International Women’s Day: Driving Change & Equality in Business

For over three decades, Boston Creative has been at the forefront of design communications, branding, and web development, specialising in the B2B space. Founded in West London in 1993, the agency has partnered with a diverse range of major global and UK brands, including travel technology leader Sabre, airline giant, Lufthansa, the American Nurses Association, industrial cleaning experts, Safetykleen, an NGO that works to advance reproductive justice – IPAS. Through state-of-the-art design and marketing solutions, the business continues to drive innovation. At the heart of its success lies a commitment to fostering creativity, collaboration, and building long-lasting client relationships.

Urvi has been part of this journey for nearly 20 years, witnessing first-hand the evolution of the design industry and the challenges that come with leading in a competitive, fast-paced sector.

“The rewarding part of leading a creative agency is creating opportunities for the next generation to grow, excel, and build their careers in a supportive and inspiring environment—especially in an industry that often overlooks the nuanced needs of women,” she comments.

She believes that fostering an open and inclusive culture is key to innovation. “Creating an environment where my team feels free to express their ideas encourages them to think outside the box, challenge conventions, and explore new creative possibilities. We also engage in fun, activities outside of work, which not only keeps the creativity flowing but strengthens our bond as a team—it’s a win-win!”

While there have been significant strides in gender equality, challenges remain that disproportionally affect women.

Women are still underrepresented in leadership, face greater financial vulnerabilities, and often carry the weight of unpaid domestic responsibilities in the home. The ongoing cost-of-living crisis has further magnified these disparities, making it even more critical to advocate for much-needed change.

A McKinsey study has revealed that while women’s representation in corporate leadership has increased over the past decade, men still significantly outnumber women at managerial levels. Meanwhile, a second study found that the percentage of female CEOs in the global mid-market fell from 28% in 2023 to just 19% in 2024. Looking at the underlying reasons for this, many departing female CEOs cited public scrutiny, caregiving responsibilities, and the pressure to conform to traditional leadership styles as key challenges.

“Businesses can foster greater equality by actively supporting and promoting women into leadership roles,” comments Urvi. “Representation matters—when women see others leading, they believe they can, too. As a leader in an industry where women remain underrepresented, I see it as my responsibility to create an environment where women can thrive.”

For many women in business, flexible working environments have been transformative. As companies shift back towards in-office mandates, studies suggest that male-led businesses are more likely to enforce full-time office work. However, this shift could hinder women’s career growth, as flexible work arrangements have been instrumental in enabling them to balance their personal and professional responsibilities.

Coworking spaces continue to offer the best of both worlds by providing remote and hybrid workers with a collaborative, professional space, perfect for solo working, brainstorming ideas or bringing various teams together. “Coworking spaces like Adapt are incredibly beneficial for female entrepreneurs,” Urvi explains. “They offer a supportive and professional environment where women can confidently run their businesses, network and build relationships with like-minded professionals, and avoid the financial strain of maintaining a traditional office.”

Beyond affordability, many coworking spaces also prioritise well-being, incorporating green spaces, wellness activities, and community-driven initiatives. “Being in Adapt’s coworking space has significantly enhanced our team’s productivity and creativity,” she adds. “The open environment encourages clear thinking, collaboration, and has cultivated a strong sense of community.”

While gender equality is a long-term pursuit, the impact of collective action cannot be overstated. A study by PwC suggests that improving female participation rates could boost the UK’s GDP by approximately £6.2 billion per year, amounting to a total increase of £43.5 billion by 2030.

However, for women navigating leadership, self-doubt is often one of the greatest hurdles. “I’ve faced imposter syndrome many times,” Urvi admits. “The best way I’ve learned to overcome self-doubt in leadership is by continuously learning, seeking insights from other business leaders, and reminding myself that growth comes from embracing challenges.”

Her advice to young women aspiring to lead? “Know your inherent worth. Trust your abilities. Be mindful of your own limiting beliefs and leave them behind to define your own path. Feel the fear and do it anyway! Step forward with confidence, embrace opportunities, and advocate for your own growth—because you are capable of far more than you realise.”

This International Women’s Day, let’s not only celebrate the achievements of women but also commit to creating workplaces, industries, and communities where women can flourish. The journey toward equality is ongoing, but together, we can push progress forward.