Story by KATYA BENEDICT
A Salt Lake City-based company is combating gender inequalities with empowering social media posts. Nicole Wawro, Alba Fonseca, and Sinclaire Pierce are the three women behind the social media platform known as Fluence.
In a technologically driven world, Fluence is discovering innovative approaches for practical solutions geared toward women.
The idea of women being at a disadvantage in society is a concept that many consider to be antiquated. But for Wawro, Fonseca, and Pierce, this was one of their founding principles — to educate and advocate for women who always felt as though they were falling behind, but couldn’t figure out why. So, after sitting down together and coming to the same realization, they decided to start a company designed specifically for women.
The three shared similar experiences of gender-based workplace discrimination. This was a huge factor in what drove them into their research. “They fired all the women in my firm who were eligible to take maternity leave because they didn’t want to pay it out,” Wawro said in a FaceTime interview. This was what ignited her desire to stand up for women in the workplace.
Fonseca shared instances in which she would bring up good ideas that were instantly dismissed. In later meetings a man would bring up the same idea and it would be labeled as “genius” and “perfect.”
Pierce had always struggled with being interrupted, and it wasn’t until their research was conducted that she realized maybe there was a gender piece to it. “I always thought people interrupted because they were mean, not because the person talking was a woman,” Pierce said in a FaceTime interview.
These new realizations led to a shared understanding — that until they made people recognize there is a problem, they couldn’t begin to solve it.
The company experienced immediate growth, quickly gaining the attention of thousands of people. “Part of it was timing, and part of it was strategic,” Pierce said. “We saw an opportunity with TikTok and we jumped on it.” They attribute a large majority of the growth to the fact that the stories they were sharing resonated with so many women, and TikTok was becoming an incredibly popular app for young women.
The inequalities women face tend to remain swept under the rug, and for Fluence this seemed controversial. The entire purpose of the brand is to achieve more influence and affluence for women, which is why these inequalities are publicly recognized. “We believe that when women have more influence the world becomes a better place,” Wawro said.
Upon obtaining more recognition, Fluence received an overwhelming amount of responses from women who didn’t even understand that these were real issues. And since they didn’t understand they were real issues, they didn’t understand there were real solutions.
Emma Watson, the actor and feminist advocate, said in her 2014 speech to the United Nations that what many young women fail to realize is that they are living in a society that for hundreds of years has been working against them.
This ideology has become a huge focal point for Fluence. “A lot of people don’t even know where to find information. Being a platform that challenges a perspective to see things differently is something so powerful,” Fonseca said.
The company produces content across Instagram, TikTok, and even music streaming services such as Spotify and Apple Music. A recent video addressed a hand signal used to signify domestic violence in the home.
A main goal of the company is to create refreshing and accessible content that can reach a diverse group of people. Its success is based upon how many people Fluence is able to reach in terms of followers and views.
“Our audience is global — the U.S., Canada, Germany, the UK, Australia,” Pierce said when asked about its demographic. It strives to appeal and market itself toward young women. “If you can catch a 13-year-old before she experiences these horrible things … before she decides, ‘I’m not going into STEM’ — that’s so powerful,” Pierce said.
Ultimately, the goal for this company is to change the world, and these three founders believe it has the power to do so. When women are lifted, when women become more active in their homes, communities, and businesses, the result is better for everyone, Pierce said.
Fluence understands that to reach a global market, it has to keep in mind how differently women live in different parts of the globe. But the first step begins with education in order to help women feel more independent, valuable, and capable, no matter their situation.
“I want to empower women to do something about these issues. I want to enable them with very specific tools and resources and practical solutions to then make changes,” Pierce said. Fluence is a community, and the more people it is able to reach, the stronger this community can become.
The company does not define itself as the stereotypical feminists people most often picture. The image the owners want to portray does not include feelings of anger or distaste, but rather optimism. The brand intends to be fun, sarcastic, and lighthearted but based on high quality information.
“This company helps people feel validated and understood,” Fonseca said. Fluence centers around being a positive light for women everywhere, no matter what inequalities they might have experienced. So whether it be an informative Instagram story based on well-detailed research, or a goofy TikTok video mocking sexism in the workplace, Fluence is changing the lives of women everywhere.