Help Women-Owned Businesses Make Their Mark

By Pamela Prince-Eason
June 27, 2014
Women in Family Shopping In-Store Shopping

Adding an extra item to your shopping cart may soon mean adding to the success of a woman-owned business.

When you see this logo identifying products made by women, supporting their efforts is as easy as making a purchase.

The logo, a collaboration between the Women’s Business Enterprise National Council (WBENC), WEConnect International and Walmart, was designed to make more people aware of the high-quality, unique products that are coming from these businesses. To qualify to use the logo, a business must be WBENC and/or WEConnect International certified, which means 51% owned, operated and controlled by a woman or group of women. Customers will begin seeing the logo later this year at Walmart stores, Sam’s Clubs and in other stores around the world.

According to a Walmart survey, more people want to know about these products. In fact, 90% of Walmart’s women customers in the U.S. said they’d go out of their way to buy merchandise made by women.

Based on the facts, that vote is for good reason. Women-owned businesses are key players in global economic development and sustainability. They contribute more than $1.3 trillion to the U.S. economy, and women are responsible for more than 80% of consumer decisions globally. It is important for women-owned businesses to have the same opportunities as their male counterparts in order to thrive and succeed.

At WBENC, we believe that this new logo will help support that. Not only will it let customers around the world know that they’re buying a product from a certified woman-owned business – it will also allow these businesses to continue to grow. By driving awareness of these products, their manufacturers will hopefully see a boost in sales, as well as consumer knowledge and loyalty.

We look forward to seeing how the new logo will help women-owned businesses drive new sources of revenue, deepen customer satisfaction and generate a stronger economy.

For details on how women-owned companies can receive certification, see www.womenownedlogo.com