Do “women owned” companies really believe they are going to get more business if they brag about being all female owned/managed?

[Anonymous]

I got a solicitation email from another local business (via a local business I own) that started out as:

We are operating in a field traditionally dominated by men……

The company really does exist and is local. It wasn’t a spammer in Uganda.

Normally I ignore these things. I don’t need their services but if I was in the market I would now intentionally ignore them because of how they presented themselves.

Anyway do women and/or minority owned businesses really think they are going to get more business if they brag and identify about being “intersectional”? Do they really believe that is a “qualification” customers will consider?

Sure they can bring up being “all women owned” in their about us section or something. But going around announcing it as a top qualification will likely drive some people away. I hire companies and contractors for their service abilities not their identities.

[lightbulb27]

Imagine saying "White male owned business".

exactly... like mind poison. Oh well... life is not fair is it...

I dont know but I try to look at the postive. There may be some that it gives hope and inspiration to, it's marketing, maybe it helps in that regards? Some people have to overcome a lot, I appreciate that kinda more. Like veterans that come out of war or those out of poverty and... immigrants. Survivors and thrivers...

[Asker]

A veteran made a conscious choice to do something noble. A minority or female was born that way. Huge difference there.

[lightbulb27]

valid point... usually. some were drafted but they are quite old now given fewer wars.

[Syntosi]

I dont see why not? A cheat code to marketing is to take something that is true about you, such as you coincidentally having a female owner even though that might not mean anything and then claiming that it makes you special. Its all about perception, it has nothing to do with reality.

[Asker]

If it brings them more business, fine. But I would be really surprised if it actually would work at then point if time. Many people are getting really fed up with “in your face” feminism.

[Asker]

*at this point in time

[Syntosi]

If people were tired of it then corporations, who is profit motivated, would stop pushing it.

[Asker]

Corporations are moving away from it. www.forbes.com/.../

[Syntosi]

I doubt it. There is a lot of talk about it but talk is cheap. As for actions, from what I have seen they are doubling down on at least appearing to be progressive.

[Asker]

The democrats pushed intersectionality for their entire 2024 election and brutally backfired. And politics is down stream of culture.

People are getting sick of this crap even though they might not outwardly say it.

Anyway I am not losing sleep over this silly solicitation email. But again I doubt their angle is gong to help their business.

[Syntosi]

From what I saw of the Harris campaign it was mostly about the economy though?

[Asker]

Yes it was. Economy was the number one issue. But pushing DEI and ESG been helpful for corporations when it comes to performance and profitability? Ask Bud light how that worked out.

Anyway I don’t want to go down the rabbit hole here. If a female owned restoration company thinks they can get more business by bragging they are “women owned” I wish them the best. But I doubt it’s going to work out well for them.

It would be a different sorry if they had a good reputation for their ACTUAL ability and then brought up being “women owned” after the fact.

[CupcakeTheDestroyer]

If you won’t shop there because of who owns it, then you’re not the target audience. Don’t worry about it, and definitely don’t pitch a bitch fit about it on the internet

[Asker]

I can tell you right now there are plenty of other men who feel the exact same way I so. They might pass up their services if these women go around proclaiming they are “women owned”. That means nothing. What we care about is competence and abilities to get the job done.

Sure these men won’t say that out loud or pitch “bitch fits”. They are not allowed to. People like you are proof of that.

But we will vote with our feet. And it’s already happening. Corporations are rolling back DEI because they are seeing it hurts profitability.

[CupcakeTheDestroyer]

Dude, plenty of people choose not to do things out of spite for being told to by an ad. You’re not the first, you won’t be the last

[Asker]

Fine. I will let them find out the hard way. This question isn’t about my own opinion anyway. It’s asking “is this approach profitable for them at this point in time”? I doubt it’s helping them.

[CupcakeTheDestroyer]

It probably is with the audience they’re marketing to which, again, is not you

[Asker]

They are a restoration company. Do you think lots of people looking to hire restoration contractors are worried if the company is owned by women vs men?

They sent me an unsolicited email through a quote request form on a local business website I own. That was an irritation to begin with. But bragging about being “intersectional” was just the icing on the cake.

[CupcakeTheDestroyer]

Yeah, it was an ad. They do that sometimes. Big whoop. Let them do their jobs and stop being all fussy about it

[Asker]

Nah I don’t regret complaining about it. In fact I am HELPING people like them by complaining about it. Reason being is many other people will just silently judge and reject their woke approach.

And for the record I have absolutely nothing against female entrepreneurs. All for it. But just quit expecting people to automatically place that as top qualification when it’s not. If anything it looks like you are over compensating for a deficiency. Especially when it comes to business decisions.

[CupcakeTheDestroyer]

Then name the business if you genuinely believe you’re helping people. Offer any identifying information

[Asker]

I am not going to name them publicly. But I am considering sending them an anonymous email/letter about their approach. It’s not about me complaining or worse about “misogyny”. They need to prove they offer good services first. Impress people and THEN maybe bring up there are women owned in a male dominated industry.

Constructive criticism

[CupcakeTheDestroyer]

I’m sure they’ll appreciate that

[OddBeMe]

Maybe. As a business owner you market anyway you can. My business is run by trannies, Mexies, or former battered wives. Depending on who's asking!

[Asker]

Yeah I’m not saying they can’t do what they are doing. But I am asking, does it really help them to advertise themselves like that?

I have nothing against women owned businesses of course. But I care about if they can get the job down right and an affordable price.

[OddBeMe]

I'm pretty sure this doesn't override capitalism.

[msc545]

They get special deals from the government and other businesses.