As I pack gift boxes for TINAR’s first subscription box series for 2026, wrap gifts for collaborators and family, I’m reminded of how December has a way of pulling us toward generosity, but not all giving comes wrapped in paper and ribbon. Some of the most meaningful gestures are quieter. Intentional. & Designed to last.
Jeni-Anne Campbell, founder of JAW Advertising and author of Feeding Unicorns, is inviting South Africans to do exactly that: to nominate purpose-led women in leadership who are changing lives through business.
Ten nominated leaders will each receive a copy of Feeding Unicorns, a book set to becoming a practical guide for building businesses people actually want to stay in.
Because generosity in business isn’t about scale or surplus. It’s about how leadership shows up.
“Generosity is often misunderstood,” Campbell says. “It’s treated like a nice-to-have, or something only big corporates can afford. But generosity isn’t about budget. It’s about leadership. It’s about how we pay, how we mentor, how we care.”
Why This Matters
Feeding Unicorns is rooted in a simple but radical idea: good business is good leadership, and kindness is not a weakness.
The book pushes back against tired narratives that equate success with burnout, dominance, and extraction. Instead, it offers practical tools and honest reflections for leaders building workplaces where people feel seen, supported, and significant.
This nomination drive is an extension of that ethos, a way to spotlight women who are already doing the work, often without recognition.
Nominate a Leader Who Lives This Ethos
Campbell is calling for nominations of women leading small businesses or non-profits who practice thoughtful, ethical, human-centred leadership.
The kind of leaders who:
- Put people before optics
- Make decisions with integrity
- Understand that doing good is not a compromise, but a competitive edge
“Everyone wants unicorn talent,” Campbell says. “But too often we forget to feed them. We expect the magic without the maintenance. This book — and this initiative — is about changing that.”
What Does ‘Doing Good in Business’ Actually Look Like?
In Feeding Unicorns, Campbell writes that doing good in business means committing to fairness, honesty, and values-driven decisions, even when they’re uncomfortable.
It means paying people well, not just fairly. Embedding kindness into policies. Normalising mental-health conversations. Using platforms to amplify others. Culture, she argues, isn’t built in mission statements. It’s shaped in everyday decisions, especially when no one is watching.
How to Nominate
To nominate an inspiring woman leader, submit a short message via the website, including:
- Her name
- Her organisation
- A few lines on why she reflects the ethos of Feeding Unicorns
Nominations close at the end of January. Ten recipients will be announced shortly thereafter.
Celebrating this as a season for impact, Not Excess, Campbell hopes the initiative opens up a broader conversation about what generosity in business can and should look like.
“We’ve been taught that burnout equals commitment,” she says. “But martyrdom isn’t leadership. Sustainable, generous leadership is. And it starts with small, intentional acts — like giving a book that could change how someone leads.”
This December, give with intention.
Nominate a woman who is rewriting the rules of leadership with empathy, clarity and courage.
Because when we feed the unicorns, we don’t just build companies, we build legacies.
For more information, visit www.jenicampbell.com.
