Gender Lens Investing and Sustainable Entrepreneurial Marketing: A New Paradigm for Women-Led Startups
Abstract/Description
This study explores the intersection of Gender Lens Investing (GLI) and Sustainable Entrepreneurial Marketing (SEM) to assess their combined impact on the performance of women-led startups. As global economies increasingly prioritize gender equity and environmental sustainability, GLI has emerged as a strategic financing approach that empowers women entrepreneurs while promoting inclusive growth. Simultaneously, SEM practices enable startups to align their branding, communication, and operations with sustainability goals, responding to the growing demand for ethical and eco-conscious consumption.Using a quantitative research design, data were collected from 200 women-led startups across emerging economies. A structured questionnaire, adapted from validated instruments, was employed to measure perceptions of GLI, implementation of sustainable marketing practices, and indicators of business performance. The study proposes and empirically tests a conceptual model wherein SEM mediates the relationship between GLI and startup success. The findings reveal that GLI not only facilitates financial access for women entrepreneurs but also encourages the integration of sustainability values into marketing strategies. SEM, in turn, significantly enhances startup performance in terms of revenue growth, customer loyalty, and brand equity. These results highlight the synergistic effect of GLI and SEM, suggesting that investor emphasis on gender equality and sustainability can drive long-term entrepreneurial success.
Keywords
Gender Lens Investing (GLI), Sustainable Marketing, Women Entrepreneurs, Entrepreneurial Marketing, Startup Success, Sustainability, Inclusive Growth
Track
Marketing
Session Number/Theme
Marketing - Session I
Session Chair
Dr. Jawaid A. Qureshi
Start Date/Time
14-6-2025 10:55 AM
End Date/Time
14-6-2025 12:35 PM
Location
MCC -13 Ground Floor, AMAN CED Building
Recommended Citation
Jaweed, M. (2025). Gender Lens Investing and Sustainable Entrepreneurial Marketing: A New Paradigm for Women-Led Startups. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/100
COinS
Gender Lens Investing and Sustainable Entrepreneurial Marketing: A New Paradigm for Women-Led Startups
MCC -13 Ground Floor, AMAN CED Building
This study explores the intersection of Gender Lens Investing (GLI) and Sustainable Entrepreneurial Marketing (SEM) to assess their combined impact on the performance of women-led startups. As global economies increasingly prioritize gender equity and environmental sustainability, GLI has emerged as a strategic financing approach that empowers women entrepreneurs while promoting inclusive growth. Simultaneously, SEM practices enable startups to align their branding, communication, and operations with sustainability goals, responding to the growing demand for ethical and eco-conscious consumption.Using a quantitative research design, data were collected from 200 women-led startups across emerging economies. A structured questionnaire, adapted from validated instruments, was employed to measure perceptions of GLI, implementation of sustainable marketing practices, and indicators of business performance. The study proposes and empirically tests a conceptual model wherein SEM mediates the relationship between GLI and startup success. The findings reveal that GLI not only facilitates financial access for women entrepreneurs but also encourages the integration of sustainability values into marketing strategies. SEM, in turn, significantly enhances startup performance in terms of revenue growth, customer loyalty, and brand equity. These results highlight the synergistic effect of GLI and SEM, suggesting that investor emphasis on gender equality and sustainability can drive long-term entrepreneurial success.
