Chocolate brand Galaxy Chocolate has partnered with the UK charity Young Women’s Trust to launch The Unhumble Project, a campaign encouraging women to speak proudly about their achievements without fear of judgement.
The initiative arrives ahead of International Women’s Day and aims to challenge the cultural pressure many women feel to downplay their successes.
New research commissioned as part of the campaign reveals that British women are significantly less likely to promote their accomplishments compared to men. In fact, women are five times less likely to self-promote, with the greatest discomfort arising when achievements relate to relationships, fitness or activism.
Why Women Hold Back From Sharing Their Wins
According to research conducted with Young Women’s Trust, 45% of women with low self-esteem believe others won’t be interested in hearing about their achievements, while the same proportion feel their accomplishments simply aren’t “worth” talking about.
A nationwide poll of 2,000 Brits highlights just how widespread this hesitation is:
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71% have chosen not to share a personal achievement at some point
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62% say they would only feel comfortable sharing their wins in private
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32% admit they often downplay their achievements when discussing them
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33% have avoided posting about accomplishments on social media
Even when women do share success online, 40% say they soften their message, adding phrases like “so grateful” or shifting attention away from their own role.
This reluctance appears to stem partly from social expectations. Over half of respondents (52%) believe there is an unspoken pressure for women to remain modest about their success.
The Double Standard Around Confidence
The campaign also highlights a clear difference in how society labels confident behaviour in men versus women.
Women who openly celebrate their success are more likely to be described as:
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“Bragging” (30%)
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“Arrogant” (23%)
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“Overconfident” (20%)
Meanwhile, men who talk about their achievements are more frequently described as:
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“Confident” (46%)
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“Inspiring” (32%)
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“Ambitious” (31%)
Despite these perceptions, studies consistently show that self-promotion can significantly benefit women’s careers, improving their chances of promotion, pay increases and professional recognition.
Rachel Parris Joins the Campaign at King’s Cross
To launch the campaign publicly, comedian, musician and writer Rachel Parris hosted a busking-style moment at King’s Cross station where women were invited to step up to a microphone and share achievements they might normally keep quiet about.
Participants spoke proudly about a wide range of personal wins, including:
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Becoming one of the first female drag queens
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Moving to London to pursue a new job opportunity
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Finding a better-paid job after redundancy
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Learning to play the ukulele during lockdown
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Taking the Underground despite a fear of public transport
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Completing a singing course to build confidence
Parris said the campaign is about encouraging women to recognise the importance of their achievements.
“As women, we are used to minimizing our achievements, staying quiet about our wins or adding self-deprecating disclaimers,” she said. “The Unhumble Project is about saying it plainly and proudly.”
Inside The Unhumble Project
At the heart of the campaign is The Unhumble Project training hub, created by Galaxy Chocolate and Young Women’s Trust to help women develop the skills and confidence needed to speak openly about their accomplishments.
The online resource offers guidance and tools aimed at helping women:
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Build confidence when discussing achievements
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Challenge internalised modesty expectations
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Communicate successes in professional settings
Research also shows that hearing other women celebrate their wins has a powerful ripple effect, with 54% of young women saying they’ve felt inspired by others sharing their accomplishments.
Claire Reindorp, Chief Executive at Young Women’s Trust, said the campaign could have meaningful career impacts for women.
“When women share their successes, it increases visibility and can support career progression,” she said. “We’re excited to be part of a campaign encouraging women to celebrate their wins without self-censorship.”
Changing the Narrative Around Women’s Success
Romi Mackiewicz, Brand Director at Galaxy Chocolate, said the goal is to shift the cultural narrative around success and likability.
“Women have never lacked talent or achievement, but too often they feel they have to shrink their success to stay likeable,” she said. “The Unhumble Project is about changing that narrative and encouraging women to say ‘I did that’ and enjoy the moment.”
As conversations around equality continue to evolve, initiatives like The Unhumble Project highlight the importance of normalising confidence and recognition for women’s achievements.
For more information about the campaign and its resources, visit the official Young Women’s Trust website: https://www.youngwomenstrust.org.
