Women-owned businesses are thriving across Canada, but the way we talk about them often undermines their success. Terms like girl boss and mompreneur may seem empowering, but they can reinforce outdated gender norms, subtly diminishing the legitimacy of women in business. Similarly, while social media is full of calls to “support women-owned businesses” too often, this support remains symbolic posturing rather than meaningful actions. It can sometimes also take too narrow a view of the kinds of businesses that are typically women-owned.
intentional language
The language we use to talk about women in business matters. Words shape perceptions, influence decision-making, and uphold existing power dynamics.
Spur is 100% women-owned and Canadian. Co-founders Hilary Farson and Natalie Hill have seen how women entrepreneurs have been placed in a separate category for decades—one that often minimizes their expertise and leadership. Here are a few shifts we can make to the language we use when discussing women in business to ensure we give them the respect they deserve:
- Do say “business owner” or “CEO.” Avoid gendered labels like girlboss or mompreneur, which suggest that women’s success is an exception rather than the norm.
- Don’t describe women leaders as “emotional” or “bossy.” Instead, recognize their emotional intelligence, resilience, and strong leadership skills. Studies show that how we talk about women in leadership influences who gets funding, promotions, and recognition.
- Do use language that reflects leadership and expertise. Women business owners are not just “passionate” about their work—they are strategic, innovative, and highly skilled.
Our language can seem small, but it shapes larger narratives about who is seen as capable and credible in business.
intentional action
Additionally, women entrepreneurs need more than visibility—they need access to funding, resources, and structural support. Women-owned businesses receive less venture capital, loans, and procurement opportunities than businesses owned by their male counterparts.
Social media shoutouts and performative support during Women’s History Month don’t create lasting change—but funding, mentorship, and policy shifts do.
- Do provide genuine support by investing in women-owned businesses. If you are a buyer or investor, prioritize women-owned businesses through funding, hiring, and procurement decisions.
- Don’t stop at mentorship. If you are a director or manager, ensure you create access to leadership opportunities by sponsoring women entrepreneurs. Research from the Harvard Business Review shows that women are often “over-mentored and under-sponsored,” meaning they receive advice but not tangible support in securing funding or leadership roles.
- Do hold leadership accountable. Companies and organizations that claim to want to support women in business should be transparent about how they are actively closing gender gaps in funding, leadership, and pay equity.
Women’s entrepreneurship is not a niche; it’s a driving force in the economy. But language and bias still hold women back. To build better conversations about women in business, it is time to retire gendered labels that separate women’s leadership from mainstream business and challenge how we talk about women leaders.
At Spur, we believe that language and action go hand in hand. As we celebrate International Women’s Day, let’s move beyond gendered language, performative support, and biased leadership narratives. Let’s change our language to ensure women-owned businesses get the respect they deserve.
