Annika Freyer is the CEO of Champions of Change, a coalition of over 250 CEO-level leaders committed to advancing gender equality through action-oriented leadership and systemic change. Annika recently delivered a professional development session for SMG Executive Coaches and Mentors. The aim of the session was to provide insight and perspectives that better equip the SMG team to support our clients to promote gender equality in challenging times. Annika’s keynote focused on the role of Champions of Change in driving change. The article below is a summary of the main ideas shared in Annika’s presentation.
Champions of Change as Vanguards of Gender Equality
Champions of Change was founded in 2010 by Liz Broderick, the former Sex Discrimination Commissioner. The initiative was born out of a clear need to address the slow progress of gender equality, particularly in leadership roles. The Coalition sought to accelerate progress by shifting the focus from individual efforts to systemic change, ensuring those in leadership positions —particularly men—actively drive and champion gender equality.
Over time, this ambitious endeavour has grown from a small group of 10 influential Australian CEOs from major corporations like Qantas, Telstra, and Commonwealth Bank to a network of over 250 CEOs and their organisations.
The vision remains simple yet bold: to achieve inclusive gender equality in workplaces by 2030. At its core, Champions of Change is dedicated to practical, disruptive action, not symbolic commitments. By directly involving CEOs in quarterly two-hour meetings, the Coalition ensures that gender equality is an ongoing commitment requiring personal investment from the highest levels of leadership.
Fix the System, not the Women
The Coalition’s strategy is focused on fixing the system, not women. This “systemic change” approach ensures gender equality is embedded into workplace structures, policies, and cultures, rather than relying on women to navigate barriers on their own. It prioritises sponsorship over mentorship and drives workplace transformation that benefits all people. By doing so, the Coalition helps its members nurture environments where merit is defined by competence, not conformity to traditional leadership expectations.
One of the key pillars of this effort is accountability. Through an annual impact report, Champions of Change shares progress, challenges, and lessons learned, establishing transparency and providing resources for other organisations to follow suit. This data-driven approach ensures that organisations are held accountable for their gender equality initiatives and are continually improving.
The Need for Collective Action
At its heart, the initiative emphasises collective action. No single organisation can tackle gender inequality alone. By working collectively across sectors, industries and at a national level, leaders can drive meaningful and measurable change and build inclusive workplaces for all. This collaboration has been vital in driving forward the systemic change needed to close the gender pay gap and address other issues such as talent retention, succession planning, and respect in the workplace.
Champions of Change strategy also acts as an innovation hub, where real-world solutions to complex challenges are tested and refined. For example, disruptive initiatives like the “Panel Pledge,” ensuring women’s representation on panels, and developing frameworks for workplace responses to domestic and family violence, highlight the group’s focus on concrete, actionable steps.
The Power of Perception
Another key focus is the power dynamics at play within organisations. Gender inequality is deeply embedded in workplace systems, leadership structures, and societal norms. Recognising and addressing these systemic issues is critical to achieving lasting change. To address this, the Coalition encourages CEOs to explore their personal leadership styles, how power is distributed in their organisations, and how power is perceived at all levels.
The importance of a diverse talent pool cannot be overstated. Studies consistently show that diverse teams lead to better innovation, problem-solving, and overall business growth. By tapping into the full spectrum of talent available, organisations can meet socio-economic challenges and ensure their success in a rapidly evolving landscape.
Creating a framework for a Better Future
The work of Champions of Change Coalition goes beyond workplace equality to creating safe, inclusive and respectful environments where all people can thrive. The Coalition’s work ensures that fairness, safety, respect, and equal opportunity are at the forefront of business and social agendas, fostering cohesive communities and sustainable economic growth. It is becoming clear that advancing gender equality is not only the right thing to do but also the smart thing to do for organisations, economies, and society.
By addressing systemic barriers, challenging biases, and empowering leaders to take bold action, Champions of Change is creating the framework for a future where inclusive gender equality is a reality.
As the global landscape evolves, Australian businesses continue to demonstrate a strong commitment to gender equality, supported by robust institutional frameworks that drive progress and accountability.
Since 2016, Annika Freyer has led the growth of the Champions of Change coalition, establishing it as an internationally recognized movement with a strong focus on disruptive strategies that are now considered global standards. With over 15 years of experience in both the public and private sectors, Annika has held leadership roles at organisations like the US Government, the United Nations Development Programme, and McKinsey & Company. She is also a member of Chief Executive Women and serves on the Department of Foreign Affairs and Trade Women in Leadership Steering Committee.
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