Redefining equality, masculinity, and allyship

Voices of Viva is a conversation-style blog series that explores the “why” behind our mission through the lens of our team at Viva. Today, we’ll talk about redefining equality.

In Episode 5, we get to hear the story of Ricardo Blanco, who is known for his warm personality and sense of humor that has helped foster a sense of belonging for others at Viva. He joined Viva as the company’s first full-time male hire – an event that opened the door to important conversations around gender equality, representation, and identity. In this candid conversation, Ricardo reflects on his upbringing, experiences with bias, and his personal mission to be a voice for fairness in every space he enters.

“Gender equality should be the default”

Ricardo begins with a striking reflection:

“I don’t even like that we need the term ‘gender equality.’ It should just be the default.”

He explains that while the ideal world wouldn’t require labels or categories, we’re not there yet, so these conversations and the actions they spark are necessary.

“We still live in a world where true equality doesn’t exist. Until it does, we have to keep the concept alive and talk about it.”

Raised by women who led by example

Growing up, Ricardo was surrounded by strong, independent women including his mother, grandmother, and especially his sister.

“They didn’t just talk about strength. They lived it. They pursued what they wanted, spoke up, and held their ground.”

He credits this environment for shaping his worldview. Unlike others who need to learn about gender equality through books or seminars, he absorbed it firsthand by watching the women in his life challenge norms and stand tall.

Challenging stereotypes around masculinity

One recurring theme in Ricardo’s journey has been confronting societal assumptions.

“I’ve often been questioned for speaking up for women or for having close relationships with the women in my life. That came with judgment, sometimes even ridicule, but I didn’t let it silence me.”

In certain spaces, he was perceived as “different” simply for advocating for fairness. Rather than back down, he leaned in, voicing his beliefs with courage and consistency.

Machismo and the cultural context

Ricardo’s understanding of machismo is rooted in both cultural critique and empathy:

“Machismo is the outdated idea that men are somehow superior or more suited to leadership. I think a lot of it comes from insecurity about identity and a misunderstanding of what masculinity really is.”

He explains that in many Latin American households, women have had to step into roles that traditional norms may not have allowed, often out of necessity when men weren’t present or fulfilling their responsibilities.

“In some ways, women have been forced to be both the backbone and the engine of their families. That’s power, not weakness.”

Creating space for dialogue

Ricardo doesn’t shy away from hard conversations. But he’s strategic:

“I always ask myself: will this person actually be open to hearing me out? If yes, I engage. If not, I respectfully disengage.”

This thoughtful approach has helped him maintain his values while preserving his energy and relationships.

His sister: A role model in courage

Among the many influences in his life, Ricardo credits his sister as the one who’s inspired him the most.

“She speaks her truth. No matter who’s in the room. And she does it with intelligence and strength.”

As someone who naturally leans toward diplomacy and people-pleasing, Ricardo admires her ability to be bold and unapologetic. Her example has helped him challenge his own hesitation to speak up in certain circles.

Finding belonging at Viva

As the first male employee at a women-centered organization, Ricardo admits he had moments of uncertainty.

“Some people asked, ‘Why would you apply to a company that was built for women?’ But to me, that wasn’t a reason not to – it was a reason to be even more proud to be here.”

He found not only inclusion at Viva but a community deeply aligned with his values.

“Working at Viva has been a learning experience. I now understand, in a small way, what it feels like to be in the minority. It’s helped me empathize even more with what many women face in male-dominated spaces.”

Facing backlash and responding with grace

Ricardo opened up about comments and judgments he’s received for working at a women-led company. He acknowledges how tough it can be to navigate those situations, especially when they come from peers, but he stays grounded in purpose.

“It’s disappointing. But it also reinforces why our work is so important. The fact that people still question or criticize something like this shows how much more we need to do.”

Advice for a more inclusive future

When asked how Viva and companies like it can do more, Ricardo emphasizes visibility:

“We need to be louder about what we’re doing. Share our impact. Share our stories. Use voices like mine, and those from Voices of Viva, to show the world what’s possible.”

He believes that representation and storytelling can create powerful ripple effects for women, for allies, and for future leaders.

A vision for the future

Ricardo leaves us with a vision of hope:

“My utopian world is one where we forget gender was ever a source of division where equality is so ingrained that we no longer even need the word.”

Until then, he remains committed to using his voice and encouraging others to do the same.

Final reflection

Ricardo’s story is one of integrity, humility, and unwavering belief in the dignity of all people. He reminds us that allyship isn’t passive – it’s lived daily, in conversations, decisions, and the courage to stand up even when it’s uncomfortable.

His journey is not just a story of being “the first man at Viva.” It’s a story of empathy, respect, and rewriting the rules for what strength and support really mean.

Adnan Khan

Adnan is a Co-founder & co-CEO at Viva, where he oversees the People and Customer Success functions. Prior to Viva, Adnan was at Deloitte Consulting, where he was exposed to many key ingredients for his Viva journey, including executive assistants, Latin American talent, and remote work. Health and family are Adnan’s two biggest priorities outside of his career. He enjoys playing squash, running long distances, and cooking. Quality time is his love language and he likes to spend his time with his wife and son. Adnan writes frequently about leadership, delegation, and executive assistants on the Viva blog.