When it came time to find a new bookkeeper for our business, we had two priorities: find someone who would genuinely take care of us and align our choice with our values by supporting a woman or minority-owned business. After a challenging experience with our previous provider, we knew this decision had to reflect both practicality and purpose.

Supporting women and minority-owned businesses isn’t about checking a box or making a feel-good statement. It’s about taking intentional actions that align with our values. When we prioritize these businesses, we contribute to stronger communities, foster economic equity, and amplify voices that bring fresh perspectives and innovative solutions to the table.

But how can you turn good intentions into meaningful support? Here’s how:

Be an Advocate, Not Just an Ally

There’s a difference between being an ally and an advocate. Allyship is often passive—it’s saying the right things without taking real action. Advocacy, on the other hand, requires effort. It means using your platform, resources, and influence to create opportunities and drive change.

Ways to Advocate:

• Highlight women and minority-owned businesses in your social media posts.

• Include a list of trusted businesses on your website as referrals.

• Leave thoughtful Google reviews to boost their visibility.

• Invite these businesses to collaborate on panels, events, or campaigns.

Advocacy can feel uncomfortable because it often requires challenging norms and examining biases. But the rewards—creating opportunities for these businesses to thrive—make the effort worthwhile.

Put Your Money Where Your Values Are

One of the simplest yet most impactful ways to support women and minority-owned businesses is intentional spending. Take a look at your current vendors and service providers: are there opportunities to choose businesses that align with your values?

Action Steps:

• Research local or online women and minority-owned businesses that offer the services you need.

• Partner with businesses that align with both your values and your quality standards.

• Share your positive experiences to encourage others to follow your lead.

Remember, this isn’t about charity. It’s about recognizing and celebrating these businesses' value to you, your community, and beyond.

Collaborate With Purpose

Collaboration offers a unique opportunity to create mutual success. Go beyond surface-level gestures and look for year-round ways to work together in meaningful ways.

Ideas for Collaboration:

• Partner on joint marketing campaigns that showcase shared values.

• Refer clients to women and minority-owned businesses in your network.

• Explore co-branded events or product offerings that highlight both businesses.

When done thoughtfully, collaboration isn’t just good business; it’s a powerful way to create lasting impact.

Understand the “Why” Behind the Work

Women and minority-owned businesses face unique challenges—from limited access to funding to systemic biases that make growth more difficult. Acknowledging these disparities is the first step to creating meaningful support.

How to Deepen Your Understanding:

• Listen to the stories and experiences of these entrepreneurs.

• Ask what they need instead of assuming.

• Educate yourself about the barriers they face and advocate for systemic changes that address them.

When you approach with curiosity and humility, you build trust and foster genuine connections.

Turn Words Into Action

Saying you support women and minority-owned businesses is one thing; showing it is another. You move from words to action through advocacy, intentional spending, purposeful collaboration, and understanding the bigger picture.

When these businesses thrive, our communities benefit from the diversity, creativity, and resilience they bring. Supporting them isn’t just a value—it’s an investment in a better future for everyone.

Let’s turn good intentions into meaningful change. Together, we can champion the businesses that make our world stronger, one action at a time.