The Most Impactful Women Rewriting the Playbook How Institutions Can Foster Female Leadership
Jeanette
PPhillips
Flexicare UK Ltd
Transforming
Healthcare into an Act of Humanity
CEOs
Shaping the Future
Healthcare
,
He who has health has hope, and he who has
hope has everything.
- Arabian Proverb
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NOTE
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Holding Up the Scaffold of Care
here is something sacred at the heart of healthcare, a quiet oath not just to heal, but to care. It is an ethic, not merely a profession. And when you trace that thread of care to its origins, you often find a woman's hands holding it steady. Not out of duty, but from a deep, instinctual pull to alleviate pain, restore dignity, and protect life. Womanhood, in its most expansive sense, is a way of seeing the vulnerable and refusing to look away. As leaders, women do not simply manage systems; they humanize them. And when they rise to the helm in healthcare, they often remind the world that compassion is not a soft skill; it is the very scaffold of medicine.
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Innovation in healthcare is not about fixing broken things, it's about creating something better.
This edition of our magazine is a celebration of that truth. “The Most Impactful Women CEOs Shaping the Future of Healthcare” brings together voices that are redefining leadership—not through volume, but through vision. These are women who are rewriting policy with empathy, designing systems that listen before they speak, and scaling innovation without losing sight of the patient at the center of it all. Our motive in curating this edition is not simply to spotlight success, but to reframe leadership itself. Too often, the language of power has been borrowed from conquest. These women remind us that leadership can be tender and fierce, scientific and soulful. That driving change doesn't always mean disruption—it can mean healing what has long been fractured. With every profile, we sought not just to ask what they do, but why they lead the way they do.
- Elizabeth Holmes
- Kevin Smith Managing Editor
PUBLISHER: WORLD CARE MAGAZINE
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Kevin Smith Nicole Wilson Jack Miller, Michael Brown, Melissa Anderson, Ashley Thompson Grace Jackson Luca Ferrari
Digital Marketing Manager
Sophia Rossi
Circulation manager
Henry Scott
Accounts
Alexander Marinov
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Table of Jeanette
Phillips
Transforming Healthcare into an Act of Humanity
Amy Friesen
Empowering Families and Transforming Challenges into Supportive Solutions
Marlena Kruger Empowering Through Neuro-Integrative Education
Empathy, Collaboration, and Results The Science Behind Female Leadership Rewriting the Playbook How Institutions Can Foster Female Leadership
Jeanette
Phillips CEO, Flexicare UK Ltd
Transforming Healthcare into an Act of Humanity
Flexicare was born out of a very simple idea: what if we treated every person the way we would want our own loved ones to be treated? That remains our guiding light, even as we grow and evolve.
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Jeane e 07
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here's a certain sanctity in life, a precious, fleeting thread that connects us all, woven through moments of love, joy, and sometimes, pain. In the great act of healthcare, where the hands of one person touch the life of another, there is a rare opportunity: to preserve this gift, to offer not just treatment, but the kindness that makes the heart heal as much as the body. Compassion is not a luxury; it is the heartbeat of care, and it transforms every interaction into a sacred act of human connection. In this vast and sacred undertaking of care, Jeanette Phillips stands as a devoted embodiment of these ideals. As the driving force behind Flexicare UK Ltd, she has built not just a company, but a compassionate haven for those in need of care. Jeanette Phillips, CEO at Flexicare UK Ltd, has dedicated her life to improving the lives of others through healthcare. Her journey into the sector began with a childhood dream of becoming a State Registered Nurse—an aspiration that quickly became a reality. By the age of 21, she had completed five years of rigorous training in Orthopaedics and General Nursing, becoming a fully qualified Registered General Nurse (RGN). Following her qualification, Jeanette spent four years working within the NHS, gaining invaluable frontline experience. At the age of 35, driven by a deep-rooted passion for elderly care, she chose to specialise further, completing the ENB 941 course in the Care of the Elderly. Her current role as CEO of Flexicare UK is a natural extension of this lifelong commitment to compassionate care. In fact, Jeanette founded the company herself in 1997, building it from the ground up with a vision to 08
deliver personalised, high-quality care services to those in need. Milestones That Mattered Jeanette reflects on a career filled with defining moments that span decades of dedication to healthcare. One of her earliest came over 45 years ago, working in the operating theatre and assisting with world-leading middle ear surgery. As CEO of Flexicare, a particularly personal highlight has been witnessing her daughters, Anna and Jenna, flourish alongside the next generation of the team. Together, they've helped evolve Flexicare into a thriving digital company with a dynamic executive management team. Another pivotal moment occurred ten years into Flexicare's journey, when the company successfully secured its Brand Trademark for Copyright and Intellectual Property rights—a significant step in protecting the identity and innovation at the heart of the organization. Fourteen years ago, Jeanette's acceptance into Birmingham University's first-ever Public Sector Masters Programme was another transformative experience. Completing a Postgraduate Certificate expanded her academic foundation and strategic vision. More recent highlights include seeing clients thrive at home with comprehensive care and wellbeing support, winning the "Innovation in Social Care" Award (sponsored by One Gloucestershire) in October 2024, and receiving a nomination for the prestigious Prix Galien Award in May 2024. Jeanette also credits her two-year engagement with the Leaders Council of Great Britain as a profound learning experience. Above all, achieving an "Outstanding" rating from the CQC
across all Flexicare hubs and hublets stands out as a defining endorsement of the company's excellence in care delivery. Tailored With Care At Flexicare, personalization begins well before care is delivered. Each client is visited in their own home, where a pre-visit questionnaire—often completed by family members—helps build a deep understanding of their expectations and requirements. This initial step ensures that Flexicare's care plans are aligned with each client's unique needs, supporting the company's ongoing commitment to its core values: Safe, Effective, Responsive, Caring, and Well-Led services. Consistency Crafted Through Care Jeanette attributes Flexicare's "Outstanding" CQC rating to its unwavering dedication to safety, quality, and consistency. Built primarily through word of mouth and positive client outcomes, Flexicare's success is powered by a team of diligent, compassionate professionals who consistently deliver exceptional care. Equally important is the organization's collaborative spirit—working closely with public sector stakeholders and embracing a shared vision for innovation and excellence. Jeanette notes that the CQC also recognized the academic and action-based research driven by Flexicare's sister company, the Centre for Practical Innovation in Care (CPIC). The company's unique approach—described as "Connecting Thinking to Doing"—has helped trailblaze best practices in social care, ensuring the founding standards and core culture remain intact even as the organization grows.
