The pandemic has caused millions of men and women to lose their jobs, but a large subset of the population not returning to the American workforce are women. In a tweet shared in September, Madam Vice President Kamala Harris stated that the lack of affordable and quality childcare in our nation inhibits women from returning to work. And the clap back on Twitter was real. Responses to MVP Harris's tweet varied with multiple opinions from both men and women.
Twitter followers pleaded with Madam Vice President Harris to introduce maternity leave or to provide women with the support they need to make their own decisions, whether that is choosing to be a stay-at-home mother or to work. Some suggested for our government to model our healthcare system after our foreign counterparts which allows one parent to stay at home and one parent to work.
Other responses stated the solution is to invest in livable wages for the childcare workforce or implement a mask mandate in schools so parents can feel safe sending their children to school. In the end, Twitter agreed that the factors that contribute to women not returning to the workforce are not entirely due to our poor childcare system alone.
How Childcare Affects Working Black Mothers
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Yahoo News reports before the pandemic, Black mothers struggled to access affordable childcare and had lower workplace flexibility. The cost of childcare has increased pressure on Black mothers who were juggling work and childcare responsibilities.
According to the National Women's Law Center, Black women over the age of 20 have faced the largest drop in employment since the start of the pandemic and have an unemployment rate of 7.6% as of July 2021. Black women also experienced more job losses since July 2021, while women overall gained jobs.
The Stats
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According to CNBC, about 3 million women have left the workforce since the beginning of the coronavirus pandemic in 2020. And in September, 300,000 women left the workforce, according to the Bureau of Labor Statistics jobs report. News outlets report that getting women back into the workforce is a key factor in sustaining the U.S. economy. The industries that suffered the most job losses are state and local government, and private education. Combined, this is a total of 676,000 jobs lost before the pandemic.
Not only is childcare expensive, but childcare industries are also suffering a shortage of workers as many are taking jobs with higher pay. U.S. News states the childcare business has operated in a broken market. Low wages for workers and high costs for consumers. Coupled with the pandemic, the lack of affordable childcare limits jobs people can accept and harder for many to climb the corporate ladder.
Since the pandemic, 9% of licensed childcare programs have permanently closed. Between December 2019 and March 2021, roughly 16,000 centers and in-home daycares in 37 states no longer exist. With that said, many women are opting to stay home with their children and accept lower-paying wages rather than spend their entire paycheck on increased daycare tuition.
The Great Resignation
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Many women, regardless of color and age are carving their own path. It's not just about the lack of childcare, it's about the quality of life for all women. Single, married, kids, or no kids. We straight up told Uncle Sam, "NO. I am not doing this anymore." And honestly, America needs to catch up to our neighboring countries in achieving a desired work-life balance.
Even though remote work is readily available, the way our workforce is structured and systemized just ain't it. We are still pouring the majority of our time into a job title and not truly living.
In an article by CBS News, the number of job transitions for women has surged to 54% in 2021 compared to a year ago. The pandemic allowed many of us to reassess not just our careers, but our happiness and well-being. We took a moment to sit with the fact that we were burnt out. With infinite time on our hands, we had to realize what is important to us. We had to ask ourselves if our current jobs and salaries are worth the sacrifice. And for many women, the most important thing to us is freedom, time, and flexibility.
Women have begun to bet on themselves and take risks. And why wouldn't we take the risk? Women are resilient. We tend to always land on our feet. It's a movement, not a crisis. We are living authentically, flourishing in our purpose, thriving in our element, and securing the bag. Since the pandemic, women have quit their corporate jobs to pursue their true passion or entrepreneurship.
According to a study by Northwestern Mutual and OnePoll, 10% of Americans have quit their job to pursue their dreams. The study also revealed 50% of women are willing to explore making a bold move like this compared to men at 44%.
The Solution
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Women have fought so hard throughout history for equal rights, status, and pay. Now, there is a call to action to use this newfound power to fix something we didn't break or mismanage? It's not the responsibility of a specific gender, women, to fix this economy. The solution starts with realizing how much our society has changed as a whole, the direction women are moving in, and building a structure and/or system to accommodate those changes. And the reality is, we are moving far away from traditional jobs or careers more and more. I will say the solution is complex and it always will be. When it comes to policy and programs, it's difficult to know where to start without adversely affecting another group of people, budget, economy, and/or industry.
