Investing in her Future: the strategic imperative of women empowering women

Empowerment is a cyclical force that builds momentum across generations. When women invest in women, the returns extend far beyond individual success – reshaping organizations, strengthening communities and creating futures where potential is limited only by imagination, not circumstance. The stories of three women illustrate why this investment matters now more than ever.

The email arrived on an ordinary afternoon, but its impact was transformative. Rabab Raza, a third-year Software Engineering student at Ontario Tech University, recalls the moment with crystalline clarity: "That email was like feeling pure relief. It wasn't just a matter of money, it was a matter of stability."

Rabab had been selected as one of the recipients of the 2026 TELUS Student Bursary. For Rabab, the bursary represented far more than financial assistance. Having recently returned to Canada after living abroad, she had arrived with nothing: sleeping on bare wooden floors and working physically demanding warehouse shifts while questioning whether her dream of becoming an engineer was attainable. "I didn't have money for tuition, and even affording a laptop felt out of reach," she remembers. The bursary became what she describes as "a pivotal turning point". Not merely because it eased her financial burden, but because, as she states, "it felt like someone saw my perseverance and chose to invest in it."

Drawn to software engineering – a field where women remain underrepresented – Rabab recognized that technology shapes how we live, interact and think. "To be a part of that change, even in small ways, would mean a lot to me," she explains. She envisions earning her P.Eng. designation and working closely with communities to create practical solutions while igniting passion for women in STEM.

Investment as strategy, not charity

The bursary that supported Rabab's journey came from an organization that believes all youth, regardless of their circumstance, deserve the opportunity to reach their full potential. The TELUS Friendly Future Foundation, led by Executive Director Nimmi Kanji, intentionally looks past traditional academic metrics when selecting recipients. "We're seeking evidence of resilience, purpose, and a commitment to creating positive change," Nimmi explains. "These are students with lived experience of the challenges we're trying to address, and that lived experience is their superpower."

Nimmi understands that financial support alone is insufficient. The TELUS Friendly Future Foundation provides wraparound resources including digital connectivity, mental health support, mentorship opportunities, and work experience through paid micro-internships. Several recipients have been invited to serve on TELUS Community Boards, which entrusts local leaders to allocate charitable grants to youth-serving organizations in their local community. "What we're really providing is reinforcement," she notes. "We're saying: You belong here. You deserve this opportunity. And you're not alone."

The bursary program is also based on the philosophy that comprehensive investment in women and people from underrepresented communities yields exponential returns. When young women from underrepresented communities succeed, they become role models who rewrite narratives. As Nimmi observes, "When you empower one young woman from an underrepresented community, you're impacting her family, her network and countless others who will see themselves reflected in her success."

The ripple effect of representation

The continuum of women supporting women extends to the highest levels of organizational leadership. Allyson McElwain, Chief Diversity and Inclusion Officer at TELUS, understands intimately why representation at senior levels creates ripple effects throughout organizations. "When people see themselves reflected in leadership, it's visceral proof that their path forward is possible," she states. "Representation at the top doesn't just change who is sitting at the table, it fundamentally reshapes how the entire organization thinks, decides and grows."

Allyson distinguishes between passive diversity efforts and what she describes as "intentional inclusion" – actively designing systems, processes and cultures where diverse voices shape decisions and strategy. Growing up biracial and parenting neurodivergent and non-binary children, she has seen how systems aren't always built for everyone. Those experiences taught her that true inclusion isn't about fitting people into existing boxes – it's about redesigning them so everyone can thrive as their authentic selves. She also highlights persistent invisible barriers from the "sponsorship trap," where women are over-mentored but under-sponsored and the "credibility tax," where expertise is constantly questioned. She frames these challenges not as obstacles to fear, but as calls to action. Her advice to emerging leaders like Rabab is unequivocal: "Your difference is your strength. It's not something to hide or apologize for. The right organization and leaders will value your authentic self – and your story has the power to make a difference."

Rabab embodies this wisdom as she prepares to pay it forward. "I want to be the support system I once needed," she affirms. "I hope to mentor and create pathways into STEM that feel less intimidating." Her vision includes returning to schools to inspire young women and share her journey so others recognize success is possible.

Intentional inclusion in action

In 2026, this work carries particular urgency. As Allyson notes, "In the last year we are seeing many companies pushback on Diversity and Inclusion initiatives which makes this the moment to double down. Progress is never linear, but if organizations retreat in the face of backlash, they are not just pausing the progress that has been made, they are also signaling whose futures matter."

Organisations seeking to empower women must move beyond performative gestures toward sustained, structural investment. This means creating pathways for young women from underrepresented communities, providing comprehensive support systems, tracking outcomes rather than intentions and recognizing that diverse leadership teams make stronger, more informed decisions. As Nimmi emphasizes, "Beyond being the right thing to do, supporting young women from diverse backgrounds is a strategic move that will drive better outcomes for all."

Ten years from now, Rabab envisions herself as a professional engineer, collaborating with communities and bridging gaps for women in STEM. She will be part of a generation that refused to accept barriers as permanent fixtures, choosing instead to dismantle them for those who follow. In her words: "Every step you take forward makes it a little easier for the next girl to step in with confidence."