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The Most Impactful Women CEOs Shaping the Future of Healthcare
Our values, kindness, safety, consistency, and responsiveness—are lived every day, not just written on paper.
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Diversity That Delivers Jeanette emphasizes that at the core of Flexicare's recruitment and training philosophy lies the "universal language of kindness and understanding." A dedicated Compassionate HR Department, which also houses the Quality Department, oversees the recruitment process to ensure that every individual aligns with the company's long-standing values and mission. With over 200 Personal Assistants from diverse backgrounds, the team brings a rich tapestry of perspectives, experiences, and passion to the organization. This diversity fuels a culture of continuous learning and mutual respect. Flexicare also employs registered nurses, student doctors, and occupational therapists to further elevate clinical expertise. The company actively contributes to healthcare innovation, including its involvement with the Gloucestershire Integrated Care Board (ICB) on the Delegated Health Tasks Project. Previously, Flexicare served as a pilot site for related research led by the Department of Health and Social Care (DHSC) and Skills for Care—demonstrating its commitment to both excellence and progression in care delivery. Guiding the Final Path with Compassion Understanding the emotional demands of palliative care, Flexicare UK has developed a dedicated Palliative Care Team led by a highly experienced and respected nurse. This specialized team is trained to the highest standards and operates within the core values and culture of the company, ensuring that end-of-life care is handled with compassion, dignity, and respect. 010
In recognition of this commitment, Flexicare was honored with the Southwest of England "Putting People First" award in 2016. The Palliative Care Team is prepared to deploy support swiftly and efficiently wherever needed, reinforcing Flexicare's mission to provide outstanding, person-centered palliative services during life's most delicate moments. The Digital Touch Behind Compassion Jeanette highlights Flexicare's early adoption of digital technology as a key factor in its client-centered model. Since going digital in 2012, the company has collaborated with its tech partners to ensure that all client data is updated in real time and accessible to families, providing vital peace of mind. Flexicare currently utilizes platforms from The Access Group to securely manage operational policies, care plans, and well-being documentation. This ensures that both staff and family members can access critical information whenever needed. With a strong focus on safety, quality, and personalization, technology at Flexicare is not just an operational tool—it's an extension of their compassionate service ethos.
Watching Anna and Jenna grow into leadership roles has been one of the most fulfilling parts of this journey. They carry the same values, the same commitment to excellence, and the same heart for care.
Weaving Trust into Every Touchpoint Jeanette underscores the importance of ongoing communication in building trust and responsiveness within Flexicare's care model. The organization stays deeply connected to its clients and their loved ones through a range of personal touchpoints: home visits, regular phone calls, team meetings, questionnaires, and seasonal social functions—particularly during summer and Christmas.
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Clients' families are promptly updated regarding any changes in care, support, or well-being plans. Furthermore, Jeanette and her team maintain strong relationships with healthcare professionals through joint visits and collaborative efforts, ensuring integrated, holistic care. Flexicare's participation in social campaigns like the Loneliness Campaign also allows for greater community engagement and connection across its Hubs and Hublets.
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Government's Net Zero website for its Hubs and Hublets model. Quality Assurance: A dedicated Quality Department continuously reviews and enhances the standard of care and well-being services. Staff Support: Employees benefit from an emotional support programme and a financial loan scheme to help navigate difficult periods, reinforcing a workplace culture built on mutual respect, innovation, and goodwill.
Strategies for Sustainable Growth in Healthcare
The Power of Personalized Care at Home
Despite operating in a highly competitive healthcare industry, Jeanette has led Flexicare's growth while maintaining a steadfast commitment to quality and integrity. Several strategies have contributed to this success:
Live-in care is one of Flexicare's most impactful offerings, and for Jeanette, it is also deeply personal—her own parents were recipients of this service. The success of live-in care lies in the mutual understanding established between the client and Flexicare Team. It is a fully encompassing service that offers peace of mind to both the client and the live-in caregiver.
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Competitive Compensation: Flexicare stays ahead of industry standards in terms of salaries and pay rates. Career Development: The company embeds career opportunities into its brand by investing in research and innovation, including serving as a pilot and beta testing site. Technology and Branding: Updated websites and branding materials now include QR scan codes for real-time operational access. Thought Leadership: Jeanette ensures Flexicare remains visible in the broader industry by attending major conferences in London focused on AI and leadership. Sustainability and Recognition: Flexicare is a member of the Leaders Council of Great Britain and is featured on the
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Jeanette observed firsthand how consistent, high-quality care can allow individuals with complex needs to remain in the comfort of their own homes while maintaining dignity and independence. This experience has only strengthened her belief in the power of personalized, in-home care as a pillar of Flexicare's mission. A Legacy of Leadership and Innovation Jeanette Phillips, CEO of Flexicare UK Ltd, brings a unique blend of strategic foresight and hands-on leadership to the organization. Her ability to balance long-term vision with day-to-day operational needs is strengthened by the presence of a robust leadership team, including her daughters Anna and Jenna, who head up the Registered
Managers, HR, Quality, Care Coordination, and Digital Marketing departments. Jeanette's role centers on steering the company with clear strategic direction while staying deeply attuned to the evolving landscape of social care. Her ongoing involvement with the CPIC Research Team and the Leaders Council of Great Britain ensures that Flexicare remains aligned with UK government goals for the sector. She consistently attends AI and social care conferences to keep Flexicare at the forefront of innovation and sectoral change. A Sanctuary for Caregivers Recognizing the emotional demands placed on care professionals, Jeanette has embedded robust support mechanisms into the Flexicare culture. The company offers a comprehensive Employee Assistance Scheme, alongside mentoring, coaching, and access to an employee loan programme for those experiencing financial difficulty. Flexibility is a cornerstone of their approach—caregivers are empowered to choose working hours that suit their personal commitments. This flexible model was supported by a 2014 study conducted by the University of Bath, which showed that personal assistants who had greater autonomy over their schedules experienced higher levels of well-being and were less prone to burnout. Flexicare also operates an open-door policy, with executive leaders always available to listen and support staff—a principle rooted in one of the company's own "Ten Commandments." Spreading Warmth and Spirit Through Seasonal Celebrations
