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Supporting Women and People of Color-Owned Businesses

Supporting another’s success won’t ever dampen yours
women smiling

Transforming the shape of the corporate world means change at every level − and that includes buying! Supporting women and POC-owned businesses makes our communities stronger and promotes equality. With only 38.2 percent of businesses owned by women and people of color, the support of a large organization can make or break their success and the positive impact they bring.


Women and POC-owned businesses are less likely to receive venture capital funding compared to their counterparts. According to a study by Crunchbase, the percentage of venture capital funding received by women business owners fell from 2.8 percent to 2.3 percent in 2019. Additionally, Black and Latinx business owners received just 2.6 percent of venture capital funding in 2020. These businesses rely mostly on consumers to keep their doors open. Buying with these businesses not only keeps them up and running, but provides jobs for women and BIPOC.


Major brands and personalities are already advocating for more support, and bringing the lack of funding these businesses face into the public eye. Serena Williams, a recent guest at NEW’s 2021 Leadership Summit, created an early-stage venture capital fund, Serena Ventures, and has provided funding for women and minority-owned businesses. The organization has funded more than 50 companies in a multitude of industries. Rihanna and H.E.R have provided funding for Partake Foods, a vegan cookie company owned by Denise Woodard. According to Forbes, Woodard is the first woman of color to raise $1 million for a food startup, and her business is scaling quickly. And designer Tory Burch has created the Tory Burch Foundation to help female entrepreneurs succeed. The foundation has already granted roughly $25 million to woman-owned startups.


Businesses built by under-represented groups offer unique goods and services created from fresh perspectives. But supporting women and POCowned businesses means so much more than a unique business opportunity − it means doing the right thing, and building a thriving network of diverse businesses around the country that offer fresh opportunities to these communities.

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