ORLANDO, FL — During a gathering for the Society of Bakery Women (SBW) during the American Society of Baking (ASB) annual BakingTECH conference being held Feb. 15-18, keynote speaker Xochitl Cruz, VP of global operations Bimbo QSR and 2024-25 ASB board chair, addressed the impact of imposter syndrome on baking industry leaders.
Among her many achievements throughout her career, Cruz admitted that she has, at times, questioned herself in terms of being “worthy” of a job or position. For example, when she became the first woman in leadership for a particular bakery, the role came with not only responsibility but also fear.
“I was really struggling with fear and a sense of self-doubt,” Cruz recalled. “I remember telling myself, ‘I don’t know what I’m doing here.’ And then, I found out that many of my colleagues had felt the same. No one should feel embarrassed about having those feelings. We should feel open to discussing them.”
To achieve that goal, Cruz shared that overcoming imposter syndrome requires a collective effort from baking industry professionals and organizations.
“How can we do this together, in such a beautiful industry as the baking industry,” Cruz said. “How can we support each other?”
While the psychological pattern known as imposter syndrome initially applied to high-achieving female executives in male-dominated industries, the truth is that the gap between self-doubt in men and women is relatively small. According to an article published in the Harvard Business Review, 70% of individuals have experienced imposter syndrome at some point in their life. When broken down by gender, 62% of women said they have experienced it, vs. 56% of men.
“What is more interesting, though, is the impact it has,” Cruz said. “When we have imposter syndrome, we don’t feel like we have the skills to accomplish the job or sometimes to even make a career change.”
What’s more, feelings of inadequacy can lead to burnout. In the current era of workforce shortages and changing employee demands, burnout can be deeply detrimental to the commercial baking industry.
“It’s about professional men and women with high experiences who are willing to support and guide people who need it.” — Xochitl Cruz | 2024-25 board chair | American Society of Baking
In a recent poll of its LinkedIn followers, SBW found that 42% of respondents said that the challenge to achieve perfection is where they struggle the most in terms of imposter syndrome.
“When you’re constantly trying to prove yourself and give more than 100 percent,” Cruz said, “it’s going to lead to burnout.”
While many studies have shown that women in leadership roles will often compare themselves to men, the truth is that they’re comparing themselves to other women as well. This, Cruz said, is a big reason why those suffering from imposter syndrome — women, specifically — avoid taking risks and ultimately hinder their upward mobility.
Cruz suggested that overcoming these challenges must start with open dialogue that normalizes self-doubt. Whether it’s mentorship programs, leadership circles or formalized training, dialogue and transparency are vital.
“When we think about mentorships, it’s not only about women, but it’s also about men,” Cruz said. “It’s about professional men and women with high experience who are willing to support and guide people who need it. If we are not willing to have these open — sometimes difficult — discussions among women and men, then it’s not going to work.”
When professionals in the baking industry — regardless of gender or title — open themselves up to risk-taking and transparency, change can happen for the current workforce and next generation.
“Imposter syndrome is not going away, so we have to work on it” Cruz said. “We have to fix the system, not the people. We have to fix how we do things and the types of conversations we have. And we have to instill confidence by educating bakers to become the best they can be.”
For more information on membership and programs, visit the SBW website or follow the SBW LinkedIn page.
