Millions of young girls around the world have a Rebel Girls book on their shelves, each one filled with stories of women who have defied expectations and achieved remarkable things. These books have become more than just stories—they are tools for inspiration, helping girls see the vast potential within themselves.
Rebel Girls started with a simple yet powerful mission: to empower girls by sharing the stories of real women who have made a difference. This mission has grown into a global movement that challenges traditional ideas of leadership and encourages girls to dream big and be their most confident, authentic selves.
We had the opportunity to interview Jes Wolfe, the CEO of Rebel Girls, to gain deeper insights into her journey, the impact of Rebel Girls, and the future of leadership. Her experiences and vision offer a unique perspective on how Rebel Girls is shaping the next generation of girls and leaders.
Jes, what kind of impact has Rebel Girls had since its launch?
We've reached tens of millions of girls in over 115 countries. The feedback we've received has been incredibly inspiring—parents, teachers, and the girls themselves tell us how these stories have changed the way girls see their own potential and possibilities. In our annual survey, 94% of parents say Rebel Girls helps inspire their children and 86% say their girls’ confidence has increased because of Rebel Girls. To know we’re making a tangible difference is motivating for me, and the team.
Is there a story that particularly stands out about the impact Rebel Girls has had?
There are many incredible, personal stories we receive from girls and their parents all over the world on how Rebel Girls has impacted their lives.
One favorite was from our book Rebel Girls Awesome Entrepreneurs. Each of our books has backmatter that includes activities girls can do at home. This book included a step by step guide to starting a business.
We received a note about a 10 year old girl who was having a really tough time during COVID … she had withdrawn socially, struggled leaving the house, and developed a lot of anxiety. She was so inspired when she read the book that she decided to create her own string bracelet business. That gave her the confidence to start a website to promote her business, to go outside more, and she eventually joined a sports team as well. The girl went from being anxious to blossoming and expressing herself in multiple ways.
What role models are still missing from mainstream narratives?
If you were to ask most anyone who they think of when they think of a genius, they are likely to answer Albert Einstein. Ask them about an entrepreneur changing the world … they will answer Elon Musk or Steve Jobs. When you look at the people celebrated or written about in the news, it still skews towards men, and usually white men. In fact, in mainstream media, when women do extraordinary things or reach new heights or even simply become the CEO of a company, it’s still often “glass ceiling” themes … the first, the only in narrative.
Our job at Rebel Girls is to tell stories about women trailblazers, past and present, who have broken through barriers and paved the way for the next generation. We have told nearly 3,000 stories of real-life women, with 63% BIPOC, nearly 6% disabled, and 10% LGBT. Beyond that 100+ countries are represented and more than 400 professions.
We want to tell so many of these stories that they are steeped in our zeitgeist, in our minds, and in our everyday references. So the next time someone is asked to name a genius or an entrepreneur changing the world, Esther Okade or Jennifer Doudna or Melanie Perkins, or any number of other women are known and celebrated.
What changes are needed in our current society to better support the development of future female leaders?
We need to start by changing the narratives that girls are exposed to from a young age. This means ensuring that girls see themselves represented in all fields—whether it’s science, leadership, sports, or the arts—and that they have role models who reflect their diversity and experiences. Beyond representation, we also need to focus on creating environments that encourage girls to take risks and fail without fear. Nearly two-thirds of girls aged 5-12 say language they hear makes them worry about making mistakes, feel like they shouldn’t experiment, or reinforces the need to be perfect. So there is not only a cultural shift that needs to happen, but everyday language in a girls’ life from her parents, teachers, coaches, and other trusted grown ups. Sports is a huge part of development as a leader. By the age of 14, girls are dropping out of sports at 2x the rate of boys, parents are 3x more likely to encourage boys to play sports than girls. All while 94% of women in the C-Suite played a sport. There are systemic issues that need changing.
Can you tell us a bit about your journey to becoming the CEO of Rebel Girls? What inspired you to take on this role?
At 33, I had a turning point in my life. I was climbing the corporate ladder while living in Australia, when I decided to move to San Francisco, establish a community, and start my entrepreneurial journey - with a focus on building companies that had social impact and commercial success.
After we sold my last company, I needed a break. I moved to [Lake] Tahoe, got a dog, and became a ski bum for a while! To keep my foot in the startup world, I hosted founders in Tahoe for 3-day “ski strategy camps” where we’d convene, ski, and talk about their businesses.
One of the founders who came through was Elena Favilli, who is one of the co-founders and authors of the original Good Night Stories for Rebel Girls book. After numerous conversations with her, I was hooked on Rebel Girls. At the time, it was two books with a big mission and impact and I felt like it could be something much bigger. I wanted to be part of an organization that had both impact and commercial potential, so it seemed like a great fit. I originally joined the board as their first independent board member. The next year I raised our first venture round and became the CEO.
What has been one of the biggest challenges you've faced as CEO?
I started as CEO right as the pandemic was taking hold of the world. So that was a big challenge as overnight all book stores had closed and people were sheltering in place! Over the course of covid, there was a global paper shortage (we’re a book publisher), our team went fully remote, many families were impacted by covid, we had numerous supply chain issues with our books stuck in ports before big book launches). In addition capital markets, especially for startups, got a lot more scarce, and our bank, Silicon Valley Bank, collapsed.
Currently, my biggest challenge is within my industry. Media is going through a transformation. So we’re asking - as is everyone - really big questions: what is the best way to monetize, where is growth going to come from. What’s the role of AI in content creation?
What does success look like for Rebel Girls under your leadership in the upcoming years?
Our goal is to reach 100 million girls by 2030, and to be a meaningful part of these girls’ lives. We want girls to be inspired, to be confident, and to be their most awesome selves. Because a generation of confident girls will radically transform the world.
To do this we will continue to build our omnichannel. We want girls to be able to read, listen, watch, play and participate. You’ll see us develop more entertainment offerings like a live action tv series and a broadway show. We’ll be building games and activations in the metaverse, offering identity boosting consumer products, as well as continue to be a platform for a plurality of voices with our books, podcasts, and youtube. We’ll add some more fun to the mix with cooking and sports, all while making sure girls have the skills and knowledge they need to thrive.
Do you have a role model when it comes to leadership?
Melanie Perkins is one of my heroes. She is an athlete, an entrepreneur, a builder, a leader, and a force for good in the world. In addition to building the world’s most valuable woman-founded company, the story of how she got there is inspiring. She kept going despite a hundred no’s when fundraising. She learned to kite surf so she could network with male VCs. And then once Canva was really successful, she created the Canva Foundation that owns 20% of the company - so that the more successful Canva becomes the more impact the Canva Foundation can have on the world. She is an example of perseverance, creativity, kindness, and general badassery.
What advice would you offer to young girls who aspire to lead?
First and foremost, go for it! Take a risk (or 10)! To start you have to start. And then, don’t be afraid to fail, celebrate it, learn from it. The road to success is paved with failures - it’s an important part of the process. Keep going - you will get there!
about Rebel Girls
Rebel Girls, a certified B Corporation, is a global, multi-platform empowerment brand dedicated to helping raise the most inspired and confident generation of girls. We purposefully create content, products, and experiences to empower gen alpha girls and equip them with the knowledge and tools they need to thrive. Because confident girls will radically transform the world.
With a growing community of 35 million self-identified Rebel Girls spanning more than 115 countries, the brand engages with Generation Alpha through its book series, premier app, events, and merchandise. To date, Rebel Girls has sold more than 11 million books in 62 languages and reached 55 million digital audio listens. Award recognition includes New York Times bestseller list, 2022 Apple Design Award for Social Impact, 10 Webby Awards, and more
Comments