The inaugural Her and Now campaign by 1st for Women was more than a research launch. It was a moment to reflect on what it means to be a woman in South Africa today.
While the report covers many aspects of South African women’s lives, its findings can give female and male entrepreneurs insight into what ordinary women go through. Possibly helping them better understand the women they work with and create a more inclusive and sustainable working environment for the modern woman.
The Her and Now: Insights into the Women of South Africa 2025 report shows a complex reality. Women are more ambitious, more connected, and more expressive than before. But they are also more tired, more pressured, and often without the support they need.
The report highlights the emotional and social context of women’s lives, but it also raises the question of whether 1st for Women should have taken a hybrid approach, one that assesses challenges and suggests practical solutions. Perhaps this could have made its findings even more impactful for women and entrepreneurs alike.
The “Quiet Revolution”
Media personality and entrepreneur, Anele Mdoda, who’s also the brand ambassador for 1st for Women said the inspiring words: “Softness is an act of rebellion” and “women don’t need to ask for permission to take a break”, which ties to when the head of 1st for Women, Seugnette van Wyngaard said “saying no is an act of self-preservation.”
This “quiet revolution” is about moving away from the idea that women have to rebel loudly and that success must come at all costs. It is about defining success to include rest, balance, and self-preservation.
Dr Reitumetse Mpholle, who’s 1st for Women’s Senior Manager of Insights and Research Initiatives led us through the report presentation and one of the aspects she pointed out is that, many women feel they have to be one person at work and another at home, where these women experience emotional duality, “A pendulum swinging between empowerment and vulnerability”.
It raises the question: Does our economic system allow women to be their true selves?
For women who run businesses, the answer to that question shapes how they lead, build their teams, and grow their companies. The challenge here is that these concepts of softness and having a quiet revolution sound catchy, but we’re left with the question of practicality. What does prioritising softness look like in an economy that demands so much from women?
Where the Report Shines (and Where It Left Crucial Gaps)
The report focuses on how women experience their lives. It does not explore what solutions they believe would address these challenges. This is understandable; providing solutions may not have been the report’s intention. However, it highlights an opportunity for future editions to offer even more value. The report briefly mentions the need for safety, financial security, emotional support, and agency. These points could serve as a foundation for actionable insights.
Future editions could build on this by:
- Asking participants what specific actions would help them most. This could include personal strategies or systemic changes.
- Highlighting projects or programmes that are already making a tangible difference in women’s lives.
- Linking the insights to steps that government, business, and communities could take to support women more effectively.
Even without solutions, the report’s insights remain valuable for entrepreneurs. They provide context for the pressures and realities women navigate daily. This understanding can help business leaders shape supportive workplace cultures, lead with empathy, and build teams that reflect women’s lived experiences.
From Insight to Action: Where Business Insurance Fits In
The launch event also took a moment to address women in business by highlighting 1st for Women’s business insurance. At the launch event, we had a chat with Storm Mhlambi, 1st for Women’s Senior Manager of Liabilities and Jenny Le Grange, the Head of 1st for Women Business Insurance.
Le Grange shared that their SME portfolio has grown to 50 000 customers, up from 35 000 five years ago.
She credits this growth to:
- Flexible products for different industries and business sizes.
- The option to insure only what you need, from a single work vehicle to full hospitality cover.
- Standalone policies for tools, stock, or office content without extra products you do not need.
They have also expanded into non-motor sectors with products for construction, hospitality, body corporates, and even one-day events.
Insurance as a Growth Tool for Women Entrepreneurs
Storm Mhlambi, 1st for Women’s Senior Manager of Liabilities, explained that SMEs are the heart of the business insurance division.“The bulk of our client base, our target customer, and our ideal customer are in the SME sector. Therefore, our products have been tailored specifically for the SME market.”
For women-led businesses, insurance can:
- Help secure bigger contracts: Many clients ask for proof of insurance before signing deals.
- Protect against costly mistakes: Liability insurance from R150 a month covers damages caused to clients’ property.
- Offer flexibility: Once-off policies can be activated and paid for via a mobile link, with documents sent instantly.
Mhlambi continues to explain that even entrepreneurs in the informal sector, like a plumber, for instance, without a fixed office, can insure their tools and their vehicle.
Closing the Gap for the Informal Sector
Le Grange noted a gap in access for informal businesses and says they are working on researching how they can support the informal sector more. “It is a big sector with huge potential”.
“While compliance rules, like licences and safety standards, are a challenge, 1st for Women has insured some businesses in informal areas and is looking at ways to grow in this space,” Le Grange says.
For informal women entrepreneurs, this kind of cover can:
- Improve credibility to win contracts.
- Reduce the stress of unexpected losses.
- Support or encourage a move towards the formal economy.
Four Practical Ways to Apply “Softness” in Business
Softness is a catchy word that many women may relate to in different ways, but how can we apply it to real life and business? Here are four practical tips:
- Audit Your Risks: Identify the most serious risks, from equipment loss to liability claims and deal with the ones that could cause the most harm.
- Look for Flexible Cover: Do not overinsure. Choose products that match your business activity, whether seasonal work, events, or trades.
- Build Sisterhood into Growth: Use mentorship and peer networks to share advice on managing risks and keeping operations sustainable.
- Negotiate from a Place of Security: Use insurance as leverage when pitching for contracts. It signals professionalism and reliability.
