NEW YORK, Nov. 1, 2016 /PRNewswire/ -- Almost nine of every 10 millennial female entrepreneurs are disrupting corporate convention by leaving those jobs to launch private businesses, in an effort to "crash the glass" ceiling from above, an in-depth study by REAL, the insight consultancy that partners with some of the world's most esteemed brands, announced today.
This "crash the glass" philosophy reflects how entrepreneurial millennial women are more often disrupting traditional corporate culture by shattering the proverbial ceiling and building their own companies, taking on executive leadership roles, and driving brand and product innovation that resonates with female consumers.
REAL's in-depth quantitative and qualitative study discovered 86 percent of female millennial entrepreneurs have left corporate jobs to build their own companies. These women are operating their companies unlike traditional corporations, by employing largely female staffs, executing flat business structures, and encouraging greater employee consideration and inclusion, the study found.
The findings also reveal eight of every 10 millennial women entrepreneurs believe they have a competitive advantage running their companies as women.
"We set out to understand how companies could better market to millennial women and we walked away with a much more profound insight," said Serena Saitas, founder of REAL. "Female entrepreneurship is a breeding ground for cultivating informed and empowered women. Many women who are not getting the chance to make an impact at a corporation are leaving, and starting their own companies where they are calling the shots and making the impact they want to make."
Among REAL's findings:
- Only 27 percent surveyed define business success by profitability, while nearly half cite longer-term goals including creating social impact
- 43 percent report they left their corporate jobs because "I was not following my passion"
- 74 percent started their businesses with personal savings, while only 7 percent had access to crowdfunding
For REAL's detailed findings please visit http://www.CRASHTHE.GLASS.
REAL surveyed 246 millennial female business owners who represented a cross-section of company size, revenue, industries, ethnicities, and geographies. The in-depth, 50-question online quantitative study focused on leadership style, corporate structure, approach to brand building, and awareness of the impact of the glass ceiling.
Additionally, REAL interviewed over 50 entrepreneurs including Katia Beauchamp, cofounder and CEO of Birchbox, Miki Agrawal, cofounder and CEO of Thinx, and Christine Souffrant, founder and CEO of Vendedy.
REAL is a leading insight and strategy consultancy that partners with some of the world's most esteemed brands. Its work has laid the foundation for numerous and successful creative campaigns, product launches, mergers and acquisitions of brands, and brand comebacks.
About Serena Saitas
Serena Saitas is an accomplished brand strategist, entrepreneur, and speaker. She identifies market trends and converts them into groundbreaking opportunities. Known for her unique approach to brand building, Saitas provides a fresh perspective on even the most widely accepted conventions, and is especially passionate about the projects related to women and branding.
 REAL conducted 246 (N=246) online surveys with female business owners age 19-35, including a mix of corpographics and demographics. The margin of error associated with a 95% confidence interval for the sample size of N=246 is +/- 6.2%. The survey was fielded from September 16-October 6, 2016.
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