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Community spirit is a defining element of the Flexicare brand. Jeanette emphasizes the joy and connection these events bring to both clients and staff. Over the years, Flexicare has organized holidays for clients, hosted inclusive celebrations, and maintained a consistent effort to make everyone feel part of a wider community. The company's dedicated minibus allows clients to attend various activities across its Hubs and Hublets. At Christmas, Flexicare teams organize small parties and visit client homes to share the festive spirit—fostering belonging and warmth for those who may otherwise feel isolated. These seasonal events are more than just gatherings—they are a reflection of Flexicare's commitment to dignity, inclusion, and joy in care. Care Rooted in Dignity and Respect For Jeanette Phillips, delivering care with dignity and respect is not just a professional obligation—it's a deeply personal philosophy. At the heart of her approach lies the simple yet powerful act of listening to understand. Jeanette believes that giving clients the time and space to express their thoughts and preferences is fundamental to delivering truly dignified support. Respect, in her view, means approaching every individual with a non-judgmental attitude and tailoring support to how each client— or their families in cases where capacity is diminished—wants it to be delivered. This philosophy is embedded into every layer of Flexicare's culture. The organization's guiding principles, known affectionately as the Flexicare Rules, encapsulate its core values: Respect, Understand, Laugh, Enjoy, and Smile. These principles are more than words—they are lived daily by staff and leadership alike, forming the 013
foundation of a compassionate, inclusive, and joyful care environment. Healing from the Inside Out Looking ahead, Jeanette is steering Flexicare toward a visionary and holistic future. Central to this evolution is the newly launched Healing Hut concept, an initiative that expands Flexicare's reach into integrated biopsychosocial wellbeing. Through the Healing Hut, clients will have access to services such as psychotherapy, reiki, medical aesthetics, and "walk-andtalk" mental health sessions, supporting emotional healing and connection from the outside in. Jeanette's broader vision is bold: to cocreate a "New Look" social care system that blends the efforts of professionals and volunteers within a vibrant network of community Hubs and Hublets. This model aims not only to meet the changing needs of clients but also to serve as a blueprint for nationwide transformation—offering meaningful employment, combating loneliness, and injecting stimulus into the UK's stagnant economy. Through this approach, Jeanette hopes to catalyze lasting change in the social care landscape, grounded in compassion, community, and innovation.
by partnering with industry specialists at SAMEO. This strategic alliance is part of Flexicare UK's broader commitment to innovation, thought leadership, and the development of practical solutions in healthcare. Driven by a vision to contribute meaningfully to the "Greater Good," Flexicare UK continues to champion collaboration and shared purpose, aspiring to help rebuild a more equitable and compassionate world. The company also remains deeply dedicated to its social impact efforts, proudly supporting Rory's Well as its chosen charity. This ongoing partnership helps deliver access to clean water, training, and education in Sierra Leone, transforming lives and empowering communities. Additionally, Flexicare UK has cofounded The Healing Hut, a unique initiative promoting bio-psycho-social care as a progressive model for integrated wellbeing. The Healing Hut represents the company's core philosophy—bridging ideas with action and connecting thinking to doing.
Global Footprint in Healing and Hope Flexicare UK is set to serve as a test bed for an innovative collaboration with Eclateral, supporting the beta testing of real-time CRP (C-reactive protein) testing within community settings. This groundbreaking initiative aims to enhance early diagnosis and community-based care. In the summer of 2025, the company will further strengthen its "Think Tank"
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Empathy, Collaboration, and Results
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The Science Behind
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eadership has long been studied through a lens shaped by historical precedent, often reflecting dominant, hierarchical, and traditionally masculine models. But as the world grapples with new challenges—ranging from global pandemics and economic instability to evolving workplace cultures—a more nuanced and effective form of leadership has emerged. Increasingly, research points to a strong correlation between female leadership traits and organizational success, particularly in areas such as empathy, collaboration, and measurable results. Empathy: The Engine of HumanCentered Leadership One of the most consistently documented qualities among successful female leaders is empathy—the ability to understand and connect with others' feelings and perspectives. Neuroscientific research has shown that women, on average, display heightened activity in brain regions associated with social cognition and emotional intelligence. This biological underpinning, when 017
combined with social conditioning that often encourages women to be attuned to others' needs, creates a strong foundation for empathetic leadership. Empathy is not a soft skill in the pejorative sense. Rather, it is a strategic advantage. Leaders who demonstrate empathy are more likely to build trust, foster inclusive cultures, and reduce employee turnover. A study by Catalyst found that employees with empathetic managers were more innovative and engaged, which directly links emotional awareness to workplace performance. Moreover, empathetic leadership is particularly effective in times of crisis. During the COVID-19 pandemic, countries led by women—such as New Zealand under Jacinda Ardern—were noted for swift, compassionate, and clear communication. Their approach, driven not just by technical competence but by emotional insight, led to better public compliance and health outcomes. The message is clear: empathy doesn't dilute strength; it amplifies it.
Collaboration Over Command-andControl Collaboration is another hallmark of female leadership. While traditional leadership models often valorize decisiveness and top-down control, contemporary organizational success depends on interdependence, agility, and team-based problem-solving. Research published in the Harvard Business Review indicates that women are more likely to use democratic or participative leadership styles, encouraging input and fostering ownership among team members. This collaborative approach translates into more resilient organizations. A McKinsey study found that companies with greater gender diversity in leadership were 21% more likely to outperform their peers on profitability and 27% more likely to demonstrate superior value creation. Much of this success is attributed to collaborative leadership that taps into diverse viewpoints and distributes decisionmaking power more effectively.
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Collaboration also supports innovation. Female leaders tend to emphasize psychological safety within teams—a condition in which team members feel safe to take risks and express ideas without fear of ridicule. This is especially crucial in fast-evolving industries where adaptive thinking and experimentation are key to survival. Results: Data Backs the Difference Perhaps the most compelling case for female leadership lies in tangible outcomes. Numerous studies show that organizations with more women in leadership roles consistently outperform those with male-dominated leadership in several critical areas. •
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Financial Performance: According to a Credit Suisse report, companies with at least one woman on the board outperformed those with no women by 26% over a six-year period. ESG Performance: Female leaders also tend to champion environmental, social, and governance (ESG) initiatives. A Boston Consulting Group study found that companies led by women scored higher in social responsibility metrics and made more progress toward sustainability goals. Risk Management: Research suggests women are more riskaware, not risk-averse. They weigh consequences carefully, which contributes to more stable longterm planning and fewer catastrophic missteps. This contrasts with the often overconfident decision-making styles linked to crises in banking, politics, and tech industries.
