Authored By Dalia Mansour in collaboration with Fouad Khafaga, Sandra Conn, and Ghadeer Albarakani.

As a marketing leader passionate about gender equity, I’ve always sought ways to use my platform to amplify important conversations and inspire collective action. Writing this article has been a deeply personal journey—one that highlights the essential role we all play in creating opportunities for women and building more inclusive environments.

Gender equity isn’t just a goal—it’s a journey we all share responsibility for. One initiative close to my heart is Him for Her, a call to action for collective efforts to break down barriers and create opportunities that empower women across sectors.

The Him for Her concept isn’t new, but its relevance continues to grow. At its core, it’s about men championing gender equity alongside women—a partnership essential for driving meaningful change. Through my work, I’ve seen firsthand how collaboration between genders reshapes traditional narratives, from boardrooms to start-ups.

One of the most inspiring aspects of Him for Her is its universal applicability. From boardrooms to start-ups, we see how joint efforts can transform traditional narratives. As Fouad Khafaga, Lead Technology Consultant, explains, it stems from the heuristics of our behavior—patterns designed to minimize intellectual effort in an age of overwhelming information.

I don’t know what the opposite of toxic masculinity is, or what specific factors contribute to its impact in the workplace. Yet, part of self-awareness—part of becoming—is understanding how cognitive biases manifest in different behaviors and affect our perceptions.

The World Economic Forum highlights 24 cognitive biases that shape how we see the world. A particularly relevant bias to gender dynamics is the fundamental attribution error-judging ourselves based on situations while judging others based on character. The one that is relevant to how both genders treat each other and how we treat the “others” is the fundamental attribution error; basically, we judge ourselves based on our situation, but we judge others based on their character biases.

If attribution error, confirmation bias, and negative stereotypes are ways of thinking, that is the trifecta of toxic traits and flawed thinking.

As Fouad explains, “If a task is overdue, a man might be seen as “busy” (situation-based), whereas a woman could be unfairly labelled “lazy” (character-based). This flawed thinking is a classic example of how biases influence our judgments.”

The classic case of if I hurt my leg, it’s tragedy; if you did, it’s comedy.

Here’s the reality: while we can’t eliminate biases entirely, we can address them thoughtfully and proactively:

• Ask bias-check questions. Example: Is my judgment of a situation or a person based on context or character?
• Ask follow-up questions. Example: What evidence supports my assumption?

Research highlights the impact of bias in the workplace. A study by MIT Sloan revealed that women are 14% less likely to be promoted than their male colleagues. Combatting these disparities begins with intentional self-reflection and bias awareness.

Amplifying Women’s Voices

One such story is that of a remarkable Emirati woman entrepreneur who has turned her challenges into stepping stones for success. She exemplifies how support, when paired with resilience, can transform dreams into reality.

“The journey of navigating the F&B sector as an Emirati woman has been both rewarding and challenging. In a field that demands resilience, creativity, and constant problem-solving, the hurdles can often feel overwhelming. However, I’ve been fortunate to have a former colleague, a talented chef with multiple successful F&B outlets, step in as a mentor and sounding board.

What makes this partnership so impactful is not just the exchange of expertise but the mutual respect and collaboration that comes from a shared goal. His insights and support have been instrumental in helping me overcome challenges, offering fresh perspectives and practical solutions that I might not have arrived at on my own.

This experience underscores the importance of gender collaboration. When men and women work together, they bring complementary strengths and diverse perspectives to the table, paving the way for innovation and success. It’s a testament to how collective effort, not competition, can transform challenges into opportunities.” Ghadeer Albarakani, Entrepreneur

As a marketing leader, I’ve been privileged to witness how partnerships—whether in business or advocacy—can amplify voices and create impact. Partner marketing leaders have shown how brands can work together to address societal issues like gender equity. Their innovative approaches inspire us to think beyond traditional metrics and measure success in terms of lives impacted.

“Achieving gender equity requires men and women working together to foster a culture of inclusive leadership. When we unite, we bring fresh perspectives, redefine success, and build stronger, more connected communities. True empowerment comes from amplifying each other’s voices and opening doors for everyone to succeed. With the support of strong male allies—mentors, colleagues, and partners—women are empowered to lead boldly and shape a future where inclusive leadership becomes the standard, not the exception.” Sandra Conn, Global Partner Marketing Leader

Practical Tips for Supporting Women

• Advocate for women’s participation in leadership roles and actively support their growth.
• Be a mentor or sponsor for women, particularly in industries where they’re underrepresented.
• Call out workplace bias when you see it, even if it feels uncomfortable—small actions lead to big changes.
• Foster an inclusive culture by ensuring women are part of key conversations and that their voices are genuinely heard.
• Celebrate and acknowledge women’s achievements publicly—it’s a powerful way to inspire and encourage others.

As I often say, “Empowering women isn’t just about equality—it’s about creating opportunities that benefit everyone and help communities thrive.” Writing this article is my small contribution to this mission—one I hope will inspire others to join in championing gender equity every day.

Together, we can create a future where every individual, regardless of gender, has the chance to succeed.

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