RAISE MINDS. BUILD BRAINS
The classroom is the frontline against outdated masculinity. My thoughts, solutions and why knowledge is power for every student. BB.CO
RAISE MINDS. BUILD BRAINS. Original link here.
What Netflix’s Adolescence Reveals — and Why Schools Must Return to Human-Centred Education
In the age of digital overwhelm, young people aren’t just learning—they’re absorbing. Values, attitudes, behaviours—all shaped in milliseconds through YouTube algorithms and TikTok feeds. The Netflix documentary Adolescence is a sobering reminder of how much our kids are navigating, emotionally and socially, before they even step into a classroom.
We cannot ignore it. And we shouldn’t expect schools to fix it with business-as-usual.
Winton. Minchin. And a Call for More Courage
Two of Australia’s most powerful cultural voices—Tim Winton and Tim Minchin—have long sounded the alarm.
Winton wrote, “Toxic masculinity isn’t a sideshow. It’s the main event.” In his novels and essays, he shares how boys are shackled to harmful ideas of toughness, silence, and dominance, often with devastating consequences for everyone—especially themselves The Guardian.
Minchin, in his now-famous National Press Club address, urged us to stop seeing the world through binary lenses. He challenged educators, artists and leaders alike to embrace complexity and nuance over outrage and tribalism Watch here.
Together, they point to the same truth: we need to raise more emotionally literate, critically-thinking humans—not just high-performing students.
Back to the Basics: Education That Sees the Whole Human
We’ve been here before. Educational pioneers like Carl Rogers, Nel Noddings, and Carol Gilligan built frameworks decades ago to help us see students not just as learners—but as people.
“The only person who is educated is the one who has learned how to learn… and change.” — Carl Rogers
Human-centred education starts with empathy, not outcomes. It values relationships, not ranking. And it understands that when students feel safe, seen, and supported—they thrive.
The 5 Biggest Problems Schools Are Facing Today
Harmful Gender Norms Boys expected to be stoic. Girls expected to stay "nice". The manosphere is somewhere there on our radar and in our consciousness but to many adults - most of us - it is invisible.
Media Overload, Critical Thinking Undervalued Young people learn more from influencers than from curriculum—and their developing brains lack experience, grey matter and tools to assess what’s real.
Burnt-Out Educators, One-size-fits-most Toolkit Teachers are stretched thin. Most aren’t trained to handle what students are bringing into the room. It's a perfect storm.
Cultural Blind Spots in School Systems Rewarding certain leadership styles, management of student "groups" and communication patterns coupled with legacy strategies that once delivered success and the current overwhelm are leaving them searching.
No Space for Emotional Exploration Students are anxious, confused, uncertain, angry, isolated. Schools often lack safe channels for processing any of it. A one-off incursion is a tick box not a solution.
5 Real Solutions Rooted in Gender Intelligence
Adopt a Gender Intelligence Framework Understand both male and female perspectives in teaching, leadership and student engagement.
Build Media and Gender Literacy into Learning Teach students to decode gender in what they consume. Build thinkers, not followers.
Equip Educators with Emotional Fluency Integrate Carl Rogers and Nel Noddings into professional development—human-first, not system-first.
Evaluate School Culture through a Gender Lens Audit leadership, discipline, communication and curriculum for unconscious bias.
Normalise Difference. Celebrate Complexity. Create a school culture that doesn’t punish difference but embraces it.
Education isn’t broken—but it is distracted.
We don’t need another policy. We need perspective. As Tim Winton reminds us: if we want boys—and girls—to grow beyond the systems that harm them, we must model something better.
BB.CO’s Gender Intelligence for Schools program brings this human lens into the culture, leadership and strategy of schools. Because when we get the foundation right, everything else can grow.
Want to explore how your school could lead this change? Visit bridesonbennett.co or get in touch with our team.
Let’s bring empathy, perspective and intelligence back to the heart of education.
20/25 VISION
That’s where we come in.
At BB.CO, we help leaders:
Spot what’s coming
Rethink what’s not working
And build brands that are fit for the future
WHAT’S UP WITH THE CRAZIEST TIME SINCE LOCKDOWN…
Remember when lockdown broke the internet, the economy, our sourdough skills and our brains?
Well, 2025 is shaping up to be the sequel. Except this time, we’re navigating war, economic whiplash, culture clashes, mass burnout, and the biggest technological leap since the birth of Google: generative AI.
