Wunderman Thompson announced the launch of Fund Femme, a new global database of women and non-binary businesses, aimed at addressing gender inequalities in the economy.

According to the agency, although they represent 50% of the population and have 80% of purchasing power, women make up only 33% of business owners. COVID-19 has dealt a blow to women-owned businesses, with start-ups founded by women receiving 27% less funding.

Likewise, women were a third more likely to work or own a business in a closed sector due to COVID-19 regulations last year. With the widening of the investment gap, small and medium-sized enterprises owned by women have become even more vulnerable.

The Wunderman Thompson Women’s Fund is designed to tip the scales and restore balance to the economy.

“Our economy does not represent us, and that must change. By providing a platform for women-owned businesses and non-binary people, we hope to raise awareness of the many amazing founders who are often overlooked. Said Oriel Irvine Wells, co-founder of Fund Femme and writer at Wunderman. Thompson United Kingdom.

“By thinking more about who we support when we spend our money and changing our buying habits accordingly, we can create real and lasting change and rebalance our economy. “

The global platform enables consumers to discover and shop for women and non-binary business owners in beauty, fashion, food, housewares, technology, health and wellness, travel, fitness, arts and culture, media and charity. Users can filter based on category, location, or tags that businesses have added to identify themselves.

“Following my passion for sustainability and skin care to start my own business has been one of the scariest but most rewarding things I have ever done. Being a female founder of a small business comes with its own challenges, but also feels like a community, ”added Rebecca Dallimore, founder and owner of skincare brand Scintilla.

“Being part of directories like Fund Femme not only helps promote our businesses, but also gives us a valuable network of connections that can be a huge source of support and inspiration. “

A core part of the platform’s mission is to celebrate and promote female founders, tell their stories and build support networks for business owners through an editorial hub on the website and designated Instagram @FundFemme. .

The goal is to create the world’s largest database of women and non-binary businesses – and entrepreneurs around the world are welcome to register and participate at www.fundfemme.com. Companies that join can be of any size, all that is required is that entrepreneurs share Fund Femme’s principles anchored in equality, ethics, honesty, passion and consideration.

“Only 3% of Venture Capitalist funding currently goes to women-owned businesses despite generating higher revenues on average. It is an imbalance that must change. We know the reasons why I could look at statistics all day long on the benefits of a balanced and representative economy, ”said Pip Hulbert, UK CEO of Wunderman Thompson.

“My hope is that Fund Femme, an initiative born from a group of smart, ambitious and passionate women, can be a part of this change, providing a platform for under-represented businesses to thrive. I urge everyone to think about which companies you know that can join the movement and how you are using your purchasing power to move forward. Each book plays a role in the change of scale.