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We strive to make better things and to make things better, for everyone.

We partner with innovative companies to build diverse teams, inclusive products and processes, and company cultures where everyone feels they belong.

About Us

We are a diversity, inclusion, and belonging consulting firm, founded in Toronto, Canada, with clients around the world.

For us, diversity isn’t a numbers game, it’s a core value. Inclusion isn’t a one-off initiative, it’s an intentional design choice. And belonging isn’t a fleeting emotion, it’s a culture.

Our mission is to help companies embed diversity, inclusion, and belonging into the core of everything they do.

Why fe•mi•nuity?

Created in 2014, the word ‘feminuity’ was inspired by the words “feminism” and “ingenuity.” ‘Ingenuity’ is defined as clever or inventive, and for us, feminism is an equity-based movement that benefits everyone. We believe that the combination of the two can help companies to build better things (such as inclusive products and processes) and to make things better - for everyone (such as company cultures where everyone feels like they belong).

Why Diversity, Inclusion, & Belonging?

In our experience, without an intentional focus on diversity, inclusion, and belonging, the biases of founders, leaders, and employees can find their way into the hundreds of decisions made each day. Whether in terms of people processes, operations, marketing and communications, or product and service development, the risks of not embedding diversity, inclusion, and belonging into the core of a business are significant.

Looking externally, your product offerings, marketing, communications, and advertising may not resonate with a diverse and global customer base, and may even exclude or offend certain groups.

Looking internally, your company culture may fail to engage or inspire current and prospective employees, and existing employees may even leave.

All of the above can have a negative impact on sales, innovative capacity, organizational productivity, and employee recruitment and retention.

Our Services

Track

We know that what gets measured gets managed, so we support companies to set up all of the necessary metrics and feedback tools, such as those to capture diversity, inclusion, and belonging sentiments, demographics, employee needs, and anonymous and real-time feedback.

We can work within a company’s existing employee engagement platform or set up the tracking system through one of our partnering platforms.

Assess

We conduct assessments to identify areas of bias, inequity, and cultural challenges within companies. Our evidence-based research approach begins with collecting and analyzing survey data and conducting in-depth interviews and/or focus groups. We synthesize the data and learnings and then go on to explore other aspects of a company, from people processes to product and service offerings, to communications, organizational processes, and workspaces.

After we conduct our full assessment, we prepare a report of our findings to help companies prioritize their change efforts.

Design

We draw on evidence-based research and our industry experience to co-design diversity, inclusion, and belonging strategies and roadmaps with companies. We draw on our team of researchers, consultants, and inclusive designers to facilitate a series of strategic design sessions with companies to generate ideas, build the strategy, and refine the implementation.

We also help design key organizational policies, processes, programs and guidelines, such as alcohol or harassment policies, inclusive event or communications guidelines, or accessible digital workplace processes.

Advise

We offer our unique “Decentralized CDO” (Chief Diversity Officer) advising model, wherein we provide education, resources, and coaching to a group of employees to support them to build the skill-sets and expertise that is required to implement and own a diversity, inclusion, and belonging strategy. Our approach helps companies to build internal organizational capacity, as well as to manage and sustain their efforts.

We offer one-on-one advising services to executives, HR, people managers, leaders of employee resource groups, and events, marketing, and product leaders to support them with a range of needs.

Educate

We believe that education is essential to the diversity, inclusion, and belonging process and that it is most impactful when it follows the development of a company-wide strategy. We come to this work from a place of compassion and empathy and we understand that everyone is at a different stage along the learning journey.

We offer a range of workshops and keynote talks covering topics such as unconscious bias, inclusive leadership, fostering a culture of belonging, active allyship, navigating post #metoo, and inclusive language and practices. Our content is grounded in decades of research and case studies and we pair it with personal discovery exercises, interactive partner and group dialogue, and experiential learning opportunities.

Our Clients

Freshbooks logo
Intelex logo
Benevity logo
Government of Canada logo
Ceridian logo
Carproof logo
MAS Holdings logo

Our Team

Sarah Saska, BAH, MA, PhD

Co-Founder & Chief Executive Officer

Dr. Sarah Saska is an academic turned entrepreneur, working to guide tech and the innovation…

Andrea Rowe, BA, MPA, PhD

Co-Founder & Chief Research Officer

Dr. Rowe is an innovator and policy leader with a track record of excellence in…

Ivana Lochhead, BAH, MBA

Chief Operating Officer

Ivana Lochhead is a Brand and Marketing Strategist with a data-driven and human-centered design approach…

Rebecca Factor headshot

Rebecca Factor BAH, MSc

Consultant

A graduate from the MSc program in Industrial/Organizational Psychology at Western University, Rebecca is driven…

Kanchana Arachchi headshot

Kanchana Arachchi, BAH, MLRHR

Facilitator

Bio coming soon! Pronouns: She/Her

Alison Terpstra headshot

Alison Terpstra, BAH

Researcher

Alison is a passionate intersectional feminist who uses her background in history and political science…

Jobu Kondo headshot

Jobu Kondo, BFA, MDes

Inclusive Designer

Bio coming soon!

Malavika Kumaran headshot

Malavika Kumaran, BSc

Data Scientist

Bio coming soon!

Gordon Ramen

Chief Barketing Officer

Our core team is supported by a broader team of researchers, consultants, facilitators, inclusive designers, and data scientists. We're working to build a community of practitioners from across Canada to service our growing client roster.

Our Insights

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Read our latest report to learn about why we think that belonging is crucial to an organization's diversity and inclusion strategy.

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The Tech for All: Breaking Barriers in Toronto's Innovation Community report is the first of its kind, exploring diversity, inclusion and belonging (DIBs) in Toronto’s tech sector. We're proud that the DIBs Canadian Tech Survey that we developed with our partners at Fortay was used to collect the quantitative data. Check out the report here.

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Our Co-Founder and CEO is pleased to have supported the incredible team at Women in Tech World as an Editorial Advisor on "Canada's Gender Equity Roadmap: A Study of Women in Tech." To date, this research is the most extensive qualitative data set on the experiences of Canadian women in tech. Read the report here.

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Canada is home to a large and growing tech workforce but as the report, "Who are Canada's Tech Workers?" reveals, there are inequities in terms of pay and participation that need to be addressed. We were pleased to contribute to the data set used in this report, and for our CEO to advise on the research process. We feel strongly that Canada has a significant opportunity to shape an equitable tech sector that reflects and benefits all Canadians. The report can be accessed here.

Our Press

Work With Us

We would love to learn about your organization and discuss how we can support you to embed diversity, inclusion, and belonging efforts into the core of everything you do.

We often find that organizations care deeply about diversity, inclusion, and belonging but are often unsure as to how to start their journey or pivot their existing path.

Let’s talk. Our journey together can start with a simple ‘hello.’

Get in touch at hello@feminuity.org.

"The best time to plant a tree was twenty years ago. The second best time is now."

- Chinese Proverb

Land Acknowledgement

We gratefully acknowledge that we were founded on land that is the traditional territory of four Indigenous communities - Anishinaabe, Haudenosaunee, Huron-Wendat, and Mississaugas of the New Credit - and that this land is now home to many diverse First Nations, Inuit and Métis peoples. We also acknowledge that Toronto is covered by Treaty No. 13 (1805), with the Mississaugas of the New Credit, and the Williams Treaties (1923), with multiple Chippewas and Mississaugas bands.

As an organization, we work to honour the First Peoples on whose territories we live and work by acknowledging the enduring presence of Indigenous peoples in Toronto and across Canada through daily acts of reconciliation in our work.