And while the world scrambles to keep up, the smart ones—the ones with vision—aren’t just watching. They’re adapting, anticipating, and reshaping the game.
I’ve spent my career navigating chaos, helping businesses position themselves in complex markets—from the frontline of media and marketing, to the boardroom battles around brand, gender intelligence, and transformation. I’ve worked with powerhouses, underdogs, and every org chart in between. And if there’s one thing I know for sure: the future doesn’t reward fear, it rewards foresight.
Let me share 5 emerging truths we’ll only fully understand in hindsight—what I’m calling 20/25 Vision.
1. “Doing Nothing” is Now a Strategy… for Irrelevance.
Standing still used to be safe. Now, it’s a trap. In a world being reshaped by AI, economic flux, and cultural shifts, brands that pause too long become background noise. Blink and you’re Blockbuster.
In hindsight: 2025 will be the year we look back and say, “Why didn’t we move faster?”
2. AI is Not the Threat—Unintelligent Application Is.
Everyone’s scrambling to "do AI" without stopping to ask, “Why?” or “How?” The winners won’t be the ones who automate the fastest, but the ones who humanise their strategy while leveraging the tools.
In hindsight: AI was never about replacing us—it was about augmenting our insight. The smartest leaders used it to get closer to their audience, not further away.
3. DEI Is Not Dead—It Just Needs Better Reframing.
Many are quietly backing away from diversity initiatives, afraid of the backlash or eye-rolls. But audiences still care. So do employees. And smart brands? They’re reframing DEI through a commercial, strategic and audience lens.
In hindsight: This was the moment DEI grew up—and got smarter.
4. Gender Intelligence = Market Intelligence.
You can’t afford to ignore the nuance between how women and men experience your brand, product or message. Understanding gendered behaviours isn’t “woke,” it’s just good business.
In hindsight: The businesses who saw gender as a lever for growth—not an HR problem—won big.
5. Creativity is Now a Survival Skill.
When the world’s burning, it’s not logic that saves us—it’s imagination. The ability to reframe, reposition, rewrite the script. Creative thinking, branding, and design have never been more vital to cut through noise and build trust.
In hindsight: The most resilient businesses had ideas—not just spreadsheets.
So, What Now?
We’re not going back to “normal.” We’re not even sure what “next” looks like. But if you want to survive—and thrive—you’ll need more than a product, a pitch, or a policy.
You’ll need perspective.
You’ll need audience intelligence.
You’ll need a brand that actually makes sense to humans.
And yes, you’ll need a partner who’s been here before—through downturns, disruptions, and every strange rebrand in between.
That’s where we come in.
At BB.CO, we work with leaders who want to stay ahead of the curve, not under it. We help you see the invisible forces shaping your brand, your customers, and your bottom line.
If you’re ready to lead with 20/25 Vision—we’re ready too.
🔗 bridesonbennett.co
✉️ Let’s chat. Or rant. Or plan.
What gets measured, gets valued.
Understanding both male and female perspectives in business isn’t just about fairness—it’s a game changer. The more I notice how often the default in society is male, the clearer it becomes that this goes beyond pay gaps and boardrooms. It’s everywhere and subtly influences how we perceive the world.
Bec Brideson’s own experiences in the workforce drove her desire to teach the corporate world about the power of seeing business through a gender lens. Instead of viewing different gender behaviour as a challenge, she thinks it should be celebrated and embraced – but all progression takes time. Listen to why here
Gender balance is about growth…
Understanding both male and female perspectives in business isn’t just about fairness—it’s a game changer. The more I notice how often the default in society is male, the clearer it becomes that this goes beyond pay gaps and boardrooms. It’s everywhere and subtly influences how we perceive the world.
Take, for example, when my daughter came home from her Phys Ed theory class and pointed out something obvious yet often overlooked: all the anatomical posters in her classrooms depict the “default male.” From the broad chest to the narrower hips, everything is based on male physiology. It made me pause—how many girls absorb the message that “male” is the norm, even when it comes to their own bodies? But this mindset isn’t limited to classrooms.
At my gym, every instructional guide on the equipment also features male bodies. Not one female figure to be found. It’s subtle but constant. Over time, these little things add up, shaping how we see ourselves and fit into the world. And believe me, when my daughters notice this too, it becomes glaringly obvious that female representation is missing in so many places.
