Wal-Mart Encourages Women Entrepreneurs with new ‘Women-Owned Businesses Logo’

In 2011, Retail giant Wal-Mart pledged to pool $20 billion of goods from U.S. women-owned businesses by 2016.

In 2011, Retail giant Wal-Mart pledged to pool $20 billion of goods from U.S. women-owned businesses by 2016.

Consumers are more likely to purchase products that make them feel good about the fact that they are making a difference in the world. Retail labels across America’s are designed to appeal consumer’s preferences and values, be it ‘gluten-free’, ‘fair-trade’, ‘locally sourced’ or ‘organically certified’ or ‘made in America’.

Not long from now, shoppers will be able to have their hands on a product that dons a ‘women-owned’ label: a small, spherical symbol that will indicate that the company behind the product is woman-owned.

According to Bloomberg Businessweek reports, the new label which is a brainchild of two non-profit groups and Wal-Mart stores is designed to fetch consumer recognition of products provided by women-owned businesses. The new circular symbol will be clad on everything, right from lingerie to salsa and is most likely to hit the shelves this September.

Prince-Eason says she hopes the logo can inspire female consumers to act on a sense of solidarity.

Prince-Eason says she hopes the logo can inspire female consumers to act on a sense of solidarity.

In 2011, Retail giant Wal-Mart pledged to pool $20 billion of goods from U.S. women-owned businesses by 2016.

“People are looking for reasons to feel good about the company they’re buying from,” says Pamela Prince-Eason, chief executive of the Women’s Business Enterprise National Council.

Women’s Business Enterprise National Council and WEConnect International together, certidy businesses that are seeking contracts reserved for women-owned businesses. Any women-owned businesses that gain the approval from either organization can use the logo.

Lingerie brand Smart & Sexy and West Virginia-based Maggie’s Salsa are some of the women-owned businesses that intend on adopting the new logo. Prince-Eason believes more businesses are to follow: “I think there’s a very strong business case for having the logo on a product,” citing research from Wal-Mart where it was found that 90% of female shoppers seek out goods marketed by women-owned businesses.

It is a common practice amongst certain kinds of consumers to express their values while buying out products. In the past, campaigns that promote local shopping have always proven to be successful. An example of it: American Express says the Small Business.

It’s still a little early to determine whether women-owned logo businesses will snap value-driven consumers. Prince-Eason says she hopes the logo can inspire female consumers to act on a sense of solidarity.

Anna Domanska
Anna Domanska is an Industry Leaders Magazine author possessing wide-range of knowledge for Business News. She is an avid reader and writer of Business and CEO Magazines and a rigorous follower of Business Leaders.

Leave a Reply

Your email address will not be published.

Recent Posts

How Can CEOs Build a Culture of Innovation

How Can CEOs Build a Culture of Innovation

A healthy level of autonomy equips people with the ability to shape their environment. Pfizer’s Dare to Try initiative is a good example of how to create an innovative culture in
3 hours ago
The New Apple iPhone Concept Looks Waterproof

The New Apple iPhone Concept Looks Waterproof

The patent uses the word “moisture event” that can mean anything from a slight wetness to having the device completely immersed in liquid.
3 hours ago
Swiss Water Battery Gives Earth Lifeline In The Form Of Green Energy

Swiss Water Battery Gives Earth Lifeline In The Form Of Green Energy

Equivalent of 400,000 electric car batteries, the Swiss water battery is going to bring in stability in a great deal in terms of energy resources. The 900 MW ‘water battery’ wh
13 hours ago
Crypto Crisis Takes Down Crypto Advertising

Crypto Crisis Takes Down Crypto Advertising

With stocks crashing and inflation rising, the crypto crisis has turned acute, showing us that it is connected to the overall market. Analysts predict that the downturn will contin
13 hours ago
Warren Buffett Occidental Stake Balloons To Nearly 17 Percent

Warren Buffett Occidental Stake Balloons To Nearly 17 Percent

Warren Buffett Occidental stake sojourn started in February 2022 after he listened to an analyst’s presentation on the company. He soon started buying up Occidental stock warrant
1 day ago
July Fourth Fireworks – An Expensive Celebration With Inflation

July Fourth Fireworks – An Expensive Celebration With Inflation

According to the American Pyrotechnics Association (APA), overall costs to the industry are up 35%. Meanwhile, local businesses are trying to keep prices manageable so that people
2 days ago