Shining a light on women-owned businesses

Retail businesses that are owned and operated by women have an option to distinguish their products to inform shoppers that the goods are made or supplied by a woman-owned business.

Non-profit organisations (NGO) Women’s Business Enterprise National Council (WBENC) and WEConnect International, with support by American multinational retail corporation Walmart, joined forces a few years ago to establish a unique logo for retail packaging of products from women-owned businesses.

The Women Owned logo brings consumer recognition of products provided by women-owned businesses on store shelves in the US and international markets. Women-owned businesses that are WBENC and/or WEConnect International-certified are eligible to display the logo on their product packaging.

Both NGOs focus on women’s business growth and they said creating awareness of these products can result in sales growth, increased consumer knowledge and loyalty — as it is a natural outcome of the visibility and promotion of the logo.

The Women Owned logo also taps into the buying potential of women as explained by Laura Rehbehn, senior manager, marketing, communications and brand management, WBENC: “Women make over 80% of all consumer-buying decisions globally. WBENC believes that creating awareness of these products can result in sales growth, increased consumer knowledge and loyalty.”

Walmart is one of the retailers that features women-owned business products identified by the Women Owned logo. There are over 12,000 WBENC-certified women’s business enterprises in the US.

Last year, WEConnect International announced a US$400 million commitment from corporate members to buy more from women-owned businesses over the next three years.

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