Feminine Power Shaping the World of the Future by Building a New Normal: Being-Ful Leadership & The Catalytic Role of CSR in Women Empowerment in India to take a Paradigm Shift

Abstract

The article provides a roadmap to how women leaders and more specifically feminine powers will contribute in shaping the future world, with a focus on the new normal in India. We trace the past of successful women as statesmen, generals, and scholars, explain the present hurdles faced by women leaders and steps to accelerate conditions for women leaders. Through an exhaustive literature survey, we establish the drivers of success for women leaders, feminine qualities critical specifically in new normal and digital marketing sector. We introduce the concept of Beingful leadership, sustainability, corporate social responsibility and exemplify through women leaders who have exhibited such being-centric leadership. Our work seeks to provide evidence that feminine powers will be a crucial ingredient in shaping the new normal. In a country like India, mass women empowerment is only possible if strategic efforts through activities like CSR (Corporate Social Responsibility) are used effectively not only in other areas but also in the areas of Women Empowerment through top down and bottom-up approach. The article seeks to highlight the role CSR can take in acting as a catalyst amongst the other interventions of the Government and the Policy makers, Private Organizations, social reformers, NGOs, etc.