Rethinking the Leadership Ideal The growing body of scientific evidence supporting female leadership traits is not an argument for replacing men with women at the helm; rather, it suggests that effective leadership is evolving. Traits once dismissed as “feminine” are now recognized as vital to navigating complexity, ambiguity, and interdependence—the defining characteristics of modern systems. This shift calls for organizations to rethink how they identify, train, and promote leaders. Leadership development must move beyond charisma and authority to include emotional intelligence, collaborative instincts, and inclusive thinking. Recognizing and fostering these traits across all genders will be crucial to shaping more equitable and effective leadership cultures. Conclusion: The Science Is Clear—It's Time to Act The evidence is no longer anecdotal. From neuroscience and psychology to organizational behavior and economics, the science behind female leadership tells a consistent story: Empathy, collaboration, and realworld results are not only desirable but essential. These are not just gendered traits—they are strategic imperatives for the 21st-century leader. As institutions face increasing pressure to diversify their leadership and adapt to new realities, integrating the lessons from female leadership is not optional—it's urgent. Organizations that act on this knowledge will not only thrive but lead the way toward a more inclusive and resilient future.
Moreover, gender-balanced teams are shown to improve problem-solving and boost morale. The diversity of perspectives contributes to a fuller analysis of options and leads to smarter, more inclusive strategies.
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AMY FRIESEN Founder and CEO
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Empowering Families and Transforming Challenges into Supportive Solutions
he senior living space is experiencing a transformative shift as more families seek guidance in complex decisions regarding care and housing for their loved ones. As the population ages and the number of seniors increases, the demand for accessible, tailored information has never been greater. Many families enter this journey without a clear understanding of available options, often leading to anxiety and frustration when faced with overwhelming choices. This space necessitates informed advocacy and support to empower families during what can be a challenging transition. Amy Friesen, Founder and CEO, has dedicated her career to addressing these challenges, using her extensive experience to educate and support families as they navigate the senior living setting. With a background in marketing and psychology and a deep understanding of the industry's nuances, she recognizes the pressing need for clear communication and resources tailored to individual circumstances. Her insights into the emotional and logistical hurdles faced by families drive her commitment to creating a more supportive environment for those in need. Tea & Toast Inc. stands at the forefront of this emerging advisory sector, providing essential resources and guidance to families exploring senior living options. By focusing on 020
Tea & Toast Inc.
education and empowerment, the organization aims to bridge gaps in knowledge and facilitate informed decision-making. As the industry continues to evolve, the mission to support families through their eldercare journeys remains a crucial element in ensuring that seniors receive the care and consideration they deserve. Empowering Families in the Journey of Senior Living Decisions When Amy launched Tea & Toast, she was working as a marketer in a retirement home. At that stage in her career, she had spent ten years with three different companies, observing a consistent challenge: families often arrived for tours with a blank slate regarding senior living options. Many seniors lack an understanding of the retirement industry, leading to uninformed decisions about their social and care needs, whether for immediate moves or future planning. Often, families select homes based solely on proximity, only to be disappointed by the services offered or the costs involved. Amy felt compelled to assist these individuals and families. However, her role limited her to representing one home at a time, restricting her knowledge of other local options. The sales training she received was often superficial, focusing on high-level questions that failed to consider the holistic nature of the individuals
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,
AT TEA & TOAST,
EVERY INDIVIDUAL WHO
SEEKS ASSISTANCE LEAVES EQUIPPED WITH EDUCATION, VALUABLE RESOURCES, AND ADDITIONAL CONTACTS. involved. Over her years in retirement homes, she developed her own style and deepened her understanding of what mattered most to families and seniors, as well as the obstacles they faced. By the time potential clients toured with her, the primary challenge was often a lack of industry education. Many families lacked a background in senior living, resulting in stress and disagreements. Compounding this issue, families frequently struggle with the logistics of the next steps in their lives. Many would reach out to multiple homes—sometimes as many as twenty—only to be bombarded with follow-up calls, emails, and promotional materials. This overwhelming influx created anxiety, leading some seniors to postpone decisions until they faced crises, such as health emergencies that left them with limited options.
In September 2014, an opportunity arose for Amy to establish her own company. Although the navigation industry was new and uncertain, she felt a strong calling to provide families with the information, advocacy, and guidance they desperately needed. Within two months, Tea & Toast was operational, and she quickly began assisting her first clients. With dedication and passion, Amy 021
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gained traction in the field and has continued to thrive ever since. Empowerment Through Tailored Support The principle of "being helpful" is a guiding philosophy that Amy underlines within her team. This concept was shaped by her observations of families navigating the senior living industry, often feeling as though they were merely spinning their wheels without direction. At Tea & Toast, every individual who seeks assistance, regardless of their specific circumstances or whether they can utilize the consulting services, leaves equipped with education, valuable resources, and additional contacts. Amy has meticulously curated hundreds of resources over the years to ensure that families have access to the information they need. In instances where a client is seeking something not currently available, she takes the initiative to create it, demonstrating her commitment to providing tailored support and guidance. This approach reflects her dedication to empowering families during what can be a challenging transition. Circumnavigating Challenges Two significant challenges persistently faced and overcome in the industry are creating a new sector and bridging communication gaps. 1. Creating a New Industry The senior living advisory and navigation industry is still in its early stages, presenting difficulties in disseminating information to the public and establishing partnerships. For a long time, many doubted the viability of this industry; however, the mission has been clear: to expand its reach and influence. This is accomplished through the work at Tea & Toast, which serves as a credible and transparent resource. Additionally, the establishment of the Canadian
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Association – Eldercare Planners has brought together like-minded small business owners across Canada, united in their goal to assist families and seniors through their eldercare journeys in a holistic and respectful manner. 2. Communication Between the Private and Public Sectors Significant barriers exist between the public sector—encompassing hospitals, government home care, and long-term care—and the private sector, which includes retirement homes and family-funded home care. This division often leaves families with fragmented information, requiring extra effort to connect the dots to access necessary services. To address this issue, efforts are made to communicate and educate public sector colleagues about the workings of the private sector. Moreover, a strong understanding of the transitional processes within the public sector enables the team to effectively coach families through the complexities of the system. Considerate Advocacy In one notable case, Amy worked with a family facing the complexities of caring for a mother with advancing dementia, where communication among family members had broken down. The situation escalated as the mother began taking walks and forgetting how to return home, losing the ability to make sound decisions. This behavior posed a significant risk of wandering and added to the family's distress; she frequently left the stove on, necessitating her children to unplug it and provide meals regularly. The family was at their wits' end, unsure of how to navigate these challenges. When they attempted to discuss the dangers with their mother, she struggled to comprehend the risks and resisted the idea of leaving her home. When Amy arrived at their home to assess how best to help, the tension was palpable.
