At Cannes Lions, the Empower Café continued its mission to change the stats with a panel discussion: Health Equity = Business Advantage. Led by moderator Emma Harris, founder of Slow The F**k Down and CEO of Glow London, the conversation brought together Sue Todd, CEO at NABS, Amina Folarin, Chief Executive Officer, UK Group at Oliver Agency, and our own Chief Growth Officer, Jody Osman, to explore how businesses can better support women’s health, and why doing so is a strategic advantage - not just a moral obligation.
The shift from policy to practice
As Sue Todd pointed out, it is no longer enough for companies to simply have policies in place. They must be lived, embedded and understood across all levels of an organisation. She highlighted that burnout and menopause are the two most common reasons women leave the workforce in the UK, and yet many managers remain unaware of how to implement support systems effectively.
“We’re seeing positive movement, but the challenge now is turning policy into practice,” she said. “Having it on paper is one thing. Embedding it into team culture is another.”
Empower Café as a safe space
Propeller’s Jody Osman reflected on the role of the Empower Café - a space co-created by Louise Watson and Karen Stacey, powered by Propeller in partnership with WACL - as far more than just a physical venue.
“It started as a safe space for women at Cannes, but it’s become a home for honest conversation,” he shared. “People feel seen and heard here, which is a powerful thing in an environment that can otherwise feel chaotic or exclusive.”
Jody credited the impact of the café to the quality of dialogue it sparked. Conversations ranged from health and burnout to structural gender imbalances, bringing people together as a community around the key issues that need to change in our industry.
What leadership looks like
Amina Folarin spoke about leadership’s role in creating psychologically safe environments where people can be open about health, parenthood and loss. After noticing a trend of women not returning from maternity leave, her team at Oliver Group partnered with employee resource groups to find out why.
What followed was a major overhaul of their family policies, including merged maternity, adoption and shared parental leave, and the introduction of returner coaching. Perhaps more powerful still, Amina role-modelled openness by speaking plainly about her own experiences, including with menstruation, in leadership meetings.
“It’s uncomfortable at first,” she said. “But we need to normalise these conversations.”
How Propeller is changing the stats
At Propeller, gender balance is embedded into the business. Jody shared that 80 percent of the agency’s associate directors, who form the backbone of the leadership team, are women. This diversity has driven both staff retention and business growth.
“We’ve recently upgraded our maternity and paternity policies, not just to match industry norms, but to exceed them,” he said. “Average isn’t good enough. We’re constantly asking what we can do better.”
Long tenure among Propeller’s senior team has led to continuity, strong client relationships and a positive reputation. Jody explained that diversity and inclusion have become fundamental to how the business grows.
Towards true equity
Amina and Jody also spoke about the importance of supporting men to share the load at home. Improved paternity leave and flexible return options benefit everyone. Jody also reflected on how many dads - himself included - felt awkward about stepping away from work to do the school run. But, as he points out, that mindset sends the wrong message to the wider business.
“Picking up your children is just something you have to build into your schedule,” he says. “It doesn’t impact on your performance in the job. We need to normalise that, especially as leaders.” He also stressed the importance of recognising parenting in a dual-working household as a shared responsibility, challenging the assumption that this should default to the mother.
Advice for business leaders
The panel closed with practical advice for leaders who want to support health equity at work:
- Stay curious and adaptable. Jody emphasised the importance of asking people how they really are, listening properly and being willing to adjust how and when people work to meet their needs.
- Recognise that one size does not fit all. Amina urged leaders to understand the impact of intersectionality, especially how health and wellbeing challenges often fall more heavily on Black women.
- Keep learning and stay honest. Sue reminded the audience that no business will get everything right, but a culture of openness and ongoing reflection is essential for meaningful change.
A final word
Creating a healthier, more inclusive workplace is not just about good intentions or box-ticking. It is about reshaping culture, challenging assumptions and listening with care. As the panel made clear, health equity is a business advantage, and the organisations that embrace it will be the ones that thrive.