Reframing “Stubborn” To Shape The Experiential Marketing Industry

When is being “stubborn” a good thing? The time is now.

With Women’s History Month coming to an end, RED VELVET reflects on the contributions of women to events in history, the progress that has been made in our society and the work that still needs to be done. As a woman-owned experiential marketing agency and WBENC certified organization, it is our commitment to not only nurture a culture of support and empowerment for the women on our team, but also be part of larger conversations happening throughout the world. 

If you were to ask our CEO, Cindy Lo, who’s known for her business savvy and can-do attitude as an Asian-American entrepreneur in the experiential industry, about her grit, she would call it “stubbornness.” (and then she would laugh, because she knows how that sounds, but that it’s also true in the best sense of the word!).

“Let’s be honest, all of us have imposter syndrome,” Cindy says. “The key is when you go into that room, you can’t show that you have it. It’s almost like you have to be a little stubborn and just go for it.”

She recalls how she was socialized as a young girl, being told that she was “too bossy” and “aggressive” and that she wouldn’t attract a husband that way. Today, her husband, Scott, actually serves as one of her biggest advocates and is a true equal partner in life.

“Any time I have self doubt,” she says, “all I have to do is go to Scott and say, ‘Hey, I just want you to be my soundboard as I’m about to do this. Do you think this is too pushy?,’ and he’ll respond ‘No, why would you say it’s too pushy? You know your stuff.’ And that’s the difference between a woman and a man.”

In 2020, IBTM Events sampled 2000 people working within the event management industry worldwide, finding a female-dominated workforce of 76.9% who identified as women. Still, these proportions shift as we climb the seniority ladder - their report found that men still have a greater chance of occupying a directorial position than women. Of the sample, only 16% of the women included were at this seniority level in comparison to 32% of men. 

While gender disparities in leadership exist for many reasons, even with increased access to opportunity for most women over the last hundred or so years, men have historically had the advantage in leadership.

Cindy, however, has refused to let this be the standard for herself, her team, and other women in the industry as she’s carved her path in experiential marketing and events for over 20 years. Earlier this week, she joined other Texas women business leaders in a panel discussion at the Round Rock Chamber’s inaugural “Women Who Mean Business” luncheon where she got vulnerable about what it’s like to be a leader in business. She encouraged female entrepreneurs to be resourceful and to take up space in rooms where you might be the “only” one. It’s her wish that more women leaders and business owners take pride in being the right kind of stubborn, talk about issues in business and society that matter, and speak up for their needs without fear of being labeled as “pushy” or “bossy,” and doing so because they know it’s the right thing to do.

This mindset shift isn’t just about reclaiming the word “stubborn.” Cindy encourages women to live in an abundance mindset. She advises female business owners who may be leading their own teams to create an environment where future female leaders feel empowered to learn and grow, remembering and living into the notion that “there’s always enough to go around.” This is the antidote to the scarcity mindset so many of us have been indoctrinated in; it’s refreshing, aspirational, and best of all, win-win.

RED VELVET believes that fresh perspectives and innovative ideas come from everywhere, especially women. We know that all boats will rise with the tide. We can help shape a more equitable and inclusive society if we look to each other as allies (and that’s EVERYONE, not just women), building a culture of support within our teams across the experiential marketing industry, starting with giving more women the space to be “stubborn.”

Need some strategic insight for your next brand activation? We’d love to hear from you.