International Women’s Day 2025: Five questions with Kolsquare’s female leadership team

How do you see female influencers driving social change?

Alix: Female influencers can play a key role in breaking taboos and amplifying voices that weren't heard enough. They make visible realities that are often passed over in silence and bring them to light, such as LGBTQIA+ representation, which is very important to me as my partner is a woman.  It may sound silly, but female influencers can really help people to come into their own.  They create dialogue, raise awareness and inspire concrete action.

Caroline: Female influencers have become powerful voices and started such important conversations. They’re advocating for equity, diversity, mental health, and reaching massive audiences in the process. What makes their impact even stronger is that they’re not just speaking for people; they’re creating communities where others feel seen and heard, too.

Lucie: Female influencers are at the forefront of driving social change by giving a voice to those who were previously unheard. Thanks to social platforms, these women can express their opinions freely, sparking discussions and challenging traditional norms. For instance, French influencers like EnjoyPhoenix and Lena Situations have become leading figures in the feminist movement. They not only inspire millions with their authentic and empowering content but also push for a broader societal shift toward gender equality and inclusivity.

Michella: Female influencers have a huge role to play to drive social change, as other women can relate to them and share similar experiences. Breaking barriers, talking about taboos, exchanging opinions and advice, or simply just succeeding and showing that it’s possible! Of course men can proactively participate in driving this change, but having a female mentor in your career for example is more inspiring than yet another man talking about achieving your potential. However well intentioned they are, the challenges men & women face in the tech industry are quite different.

Katy: Movements like #MeToo were game-changers, showing women worldwide that they’re not alone in their struggles. Many female influencers have continued to push for change, using their platforms to advocate for body positivity, equality, and more diverse role models.

When I grew up, pop stars like the Spice Girls or Britney Spears were carefully curated, managed by men, and expected to fit narrow gender stereotypes.  Today, more female and independent voices on social media represent niches and communities that once had no space in the mainstream. Being real and different almost feels like the new normal—and I love that.

Of course, social media still reinforces outdated beauty standards in some ways.  I am an auntie and sometimes I worry about what my nieces are exposed to growing up with social media at their fingertips. Yet, there’s much more space for feminist voices to stand out and for women to set the rules. Strong online communities create room for discussion, collaboration, and change—from local groups to global movements. I hope this continues to inspire women of all ages and backgrounds to use their voices and know they’re not alone.

The influencer marketing industry is dominated by women (both creators and marketers); do you see this as a positive or a negative?

‍Alix: It's not black and white, but the trend is positive. From its beginnings, and for years afterwards, influence was seen as a 100% female sector. "Yes, it's about chicks talking about their daily beauty routine, so it's only of interest to women.” These are the big clichés we've had to face as a key player in this industry.

But influence has gained in credibility, and has become essential for all brands in 2025. Attitudes are changing, new positions are being created (Global Influencer Manager, for example), and influence is now seen as a fully-fledged acquisition and awareness channel in the marketing mix. It's a subject that has gone from operational to strategic, and has therefore risen to C-level within organisations, but it's being driven by women for once! And that's great! It's an opportunity to see inspiring women occupy a strategic space on a massive scale, and it shows (as if we still needed to prove it) that they can shape narratives and cultural standards.

Caroline: Actually, marketing in general—not just influencer marketing—is a space where women dominate.

Influencer marketing has become a key strategy for brands, and seeing women lead the way in this industry is incredibly powerful. It means their creativity and strategic thinking are driving real business impact.

We also see many female creators shaping narratives on social media and reaching massive audiences. In my opinion, this is not only positive but also virtuous. Seeing other women succeed, express themselves, and lead the conversation encourages more women to step forward and share their voices, too.

Lucie: It depends. On one hand, the dominance of women in influencer marketing provides a platform for voices that are eager to assert meaningful and progressive ideas. However, it can also create a negative image when some influencers use their prominence to promote superficial trends or questionable products, such as unnecessary cosmetic procedures. Ultimately, influencer marketing mirrors society, so it is essential to sift through and support those voices that contribute positively.

Michella: In general I see it as a positive thing, I even started using the female pronoun in French to talk about an undetermined influencer (French grammar would have it differently). But I’m actually more happy to see a rise of inclusiveness in areas typically female or typically male.  

Katy: I think it’s really positive to see an industry where women are leading the race—both as creators and marketers. In many ways, influencer marketing has given women a space to shape narratives and build communities, in a way that wasn’t always possible in more traditional industries.

That being said, I’m a firm believer in diversity and balance. In the long run, every industry should be a place where everyone—regardless of gender—can contribute, interact, and inspire each other equally. The goal shouldn’t be about one group dominating but about creating inclusive spaces where talent, ideas, and perspectives thrive without bias. Ideally, gender shouldn’t even be such a defining factor—it should simply be about who brings value, creativity, and innovation to the table.