BUILT ON A SIMPLE BELIEF:
following the rules has never made a woman rich, fulfilled, or free
I see business ownership as a vehicle for financial freedom, creative expression, impact and personal stretch. But most women are trying to build those businesses inside systems that were never designed for us.
While women are knee-deep in inner work, examining every supposed block, men are out there doing the thing. I don’t think women need more fixing. I think we need better infrastructure for our ambition.
Nothing changes the energy in a business – or a founder – like a well-aligned, beautifully articulated opportunity space: a clear game to play, a manifesto you actually believe in, and an elevated business model that makes sense of everything you’ve built.
That is the work we do at The Wild Ones. Brands with weight. Businesses with room to grow. Women who feel like they’re finally in their right size.
In love and wildness, Emma
5 PRINCIPLES OF FEMINIST BUSINESS
5 PRINCIPLES OF FEMINIST BUSINESS
Feminist business isn’t about who runs it — it’s about HOW it’s built
Our work is anchored in five principles that sit underneath every strategy, brand and founder we work with. They’re designed as the antidote to ‘busywork’, to tolerating dysfunction, and to building a me-too business that fails to light anyone up.
01 | PROFIT AS AGENCY
Profitability is a feminist issue. Expensive means high returns for your efforts and energy, and a model that lets you properly leverage your ideas instead of selling time for money.
02 | VOICE AS VALUE
Every business needs awareness, but not all visibility is created equal. We design brands around a sharp, disruptive point of view – so your voice carries weight, not just volume.
03 | GROWTH WITH INTEGRITY
Scale should build value, generously, not just extract it. We look for models that grow your impact, your people and your margins – without burning the whole thing down.
04 | PERSONALLY EXPANSIVE
Your fire is the engine of the business. The work should stretch you and light you up, not flatten you. We design brands and roles that honour your strengths, ambitions and life outside the business.
05 | ROOM TO PLAY
When your brand stands for something bigger than the thing you sell right now, you create room to play. That’s where evolution, innovation and longer-term reinvention – new offers, IP and directions – become possible.
“EMMA I’M LITERALLY CRYING RIGHT NOW - THIS IS SO PERFECT, EVERYTHING I EVER WANTED AND MORE.“
JESS JORGENSEN. FOUNDER - SPORESIGHT. CULTURAL FUTURIST. MYCOPHILE.
HOW WE BUILD EXPENSIVE
We’ve designed a way of working around three ingredients – so every project lands as a high-value, high-opportunity brand with the right stretch for the founder behind it.
Meet the Team
-
![]()
STRATEGIC RIGOUR
We map your ambition, category shifts and existing strengths to land the highest-value opportunity space. Strategy loves clarity – not chaos, not guesswork.
-
![]()
CREATIVE LEAPS
We feed the work with unexpected inputs, cultural edges and real “what if?” experiments, so your positioning breaks default thinking and can’t be copy-pasted.
-
![]()
FOUNDER EMPATHY
We design for your edges and your energy – helping you own a bigger, braver story while planning for your fire, not your burnout.
“BEING IN THIS SPACE HAS FELT LIKE BALM FOR MY NERVOUS SYSTEM. I’M THINKING BIGGER THAN I EVER HAVE, BUT I’VE SHUT OUT THE NOISE AND IT’S BEAUTIFUL.“
THE WILD SOCIETY: A MEMBER
THE BRAINCHILD OF EMMA GAGE. BRAND STRATEGIST, RESTLESSLY AMBITIOUS FOUNDER & SOLO PARENT.
“in a world trying to keep women busy, the wild ones Is the BIG-THINKING ANTIDOTE.“
I care about this work as a strategist, as a founder and as a woman raising a daughter on my own.
I’ve spent over 25 years shaping brands and innovation projects for names like Nike, Google, L’Oréal, Netflix and the British Government – and the last five helping female founders build the next generation of high-value, culture-shifting businesses.
I’ve seen what happens when women build power on their own terms, and what happens when they contort themselves to fit someone else’s model.
The world is full of “three-step roadmaps” and quick wins. What we actually need is space to think bigger, to name what we truly want, and to back it with strategy that doesn’t collapse at the first sign of real opportunity.
That’s what The Wild Ones is here for.
Spend time with our
WANT TO SEE HOW THIS PHILOSOPHY PLAYS OUT IN PRACTICE?
Start with The Million Dollar Brand Playbook – the core frameworks I use with founders to build Expensive, IP-rich brands.
I’ll also send you my short audio dispatch ‘Hey 2025, WTF Is Going On?’ A cultural pulse-check and a rallying cry.
Get to know us better on Instagram
