In case study research of Jennifer Newman, owner of Young Lion Brewing Company, Sheri Lambert finds that Newman–and likely many other minority business owners–does not actively market her company as women-owned.
Lambert’s research indicates that Newman promoting her beer company as women-owned in a male-dominated industry would be an economically advantageous decision. Newman has an opportunity to reach women consumers, a sector of the market that has been historically excluded by beer branding.
Many business owners might not see their minority identities as economically advantageous. While discrimination remains a reality, Lambert’s findings indicate that the economic advantages to marketing a company as minority-owned outweigh this disadvantage.