There’s no denying that post-pandemic, female-owned businesses are on the rise. In fact, in 2021, women started 49% of businesses, up from 28% in 2019. That shouldn't come as a surprise when you think about the way women do business. Men tend to be very transactional when it comes to business. They focus on data and analytics, and place more emphasis on whether a product or service is a top seller over feelings. Most women are the opposite of that. We are relational and want to create a business that's purposeful, mission-driven, and that we’re passionate about.
When the pandemic hit and we were all isolated in our homes, we experienced a sudden loss of connection with people worldwide. During this time, people realized how important that connection was. We all craved to intereact with people again, not only with our loved ones but also with the people and companies we buy from. This was when many women stepped up and said, “I'm not just going to sell it to you, I'm also going to connect with you too."
Women are meeting the changing needs of consumers as we come out of the pandemic. Here's how:
1. Women Are Selling Differently
During the early days of the pandemic, so many of us turned to the online world to connect in one of the only ways we could. We watched videos, joined online groups, and took online courses. We turned to the internet for entertainment and information.
Many female entrepreneurs stepped into this space and filled that need for connection. As the owner of two businesses, Framed by Sarah and Launch Your Box, I was able to serve and sell online. I spent time cultivating relationships with our online audiences and shared my passions with them. So many of us experienced growth in our businesses as a result.
The pandemic changed us and our buying habits. More than ever, people want to be part of something bigger than themselves. They want to feel good about where they spend their money. Yes, we all appreciate Amazon’s ability to deliver what we need quickly and conveniently. But we also want to support the artisans and female founders who are passionate about what they do, and spend time sharing that passion and building relationships with their customers.
2. Women Are Creating Flexible Work Environments
Women have a way of looking at things differently as business owners. That perspective helps us in building teams and hiring employees. For example, during the pandemic, my number one goal was to figure out a way to keep the women I employed. During that time, many women across the country had to choose between homeschooling their children and keeping a job. The experience reframed our idea of work-life balance. Now, post-pandemic, many female leaders continue to adjust their companies for their employees, rather than the other way around.
Many women business owners are prioritizing positive work environments and cultivating a culture where women can find balance. It's not a nine to five anymore. In my business, we’re working from home, working during school hours, and taking Fridays off. I’m proud to create an environment that allows each member of my team to feel good about being a mom AND having a career or job.
3. Women Are Natural Adapters
Women wear so many hats in their daily lives. This natural ability to multitask serves us well in our roles as entrepreneurs. We are several steps ahead, can plan for what’s next, and are able to manage multiple priorities at the same time. We are natural problem solvers.
In many families, women act as the “glue” of the family, keeping everyone and everything moving in the right direction. We bring those same skills to our businesses. So much has changed since the beginning of 2020 and the way we do business has changed, too. The structure of our workdays, the role social media plays in our businesses, and the way we sell our products and services have all changed. As women, and especially as mothers, we can adapt to changing priorities and unexpected challenges at home. That flexibility served us well during the pandemic and continues to be an asset as we adapt to doing business in a post-pandemic world.
While none of us can predict what the future will hold, I believe a day will come where female entrepreneurs have outnumbered men. I don't know how long that will take, but the shift will come. As women continue to lean into who we are and what we can bring to the table, we will get there.
About the author:
Sarah Williams is the CEO and Founder of two 7-figure businesses, Framed by Sarah and Launch Your Box, where Sarah has worked with thousands of subscription box owners and those wanting to start a subscription box, providing in-depth training that takes them through each step of starting, launching, and growing their business. She is also the host of Launch Your Box Podcast, which launched in February 2021. Connect with her on Facebook @subboxwithsarah.