Fueling the Next Generation of WBEs - ALWAYS Encourages Girls to Keep Going #LikeAGirl

At WBENC, we support those who support us. That’s why we are excited to share the impactful work our Corporate Members are doing to empower women and girls, helping to fuel the next generation of Women’s Business Enterprises (WBEs).

In this guest post, Procter & Gamble, a WBENC Corporate Member and one of America’s Top Corporations for WBEs, shares with us a powerful campaign launched by their brand Always. We were inspired by the message of resiliency in the campaign’s new video, an especially relevant lesson for our future female entrepreneurs.  


ALWAYS encourages girls to Keep Going #LikeAGirl

When a girl reaches puberty, a combination of insecurities about her changing body, first period and societal stereotypes on gender roles can all contribute to a drop in her self-confidence. Research shows that 56% of girls lose confidence during puberty and many never recover.

Always, the leader in global feminine care, is on a mission to stop this drop in confidence and propel girls into strong and confident women.

In 2014 the Always team created the #LikeAGirl campaign to challenge stereotypes and transform the phrase ‘Like A Girl’ from an insult to mean AMAZING things. The original campaign took the world by storm and changed the phrase “Like A Girl” from only 19% of women seeing it as a positive to 76% of women today.  Since then subsequent #LikeAGirl campaigns have busted similar barriers – calling out and the lack of powerful female emojis on our phones and social media platforms which has since been remedied by the big tech companies, and encouraging teen girls to stay in sports as a way to build confidence.

Today, the most recent installment of Always #LikeAGirl encourages young girls and women to “keep going” even in the face of setbacks. Here’s why: the most recent Always Confidence & Puberty Survey* reveals that as girls go through puberty, half become paralyzed by the fear of failure. This fear is so intense that many girls opt out of important growth opportunities during this time, like taking on challenges and trying new things. Always, is on a mission to change how girls perceive setbacks and encourage them to embrace failure as part of learning and crucial to growth.

  • 1 in 2 girls are paralyzed by the fear of failure
  • 7 in 10 girls avoid trying new things because they are afraid to fail
  • 8 in 10 girls report societal pressure to be perfect & please everyone as key contributors to their fear of failure
  • 50% feel that if they were to fail society would reject them
  • More than 80% agree that if girls felt failing was okay during puberty they would keep doing the things they love, take on more challenges and grow in confidence.

To help shed light on the issue, and to inspire girls to keep going, Always partnered with acclaimed director Lucy Luscombe to show how girls feel about failure, especially during puberty. The new #LikeAGirl video brings a fresh approach to the campaign, following a group of girls through a day in their lives at school. From school projects, to drama rehearsals, chess matches and more, the girls are seen in real-life situations that capture how intense the fear of not measuring up can be.

See the video and hear the rallying call for all girls to embrace failure as fuel by watching Always #LikeAGirl – Keep Going:


As they approach adulthood and look back, many girls recognize that the moments when they struggled through a setback led them to grow more resilient. In fact, the top three things gained from working through a failure are increased knowledge, strength and confidence. That’s why it is important for society to encourage girls to keep going even when they don’t immediately succeed. Research shows that girls need that societal support to truly thrive. In fact, more than 80% of girls agree that if girls felt failing was okay during puberty, they would keep doing the things they loved, take on more challenges and grow in confidence.

Join Always to encourage girls everywhere to keep going, even when they fail. Share a post, video or image to show how you try, fail, learn and Keep Going #LikeAGirl to inspire others to do the same. We also invite you to share your stories of perseverance, failure, and success in the comments below!

Posted on September 15, 2017 and filed under NextGen, SEP.