Phakama Women’s Academy launch
BORDEAUX – Cheryl Carolus speaks about the industry first initiative focused solely on developing our young businesswomen.
Hailed as an industry-first initiative, the Phakama Women’s Academy was recently launched at the Vega School of Brand Leadership in Bordeaux on 24 July.
The academy was opened by the VWV Group in association with the University of Johannesburg, the AAA School of Advertising and Vega School of Brand Leadership, and aims to help young businesswomen stand their ground in the predominantly male-orientated business world.
Suitably named, Phakama means ‘to rise’ in Zulu and Xhosa, the corporate social investment mentoring programme handpicked 26 young businesswomen and partnered them with the female giants in business and marketing.
Speaking at the event was renowned South African businesswoman Cheryl Carolus, executive chairperson of Peotona Investments, who reiterated the need for women to rise up in African business sectors.
“These ladies were chosen because they are very smart young women,” Carolus explained. “This country of ours, is a place of great opportunity. We can be proud that our country is a world leader in women’s participation in all facets of life, but we know the creation of opportunities is an important step. Sadly, there are still factors that can undermine this.
“Much still needs to be done to remove sexism and prejudice when it comes to the promotion of women in the work place.”
According to her, well-qualified women are often overlooked in favour of mediocre men. “We know in society that many pressures are brought to bear on us as women, which men never have to contend with.”
She feels that it is generally frowned upon when a woman is ambitious and wants to build her career, and are often asked to choose between that and having a family.
“Women have to work so much harder to get the same recognition, including remuneration, than their male counterparts.”
The challenges that women in Africa face daily, is only testament to their inner strength, and Carolus hopes that these young women take the knowledge they will be learning and teach it to other aspiring young businesswomen, thus paving the way to a more equal business sector.
She concluded by saying to the selected young women: “You are being given a great opportunity – make it work for you.”