With divorce rates reinforcing our “different perspectives that need gender balancing” I know firsthand how being a single mother household comes with its own unique set of challenges, and safety is at the top of that list.
I use Airtasker for odd jobs, but there’s always this unease. Why can’t her husband do this? I imagine some potential serial killer thinking as he plots my doom. That’s why I actively seek female workers and list myself as “Jack D” and definitely no profile pic to set the scene for safety. Unfortunately, we know how many women face violence daily and if 91% of women have reported being cat called on Linked In I’m not taking chances from the backyard…
But this isn’t just about feeling safe—it’s also about who gets to shape how we view our health. Recently, there’s been a significant shift in medical research as women are finally being placed at the forefront of understanding their own bodies. For decades, medical studies primarily focused on male physiology, but now that women are in charge of examining their unique health needs, we’ve seen groundbreaking advancements in medicine. Diseases and conditions specific to women, once understudied or misunderstood, are finally getting the attention they deserve thanks to women like Dr Jayashari Kulkarni at Monash’s Her Centre. This is what happens when we allow women to take control of narratives that have long been dominated by male perspectives—suddenly, we unlock critical insights that benefit everyone.
Here’s the thing: my career has been built on seeing both perspectives, and I’ve faced resistance for it. When I speak about new perspectives around gender, I’ve had ex-colleagues troll me in an attempt to discredit my reputation. It’s disheartening that challenging the norm is still considered controversial. But if we don’t, how will change happen?
Thankfully, brands are catching on. Boob Armour is breaking ground protecting women’s breasts in sport and physically demanding work, brands such as SheWear with Founder Stacey head turning her lens on practical needs by catering to women in trades, and ModiBodi led the charge in Australia by revolutionising an entire product category for women. In the financial services industry there is Verve Super tailoring retirement savings products to women, recognising career breaks, the gender pay gap, and the desire for ethical investments. And Stella Insurance providing insurance products with features designed specifically for women, such as domestic violence coverage, and uses marketing that reflects women’s safety concerns and priorities.
These everyday examples—whether from classrooms, gyms, or the medical field—underscore why a gendered perspective is so important in business. Understanding both male and female experiences can help companies operate more effectively, innovate more boldly, create entirely new categories and connect with customers on a deeper level.
It’s not about ticking diversity boxes; it’s about making better business opportunities. Gender intelligence isn’t the sole responsibility or another HR initiative; it’s about realising that male and female perspectives, needs and b2b and b2c marketplaces are different but equally valuable. Seeing those differences can strengthen companies and foster richer customer relationships. When categories and businesses grasp this, they unlock a whole new level of creativity and innovation.
Understanding both male and female perspectives in business isn’t just about fairness—it’s a game changer. The more I notice how often the default in society is male, the clearer it becomes that this goes beyond pay gaps and boardrooms. It’s everywhere and subtly influences how we perceive the world. Read the article here
How male corporate leaders can play a role in ending gender-based violence
https://omny.fm/shows/roll-with-the-punches/what-is-womenomics-gender-intelligence-bec-brideson
The current environment and conversation about male violence provide an opportunity for corporate Australia to become active in addressing the crisis of male violence. Their inherent influence and power as a vehicle for positive change cannot be understated. Corporations can help us reshape societal norms, empower the voices of girls and women, and champion the men who are stepping up to tackle the issue of what healthy males do and don’t do. https://womensagenda.com.au/latest/how-male-corporate-leaders-can-play-a-role-in-ending-gender-based-violence/
Roll with the Punches Podcast
Bec Brideson is a pioneer in a space you likely haven't thought all too much about. Gender-Intelligent thinking is a skill she has developed and that she is passionate about sharing. Ever heard the term 'womenomics'? Yeah, me either. I guess it takes someone like Bec, with a specific set of skills, circumstances and attributes to see business and life through a gender specific lens and help the rest of us capitalise on her insights.
Bec Brideson is a pioneer in a space you likely haven't thought all too much about. Gender-Intelligent thinking is a skill she has developed and that she is passionate about sharing. Ever heard the term 'womenomics'? Yeah, me either. I guess it takes someone like Bec, with a specific set of skills, circumstances and attributes to see business and life through a gender specific lens and help the rest of us capitalise on her insights.