Category: Gender Dynamics

A few weeks ago, we asked Institute participants some questions about “code switching,” including:  Have you found it necessary (or important) at times to use code-switching in certain parts of your entrepreneurial journey?   Do you make conscious decisions to code-switch (or not) in certain settings? How does code-switching impact your feeling of authenticity? The answers surprised and intrigued us.  Below is a summary of some of the themes.

Everyone uses “code switching” (but for different reasons!)

Virtually every respondent said that she uses code switching, although the term was new to some.   The main difference in what people wrote about was whether a) they see code switching as an option they can choose to employ or b) they feel code switching is a mandatory activity,  thrust upon them as a necessary technique for survival.

As an example of the first group (mostly Caucasian), one woman wrote that she simply sees code switching as good business practice:   “If you’ve got high EQ, you’re going to try to make your message resonate with your listeners… I believe you can still be authentic and who you are really are and, at the same time, adjust the way you’re saying whatever it is you are saying so that the other person can hear it and use it.”  In this way of seeing things, code switching can be a sort of secret weapon to put into use when one is in a selling mode, relating to clients, dealing with co-workers or trying to reach another group. 

In contrast, the comments from women of color (about 85% of our respondents) indicated that code switching is less an optional strategy than a mandated way of life. As one woman put it, “For a black female entrepreneur, code switching is not an option, it’s a necessity for survival.”     This was echoed by many other comments that indicated that they were taught to code switch by their families and through their experiences: “Code switching is and has been a part of the African American experience for a very long time. We were taught it is more important to make others feel comfortable with us than it is to actually be comfortable with ourselves.”  

In particular, black women learned that fitting in with the majority culture was particularly important in order to combat racial stereotypes, such as the “angry black woman.”  Respondents shared stories of how this was reinforced through life experiences: “I didn’t even know what code-switching was on a conscious level until undergrad and my professor explicitly said you’re black you need to smile more so you come across less threatening and it’s very important for you to do this so that you’re perceived as less threatening. ” As one woman expressed it,  “When we are working in spaces that are not designed for us we understand that there is a responsibility to speak in a way that makes others comfortable and is seen as non-threatening or confrontational.“  Another woman pointed out that people often have a preconceived notion of black women “in regards to our attitudes and level of intelligence. I was once told by a white man that I wasn’t ‘like he thought I would be’ before he met me. I asked what he meant by that and he said that I was ‘a sharp tack, and not like normal black girls.’ The respondent was proud to have her ideas and intelligence respected, but irritated by the concept of ‘normal black girls.’  She went on, “I feel like we do have to mask a piece of who we are upon trying to get our foot in the door and to be respected on a certain level.”  A similar response portrayed the stress created by the pressure to code switch: “I’ve also been told that I’m different from other black people because I speak well. It all takes a toll on your self-identity, self-esteem, and idea of self-worth. It causes stress in daily life that those of the majority culture are privileged not to experience.”

Several women wrote that code-switching extends beyond language to encompass issues of appearance, including dress and hairstyles: “Switching language, clothing, hairstyles is a common practice. I once worked for a major organization where I was told that I looked ghetto for wearing braids.”

Women of color expressed exhaustion with the task of code-switching: “I code switch my entire work shift every day, seven days a week…The only time I don’t do this is during my lunch break.” And someone even commented: “Even now, while scribing this email, I code switch.” Another respondent offered a sardonic take, comparing the need to adapt to the white majority culture to taking a trip to France: “We grow up in these pods with our own dialects. So when we intermingle… it requires a shift to be heard and understood. And yes, generally it’s with the white majority because like in Paris… they prefer you speak their language.” 

Some women found it less necessary to adapt as they gain experience: “As I mature and become more confident I find myself code switching less.” Connections over time also seemed to matter:  “in the long run I do not need to code switch as our relationship grows.”  Others said they found code-switching less necessary as an entrepreneur and even felt that having their own business gave them freedom to be themselves as compared to other professional settings.  Entrepreneurship has provided an “escape hatch” to the need to assimilate to the dominant culture in corporate settings in order to be accepted/trusted.   “And honestly, it was this understanding that ultimately led to me quitting my corporate career and becoming an entrepreneur. I now own a business in an industry that allows for individuality and even requires it. I can be true to myself and easily attract my clients. I said all that to say, No. I don’t code-switch. Not anymore!”   A similar comment: “Most become entrepreneurs to do things ‘their way.’  When that’s taken away you might as well go back to corporate.”

Code Switching and Authenticity

Many women (especially African American respondents) wrote that the practice of code-switching impacted their sense of authenticity.  “Code switching can sometimes feel like it completely conflicts with who I believe my authentic self is. I often find myself desiring more authentic interactions and relationships.” Others said they felt inauthentic when code switching: “I may be telling the truth, but it’s my not ‘my’ truth. It’s not coming from my heart, it’s coming from my brains.”

