By Melissa J. Anderson (New York City)
The first time I heard the phrase “critical mass,” it had nothing to do with boardroom gender equality. I was a student at the College of William and Mary, and Critical Mass was an event where cyclists would attempt to clog the streets of my tiny college town to kindly encourage automobile drivers to share the road. While I generally supported my two-wheeled classmates, I wasn’t altogether clear on their event’s apparent link to nuclear physics. I later learned they were inspired by much larger demonstrations in San Francisco, which, in turn, were inspired by a 1992 documentary on bicycle transportation around the world.
In an interview in the film, American bicycle designer George Bliss describes his observations of traffic in China, where cyclists had an unspoken method of crossing busy intersections, which often had no traffic signals. More and more cyclists would collect along one side of the intersection, until their group reached a certain understood size (“critical mass”) when it was safe to cross the road together, as automobile traffic would have to stop and wait for the cyclists to pass.
We can draw inspiration from the critical mass metaphor for gender diversity as well. As the number of women in boardrooms and on executive committees increases, there reaches a point where women feel safe to speak up, get enthusiastic, take risks, and make waves – without being seen as a threat to the status quo, as overemotional, as a risky hire, or as a token place holder. Critical mass is the notion of safety in numbers.
And “safety in numbers” means better business. Recent research by Catalyst suggests that companies with three or more women directors outperform those with all-male boards. “When you reach a certain critical mass, the board starts to behave differently,” said Joe Keefe, President and CEO of PAX World Mutual Funds and a founder of the Thirty Percent Coalition. “Conversations are richer, decisions improve, women bring different perspectives to the table, and performance improves.”
Indeed, a new Credit Suisse study of almost 2,400 companies suggests that boardroom diversity improves corporate performance. In fact, companies with more than one woman on their board performed 26% better over the past 6 years than those with no female directors.
Imagine the impact on gender diversity if the conversation around critical mass were one that appealed to both women and companies? The Thirty Percent Coalition intends to do just that.