As part of its strategy to empower women around the world and source more from women-owned businesses, Walmart has put in place a unique ‘Women Owned’ logo featuring on its retail packaging of products sourced from women-owned businesses, available both in-store and online.
Walmart supported the Women’s Business Enterprise National Council (WBENC) and WEConnect International, in collaboration with Rouge24 – a US-based women-owned graphics agency – to develop the ‘Women Owned’ logo. All women-owned businesses that are WBENC and/or WEConnect certified are eligible to display the logo on their product packaging.
“By sourcing more products from women-owned businesses, and making it easier for customers to identify those products at the shelf and online, we are empowering women and their families. We are excited by the power of business and retail in particular to increase women’s economic mobility,” says Kathleen McLaughlin, president of the Walmart Foundation and senior vice president of Walmart Sustainability.
Considering that women-owned businesses contribute over $1.3 trillion to the US economy and women are responsible for more than 80% of consumer decisions made globally, Walmart and the Walmart Foundation are committed to supporting and empowering women around the world. In September 2011, Walmart launched its Global Women’s Economic Empowerment initiative to improve the lives of underserved women and help women-owned businesses succeed and grow. As part of the initiative, Walmart committed to source $20 billion from women for its US business, while doubling sourcing from women internationally by 2016.