Our Vision

We see a world in which everyone is taking individual action in our workplaces, homes, schools, and societies in order to achieve equality.

We firmly believe that things only change if we collectively change them. Everyone has the power to effect change for gender equality.

Why this matters


women spend 118 more minutes than men on caregiving & routine housework


114 million American workers don’t have paid family leave


89% of men think it’s important for employers to offer paid paternity leave


by the time they are 9 years old, boys read a full grade level below girls of the same age


20% of computer science degrees are conferred to women


the US ranked 49th in the 2017 Global Gender Pay Gap Report - down from 45th just one year prior


at this rate, it will take 170 years for the global gender pay gap to close

Our Theory of Change

Behaviors and Beliefs

Many organizations focus on technical elements of advancing gender equality. We focus on adapting behaviors and beliefs to activate individuals to embody and create true equality using behavioral science research and creative design.

why behavioral science?

Human decision-making powerfully affects numerous aspects of individual well-being, and lies at the core of many persistent social problems, including gender equality. Behavioral science and design offer powerful tools to solve social problems at scale by understanding how contexts and psychological forces drive decision-making and behavior.

Behavioral science holds great potential for helping organizations of all kinds better serve their intended beneficiaries. Behavioral design works because it addresses the systematic and predictable ways that people are derailed from achieving their objectives.

Most people support gender equality but don’t know what to do to spark change. Nudges are ways to impact choice architecture to alter behavior without restricting options or significantly changing incentives.


Scale Through Instruments of Abundance

Using Abundance vs. Scarcity model thinking, art and technology are two abundance-model ways to communicate and interact. The cost of developing a single piece of art or mobile app remains the same whether or not one or one million people use it. Our goal is to reach as many people with our research-based actions, and to create non-binding nudges that expose people to better ways to be and behave.