Female sustainability and startups: analysis of the leadership in communication by women entrepreneurs in Spain and Portugal

Abstract

Introduction: Innovation in undertaking responsible and sustainable business models is currently at the top of the list of the European Union's priorities, in line with the Sustainable Development Goals set by the United Nations in its international Agenda expected to be reached by 2030. The creation and development of activities, projects, and companies aware of their impact on the planet in the short, medium, and long term, generate much more value when this leadership comes from a female entrepreneurial vocation, by enriching and optimizing the value of diversity in the management of resources, traditionally directed by the male ecosystem. Methodology: a methodological triangulation is applied through in-depth interviews with international key informants, analysis of digital contents in the regions of Andalusia (Spain) and Aveiro (Portugal), and the review of previous scientific literature. Results: The new Spanish-Portuguese startups are still mostly led by men, while the share of female entrepreneurial leadership represents 26.5% of the total sample. Discussion: although there is a wide range for improvement in presence and communication, women are increasing their entrepreneurial and innovative activity. In any case, co-responsibility with the community and care for the environmental legacy are still latent values for professional differentiation. Conclusions: The research highlights current international objective data on entrepreneurial corporate digital communication, providing a complete picture of the reality of women who are committing to business models whose mission, vision, and values are focused on sustainability.