Why women’s stories matter in business and community

As we’ve been shaping our storytelling goals for 2026, we’ve kept circling back to one question: Whose stories are – and aren’t – being heard?

It’s not a trend we’re chasing. It’s a considered look at the reality of business and community life, particularly in regional places like ours. There are many voices that don’t always cut through – voices shaped by geography, circumstance, power or history – and we’re committed to making space for as many of them as we can.

But when we look closely at who is doing so much of the work in our communities – leading organisations, running businesses, volunteering, caring, organising and holding things together – it’s women.

Women are shaping regional business and community life every day, often from the background.

They are the founders, CEOs, managers, coordinators, carers, advocates and volunteers. They are the connective tissue; noticing what’s not working, stepping in where they’re needed, keeping things moving when resources are stretched and outcomes are vital.

And yet, their stories are still too often underplayed, softened, or left untold altogether.

We see it again and again in our work. Women are often hesitant to put themselves forward. They downplay achievements. They frame success as “just doing what needed to be done”. They worry about taking up space, saying the wrong thing, or being seen as too much.

But when given the space and the right questions, their stories are thoughtful, grounded and quietly powerful. They speak about collaboration, care, resilience, adaptability and long-term thinking. They talk about responsibility – to staff, to clients, to community, to the next generation.

These are not soft qualities. They are essential ones.

Women’s stories matter because they carry lived experience. Not theory. Not abstraction. Real, on-the-ground understanding of people, place and consequence. In regional communities especially, that perspective is invaluable. Decisions aren’t distant. Outcomes aren’t hypothetical. What works, or doesn’t, is felt immediately.

When women share their stories, something shifts. Conversations widen, deepen and become more honest.

Sharing women’s stories isn’t about tokenism or ticking boxes. It’s about accuracy. It’s about reflecting the reality of who is doing the work and shaping our communities, and  about showing younger women what’s possible.

As we look at 2026, this focus grows out of our values and our responsibility as storytellers, and it feels like the most honest place for us to start.

A commitment to noticing who is already doing the work and to making sure the stories that hold our businesses and communities together don’t sit quietly on the edges.

Of course, women’s stories are not the only ones that matter – but they are a powerful place to focus. Because when women remain seen and heard, the picture becomes fuller, more honest and more useful to everyone.

That’s the work we want to keep doing.
One story at a time.

Peita