Office address: 375 King Street West, Unit 407, Toronto, ON M5V 1K1
Website: www.feminuity.org
Year established: 2015
Company type: business consulting and services
Employees: 17+
Expertise: assessment, strategy design, diversity and inclusion consulting, product inclusion, solutions design, advisory, digital learning, DEI training, curriculum development, people analytics, organizational culture transformation, inclusive leadership development
Parent company: N/A
Key people: Sarah Saska (CEO), Steph Rebello (director), Gaone Matshameko (people data analyst), KT Forward (director), Rebecca Heaton (lead)
Financing status: N/A

Feminuity is a Toronto-based DEI consulting firm with over 17 employees, serving more than 150 clients across 20 countries. They help businesses from startups to Fortune 500 companies implement long-term DEI strategies through assessments, customized webinars, workshops, and other educational initiatives. Their comprehensive workplace solutions support organizations in building inclusive environments that align with their goals for meaningful impact.

History of Feminuity

Feminuity was founded in 2015 by Sarah Saska and Andrea Rowe, combining "feminism" and "ingenuity" to shape the future of work. The company uses research-based methods and a structured approach to help organizations build more inclusive, unbiased work cultures. In 2018, their expertise was called upon to provide insight into creating open workplace environments following a high-profile incident involving claims of sexist culture.

In 2019, the firm partnered with #movethedial to create a playbook focused on retaining women in tech. Since its founding, the company has worked with over 150 clients across six continents, relying solely on referrals. They continue to expand their influence, offering over 40 DEI training programs and regularly updating content to address diversifying needs.

Products and Services of Feminuity

Feminuity offers a broad suite of DEI-focused services, designed to help organizations build inclusive, innovative workplaces. These include:

• Build With Us solutions: personalized DEI solutions through advice, assessments, design, and education
  • advise: strategic consulting for businesses on integrating DEI practices
  • assess: evaluations to identify DEI gaps and opportunities
  • design: creating customized DEI strategies based on data and insights
  • educate: tailored training programs, workshops, and webinars to empower teams
• e-learning: online DEI training modules to educate employees on inclusivity practices
• Lay the Foundation: DEI curriculum development to help businesses start their DEI journey
• Build Team Capacity: strengthening internal teams by enhancing their DEI expertise

Feminuity collaborates closely with entities to create tailored DEI solutions, ensuring support at every stage of their journey. Their approach emphasizes continuous learning and partnership, addressing unique challenges while leveraging expertise and insights from others to deliver comprehensive strategies.

Culture at Feminuity

The company focuses on making meaningful change by embedding DEI into everything they do. They believe businesses that prioritize these principles are more successful, sustainable, and innovative, which is reflected in their work environment. They actively listen and receive feedback to shape their processes, along with other initiatives:

• staying true to their values, driving greater inclusion and tangible outcomes
• collaborating within non-hierarchical structures support open dialogue and innovation
• prioritizing work, character, and skill over formal qualifications or networks

Feminuity, guided by its values, is a remote team of diverse professionals, including data analysts and consultants. They reject traditional qualifications as barriers, focusing instead on skills, experience, and character. Resumes and formal education are not required to join the team, creating fairer opportunities for talented individuals, all while adhering to these core values:

• build real bridges: fostering open dialogue, shared values, and collaboration
• growth over perfection: prioritizing continuous improvement over flawless execution
• lead with rigour: using data and experience to guide impactful, inclusive work
• design for impact: crafting customized strategies to meet diverse needs and ensure effectiveness
• put people first: centring their mission on human connection and well-being
• embrace the glimmers: finding joy in small moments to build resilience during challenges

The company acknowledges its roots on the traditional lands of Indigenous Peoples, including the Mississaugas of the Credit and the Haudenosaunee. As a remote team, Feminuity encourages clients and partners to reflect on the lasting impact of colonialism. Their commitment includes promoting active reconciliation and upholding awareness of Indigenous histories in all their work.

About Feminuity CEO Sarah Saska and Key People

Sarah Saska PhD, MA, BAH is the company CEO and co-founder and an IDEA practitioner at NASA. She previously worked as a strategy consultant at Equality Fund and held innovation fellowships at Mitacs and MaRS. Saska earned her PhD from Western University, an MA from the University of Ottawa, and a D&I certificate from Cornell University.

Feminuity’s leadership team is made up of diverse and accomplished professionals who guide the company’s direction and impact:

• Steph Rebello MDes, BA, as director of design and strategy, leads the development of DEI initiatives and innovative solutions
• Gaone Matshameko MMA, BCom, serving as a people data analyst, focuses on analyzing data to inform inclusive workplace strategies
• KT Forward, as director of people analytics and insights, drives data-driven solutions for organizational DEI efforts
• Rebecca Heaton, as inclusive and accessible communications lead, ensures the company's messaging is inclusive and accessible to all audiences

The Future at Feminuity

The firm remains recognized for its leadership in IDEA (inclusion, diversity, equity, and accessibility) initiatives, as professionals take on more responsibility in driving workplace inclusivity. At the recent HRPA micro-conference in September 2024, they discussed how IDEA can move beyond trends to create lasting organizational change. Through ongoing efforts and partnerships, Feminuity helps companies implement effective strategies, enabling businesses to adapt to inclusivity needs and enhance workplace culture.

In a recent newsletter, the company emphasized the need for meaningful actions beyond symbolic gestures on the National Day for Truth and Reconciliation. They urge businesses and individuals to engage thoughtfully with Indigenous histories and commit to lasting change. As we can see, Feminuity continues to help establishments cultivate respectful workplaces that value diverse experiences and perspectives.