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DIVING DIRECTLY
INTO STRATEGIES WITHOUT FIRST ADDRESSING THE BASICS OFTEN LEADS TO CONFUSION, NECESSITATING A BACKTRACK TO CLARIFY ESSENTIAL TERMINOLOGY AND CONCEPTS.
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Through small talk, the mother gradually opened up about her feelings. She shared her attachment to the home she had shared with her husband, a place filled with cherished memories. Recognizing the significance of this emotional connection, Amy acknowledged her concerns, understanding that while shortterm memory was fading, longterm memories remained vivid. The mother expressed anxiety about moving, fearing she would not know anyone in a new environment. Amy took the time to discuss the obstacles and provide information about retirement living, validating the mother's feelings throughout the conversation. At the end of their discussion, Amy gently proposed, "Would you be willing to come on a tour so you can see what it looks like?" The mother's response was cautious: she agreed, but only if Amy assured her that she wouldn't be left there after the tour. Once they reached an understanding, the mother was willing to explore the new environment. After the tour, she felt excited and ultimately made the decision to move, alleviating the danger she had been facing and providing peace of mind for her children. This resolution also facilitated smoother communication among family members, transforming a challenging situation into a positive outcome. Compassionate Listening Amy believes it is crucial to listen attentively to the concerns and needs of clients and their families, recognizing that their journeys often involve multiple individuals. By understanding the perspectives of those involved and allowing
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space for clients to work through details and timing at their own pace, she empowers them in the decisionmaking process. This approach not only alleviates the overwhelm that families frequently experience but also fosters a sense of control and agency in a challenging situation. Through compassionate listening and support, Amy aims to create a more manageable and positive experience for all parties involved. Building a Strong Foundation In her approach to educating families about senior living, Amy always starts with a comprehensive industry overview. Establishing this foundational knowledge allows families to better grasp the complexities that follow, such as timing considerations, waiting lists, the nuances between public and private sectors, and specific strategies that may prove beneficial. Amy has found that diving directly into strategies without first addressing the basics often leads to confusion, necessitating a backtrack to clarify essential terminology and concepts. By prioritizing a structured educational framework, she ensures families are well-informed and equipped to navigate their options effectively. Empowering Readers on Their Eldercare Journey One of the primary motivations behind the publication—and subsequent republishing—of Amy's book, Breadcrumbs, is to reach a broader audience and provide essential information, strategies, and support to help individuals navigate their eldercare journeys more effectively. Recognizing that not everyone is prepared to engage directly with professionals, Amy designed the book as a resource to help readers become more comfortable with the concepts of eldercare. It serves as an educational tool that allows individuals to learn and explore these important topics from the
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comfort of their own homes, empowering them to take informed steps when they are ready. Anticipating Growth
needs intensify. This trend necessitates that existing homes reimagine their business models to accommodate a higher care demographic, adapting to the needs of the aging population.
In the next decade, Amy anticipates significant growth in the senior living advisory industry as it becomes an increasingly essential component of the senior living journey. With a rising number of seniors entering the system and more retirement homes being constructed, families will increasingly rely on private care options due to the scarcity of resources and long-term care facilities in the public sector.
Essential Advice for New Business Owners in a Challenging Industry
As the search for these options becomes more complex, a new generation of caregivers—primarily Millennials—will find themselves in the Sandwich Generation, juggling the responsibilities of raising children, working full-time, and providing care for aging family members. This balancing act leaves little time for research and minimal margin for error, highlighting the crucial role that advisory services will play in supporting families through these challenges.
Her key pieces of advice include:
Addressing the Rising Demand As previously noted, the senior living industry must significantly increase the number of retirement and long-term care homes to meet impending demands. Currently, there is an unprecedented surge in seniors seeking housing, with the influx being the highest on record. This ongoing wave, compounded by the reluctance to move during the COVID-19 pandemic, has placed considerable strain on the system.
Amy frequently offers guidance to new business owners, understanding the challenges they face, especially when entering a new industry. Drawing from her own experiences and missteps, she aims to provide valuable insights that can help others navigate the complexities of starting a business.
Invest in Professional Support: New business owners should prioritize securing a qualified accountant and lawyer. Mistakes in these areas can lead to significantly higher costs in the long run. It is crucial to have contracts and other important documents prepared by professionals. Establish Standard Operating Procedures (SOPs): Creating SOPs early in the process and updating them regularly is essential, particularly for streamlining the onboarding of new team members. Acknowledge Limitations: Amy highlights that no one is a wizard—unless, of course, they truly are! It is important to recognize that not every problem can be solved, nor can everyone be made happy. It's perfectly acceptable to decline inquiries from individuals whose needs may not align with the business, especially if such interactions impact mental well-being.
