By Cat Kevern, Director Network of Women in Events (NOWIE) and Founder at Electric Cat Productions

As the founder of a female-led marketing agency that works primarily with female freelancers and as the Director of the Network of Women in Events (NOWIE), I am really invested in the importance of inspiring confidence among women in the marketing and events industries. 

While we have made significant changes in workplace equality, there is still a huge confidence gap for women that I rarely see in our male counterparts. Many women struggle to advocate for themselves and are held back by imposter syndrome, which prevents them from pushing themselves forwards and holds them back from embracing new opportunities and progressing in their careers.

But what is imposter syndrome? For many it manifests as self-doubt and the fear of being exposed as a fraud. It’s often completely misplaced but it prevents women from putting themselves forward for promotions, public speaking opportunities, or reaching professional goals like running a business or taking on a leadership role. Through my work as Chair of the Network of Women in Events (NOWIE), I frequently hear members express concerns about feeling unqualified or undeserving of their achievements, and I think this is especially common in the events industry, because our work can be so varied and unpredictable.

Why Is Imposter Syndrome More Common in Women?

While I’m certainly not saying that men don’t experience it, imposter syndrome seems to be more prevalent among women.  I think this is because women seek perfection, we compare ourselves to others more than men do, and are often conditioned to downplay our achievements so we don’t come across as boastful or over-confident. Constantly changing technology and industry trends can also contribute - especially for those who aren’t so tech-savvy.

Another major factor is the tendency to focus too much on what others are doing: Social media and professional networking platforms can exacerbate this issue by presenting a curated highlight reel of others’ successes, leading many women to focus on unnecessary comparisons and self-doubt, instead of celebrating their own progress.

Stepping Out of Your Comfort Zone

I have continuously stepped outside my comfort zone throughout my career, from freelancing to founding my own company. I thrive on new challenges and embrace opportunities for growth, including public speaking, which I know lots of people find intimidating. I firmly believe that growth happens when we push ourselves. Mistakes and setbacks are inevitable, but they are also invaluable learning experiences and the more we talk about our mistakes and how to grow from them the more women will be able to change their mindset and push against perfectionism.

The Power of Positive Self-Talk and Peer Support

I think one of the most effective ways to combat imposter syndrome is to change the way we speak to ourselves. Women need to become their own biggest champions. I often tell my friends and colleagues to view themselves through the eyes of those who admire them. When I see talented women hesitate to apply for promotions or new roles, it saddens me because I know they are more than capable. I strive to inspire my team at Electric Cat by fostering a culture of confidence and self-belief.

Seeking peer support is also crucial. Organisations like NOWIE provide a network of encouragement and mentorship, which can be incredibly empowering. Many people hesitate to ask for help, fearing it will make them appear weak, but in reality it’s a sign of strength. I have never shied away from asking for help, and I encourage others to do the same.

Moving Forward with Confidence

Overcoming imposter syndrome requires a shift in mindset. Women need to start recognising and celebrating their worth - it’s important to take pride in our achievements, not embarrassing or boastful. Also, by embracing discomfort and learning from mistakes, we can create a more confident and empowered workforce. It’s time for women to step forward, own their success, and inspire the next generation to do the same.