What is the background of the Own Business Girl campaign?
On the International Women’s Day on 8 March, METRO published the 2nd part of its international “Own Business Study”. The first part, which was released in October 2017 on the occasion of the Own Business Day, focused on self-employed persons: What drives them? What are the hurdles in self-employment? The second part of the study focused specifically on women: How do they assess their situation? Do they feel disadvantaged? Do self-employed women mention different hurdles than salaried female employees? The goal of the Own Business Girl campaign was to draw attention to one important finding of the “Own Business Study“: In Germany there are still too many hurdles that prevent women from realising their business ideas – including lack of financial support.
And that is why every second female interviewee is dreaming of self-employment, but very few of them actually go down that road. For this reason, on the International Women’s Day on 8 March, METRO decided to give a special business card to all girls born in Düsseldorf on that day. It involves a cash investment in the amount of €2,000 that can be used as seed capital for their own business when they reach the age of 18.
What were the surprising or unexpected results of this study?
45% of the women dream of starting their own business but only 12% of them are convinced that it is highly probable that they will actually also make this dream come true. The main reason: lack of financial support (according to 49% of the respondents).
Women gave a variety of reasons for their wish to start their own business. The main motivators were self-advancement and self-determination; financial aspects were mentioned less frequently.
What are the learnings of this study?
There is a need for stronger support of female entrepreneurs. 80 % of the respondents – men and women – seconded political programmes to support female start-up founders and entrepreneurs.