The situation worsens as the Baby Boomer generation enters the market, further overcrowding an already stressed system. Additionally, many seniors prefer to remain in their homes for as long as possible, opting for retirement living only when their care
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in all places where decisions are
Rewriting the Playbook
How Institutions Can Foster
Fale
Leadsh T
he face of leadership is evolving. No longer confined to rigid hierarchies and command-and-control frameworks, today's most effective leadership models are inclusive, agile, and emotionally intelligent. Yet, despite growing evidence that female leaders drive strong organizational outcomes, representation at the top remains lopsided. To address this imbalance, it's not enough to celebrate exceptional women who break barriers—institutions must rewrite the leadership playbook itself. Fostering female leadership requires more than policy tweaks or diversity checkboxes. It involves reengineering organizational culture, systems, and mindsets to create a landscape where women can not only enter but thrive, influence, and lead at scale. This article explores practical ways institutions can make that transformation. 1. Redefine Leadership Qualities Traditional definitions of leadership often prize assertiveness, risk-taking, and decisiveness—traits historically 028
associated with masculine styles. However, research from institutions like Harvard and McKinsey consistently shows that traits more commonly displayed by female leaders—empathy, collaboration, adaptability—are increasingly vital in today's complex business environments. Institutions need to broaden their lens on leadership. Performance reviews, promotion criteria, and succession planning should all reflect a balanced competency model that values emotional intelligence, team building, and inclusive thinking alongside strategic and financial acumen. By acknowledging that leadership can—and should—look different, organizations open the door for more women to be seen, supported, and selected. 2. Build Inclusive Pipelines, Not Just Diverse Boards One of the most common missteps is treating gender equity as an end-stage goal, often focused on board-level representation. While visible female
leaders do matter, equity must be embedded at every level of the talent pipeline. This includes early-career recruitment, mentorship programs, mid-level promotions, and senior leadership grooming. To do this effectively, institutions must audit their internal talent flow. Where are women dropping off? Are promotion paths clear and unbiased? Are caregiving responsibilities disproportionately penalizing female employees? Companies that have successfully closed gender gaps often invest in: • • • •
Targeted leadership development programs for highpotential women Flexible work policies that don't derail careers Returnship programs to reengage women after career breaks Transparent promotion criteria with accountability measures
Sustainable progress lies in building scaffolding that supports women from entry to executive levels.
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3. Create Cultures of Belonging, Not Just Access Women's underrepresentation in leadership isn't just about lack of opportunity—it's also about lack of inclusion. Being invited into the room is not the same as having a voice in the room. Many organizations still operate in cultures where women feel the need to adapt, assimilate, or outperform just to be considered equal. True belonging means creating environments where women are not only seen but valued for their distinct leadership styles and lived experiences. This requires courageous cultural introspection: How are meetings run? Who is heard? What behaviors are rewarded? Institutions must invest in bias training, inclusive leadership coaching, and employee resource groups that foster solidarity and feedback. Senior leaders must model vulnerability and allyship, signaling that difference is not a liability—it's a strategic asset. 4. Rethink Work-Life Balance Narratives
Redesigning work-life integration helps normalize diverse career paths, making leadership more accessible to those who don't follow a linear route—especially women who take career breaks or shifts. 5. Normalize Female Authority in Public and Internal Narratives Representation matters not only in practice but in perception. When leadership communications, marketing materials, or media engagements default to male voices, they reinforce the unconscious association between leadership and masculinity. Institutions must elevate female leaders across all platforms. This includes: • • •
The world doesn't need a few extraordinary women breaking through ceilings—it needs systems where every woman has a fair chance to rise, lead, and redefine what leadership means. Rewriting the playbook isn't about replacing one model with another. It's about building inclusive, dynamic frameworks that recognize leadership in all its forms. When institutions move from intention to infrastructure, from inspiration to implementation, they don't just support female leaders—they future-proof themselves for the world ahead.
Featuring women in keynote roles, panel discussions, and media Highlighting their achievements in internal communications Encouraging women to mentor and sponsor across departments
Visibility combats impostor syndrome, challenges stereotypes, and helps younger women imagine themselves in positions of power.
Work-life balance has long been positioned as a “women's issue,” with motherhood often portrayed as a barrier to leadership. But in reality, the structures and expectations of modern work are outdated for everyone. The pandemic showed us that flexibility, remote work, and asynchronous collaboration are not only possible—they can drive performance.
6. Make Accountability NonNegotiable
Institutions must destigmatize flexible work and view it as a leadership innovation, not a concession. When men and women alike can access parental leave, adjust schedules, or lead virtually, it removes the gendered burden from caregiving and allows leadership to emerge from a wider pool of talent.
Leaders—especially male allies—must be held responsible for driving inclusion in their teams. When fostering female leadership becomes a shared goal, rather than an HR initiative, it begins to reshape the institutional fabric.
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Conclusion: Building Systems, Not Stars
No playbook rewrite is complete without metrics. Institutions that are serious about advancing female leadership must track progress, publish data, and tie outcomes to incentives. This includes gender representation by level, pay equity audits, and retention rates for women in leadership.
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Marlena Kruger
Empowering Through Neuro-Integrative Education
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n today's digital age, the intersection of neuro-education and digital well-being has emerged as a critical frontier in addressing the challenges posed by technology on human development. This industry focuses on integrating neurological principles with educational practices to optimize learning outcomes and promote holistic well-being in individuals of all ages. Leading this transformative initiative is CEO and Founder Marlena Kruger, a visionary in the field with a background rooted in radiography and a doctoral degree in Neuro-education. Her pioneering work emphasizes holistic development through innovative neuro-integrative therapies, advocating for a balanced approach to digital engagement that prioritizes mental, cognitive, physical, and spiritual health. Under Marlena Kruger's leadership, MINDUNIQUE EDUCATION has established itself as a trailblazer in fostering healthy digital habits among students. Founded in 2015, the institute aims to empower parents, educators, and communities in managing technology's impact on learning and 032
well-being. Through initiatives like the TechnoLife Wise Foundation, Marlena Kruger continues to spearhead efforts that promote responsible digital citizenship and enhance the quality of educational experiences globally. Pioneering Neuro-Education and Digital Well-being
Marlena strives to educate and dispel myths around limited viewpoints on the unlimited development of human brains and bodies. She prefers noninvasive and drug-free neurointegrative moves and therapies, overdiagnosing neurological and learning disorders ("neurodiversity"), and prescribing medication.
Marlena originally qualified as a radiographer at the University of Pretoria. She worked for a short while in private practice before accepting a lecturer's post to start the National Diploma in Radiography at the Tshwane University of Technology in collaboration with private practices. She furthered her studies in education and received her doctoral degree in Neuro-education from the University of Johannesburg more than 25 years ago. Marlena loves people and is passionate about the optimal, happy, and healthy development of children (and people). She always focuses on whole-brain learning and whole-person development, emphasizing that human health and well-being include mental, cognitive, physical, and spiritual health.
