We are a diversity, equity, and inclusion strategy firm, founded in Toronto, Canada, with clients around the world.
For us, diversity isn’t a numbers game, it’s a core value. Equity isn’t a one-off initiative, it’s an intentional design choice. And inclusion isn’t a fleeting emotion, it’s a culture.
Our mission is to help companies embed diversity, equity, and inclusion into the core of everything they do.
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, like diverse teams, equitable systems, and inclusive products, while also making things better for everyone by shaping company cultures where people feel a sense of belonging.
Diversity, Equity, & Inclusion (DEI)
In our experience, without an intentional focus on diversity, equity, and inclusion, the biases of founders, leaders, and employees 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, equity, and inclusion into the core of a business are significant.
Looking externally, 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, company culture may fail to engage or inspire current and prospective employees, and existing employees may even leave.
All of the above can impact sales, innovative capacity, organizational productivity, and employee recruitment and retention.
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, equity, and inclusion 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.
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.
We draw on evidence-based research and our industry experience to co-design diversity, equity, and inclusion 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.
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, equity, and inclusion 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.
We believe that education is essential to the diversity, equity, and inclusion process and that it is most impactful when it follows the development of a company-wide strategy.
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.
Read our latest report to learn about why we think that belonging is crucial to an organization's diversity and inclusion strategy.
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.
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.
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 CEO, Dr. Sarah Saska, along with a host of trailblazing women including Arlene Dickenson and Melissa Sariffodeen, discuss how to drive change in the workplace.
Danny Guillory, Head of Global Diversity and Inclusion at Autodesk, and Feminuity CEO, Dr. Sarah Saska discuss why Canadian tech companies should consider hiring CDOs.
Yahoo Canada's Open Concept is a series about entrepreneurs and innovators who make a difference. Dr. Sarah Saska discusses diversity and the future of Canadian tech.
In a segment about Google's recent global walk-out, our Co-Founder and CEO speaks on CBC's The National about harassment in Canadian tech.
“Whether it’s running a thought-provoking workshop, leading the charge for inclusion internally, championing diversity in venture capital firms or many other worthy initiatives, these diversity and inclusion influencers have inspired us.”
“Diversity can only be our strength if we design for it deliberately and intentionally. What are you doing at your organization?.”
“Understanding our unconscious biases is more important than ever before because organizations are made up of individuals each carrying their own biases. These biases are manifested in an organization’s structures, systems, and processes.”
"Gender is one of many dimensions of diversity it must consider. If we aren't clear on the words and ideas that we’re using, how will we be clear on the solutions?" - Dr. Sarah Saska
"So, instead of asking whether it is unfair to have Pride, it is more useful to ask how we can all do better to bring us to a point where Pride is no longer a necessity, and simply a cause for celebration." - Dr. Sarah Saska
"It is up to us to lead the way because diversity can be Canada’s strength if, and only if, we design it deliberately and intentionally."
"If there’s any industry poised to come up with radical, innovative solutions to a pressing social issue, it’s tech. And if there’s a country to figure out how to work together and shape a future that benefits everyone, it’s Canada."
“I knew that I never wanted to become a professor, that I wanted to leverage research into the real world." - Dr. Sarah Saska
Work With Us
We would love to learn about your organization and discuss how we can support you to embed diversity, equity, and inclusion efforts into the core of everything you do.
We often find that organizations care deeply about diversity, equity, and inclusion but are 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 email@example.com.
"The best time to plant a tree was twenty years ago. The second best time is now."
- Chinese Proverb
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.