Shifting men’s attitudes so women can thrive as entrepreneurs

In many communities, a woman working outside the home threatens a man’s status and position. We work with men to challenge deep-rooted ideas about what a ‘woman’s role’ can be — boosting women entrepreneurs’ earnings and their ability to make their own decisions in the process.




What’s the problem? 

– In the places where we work, fewer than 40 percent of women have the power to make decisions for themselves – such as being able to visit family and friends, or have a say about household purchases or their family’s healthcare.

– Generally, women are expected to be solely responsible for domestic chores – leaving them with little time to spend running a business. 

– In many communities, it’s believed a woman working outside the home undermines the man’s position as the family’s breadwinner – resulting in tension and, in some cases, violence, within the home.


Our solution

By engaging with men and the wider community to challenge deep-rooted ideas about what women can and can’t do, we boost women entrepreneurs’ profits and their ability to make decisions at home and within their communities.

As well as giving women the skills and training they need to set up their own businesses, Hand in Hand offers men-only workshops for their partners and husbands, opening up a discussion around traditional gender roles, the division of labour at home, relationships and intimate partner violence (IPV) — as well as couples’ sessions where husbands and wives can explore issues together. We also run community events around gender. 

By engaging with men and communities in this way, we are able to shift perceptions around traditional gender roles, helping men understand when women and men work together as a team, the whole family benefits. 

Our impact


Ave. increase in earnings for women whose partners took part in our workshops.


Women more likely to be able to make their own decisions.


Men less likely to agree that intimate partner violence can ever be justified.


A day spent on domestic tasks by men.

Partner with us

We believe changing male attitudes to women working outside the home is critical to our mission of supporting women entrepreneurs to earn and control their own incomes. 

We work with local and national NGOs, foundations, governments, companies and private donors to help women create businesses that lift their families out of poverty. Find out more about partnering with us here.


Success stories

Jane Ouma | Street-seller to wholesaler

Thanks to training in digital and social media marketing Jane has expanded her customer base using WhatsApp.

Tabitha Wanjiku | building a family business 

Tabitha’s daughters look after the store’s social media presence, marketing the business on WhatsApp and Facebook.

Pauline Wambui | Online entrepreneur

“Now I know selling online is better as compared to local sales,” says Pauline.