The Evolving Role of Women in Society Today

As the year draws to a close, it’s the perfect time to pause, reflect, and celebrate the multidimensional roles women occupy in today’s world. Society continues to grapple with the enduring question: How do women achieve it all—career success, motherhood, and maintaining their identity as desirable, empowered individuals? The answers are both nuanced and inspiring, underpinned by challenges that remind us how far we’ve come—and how far we still need to go.

Women in Leadership - Closing the Gap?

Progress in women’s participation in leadership roles is undeniable, but gaps remain. Women now lead 11% of FTSE 100 companies in the UK—a modest improvement, yet one that highlights persistent disparities given that women comprise 47% of the UK workforce.

It’s not just about representation. Women leaders often shoulder a disproportionate share of “invisible labour,” such as mentoring, diversity advocacy, and emotional caretaking within teams. While these efforts are crucial to a thriving workplace, they are frequently undervalued.

On a brighter note, the rise of female entrepreneurs signals a shift. In 2024, women-owned businesses represented 40% of small enterprises in the UK, a significant increase from previous years. These successes are a beacon of hope, proving women can thrive and innovate in industries once dominated by men.

At AMP, we are proud to be part of this wave—working mothers and entrepreneurs juggling dynamic careers while striving to retain our identities as empowered women. It’s not always a perfect balance, but we give it a damn good go.

Motherhood - A Balancing Act or an Impossible Ideal?

The "working mother" archetype remains one of society’s most complex roles, laden with expectations and contradictions. In the UK, a 2024 report revealed that 63% of mothers in dual-income households still bear the primary burden of childcare and household responsibilities. While advancements such as hybrid work and enhanced parental leave offer flexibility, many women still face burnout as they navigate their dual roles.

The concept of “having it all” often feels like a myth. At AMP, we navigate the school run between client calls, pulling over for Zoom meetings, and battling the guilt that creeps in as we juggle multiple demands. And yet, leaning solely into motherhood feels archaic—it doesn’t fully honour the breadth of our ambitions. Relying on traditional gender dynamics doesn’t fit our narrative, but that’s not to say we don’t sometimes feel the strain of this balancing act.

We all find ourselves in a constant state of flux—some days overcooking it, other days feeling like we’re winning.

Desirable and Empowered - Redefining Feminine Identity

In a world shaped by social media and evolving cultural norms, women are reclaiming what it means to feel desirable—and not just in the traditional sense. Desirability today is as much about confidence and personal fulfilment as it is about physical appearance.

I’ve always felt disconnected from the aesthetics of today’s social media era. Growing up in the ‘90s, the days of The Face magazine and Soho’s hidden speakeasies had an edge that felt authentic. The modern members-club culture has shifted the narrative, but my commitment to vitality, longevity, and biohacking menopause has become a personal passion—and it’s working, though my bank balance would beg to differ!

This year, women accounted for 65% of the UK’s wellness spending, focusing on physical health, mental clarity, and self-care. These aren’t just about looking good; they’re about thriving in every sense of the word.

Yet, societal pressures persist. A 2024 study from Dove revealed that 68% of UK women feel beauty standards remain unattainable, even as inclusivity and diversity gain traction.

Achieving It All - Is It Really Possible?

The question of whether women can “have it all” might no longer be relevant. Instead, we should ask: What does "all" mean for each individual woman?

For some, it’s about building a multimillion-pound business while raising children. For others, it’s about embracing the everyday joys of work-life balance. The narrative is shifting from perfection to authenticity—a recognition that “having it all” looks different for everyone.

For me, longevity and youthfulness stem from curiosity, purpose, and mindset. Less clutter, more clarity—it’s a formula that frees the mind and fuels resilience.

Looking Ahead - The Collective Power of Women

As we enter 2025, women’s empowerment shows no signs of slowing. At AMP, we are excited for what lies ahead. Our second edition of Be Nice Projects—Youth & Revolt, championing neurodiverse children—is now in print. New client partnerships are on the horizon, some incredible campaigns shot including Affirmative Consent for Women, and we remain deeply committed to supporting meaningful causes through art. I also personally achieved my practitioner training in the 3 principles focused on freeing the mind, and making deeper connection in life. My business partner Morgan gave birth to a beautiful baby boy, Dax.

This year also tested us. Our collective stood firm amidst controversy, supporting an artist who deeply regretted his actions in a protest gone awry. It was traumatic, involving legal battles and police reports, but we stayed true to our values: authenticity, compassion, and a commitment to seeing the bigger picture.

Women’s strength lies in our ability to adapt, collaborate, and advocate—not just for ourselves, but for each other. We are not simply leaders, mothers, or individuals striving to meet societal expectations. We are architects of a future where women define success on their own terms.

Here’s to a new year of breaking boundaries, championing authenticity, and building legacies.

Love Alex Lutostanska @ AMP