Whether caused by necessity or desire, the increased flexibility of women is also evident in the increased proportion of women starting up their own businesses. In 1990, 11% of all new business owners were women, in 1998 this increased to 17% and in 2008, 21% of new business owners were women (Rafnsdottir and Styrkarsdottir 2009:168). Across these differences, Julfusdottir et al.