While the majority of people leaving the U.S. workforce are women, it is not without cause. I know because I was one of them. As we entered the pandemic and we navigated a mandated quarantine, I too was faced with the decision of whether or not I was going to reenter the workforce. Once you have experienced the level of freedom and flexibility that most people dream of, it's a hard thing to walk away from let alone give up. You'll do almost anything to protect this level of peace. Once you realize your full potential and that you have the power to create the life you want to live, the possibilities are endless. I mean, we have women moving overseas and converting vans into living spaces now.
For me, the writing was on the wall. I decided I wanted to choose how I show up in the workforce. It was my choice to make regardless of tradition, conditional beliefs, cultural norms, and social standards. I refused to blindly continue to buy into companies that were solely concerned with my performance or my level of profitability. And like many of my sisters, I chose myself. I always will. Now here I am, a published writer, an independent consultant, and a small business owner.
I have to say, what a time to be alive.
And as we begin to close out 2021 and prepare to enter 2022, there is no better time to be a woman.
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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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I remember calling my grandmother, who has since transitioned, and hearing the passion in her voice when she explained how she’d never thought she’d see something like this happen and how much it meant to her. As I reflect, I realize it’s a combination of memories like this that undoubtedly encouraged my will to vote.
However, as an adult, my reasoning behind the practice has developed. It’s no longer just about “the right thing to do.” I feel a responsibility to myself and my future to know the issues, how they impact me, and make a difference for others.
In the times we’re in, there's so much “news” everywhere. It’s hard to distinguish fact from opinion and bias from beliefs. This is why it was such a pleasure speaking with Jara Butler, Chief Impact Officer of Supermajority. Supermajority is an organization focused on making women the most powerful voting bloc in the country. During this authentic and informal conversation, we talked about so much.
I learned about her time working with the Obama campaign and how she masterfully worked in multiple industries, and we shared some of our favorite female rap moments. However, in the snapshot you’ll read, we focused on the issues. Jara walked xoNecole through what’s most affecting women of color in this election and what we can do to be more aware. Whether you’re a politics girlie or like me, just trying to gain more insight, hopefully this convo connects with you.
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xoNecole: Let’s just jump right in. What are some of the most popular issues that you hear Black women discussing related to this election?
Jara Butler: Our sister organization, the Supermajority Education Fund, recently did some research specifically looking at young women in the age group 18 to 35, and young Black women identified their economic well-being as a priority. Right now, we're in a place where a lot of us, especially young Black women, are finding that meeting those basic needs are harder and harder.
Secondly, is Project 2025. I think Black women see it as not just something that could happen, but actively happening. For example, we’ve all been watching the case with the Fearless fund, and how it's been targeted. We know Black women are very entrepreneurial. We can go back to Madam C.J. Walker and others who have opened the door for all of us to achieve. But if those barriers are in place, we're just not going to be able to meet that.
Lastly, Repro is a very big issue. But I think looking at it holistically and not just about abortion is important. Black women are more likely to talk about this from a perspective of our reproductive health care and the lack of access due to medical racism. As a Black woman myself, who's over 40, a lot of the changes that I am making in my life are because I have to do everything I can to put myself in a position, because I know no matter what my economic status is, if I walk into a medical office, there's a good chance I'm gonna face medical discrimination. Breast cancer screenings, colon cancer screening, ovarian cancer screening, cervical cancer screenings - all of those are part of that network of reproductive health.
xoN: Another issue I’d love your insight into is our missing girls. I think it's so unbelievable how much this is swept under the rug. There are so many stories about Black women that are continuing to go missing; I don’t understand how that’s not a bigger conversation. Is this something that can be pursued on the government level and what can we do to bring more attention to this issue?
Jara: We have this list of majority rules on our website, and my favorite one is: that our government represents us. I think that we have to continue to apply pressure to our government to meet our needs. And again, women are the majority of voters. Black women, especially, are the most reliable voting bloc across all groups, and our interests right now are not being met. So yes, there is something that we can do, but I also am a big proponent of us having these conversations.
