A photo of crowd of people near a Toronto sign, representing crowds of Canadian women entrepreneurs
Photo by Vincent Albos on Pexels
Money News Briefs

New Logo Supports Canadian Women Entrepreneurs

Women Business Enterprises Canada Council (WBE Canada) is proud to launch Canadian Women Brand, a logo that will play an important role in the recovery and growth of Canadian women entrepreneurs. This logo identifies that a product or service is made or offered by a Canadian women-owned business.

Adapting during the pandemic

Women-owned businesses are key drivers of economic growth in Canada. They adopted changes to adapt to the pandemic faster than other businesses. In fact, over half (55 percent) of businesses majority-owned by women introduced new ways to interact with or sell to customers to adapt to the COVID-19 pandemic. This is compared with 49.7 percent of other businesses. Furthermore, over one-third (34 percent) of businesses majority-owned by women reported that they modified their products or customer services to adapt to the pandemic. Only one-quarter (27.4 percent) of general businesses in Canada did the same.

The lasting impact of COVID

Though this first set of data seems impressive, the actual impact of COVID-19 on women-owned businesses presents a concerning picture. 61 percent of Women owned businesses reported loss of contracts, customers and clients. In contrast, 34 percent of other businesses across Canada reported cancellation of contracts. COVID challenges impacted women in the workforce, particularly women entrepreneurs, to a greater degree. This includes sudden changes in childcare, education and eldercare.

“The challenging past year has disproportionately impacted women. It’s more clear than ever that women still face unique and systemic barriers to starting and growing their business. The support and targeted services offered by WBE Canada to empower women entrepreneurs and women business owners. The tools they need to succeed today, and in the years to come, are more important than ever,” said Mary Ng, Minister of Small Business, Export Promotion and International Trade.

“WBE Canada is steadfast in its commitment to the growth and success of Canadian women-owned businesses. The Canadian Women Brand Logo, as a visual tool, aims to identify goods and services made by and provided by verified Canadian Women Business Enterprises,” said Silvia Pencak, President of WBE Canada. “On behalf of Canadian entrepreneurs, I want to encourage consumers and buyers within corporate and government supply chains to support women-owned businesses.”

How to support Canadian women entrepreneurs

Canada’s women-owned businesses need support, and this is where WBE Canada’s Canadian Women Brand Logo steps in. Buying a product or service that features this logo directly contributes to the growth of women-owned businesses in Canada. Supporting them makes you a champion and helps you make a difference.

Opportunities range from personal shopping, gift baskets and event mementos to larger contracts and inclusion within your company’s supply chain. Next time you make a purchases, look for the Canadian Women Brand logo.

“Buying products and services made in Canada and made by women-owned businesses is essential to the economic stability of families and communities. It supports the recovery and growth of the Canadian economy.  The Canadian Women Brand Logo is a great initiative by WBE Canada. It’s a major step to identifying and supporting vital businesses. By consciously purchasing products and services made by women-owned businesses, local economies receive money and support. This makes the greatest impact,” said Maryse Benhoff, Chair WBE Canada Supplier Advisory Committee (SAC). 

Buying from Canadian women entrepreneurs is good for the economy. It’s good for our communities. It’s good for Canada.

Learn more about the Canadian Women Brand here.

About WBE Canada

Women Business Enterprises Canada Council (WBE Canada) is a Canadian non-profit organization working closely with corporations and governments advocating for inclusion of Canadian Women Business Enterprises (WBEs) in supply chains across Canada and abroad. To ensure diversity in supply chains WBE Canada works closely with its Corporate and Government members to provide necessary training and support to help establish and develop supplier diversity initiatives. Explore their Corporate/Government membership here.

Is your business majority owned, managed and controlled by a woman/women? Learn how to certify your business as Woman Business Enterprise.