As a result of the conflict between code-switching and authenticity, many women wrote about resisting the need to adapt. “I do find myself code switching way too often. It is actually something that I am struggling to quit.”  Others managed to use code switching without threatened their sense of self, ”I never lost myself in trying to seek approval… I simply saw it as part of being professional…” and “I would say a key with this approach is to let the person you’re interacting with lead and you follow suit (to an extent). The goal is to always present yourself in a way that you would be proud of later.” 

One woman experienced interactions in the workplace that led her to believe, “no level of code-switching made me appear less combative, less cooperative…less Black. So I stopped. My entrepreneurial brand is authentic and me. I am professional in all business but I do not lighten my presence and try to take up less space than my very Black self requires. If a business opportunity requires me to be someone other than who I am, I do not want it.”

The International Take on Code Switching

Markedly different responses to our questions came from women from other countries or cultures.  These women felt that switching from one language to another was just a natural way of life. If anything, they expressed a sort of wry fascination with why this act of code-switching would even be a subject for debate.  As one European woman pointed out, doing business with other European countries means she and others routinely code switch, even with friends and family. “Communicating in another language is fundamental at times, even when you can use the more neutral English, because each language has specific words and nuances that don’t exist in others, and cannot be replaced by translations. Conveying the perfect message, is often key to successfully closing a deal or forming a better human relationship, which translates in more trust, better workflow and eventually better business. Languages are part of our history, culture and every-day lives, therefore we, as Europeans, don’t feel less authentic by using different languages, if anything we feel more connected.”  Other respondents gave stories and examples of how being able to code switch to another language was beneficial, including knowing how to interact (ie bowing down to vs. hugging a relative) was practiced in different parts of Uganda

To end on a humorous note, we’ll share an anecdote about the advantages of code switching.  A woman who speaks several different languages told us this story:  “One day, my daughter and I went to get our nails done and we were speaking English and picking the colors.  While the nail technicians were working on our nails, they started talking about my daughter’s born-deformed toe and started laughing about her toe. Little did they know that I have the ability to speak 5 languages, I immediately confronting them that I was not pleased about them talking and laughing at my daughter’s toe, I asked them if it was normal for them to talk about people and make fun of them in their language?”  Touché!

Conclusion

In asking about code switching, we expected to hear about how women operate in environments dominated by men.  Instead, respondents fell roughly into three groups with three different reasons and perspectives on the topic.  It is fair to say that every entrepreneur has to communicate effectively with her investors, clients and co-workers.  No one would argue with the need for the entrepreneur to see things from the customer perspective, so that type of code switching is likely to be necessary and beneficial to everyone.  Furthermore, if code switching is actually based on different languages in order to establish trust and relationships,  it seems to make sense.  However, by placing code switching in a larger cultural context, we can see that sometimes it happens as a result of the majority culture imposing its communication styles on others.  This can threaten the feelings of authenticity of those who must adapt to fit in to gain access to opportunities.  Perhaps entrepreneurship provides a unique way to resolve the situation, providing both an escape from less inclusive corporate structures and also a means of staying true to oneself while still working to communicate in an effective way with customers, investors and co-workers.      

Recently Program Director Kirsten Barker and Faculty Director Deborah Streeter asked students in the program for their thoughts about the concept of “side hustle.” Thanks to the student replies via voicemail, text and email, we learned a lot and wanted to share the aggregate results. 

Defining “side hustle”

There was broad agreement among respondents about the meaning of the word as an activity that is a side business and not the primary source of income.  But one response stood out to us. Although the question was posed in the context of gender (do men and women use this term equally?) this student discussed the origin of “side hustle.” Coming as we do from places of privilege (white, educated, born into middle-class families), we were unaware of an important historical context for this phrase.   The writer, a 3-way millennial minority (Black, woman, LGBT) helped catch us up.    She said that the term “side hustle” has been used for decades by people of color, as an expression of  “the struggle to piece together multiple jobs to make a living. It was less about having multiple interests and passion projects, as this was not an opportunity that was available to us – it was for survival in a systematically disproportionate society.”  She points out that other underrepresented communities and even those in the majority have adopted the term, but that the distinction between passion vs. survival is essential.  Many other respondents mentioned that they use the term “side hustle” to talk about a dream that has to be supported by other full-time revenue-generating activities. 

Anti “side hustle”

About half (55%) of those who responded saw “side hustle” (SH) as a negative term and said they do not use it to describe their entrepreneurial ventures.  The most common complaint was that SH can be interpreted by others as “being scattered or not committed” and using it to describe their business “downplays its value and how seriously I’m involved.”  When answering the question of how you interpret SH when others use it, one participant said, “The term leaves me with a feeling that the person’s initiative is merely a hobby. In order for others to take our businesses seriously (side or not) we have to refer to them in ways that encourage potential clients to comfortably do business with us.” Another woman who does not use SH said: “I really do not care for the phrase ‘Side Hustle’. It almost makes me cringe as much as Lady Boss, Mom Boss or Momprenuer.”  To her and others, the use of SH conveys a “temporary, quick way to make a buck rather than a serious business venture.”

