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There has been much research published on the impact of, and need for, role models for women in business. In surveys undertaken by Women’s Enterprise  Scotland since 2014, role models are raised by respondents as a valuable resource in supporting women in business, as role models often report on having similar issues and challenges faced by women, either at start up or throughout their business development phase.

Stereotypical and negative images and media representations of women entrepreneurs can be damaging in several ways, as they not only have a negative impact on women who may be considering starting their own business but also on potential funders and business collaborators who may be influenced by such representations. Evidence suggests the importance of role models for the development (and aspirations) of women’s businesses is significant. In research undertaken by WES in 2017, the business support agencies  participating also pointed to the value and importance of role models.


As a key part of supporting women in enterprise, partners in the Framework are committed to -


  • Actively supporting Women’s Enterprise Scotland in the development and promotion of the Scotland CAN DO Women’s Ambassadors programme.

  • Identifying, supporting and promoting more ‘Womenablers’ and encourage and support more women into leadership roles.

  • Support businesses in taking up the Scottish Business Pledge which requires businesses to make progress on gender balance and diversity in the workforce and the boardroom.


The Women’s Enterprise Scotland Ambassadors programme features the stories of many women  entrepreneurs in Scotland.  Through this programme, WES seeks to inspire, motivate, engage and connect with women at the  start-up and growth business phases.


WES Ambassadors are available for media interviews, speaking engagements, and events in schools and universities. If you’d like one or more of the Ambassadors to get involved in your event or article, please contact us.

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