Women in business: The funding piece - video

Women make most purchase decisions. Women-owned companies are starting to serve the female demographic. So how come the capital raise does not follow?

Todd Runestad, Content Director, NaturalProductsInsider.com

April 24, 2024

5 Min View

At a Glance

  • A lot of brands market to women.
  • Yet the investment capital does not follow.
  • Yet.

Women are motivated. They want to run companies. But funding does not follow — women-run businesses get a disproportionately low amount of funding. And for women of color it's "absolutely abysmal," according to Ola Lessard, a fractional CMO-for-hire and managing partner of Nine Muses Marketing, which helps women-owned brands better connect to their target audience.

"The products made by women who know what their customers want are not getting the funding," said Lessard, "That's a really big piece we need to solve for."

Lessard noted the many ways in which women-owned businesses are run differently than those run by men. More vulnerability. More collaboration.

And nothing brings success like more success.

Click to watch the video and some keen business insights from Lessard.

And for a deeper dive into the female demographic, check out the Nutrition Business Journal report on Women's Health. How do women’s attitudes towards health/nutrition vary from generation to generation? What are the motivations behind women's buying behavior? This meticulously crafted report combines comprehensive consumer survey data with expert analysis to dive into the top concerns and trends of an often-overlooked segment in the natural products industry: women. Click here to learn more about the new NBJ report.

Related:Marketers: 7 new woman-centric health conditions - video

About the Author(s)

Todd Runestad

Content Director, NaturalProductsInsider.com, Natural Products Insider

Todd Runestad has been writing on nutrition science news since 1997. He is content director for NaturalProductsInsider.com and Natural Products Insider digital magazines. Other incarnations: supplements editor for NewHope.com, Delicious Living!, and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still covers raw material innovations and ingredient science.

Connect with me here on LinkedIn.


Todd writes about nutrition science news such as this story on mitochondrial nutrients, innovative ingredients such as this story about 12 trendy new ingredient launches from SupplySide West 2023, and is a judge for the NEXTY awards honoring innovation, integrity and inspiration in natural products including his specialty — dietary supplements. He extensively covered the rise and rise and rise and fall of cannabis hemp CBD. He helps produce in-person events at SupplySide West and SupplySide East trade shows and conferences, including the wildly popular Ingredient Idol game show, as well as Natural Products Expo West and Natural Products Expo East and the NBJ Summit. He was a board member for the Hemp Industries Association.

Education / Past Lives

In previous lives Todd was on the other side of nature from natural products — natural history — as managing editor at the Denver Museum of Nature & Science. He's sojourned to Burning Man and Mount Everest. He graduated many moons ago from the State University of New York College at Oneonta.


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