Pro “side hustle“

The remaining 45% of respondents were split between those who saw it as positive and those who were more neutral on the expression.  Of the roughly 22% that put a positive spin on SH, the focus was on the way the term communicates grit and hard work.   “It lets me know that they’re ‘grinding.’ Meaning working hard to again add value to themselves, create a better life, and be an asset to their community.”  Another woman wrote, “I’m trying to convey that I’m open to exploring new ideas, am fairly daring in my initiatives and am always willing to work on something new.” A similar comment:  “When I think of hustling I know it’s either do or die, so I take it very seriously and I wouldn’t start a side hustle until I am retired so that I can devote the time and energy required for its success.” And still others said they see having a side hustle as a necessity for women:  “women very often do not have the luxury that men have to begin an enterprise and quickly raise enough capital to focus on their businesses full time without financial pressures.”

Side Hustle…For Now

Most who said they do use the term SH hope to evolve their entrepreneurial hustles to their main activity over time.  For example: SH is “just simply a way of saying it’s not my full-time work yet, but potentially one day.”  Another woman  gave her personal example:  “…my then side hustle turned into my full entrepreneurial goal once my ‘why’ shifted. My why now has purpose and offers a clear solution to a problem.”  But one respondent said that using SH might actually delay the transition: “if an entrepreneur wants to be serious and move it to a full-time job, the psychology of using a term like side hustle, primarily the word side, may psychologically imply that you are not or do not need to put as much time, effort and resources towards it.  So my main concern with the term has always been is it subconsciously holding the entrepreneur back from turning it from a side hustle into a full-time hustle.”

Gendered?

Not many respondents thought about side hustle as a gendered term.  Instead, it seemed to be associated with generational change and the gig economy: “the increase in ‘side hustle’ is more so a reflection of my (millennial) generation and not so much specifically gender-based…  When I hear other people say it, men and women, I see a reflection of myself and identify with the struggle and offer words of encouragement.  It is a sign of time times, the gig economy.” 

At the same time, several noted that having an entrepreneurial SH can be a result of how life is divided up for women.  Many felt that a woman runs her entrepreneurial activities “alongside all of the other responsibilities in her life – in spite of inequities in investment and very often with less time due to familial responsibilities – and that is very admirable.” Another interesting perspective: “I think we minimize these things for ourselves because we tend to have our own wants, needs, desires come dead last in our lives. Who are we to have a side hustle when there’s a household to run, a full-time job to nurture, committees, etc.?” Another interesting perspective from someone who does not use SH, but shares: “I never hesitated to emphasize that my role was simply as a ‘helper’ and that my husband was the ‘real’ leader of our business. I think as a Southern woman, it’s almost expected that the man is the business leader. If a woman is the ‘owner,’ then there’s something odd in her life—maybe she’s a widow and she inherited the business, or maybe her father left her the business. I hope that mindset is changing with this new generation.”

Alternatives to SH

Some respondents said they simply talked about their company by saying “I’m working on my own venture,” or “I’m launching my own company”  rather than use SH as a descriptor.   Others preferred the term “passion project” but several thought that term is “one that we hear almost exclusively from women.   One can only imagine the reasons why – does the language sound softer?…..do men feel less comfortable talking about ‘passion’ in a professional setting?”  Several women said they wished women would stop using these terms because it is a result of pressure to “downplay their goals and ambitions to avoid looking like they’re bragging/ cover up for a lack of confidence/ to fit in and sound ‘cool’.”  One person made an interesting comparison between SH and “side gig”:  “I’ve noticed that by using ‘side gig’ in conversation, others aren’t as intrigued as they are when I use the term ‘side hustle.’ Perhaps, using the word ‘gig’ could indicate a lesser level of importance?”

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*Original Question Posed by Kirsten Barker and Dr. Deborah Streeter (over 70 students replied)

Recently, the Institute’s Faculty Director, Dr. Deborah Streeter has been asked: “What will you do when you retire from academia?”  (Although she has many ongoing professional activities, she is stepping down from her full-time faculty position this summer.) She often replies, “Oh, I have a several side hustles, including continuing my work on women’s empowerment.”   This led to a conversation between Deb and Kirsten around the term “side hustle” (since we see a lot of you use the term as well!) Are terms like “side hustle,” “side gig,” and “passion project” words women use more often than men?  And if so, why?    One possible explanation is the tendency for women to downplay their ambitions given that we are socialized to temper any boastfulness.  Or perhaps “side hustle” makes us proud because it is simply signaling that a passion is not yet a full time pursuit?  We don’t know!  But we would love get your thoughts on this topic.  

• Do you use “side hustle” to describe the business you are nurturing?   
• What do you hope to communicate with the term?  
• When you hear others use terms like this, does it alter the way you see that entrepreneur?