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Marlena Kruger CEO & Founder MINDUNIQUE EDUCATION
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Recognizing the issue with students, Marlena understood it would be even worse for teenagers and younger children using screens in classrooms and at younger ages when their parents use these digital devices as babysitters. To address this, she founded the TechnoLife Wise Foundation, a ministry, in 2017. This foundation aims to reach out to schools and help educate parents, educators, and children on implementing strict boundaries when managing children's screen time. These boundaries are crucial for ensuring children's happy and healthybalanced development, enabling them to become thriving individuals who contribute to others' lives and their communities. In 2022, the Wait Until Grade 8 and No Phones at Schools campaigns were launched, followed by the establishment of the Association of Digital Well-being and NeuroEducation (ADWAN) in February 2024. Worldwide research publications confirm that generations are being degraded as happy, healthy, balanced humans when real-life learning and interactions with people and nature are substituted with flat-screen interactions. These screen interactions are linked to the underdevelopment and less integration of their senses, brains, and bodies.
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She started MindUnique Education in 2015 after realizing that students struggle to manage technology effectively. When students receive mobile devices like tablets and smartphones intended to support their learning, they often become more distracted and interrupted, and many become easily addicted. Despite older students having more mature brains with better executive functioning, concentration, focus, and decisionmaking, they still need help managing these wireless mobile devices purposefully and wisely.
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EMPOWERING INDIVIDUALS AND FAMILIES TO NAVIGATE CHALLENGES EFFECTIVELY FOSTERS LASTING POSITIVE TRANSFORMATIONS
Marlena is excited that the 2023 Global Education Monitoring report highlighted these challenges and recommended that learners not use digital technologies in classrooms due to their negative impact on academic performance and holistic development, health, and well-being. In November 2023, the United Nations in New York received the International Declaration for Children's Rights in our Digital Age. It confirmed that children need to be free from: • •
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Addictive platforms such as video games, the internet, and social media; Non-native, unnatural EMF radiation from cell phones, cell phone towers, Wi-Fi routers, and other wireless devices; Exploitation of their private information for purposes such as human trafficking, sexual grooming, and pornography.
Marlena believes that passivity and minimal action constitute neglect and abuse of children. Without radical and drastic actions to combat screen overuse and addiction, we contribute to the exponential increase in Virtual Autism, Electronic Screen Syndrome, and the ADHD pandemic. She is passionate about helping and empowering parents and children to navigate and make wise decisions regarding screen use and technology. This ensures children's optimal, happy, healthy-balanced, unique development and the health and well-being of families in the digital age. Marlena advocates for a cautious approach to embracing more technologies, given the adverse effects of problematic screen use on health and well-being. The average IQ of the human race, the strength of children's muscles, and the healthy development of human capabilities are declining. Despite the opportunities in the digital
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world, significant daily challenges and responsibilities also exist. Marlena uses assessment questionnaires, full-body quantum scanning, biofeedback tracking reports, Rife and other natural energy frequencies, ozone therapy, Life Wave technology (phototherapy), and natural therapies to enhance clients' overall health and well-being. Additionally, she develops and sells WoWe® EMF protective products to safeguard people against harmful, unnatural EMFs from cell phones, cell phone towers, Wi-Fi routers, and other wireless devices, including Bluetooth and Fitbit watches. WoWe®is an acronym for creating a World of Well-being. Balancing Techno-Life and Real-Life Interactions Nowadays, real lives are entangled with many more digital technologies than a decade or two ago. Previously, finding a work-life balance to prevent burnout was hard. Marlena also experienced burnout in 2011 and was o fffrom formal work for a year. Because so many digital technologies are integrated into reallife environments, it is essential to be critical and mindful of why, when, and how much time is spent in front of screens. This is often referred to as techno-life. One of the enormous challenges is minimizing screen time to ensure that real-life interactions are not replaced with unnecessary screen time that steals time for social interactions and physical development outdoors and in nature. More "green" time, ideally barefoot to ground oneself in nature, is crucial and is part of healing therapies to ensure thriving in the digital age. Due to the integration of technology into everyday lives, it is now an even
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bigger struggle to find the techno-life balance between living with and without digital screens and devices. Navigating the Human-Technology Tipping Point Marlena mainly focused on the key elements contributing to the scary concept of the human-technology tipping point, where humans risk becoming the robots of this world, replaced, managed, and manipulated by digital computers and screens in the cloud. It has been more than five years since her TEDx presentation, and this phenomenon is already becoming evident with the expansion of software programs' capabilities, including artificial intelligence (AI) functionalities. Without sufficient critical thinking about the negative impact of these innovations on human learning, healthy development, and well-being, more digital technologies are being embraced, bringing more associated wireless devices and an exponential increase in electro-pollution. This contributes to the rise in conditions such as Electro-Hypersensitivity (EHS), certain types of cancers in children and others, auto-immune diseases, screen addiction, and slower development of language, social, and physical skills. These issues contribute to the increased diagnosis of Virtual Autism (VA), Electronic Screen Syndrome (ESS), ADHD, Digital Dementia, and other symptoms. Doctors and therapists can easily misdiagnose these disorders without considering the negative impact and contributions of excessive screen time. They also see a drastic decline in mental health. In many cases, people degrade themselves by becoming dumb and numb, as flat as screens in their reallife interactions and relationships. In some instances, they are content to just
press another button, becoming too lazy to live as human beings who enjoy, celebrate, and explore everyday mercies and wonderful real-life experiences and opportunities. Empowering Families Through Neuro-Integrative Education Marlena's passion for helping others motivated her to launch the Institute. The primary objectives are to assist and empower educators, parents, and families through workshops, seminars, webinars, courses, and coaching. These interventions in learning aim to create lifelong opportunities in various formats, ensuring optimal, happy, and healthy-balanced development for babies, toddlers, and children in today's digital-driven world. The Institute implements several initiatives to combat screen addiction and other learning and neurological disorders, including Functional Disconnection Syndrome (FDS) resulting from problematic screen use. All courses are grounded in neurointegrative principles and promote holistic development, happiness, and health. Through coaching programs and HAPPY NEURO HEROES courses, the Institute helps reset and integrate children's brains and bodies. This involves replacing screen time with real-life sensory experiences, neurointegrative moves, natural therapies, healthy nutrition, and mindfulness practices. Inspiring Change in Digital Wellbeing Marlena does not seek accolades or rewards, yet she received a South Africa Leader's Award in April 2024. Working in the challenging space of advocating for changes in digital screen behaviors and replacing them with healthier real-life activities is not always easy. Marlena appreciates it
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immensely when her efforts in this integrative health and digital wellbeing field are acknowledged by people and organizations. Such recognition motivates her to continue sowing seeds despite opposition and sometimes hostile environments.
