A decade ago, a regional “Future 50” list of businesses to watch sparked a familiar debate: only a handful had any female leadership. The list was a snapshot of Norfolk enterprise, but the pattern it revealed is still visible across UK business awards today. Despite women-led businesses contributing an estimated £105 billion to the UK economy and making up around one in five SMEs, they remain underrepresented in high-growth rankings, investment leagues and award shortlists.
That matters because business awards do more than hand out trophies. They shape who gets noticed by investors, customers, mentors and the media. If the marketing around an award feels as though it is written for one type of founder, talented women simply do not apply. The good news is that small, deliberate changes to how you promote and design an awards scheme can transform the response. Here is what works.
1. Segment your marketing
A single press release sent to a general business mailing list is unlikely to reach women founders. Women are more likely to trust information that comes through their own networks, sector bodies and women-focused enterprise groups. Plan the campaign in phases: start with sectors where women entrepreneurs are strongly represented, such as professional services, health and social care, education, food and drink, retail and the creative industries. Tailor the message to each sector’s values and challenges, and use the channels those founders actually read.
Segmentation also helps overcome the common feeling that “this award is not for me”. When a founder cannot see her own business model reflected in the promotional material, she assumes the scheme is aimed at fast-growth tech start-ups or male-led scale-ups. Clear, sector-specific examples show her that her application is welcome.
2. Target women explicitly
It sounds obvious, but awards schemes that actively invite women to apply receive more entries from women. Use imagery, case studies and quotes from previous female finalists and winners. Feature women founders in your launch communications and make it clear that the award is open to all business models, not just those chasing a rapid exit.
Targeted outreach works. Programmes that have used women-specific marketing and female role models have repeatedly seen dramatic increases in participation. The lesson for awards organisers is simple: if you want women to enter, ask them directly and show them people like them who have already won.
3. Build a diverse judging panel
People tend to recognise success in forms that look familiar to them. A judging panel dominated by one demographic will unconsciously favour businesses that mirror that experience. In the original Future 50 case, eight out of nine judges were white men; the shortlist reflected that.
Today, inclusive awards schemes publish balanced panels with gender, ethnic, sector, regional and disability diversity. Make judge bios visible early so entrants can see who will be reading their application. Better still, offer an independent advisory group to review criteria and scoring before the campaign launches. Diversity on the panel is not tokenism; it improves decision-making and signals that the award genuinely belongs to the whole business community.
4. Watch your language
The words you choose carry assumptions. Criteria such as “potential for rapid growth”, “aggressive scaling” or “market domination” can alienate founders who are building sustainable, purpose-led companies. Research consistently shows that many women prioritise steady growth, resilience, social impact and long-term value over a fast sale.
Replace macho metaphors with language about innovation, contribution, sustainability and responsible growth. Frame questions so that a founder who has grown carefully, created local jobs or developed an ethical supply chain can answer them with pride. Inclusive language is one of the cheapest and most effective changes you can make.
5. Broaden the success criteria
Financial metrics matter, but they are not the only measure of a great business. A scheme that only rewards turnover, headcount or investment raised will miss community enterprises, social ventures, creative practices and care-led businesses, many of which are founded by women.
Broaden the criteria to include social value, environmental responsibility, supply-chain support, mentoring, job quality and contribution to the local economy. This does not lower the bar; it recognises that successful businesses come in many forms. It also aligns with the way public-sector and corporate buyers increasingly evaluate suppliers, so winners gain credibility beyond the awards ceremony.
Why inclusive awards marketing benefits everyone
Inclusive marketing is not about positive discrimination or ticking a box. It is about making sure that an awards scheme finds the best talent, not just the most confident self-promoter. When women see themselves reflected in the campaign, the judges and the criteria, they are far more likely to put themselves forward.
The result is a stronger shortlist, a more credible award and a bigger pipeline of visible female founders. With women-led businesses still receiving a small fraction of UK equity investment, awards remain one of the most accessible ways to raise a founder’s profile. Get the marketing right, and the whole enterprise ecosystem wins.
