Linda Pereira, a commentator for CNN Portugal and a prominent figure in strategic communication and corporate diplomacy, will host the G100 Leadership Summit, an international summit of female leaders taking place next October in the Algarve. The event promises to be a unique opportunity for networking and knowledge exchange among women from around the world, addressing topics such as gender equality, innovation, and entrepreneurship.

With a career marked by activism for gender equality, Linda Pereira was chosen to lead the G100's global communications sector. 'Being able to help women’s voices be heard is both an honor and a vocation,' she says. A strong advocate for the importance of networking among women, Pereira emphasizes that initiatives like the G100 Leadership Summit are crucial for empowering the next generations of female leaders.

In addition to sharing knowledge and experiences, the event aims to promote the building of mutual support networks and the creation of innovative projects. To women entrepreneurs, Linda Pereira offers a message of encouragement: 'Create a tribe, surround yourself with people who empower you, and invest in strategic networking. Never let anyone tell you that you can’t!'"

Female Empowerment: Challenges and Opportunities in Entrepreneurship

Linda Pereira is already a familiar face to all of us on Portuguese television, especially when we see her as a commentator on CNN. The Luso-British, born in England and currently residing in Cascais, visited Portugal for the first time in the late 1970s, while she was still a student.

In 1983, she immigrated alone to Portugal, where, despite being of Portuguese descent, she had no family. In 1987, she founded her own company, and in 1992, shortly before Expo 98, she became involved in organizing Portugal's first EU Presidency.

Having worked in more than 146 destinations, she is now an international consultant, resident expert at the UNWTO, business executive, speaker, writer, university professor, entrepreneur, and specialist in strategic communication and corporate diplomacy.

Linda Pereira has been recognized as one of the five most influential Portuguese figures in the events industry and has received several international awards, including an honorary entrepreneurship medal. She holds two honorary doctorates.

Currently, she manages a communication group and has been selected as one of the Global 100 Leaders, being appointed “Global Chair” for the Communication sector. She is also an activist for gender equality and diversity.

Next October, she will lead a conference with international female leaders in the Algarve, the G100 Leadership Summit, which promises to be a major boost in knowledge exchange and networking among participants.

The Role of Women in Global Entrepreneurship

In your opinion, how do you view the evolution of female empowerment over the last decade?

We have seen numerous initiatives, associations, and activist groups emerging, focusing, and establishing strategies to finally shift the imbalance that prevented women from playing the role they had long aspired to in the economy and society. However, for many years, there have been entities that truly made a difference and leveled the playing field for women in terms of innovation, technology, and entrepreneurship.

According to research in the European Union, women launch one in every three new businesses in Portugal, and 30% of all new companies in Europe. Women entrepreneurs play an increasingly important role in the business ecosystem, one of the main drivers of development in Europe.

A study conducted by the Organization for Economic Cooperation and Development (OECD) reveals that nearly 10 million European women create their own jobs and contribute to the creation of 15 million jobs. It is estimated that 870 million women will enter the workforce or start their own businesses by the end of this decade.

The OECD also estimates that continued progress in promoting gender parity in the workplace will boost global economic growth by 30% by 2040. However, equal opportunities between men and women in entrepreneurship are still not a reality.

It is truly time for this issue to stop being a problem. But as former European Commissioner Carlos Moedas once stated: "It's time to push." We have had the conversation, implemented strategies, but prejudice and this gap remain. It is no longer enough to say that things are changing. It’s time to push for change!
How was Linda Pereira chosen to lead the communications sector for the G-100 globally?

I have been an activist for gender equality for more than 40 years. I have taken the message to all continents, fought for legal changes, and as an activist, I always believed in the concept that if you don't have a seat at the table, bring your own chair. I was fortunate to have my work recognized, and today I am proud to say I have no desire to stop. When I was called for this role, I saw it as a natural process.

Communication is the foundation of everything and is increasingly crucial to contributing to change. Being able to ensure that women’s voices are heard is both an honor and a calling. Being one of the Global 100 and having an impact through the United Nations and similar institutions is a tool I will boldly use to its full effect.

Linda Pereira: Activist and Advocate for Global Female Empowerment

Linda, you are a woman of causes. Is your life story a source of inspiration? Why and for whom?

I am absolutely committed to the responsibility of civil society to have a voice. I was raised in a country where association is almost an obligation. Service is the key word. I have never understood the world as anything other than an opportunity to be useful, to create value, to work for the good of the community, and to be socially responsible. I’ve always had a political voice and have always felt that to lead is to serve.

I was born into a poor family, but that gave me the drive to grow and change my circumstances. I never felt that my social status or my gender prevented me from anything. Today, I am a woman at the forefront, but I believe that being in this position requires me to pave the way so that everyone can have the same right. As citizens, it is our duty to create a world of opportunities for all.

What has been done so far regarding gender equality policies that could serve as a boost for initiatives like the G-100 Leadership Summit?

Recently, a global study revealed shocking results: There is no country in the world where the laws guarantee completely equal rights for men and women. However, there are countries, especially in the Nordic region, where progress has been outstanding. Countries like Portugal indeed have very good laws, but the problem is that they are not enforced or monitored. Throughout Europe, we have brilliant female leaders securing the future, but they do not have the visibility that their male counterparts have.

The G100 will shine a spotlight on these women and will ensure that the narrative changes so that women’s work and economic impact are not only recognized but also valued. However, much of this work must be done by the women themselves, and that requires changes in mindset. Women need tribes and must begin to value one another. Initiatives like these foster the self-confidence of “yes we can!”

What can participants expect to find and what might surprise them at the G100 Leadership Summit?

The G100 Leadership Summit gives the stage to women from various sectors who share advancements, knowledge, and processes with one another. They debate the issues in the world that they care about. It also offers a platform for many women from younger generations to share their projects and ideas and receive feedback from more experienced women.

Over the years, the Summit has already changed and accelerated many lives. Today, many of these women return to the Summit to explain how and why, inspiring others to succeed and create their own projects of happiness.

The Importance of Strategic Communication in Social Change

What words of inspiration would you share with aspiring female entrepreneurs in Portugal and around the world?

Everything is difficult in Portugal. Everything takes time, everything is complicated, everything is discouraging. The advice I would give to future entrepreneurs is to create a tribe. Surround yourself with people who empower you and invest in strategic networking.

The Summit is an example of the best possible networking, so that women can support other women, become visible, never give up, and continue to fight if they believe in something, have a purpose, and set goals. Above all, do not allow anyone to tell you that you can’t!

In Portugal, women are not great networkers. They don’t value networking as much as women in other countries. I believe women are more successful when they join groups of other powerful women. Women support each other because they understand each other. They need to promote themselves, seek mutual motivation, and denounce injustices and unacceptable behaviors.

Women need to send the message and ensure that people hear them. Role models are crucial, and the media and society should highlight them as often as possible. Women must strive to change social perspectives daily, and in turn, society must change how it evaluates women.