In the cleaning and hygiene sector, where leadership demands both strong decision-making skills and a people-focused approach, this issue is particularly pronounced. 

Logic Business Resources CEO Lorraine Rogic says women in leadership face expectations rarely placed on their male colleagues, yet her experience proves these barriers can be broken. “Balancing assertiveness and empathy is a challenge, but staying true to core values creates environments of support that drive effectiveness,” she says.

Women in senior roles must navigate biases that can affect career progression, workplace dynamics and overall job satisfaction. “The double bind forces women to navigate a fine line between being seen as too tough or too soft,” she says. “But by staying authentic and aligning leadership with their core values, they create environments where both inclusivity and high performance thrive.”

Balancing authority with empathy

The cleaning and hygiene industry is built on teamwork, efficiency and attention to detail, making leadership skills essential. However, women in leadership roles walk a fine line between control and lenience. If they enforce high standards and push for efficiency, they may be perceived as overly demanding or even difficult. If they take a more collaborative and supportive approach, they risk being viewed as lacking authority. 

“Every leader has to stretch to be  more effective,” Rogic explains. “When I first started, I was conscious of balancing assertiveness and empathy, but being authentic has been the biggest game changer. By remaining anchored in my core values and listening to the needs of my team, I’ve created an environment  of support that drives effectiveness.” 

This contradiction can make it difficult for female managers to gain the same level of respect and recognition as their male counterparts. Research shows that women in leadership roles are often judged more harshly for behaviours that are seen as assertive in men but aggressive in women. In the cleaning sector, where clear communication and firm decision-making are essential, this can create added pressure. “Traditionally, leadership in this industry has been viewed through a narrow lens, missing the breadth of what women bring: empathy, collaboration and strategic communication,” Rogic says.

Navigating workplace biases

One of the most significant challenges of the double bind is how it impacts career progression. Studies indicate that women are less likely to be promoted to top leadership roles partly because of these ingrained biases. In the cleaning and hygiene industry, where many frontline roles are held by women, the expectation might be that women naturally fit into supportive rather than directive roles, making the leap to senior management even more challenging. Rogic says that female leadership isn’t confined to managerial roles.  “It’s about  taking ownership of behaviours that inspire responsiveness and engagement at every level,” she says.

To overcome these biases, many female leaders adopt strategic communication techniques. This can involve balancing directness with diplomacy by using inclusive language to bring teams on board and  maintain  authority. Some also find that leading by example – demonstrating a strong work ethic, industry expertise and a clear vision – helps diffuse stereotypes.

Creating a more inclusive leadership culture

Addressing the double bind requires effort not only from women in leadership but organisations looking to build a more inclusive workplace. Businesses in the cleaning and hygiene sector can support female leaders by offering mentorship programs, leadership training and unbiased performance evaluation systems. Encouraging open conversations about gender biases and challenging outdated perceptions of leadership can also help shift workplace culture.

Women in management bring valuable skills and perspectives to the cleaning and hygiene industry, and their leadership is crucial to its ongoing success. By recognising and addressing the challenges posed by the double bind, the sector can create a more equitable and effective leadership landscape for the future. 

“Overcoming leadership challenges as a woman means leveraging resilience, empathy and strong networks to break down barriers. By turning obstacles into opportunities for growth, women are proving that diverse leadership is essential for the industry’s future,” Rogic concludes.