Campaign highlights struggles of being a female business owner

The “Shop Women-Owned NYC” campaign ran throughout the month of March, bringing attention to women-owned businesses in New York City. It aimed at acknowledging the struggles that women go through in starting up and maintaining their businesses.

The campaign was a partnership between American Express and women.nyc, a city initiative providing women with business advice and resources.

Taking place in March, which is Women’s History Month, the campaign posted advertisements around New York City for many women-run businesses to bring in customers looking to use those businesses.

The ads were placed on LinkNYC kiosks, bus shelters, individual storefronts and online. The campaign included an interactive map that could be used by people to find women-owned stores.

“With their passion and ingenuity, women entrepreneurs keep New York’s economy thriving and its neighborhoods unique,” Deputy Mayor Alicia Glen said in a statement at the launch of the initiative. 

She went on to say, “There’s no better way to kick off Women’s History Month than by launching the ‘Shop Women Owned NYC’ campaign. It will shed light on the hundreds of thousands of women retailers throughout the city and will drive traffic to their businesses.”

Women, however, continue to face many struggles in opening and running businesses in comparison to men, with less access to capital, information and mentorship.

Many women are also subject to pay disparities and are offered fewer opportunities in certain areas of business simply based on their gender.

According to the NYC Economic Development Corporation and the Department of Small Business Services, referenced on the NYCEDC website, New York City has over 350,000 women-owned businesses, which generate over $50 billion in revenue for New York City each year.

Because of the barriers exclusive to women in this area, many businesses run by women are smaller than those run by men, which continues to play into the stereotype of men being more capable in matters of business than women.

This initiative, as well as women.nyc, attempts to address and aid this problem by bringing awareness to the issues working women face.