My great-grandmother was enslaved, my grandmother was born into Jim Crow, and I watched my mother face economic insecurity. I say that because, as a Black community, we have to have an internal conversation to talk about these issues, and we have to do it upfront. I think we have to get into a position of realizing that we do have power, and how we activate that power.
Our power comes from being Black folks because Black people organizing has been enough to shake up and scare people. There were laws that prevented us from congregating together, even at church, because they knew what would happen when we got together. We have to get back into that. It's not that we are not doing it, but the urgency needs to be greater. And finally, we have to get away from depending on one individual to take us there. It's gonna take all of us.
"Our power comes from being Black folks because Black people organizing has been enough to shake up and scare people. There were laws that prevented us from congregating together, even at church, because they knew what would happen when we got together. We have to get back into that. It's not that we are not doing it, but the urgency needs to be greater."
xoN: I agree completely. Now, when we started, you mentioned money. So let’s talk about it. So many of us are starting businesses and getting degrees, and I love to see it. But everyone seems to still be having a lot of the same issues around finances. What are some of the underlying reasons behind this debt that we're dealing with, and how can voting influence these challenges without getting into the individual candidates?
Jara: Hello! Let’s talk about the money! Black women have been told that if we want to move ahead, we have to have that master's degree. We have to be twice as good. So we met that measure, right? But in order to do that, we have to pay for it. Up until about the 1970s college was absolutely affordable. You could work one job and pay for college with some money left over. That has changed.
Realistically, student loans are a barrier. They are a barrier to access housing. They impact our credit, and really and truthfully, depending on how much your loans are, they could affect you paying rent. It basically creates a cycle of debt. And I have real problems with people who say, get a degree in something that's going to make money. It’s about your skills, and if you have the skills, you should be able to earn a living. That covers that.
But the fact is that student loan debt continues to increase, and there have been attempts, more than once, to try to relieve some of that pressure. The reality is that this is a squeeze. It is a conundrum, and we see efforts by the current White House administration to try to alleviate those things, even when they are stopped.
But truly, Congress needs to step in and support this, but I would take it a step further. We should be considering and looking at what it would look like if we had free community colleges. Because what we have now is two generations of borrowers, because older millennials’ children are beginning to age. Black women have the highest degree of second-degree secondary education, but we carry like 1.7 trillion in debt or something like that. I can't remember the exact number, but basically, the majority of the student loan debt is ours.
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xoN: Speaking of college, obviously there’s a lot of discussion around affirmative action in the schools and the undergoing changes. How important is it to consider this topic, and are there any new laws or policies being proposed around this that we should be aware of?
Jara: Oh my goodness, affirmative action is one of the things that we saw that our sister site, the Supermajority Education Fund, found last year as a number two issue for young women. I actually hypothesized that it was a real thing, and it was. And the reason for that is that affirmative action as a whole has been something that benefited white women more than any other group.
However, what is happening is that we’re using the word DEI in a way that is derogatory. I’ve heard people refer to it as: “didn't even earn it.” And as a Black woman who attended an amazing school, I remember being in class and having someone make that comment, knowing my grades were higher than theirs.
The fact of the matter is that we would not need these policies if we lived in an equal and equitable society. It doesn't do us any harm for us to face the facts that this country was built off the backs of enslaved people and the blood of indigenous people, and off the sweat and the tears of immigrants. But because we are unwilling to face that, we now are demonizing programs that are actually meant to create some symbol of balance.
xoN: Finally, I’ll close with this, what can we do to provide information to young people, and how do we combat all of the less than researched info?
Jara: One thing I encourage is to look at the source. At Supermajority, our social channels are information-based. We strive to provide up-to-date accurate information that is digestible to all. Media literacy is something I believe in, and unfortunately, it is something that we have a responsibility to continue to share with the community at large. So much of our world is centered on immediate info, a lie spreads faster than the truth.
We just saw that with the Olympic women's boxers, and we have to ask ourselves often: is this information accurate? Who is telling the story? Most importantly, how am I an original contributor? Not everything said needs to be shared, and not every thought needs to be public.
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