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How team DC #ChooseToChallenge in response to International Women’s Day

On March 8th, our team at Digital Cake celebrated International Women’s Day 2021.  The theme for this year’s IWD was #ChooseToChallenge:


Inequality facing women in our industry

With this in mind, we opened discussions around stereotypes and gender bias in the workplaces, as well as doing our own research, to see how gender bias is presented with our digital industry. We discovered that:

  • Women need to work an extra 36 days to earn the same as men
  • Only 1 in 3 UK entrepreneurs is female
  • Only 6% of leaders are women
  • Only 1 in 20 CEOs are women 

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What did DC do for IWD 2021?

Well, after discovering the levels of inequality still existing in our industry, we each made our own statement about how we will personally #ChooseToChallenge inequality within the workplace.


“A movement only exists when people are moving, challenging and supporting. I will continue to encourage women to dream big and push their career goals despite traditional parameters of career gender biases.”


“I choose to challenge the number of women in senior leadership positions. I am lucky to work alongside two amazing female directors at Digital Cake: Kirstie Smith and Cheryl Thomas, who inspire our team on how to be a strong woman in the industry.”


“I work around amazing women every day who challenge gender bias and inequality by showing how powerful and independent they are within the workplace.”



“Every day I choose to challenge myself, my own gender bias, and the imposter syndrome that comes with being a young, successful woman in tech.”


“I was raised by my mum and sister and I am lucky enough to have been surrounded by strong, powerful women throughout my career. I will continue to play my part in the fight for gender equality by being blind to gender in the workplace.”


“I’ll continue to shine a light on women in tech and the creative industries through GirlCode and my work at Digital Cake.”

International womens day 2021


“I will continue to encourage the women in my life to push themselves and achieve everything I know they’re capable of and more.”


“I was told from a young age that in order to succeed in the digital marketing industry, I needed to present myself in a certain way, like the way I looked and or sounded, with the idea that business doesn’t happen in the office but on the golf course or over dinner. I thought, “f*ck that, I’ll get where I want to by simply being me and being good at what I do. At Digital Cake, we encourage everyone to be themselves and celebrate the diversity of different backgrounds, upbringings, and attitudes. Not one person is the same and we’ve never been told we have to be.”


“I will do my best to continue to inspire the next wave of young talent. I need them to know that gender won’t play a part in their future. 

We #ChooseToChallenge gender inequality for International Women’s Day 2021 and every day going forward…” Do you?

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.