Interview

LINDA PEREIRA: “We need more women in leadership roles and politics”

Linda Pereira, born in England, has Portuguese and British dual citizenship. She’s residing in Estoril. She visited Portugal, for the first time, in the late 1970s while still a student. In 1983, she immigrated alone, to Portugal, where she had no family. In 1985, she created her own company and in 1992, before Expo98, she was involved in the organization of the first Portuguese Presidency of the EU. Speaker, consultant, specialist in strategic communication, writer and educator, entrepreneur, international consultant, specialist in strategic communication and corporate diplomacy. She was considered one of the five most influential portuguese personalities in the industry and received several international awards, including a Medal of Honor for Entrepreneurship. She is currently President of L & I Communications Group, CEO of CPL Events, and was chosen as the “Global Chair” of Portugal, of the G-100 Global Network Meeting, which took place in Cascais, between 19 and 22 May.

IS THE G-100 IN PORTUGAL DEFINITIVE?

The work was meant to be definitive. And I can say, in first hand, that yes, the G-100 has already approved three years of the event in Portugal. This was the launch, and we’ve already managed to capture the biggest event, which will be in the next year, from the 18th to the 21st of May. It hasn’t been signed yet, but it’s confirmed for next year.

IN THE CITY OF CASCAIS?

It will be in Cascais. It won’t be here because this year what we wanted to do was to show a little bit of the cultural soul that Cascais has, in terms of tradition, beauty and art. Next year, we’re going to another place, because we have more people, it’s bigger, more impactful, it’s more global, it’s hybrid. We are, at the moment, around 2.5 million, we are heading towards 5 million, therefore, we are counting, for next year, to have around 2500 participants and we have to choose a place like the Centro de Congressos, or something similar.

WHAT CAN YOU TELL US ABOUT THE EVOLUTION OF FEMALE EMPOWERMENT IN PORTUGAL IN THE LAST DECADE?

I am eternally dissatisfied. When people, in places of power, tell me that we’ve walked a lot, I don’t think so, I think that we’ve walked a little, we started too late. In Portugal, women were little ants until not long ago. Women work hard, they are brilliant, they do things, but it is to give shine and light to those above, and those who are above are men. So we have a lot, a lot, a lot, a lot to go. My life is to remind myself daily that we have to act locally and internationally, because as long as I’m in Portugal and I’m feeling good, we say we’re all fine. It’s not true, because the rest of the world is not doing well. Until we all go up, no one has gone up. It’s very important to remember this. And I recognize that it is difficult in Portugal. Because for one to have the other, the other has to lose. It’s a complicated transition. But in Portugal, we have great laws, fabulous laws, which are not applied on a daily basis. We have a long way to go. The minister himself admitted this perfectly, that we have a long way to go.

GENDER EQUALITY POLICIES, MUCH REMAINS TO BE DONE. WHAT HAS BEEN DONE SO FAR THAT COULD SERVE AS A BOOST FOR INITIATIVES SUCH AS THE G-100?

In the last four years, in Portugal, we had a Secretary of State for parity, who had some influence and who fought a lot. We’ve already implemented fantastic laws, such as the “work life balance”. But to have a law is one thing, another is to apply that law, and we know they’re not applied every day. And I know this, because I work in the field. Nobody imagined that the G-100 would have a “Global Chair” in Portugal. Portugal is not a country of great influence in the world, it is not a country as well known as we think we are, and it is not a country that, out of 100 countries in the world, because there are 195, would be an obvious choice to have a “Global Chair” .

A “Global Chair” chosen for Portugal means that we have some words to say. But now it is up to us Women, with our male partners, to act so that what already exists is implemented, and what does not yet exist, can be created. We need more Women in leadership roles, more Women in politics, the government has set a great example. Let’s see if companies follow.

WHAT WORDS COULD YOU SAY TO INSPIRE WOMEN ENTREPRENEURS IN PORTUGAL AND AROUND THE WORLD?

We women are much more perfectionists and we have that tendency to wait until we have everything perfect before we launch or make something. What I say to women entrepreneurs, founders, creators in any area, is “don’t stay in an office or in your house, or wherever, locked in fighting your demons”. Come to events like these, which let you know people who have been through it. Share your story, join other women who have things to tell you, who have things to share, who can advise.

Because I’m absolutely fundamentalist about the fact that if we want to go far, we have to go together. Share, ask, have a network, grow your network. Men do this brilliantly. It is time for us to take the step that we must, so that we can create a support movement among women.

IS THIS NETWORKING NOT JUST AN EXCHANGE OF CONTACTS, BUT AN EXCHANGE OF EXPERIENCES AND TO INSPIRE EACH OTHER?

Exactly. Networking is work, networking is not tea and cocktails, none of that. Networking is meeting people who have a career, who have had an experience, who can look back and say: “Look, do it like this.”, “This is the best strategy.”, “I have a network of contacts of product buyers. Do you want to join my network?” I can promote you.”. Essentially, we are here to exchange experiences. I usually say it’s “connect, share, development and grow”. We, all together, can manage to be an unstoppable force.