Marlena remains committed to empowering individuals and families to navigate these challenges effectively, fostering lasting positive transformations in their lives.
She firmly believes that transforming many negative digital behaviors can positively impact and potentially save lives, supporting the natural learning, development, and interactions of toddlers, children, teenagers, and families. Marlena attributes her successes to the strength and wisdom she receives from our Almighty God and Heavenly Father, who enables her to glorify His name and make disciples for eternity by opening doors to the right people at the right time.
Marlena advocates for raising awareness and educating communities about the challenges posed by increasing electro-pollution in everyday environments. She highlights the detrimental effects of negative digital behaviors, screen addiction, and excessive screen time on personal and child development in today's digital world.
Establishing Lasting Change in a Digital Age Marlena emphasizes the challenge individuals face in implementing lasting behavioral changes. She highlights the importance of sustained effort over a period of 21 to 60 days to establish new neural pathways in the brain, which are essential for embedding positive habits. According to Marlena, significant improvements in personal and familial well-being become noticeable only after consistently adhering to these changes for at least three to six weeks. Marlena acknowledges the difficulties encountered when trying to maintain these changes amidst societal pressures. She notes the influence of friends and family who may not support or understand these efforts, potentially discouraging individuals from pursuing personal growth in a digitally-driven world. She criticizes the pervasive advertising strategies of telecommunications companies that promote excessive data consumption and constant internet access as essential for happiness and health despite often delivering on superficial promises.
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Empowering Communities for Balanced Digital Living
Through MINDUNIQUE EDUCATION's Neuro Heroes courses, presentations, workshops, webinars, and coaching sessions, Marlena and her team empower individuals and communities to actively promote safer, happier, and healthier lifestyles amidst technological advancements. Marlena emphasizes the importance of critically evaluating screen time by asking whether it serves essential purposes like work, meetings, or education and whether it adds value to personal relationships and community engagement. Her mission is to ensure that individuals thrive in real-life experiences without compromising their health, happiness, and humanity due to the overuse of screens and exposure to harmful EMF radiation. Additionally, Marlena educates about strategies to mitigate EMF exposure and advocates for the effective use of WoWe® EMF radiation protective products. Transformative Success Stories a) A mother with a 7-year-old boy, initially struggling with video game addiction and excessive screen time since a young age, sought consultation and coaching sessions. His challenges included the inability to ride a bicycle, bullying experiences, poor posture, balance issues, and difficulty making friends at school. Undergoing a focused six-week reset and rebalanced program during school holidays, with subsequent follow-up and feedback sessions, resulted in remarkable improvements. His academic performance, social skills, and physical abilities flourished. Five years later, he
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REAL LIVES ARE ENTANGLED WITH MORE DIGITAL TECHNOLOGIES THAN EVER, EMPHASIZING THE NEED FOR CRITICAL ASSESSMENT OF SCREEN TIME.
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was selected as one of the Grade 7 leaders at his school. b) A woman experiencing severe Electro-Hypersensitivity (EHS) symptoms found relief with WoWe® EMF protective products after previous products from China proved ineffective. She praised the highquality, high-density WoWe® products for significantly reducing her exposure to EMF radiation and electromagnetic fields in both her work and living environments. Her positive feedback is documented in a Google review. c) A woman in her late seventies underwent a health quantum and biofeedback scan to identify imbalances in her body's organs and systems, alongside specific conditions and pathogens contributing to her health issues. Dealing with colitis and years of arthritis, she had been on various medications to manage symptoms and pain. Following the identification of root causes, she opted to purchase a frequency therapy machine for home treatment. This approach allowed her to manage her health independently, visiting for follow-up scans only. Her condition notably improved, enabling her to reduce her reliance on prescribed medications. Her testimonial also reflects these positive outcomes on Google. Empowering Global Digital Wellbeing Marlena focuses on expanding their national and international reach with purpose. She believes that their empowering programs, such as the HAPPY NEURO HEROES courses, will continue to attract students globally. Their neuro-integrative health and digital well-being services, delivered both face-to-face and virtually, are poised for growth as awareness grows about effective screen time
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management. Marlena emphasizes the importance of maintaining a healthy, balanced techno-life to ensure happiness and well-being for all, especially children who must thrive and develop optimally through neuroplasticity and epigenetics. Demand for MINDUNIQUE EDUCATION's WoWe® EMF protective products and electrosmog measuring services has already surged. Future plans include expanding product availability in retail and online platforms to meet increasing demand. Marlena aims for their products and services to educate and empower individuals and communities effectively. She advocates for responsible screen time limits, particularly for children, to foster natural development and real-life flourishing amidst digital advancements. Marlena envisions a more prominent role for the TechnoLife Wise Foundation, focusing on campaigns like Wait Until Grade 8 and No Phones at Schools and the Association for Digital Well-being and Neuro-education (ADWAN). Looking ahead, MINDUNIQUE EDUCATION plans to intensify efforts in presentations, webinars, and marketing strategies to raise awareness and promote healthy-balanced development, lifelong learning, and overall well-being. Balanced Living a) Establishing Healthy Screen Time Boundaries
b) Prioritizing Real-Life Interactions Over Screens Shift focus from digital interactions to meaningful face-to-face connections with family and friends. Emphasize eye-to-eye contact to nurture deeper, enduring relationships. c) Embracing Outdoor Physical Activities Incorporate regular outdoor exercises such as walking, sports, or playing with pets to stay active and enjoy nature's benefits, like sunshine, to produce vitamin D and integrative sensory experiences. d) Mindfulness in Real-Life Engagement Stay present in real-life moments rather than escaping into virtual spaces. Recognize the richness of physical experiences and their positive impact on overall well-being. e) Promoting Healthy Sleep Habits Practice sleep hygiene by avoiding screens at least an hour or two before bedtime. Ensure uninterrupted sleep of 7-9 hours by minimizing exposure to blue light and EMF radiation, promoting optimal rest for mental and physical rejuvenation. Ban all screens from bedrooms and switch o ffthe WiFi router during nighttime and when not using. Use network cables instead of wireless connections whenever possible.
Begin by critically assessing screen usage and distinguishing essential tasks from aimless scrolling. Replace passive screen activities with engaging real-life pursuits like board games, hobbies, reading physical books, and cooking to support development of well-rounded people and reduce EMF, including blue light exposure.
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