Extant research results illustrate that women are roughly half as likely to become entrepreneurs as men (Kauffman Compilation: Research on Gender and Entrepreneurship, 2016). However, women may see themselves fit in traditionally male jobs when the language used in the job advertisement is communal in nature (Gaucher, 2011), and vice versa. To empirically test this idea, the authors first sought to understand if there were any gender biases in the accelerators’ calls for applications using a validated scale of masculine and feminine words. They found a higher percentage of feminine words across most regions, which is in the opposite direction of what was expected. Second, the authors manipulated the language used in an accelerator program call for application (1) with the percentage of gendered words found from the accelerators on the ANDE list (3-4%) and (2) an exaggerated percentage of gendered words (9%), to see how it affected women and men’s perceptions of the accelerator program. In general, men in the U.S. express high entrepreneurial fit, sense of belonging, and application success possibly because the U.S. is high on both individualism and masculinity on Hoefstede’s country culture dimensions. However, women in Latin America report results that are opposite to men in the United States.

"In 2018, the Aspen Network of Development Entrepreneurs (ANDE), with the support of the International Development Research Centre (IDRC), launched the Gender Lens Impact Measurement (GLIM) Fund to enhance the awareness, rigor, and quality of impact measurement for organizations supporting entrepreneurs with a gender lens approach. Each grant from the fund went to a partnership between small and growing business (SGB) support organizations in Latin America and researchers to use measurement for driving improved gender-inclusive strategies. This synthesis report summarises the tools and lessons from these grants on using measurement to increase gender inclusion for SGB support organizations."