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title: Strong Women and Likability Bias
description: Sylvia Ann Hewlett writes in Harvard Business Review that
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# Strong Women and Likability Bias
by [Dee (Deanna) Rolffs (they/them)](https://l3catalystgroup.com/blog/author/dee-rolffs)
November 02, 2022
**
*I'm trying something new! As I grapple alongside clients and colleagues, I wonder if it would be helpful to share resources in more quickly digestible snippets. You are invited to comment below each Quick Note with your thoughts, reactions, wonderings, or additions. Let's give it a try!*
#### Strong Women and Likability Bias
A highly qualified woman runs for office. Her credentials are stronger than her opponent's. She moves with confidence and grace.
I noticed that when her name comes up in conversation, people say:
"Her eyeliner is SO BAD! It's like she didn't update her technique since high school."
"I don't understand how she can be so confident. She hasn't won anything yet."
"I don't like how she looks."
"She's running against that man with a lot of money. She'll never win."
[Sylvia Ann Hewlett](https://www.linkedin.com/in/ACoAAAbadREBAxbSEjfNV4ZzeV-BvCoHzFo4CMk) writes that "research shows that in corporate cultures, strong women are often thoroughly disliked. In a 1990 study, D. Butler found that people respond negatively to assertive women. Assertive men, on the other hand, are admired as "managing for strong performance." (Source: [HBR's](https://www.linkedin.com/company/harvard-business-review/)[Likeability and Women’s Leadership](https://hbr.org/2008/03/likeability-and-womens-leaders))
Women make up approximately half of the workforce, yet hold significantly fewer leadership roles. "In terms of leadership, women's board representation in FTSE100 companies increased from 11 percent in 2007 to 28 percent in 2017. And, when we look at the percentage of women in senior leadership roles, this has remained even lower at 22 percent in 2018." (Source: [Not Very Likeable: Here Is How Bias Is Affecting Women Leaders](https://www.forbes.com/sites/pragyaagarwaleurope/2018/10/23/not-very-likeable-here-is-how-bias-is-affecting-women-leaders/?sh=451abadf295f))
How do you see the likability bias show up in your life, workplace, or social circles? What can you do about it?
###### Tags:
[women,](https://l3catalystgroup.com/blog/tag/women) [business,,](https://l3catalystgroup.com/blog/tag/business) [leadership,](https://l3catalystgroup.com/blog/tag/leadership) [Women leaders,](https://l3catalystgroup.com/blog/tag/women-leaders) [Quick Note,](https://l3catalystgroup.com/blog/tag/quick-note) [Women Empowerment](https://l3catalystgroup.com/blog/tag/women-empowerment)
Post by [Dee (Deanna) Rolffs (they/them)](https://l3catalystgroup.com/blog/author/dee-rolffs)
November 2, 2022
Dee (Deanna) Rolffs (they/them), Owner & Principal Consultant at L3 Catalyst Group, is a coach, strategist, facilitator, and change agent applying the Process Consulting approach with anti-oppression and liberatory frameworks. Specializing in crisis and change leadership, they support brave and badass leaders and teams illuminate underlying issues, infuse learning, envision a just future, and walk a transformational path forward. Dee is committed to equitable systemic outcomes, healthy humans, and thriving teams. Dee serves on the board of their local Pride Center, is messily learning to practice meditation, and is always up for truth telling about oppression and living life in liberatory joy.
[Follow me on my website](https://l3catalystgroup.com/) [Follow me on Facebook](https://www.facebook.com/L3CatalystGroup) [Follow me on LinkedIn](https://www.linkedin.com/in/deannarolffs/)
### Related Articles
##### [.png?width=520&height=294&name=111622%20-%20Deanna%20Blog%20Post%20Header%20Image%20(1).png) systemic oppression • November 16, 2022 Lens Metaphor Helps Us See Oppression 3 min read](https://l3catalystgroup.com/blog/lens-metaphor-helps-us-see-oppression)
##### [ racism • March 22, 2023 How Do Systems Of Oppression Impact Us? 2 min read](https://l3catalystgroup.com/blog/how-do-systems-of-oppression-impact-us)
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