The Kindness Economy

The Kindness Economy was introduced by Mary Portas in her book Rebuild, written in 2021 in the aftermath of Covid19.  She talks about the fact that consumers are turning away from “bigger, faster, cheaper.” to prioritise people, planet, and purpose which aligns naturally with values many women bring to their own business.

Work Like a Woman

I read Mary Portas’ book "Work Like a Woman”  when it first came out in 2018. She claims that you don’t need to adopt the “alpha” culture of long hours and aggression. In fact starting your own business lets you design success on your own terms with balance, flexibility, and authenticity. 

The Corporate World

The book was written following the decades she had spent in a male dominated corporate world where she reflects on her own rise through “alpha” culture, and how she eventually rejected it.  She concluded that the old way of working (“work like a man”) is outdated. To create healthier, more successful businesses, we must embrace qualities traditionally labelled as “feminine” - empathy, collaboration, compassion and flexibility.

How to Thrive in the Kindness Economy

In her book “Rebuild” she talks about the shift in consumer values and global priorities.  Her message is that the old economic model no longer works.  We must embrace the Kindness Economy where people and the planet are placed alongside profit.

Doughnut Economics

This is a framework for thinking about economic success and sustainability, developed by British economist Kate Raworth. It challenges the traditional focus on GDP growth as the primary measure of a healthy economy and instead emphasises meeting human needs while respecting planetary boundaries. 

She argues that economics is not just about growth as this alone does not guarantee well-being or environmental sustainability.  Human prosperity and planetary health must go hand in hand and there should be an economic system that regenerates natural resources and distributes wealth fairly.  

What are Soft Skills?

While in the past soft skills  were considered less important in big companies; they are now being understood as essential to success; as they give companies the edge.  A lot of these skills related to what in my day were called “Personnel” or “Human Resources” and surprise surprise the areas were (and are still) dominated by women.

Companies that are now succeeding and prioritising what we think of as feminine characteristics in contrast to the tough talking masculine skill set that has been valued for so long.  As Mary Portas says, “this is success powered by a female energy”

Women are key to this shift

🙋‍♀️ We drive purchasing decisions

🙋‍♀️ We excel in emotional intelligence skills (EQ) 

How does the Kindness Economy Relate to your own Business?

As a female founder, kindness and purpose are more ingrained in what we do and how we do it.

1️⃣ Values-Driven Entrepreneurship

Many women enter business not just to make money, but to create something purposeful; whether it’s community impact, sustainability, or wellbeing. The Kindness Economy says these values are no longer “soft extras”; they are competitive advantages. 

2️⃣ Playing to Natural Strengths

Traditional business has rewarded dominance, speed, and scale — often coded as “masculine” traits. The Kindness Economy rewards empathy, collaboration, and responsibility; traits many women already bring to their leadership and business style.

3️⃣ Building Relationships, not just Transactions

Women-led businesses often thrive on relationships and community-building. In the Kindness Economy, long-term trust and loyalty matter more than short-term profit. 

4️⃣ Growth Without Compromise

A common barrier for women is the perception that scaling means sacrificing values or personal life. The Kindness Economy flips that: embedding fairness, flexibility, and sustainability into your model makes your business more resilient, not less.

5️⃣ Wider Impact and Leadership

By growing businesses with kindness at the core, women are not just building success for themselves — they’re also shaping the future of the economy.

Do you have a Compass for your Business?

Having a compass for your business will keep you on track and ensures that you stay true to yourself. The south point of your compass is your purpose or intention and is the reason why you are running your business in the first place. The intention you have will create parameters and limitations which help you to keep focussed as you grow. You need to be able to define the reason your business exists.

The north point of your compass is your vision and is what that intention will look like in the future. What will success look like and how will you know if you have achieved your intention? If your vision had the maximum impact on the world, what would that impact be? The other parts of the compass are your core values and your strategic actions.

Finding your why was first talked about by Simon Sinek. Mary Portas prefers to think about it as a philosophy “an activity people undertake when they seek to understand fundamental truths about themselves, the world in which they live, and their relationship to the world and to each other.”

The Kindness Economy creates a business environment where women don’t have to mimic outdated models of success. Instead, they can build companies that are authentic, values-led, and resilient; and customers will actively reward them for it.

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