders (and Airwallex clients) who are challenging these statistics ahead of International Women’s Day. Ruby Raut, Laura Youngson, and Sally Foote are not just breaking barriers, but paving the way for future generations. Their stories are proof that when we “Accelerate Action” together, we can create major change. 

Read more: Breaking borders: Meet the women powering the future of fintech

Ruby Raut is founder of WUKA, the UK's first period underwear brand. An environmental scientist and one of 2019’s Top Women in Femtech, she told us that the most impactful moment in her career so far was realising the true power of WUKA - not just as a business, but as a force for change. 

“When I launched WUKA, I knew I was taking on a $52 billion industry dominated by legacy brands that had done little to innovate in period care. Disrupting that space was daunting, but I also knew that periods shouldn’t be a source of shame, discomfort, or exclusion. Creating the UK’s first reusable period underwear and pushing for more sustainable, accessible, and dignified solutions for menstrual health has been incredibly rewarding."

One of her biggest victories was successfully campaigning to remove the luxury tax (VAT) on period pants. “For years, sustainable period underwear was unfairly taxed while disposable options weren’t, making it harder for people to make the switch. We fought for change, and in 2023, the UK government finally scrapped the tax, making period pants more affordable and recognising them as essential products. That moment wasn’t just about business; it was about justice, equality, and breaking down systemic barriers in menstrual health."

Beyond business, the impact has been personal. "Hearing from students, athletes, and parents about how WUKA has helped keep girls in school and allowed them to continue playing sports, free from the fear of leaks or stigma, is what truly drives me." Coming from Nepal, she is aware of the importance of representation. "Many of us don’t have the same networks, access to funding, or generational wealth that others do, yet we push forward, breaking barriers and opening doors for the next generation."

Laura Youngson, co-founder of Ida Sports, which makes high-performance and comfortable footwear for female athletes, has made a career of changing perceptions. "When I led a group of women to the top of Kilimanjaro and we played football for 90 minutes, setting a world record, it changed how women in sport were received. It changed how the media reported on women in sport."

“Start by starting”

Now, Laura is tackling barriers closer to home. "I try to change perceptions so that the next generation doesn't have to fight so hard. For example, by being a mum and an entrepreneur. And by embedding environmentally friendly policies into our business from the start."

Her philosophy is straightforward: "Start by starting. To begin is the hardest battle, and then you can see where things take you. From climbing mountains to running a business, you can't do it unless you take a step over the start line."

Sally Foote, CCO of Sell My Car at Carwow, has a career path forged in the power of mentorship and self-belief. A chat with her CEO at Carwow 10 years ago ignited her ambition. "He said 'I guess one day you'll want my job' and I realised not only that I really did, but that it wasn't the craziest idea. That one conversation gave me all the ambition, drive and belief I needed to think it was possible."

Today, she actively mentors women at Carwow. "I invest a lot in working with the women in our organisation. I mentor them, I sponsor them and I formally run a Senior Women's Group focused on building confidence, which can be a real issue for women working in male-dominated environments like tech and automotive. But perhaps most importantly, when I'm struggling or I'm down or feeling demotivated, I try to remind myself that I'm not just showing up for me, I'm also showing up for them."

“90% of success is just showing up”

Ruby says: "Show up. 90% of success is just showing up. No matter how tough things get, just being present, taking the next step, and staying in the game can make all the difference. Opportunities come to those who show up, even when it’s hard."

Laura adds: "Don't worry about finding the 'perfect' career. You'll end up where you are meant to be eventually."

For Sally, it’s about being in a position to own outcomes. “If someone tells you what to do, they're taking the accountability and you're just responsible for executing. But if they tell you the outcome they need, and you buy into that, then you're accountable. It's made me a better employee, and a better manager."

And to those just starting out? "Be brave” is Ruby’s advice. “The biggest growth comes from stepping outside your comfort zone. Take the leap, speak up, and don’t let fear of failure hold you back - every setback is just a lesson in disguise. The power of asking, whether it’s for funding, mentorship, partnerships, or advice - just ask. People are more willing to help than you think, and the worst they can say is no."

Sally is also a firm believer that networks are the key to growth. "Build yourself a network of women, inside your organisation and outside. If you can't find yourself a group that you feel connected to and where you fit in, build your own. Having a group of people that you can ask questions of, get advice from, be motivated by and do the same for is the most powerful career builder you can dream of. And it costs nothing."

“Gender equality isn’t just good ethics - it’s good business”

So, how do we "Accelerate Action"? Ruby doesn’t pull any punches: "Gender equality isn’t just good ethics - it’s good business. Companies that lead in this space won’t just be doing the right thing; they’ll be shaping the future."

For Laura, it’s about making space, rather than simply setting targets: "One of my advisors gave up his board seat to encourage the board he was on to recruit a female board member in his place. This act enabled the boardroom to become more diverse and for more voices to be heard."

Sally gets straight to the point: "Focus on creating environments in which everyone can thrive."

Ruby, Laura, and Sally show that change happens when we all accelerate action - every time we challenge the status quo, push for better representation, and create space for others to succeed. This International Women’s Day is a reminder that real progress comes from people who don’t just talk about change but make it happen.

Inspired by these stories? Dive into the opportunities at Airwallex and be part of a community where women thrive, innovate, and take the lead. Explore our careers page for more.

Sources:

1. www.internationalwomensday.com/Theme

2. www.mckinsey.com/featured-insights/diversity-and-inclusion/women-in-the-workplace

3. www. ft.com/content/dfb8ebef-677d-4962-92ab-d8c43890e09b?