Marketing Women-Owned Businesses

Oct. 31, 2022

  • Profile Picture of Sheri L. Lambert


In case study research of Jennifer Newman, owner of Young Lion Brewing Company, Sheri Lambert finds that Newman–and likely many other minority business owners–does not actively market her company as women-owned. 

Lambert’s research indicates that Newman promoting her beer company as women-owned in a male-dominated industry would be an economically advantageous decision. Newman has an opportunity to reach women consumers, a sector of the market that has been historically excluded by beer branding.

Many business owners might not see their minority identities as economically advantageous. While discrimination remains a reality, Lambert’s findings indicate that the economic advantages to marketing a company as minority-owned outweigh this disadvantage.