Small businesses are possibly more respected than ever before in the US today. A Citibank survey of more than 750 small business owners shows a modest increase in optimism from last year. While it’s just a start, it’s a step towards recovery from the recession. Small businesses today have stood the test of time, rode through the treacherous waves of a struggling economy and reached the other side.

This study also showed that 69% of small business owners use their own money to survive and 95% of Americans have a good feeling towards small business (Gallup, 2010). These statistics tell us a lot about the minds of Americans. It’s the commitment to success and willingness to sacrifice that has gained small business owners so much respect in a struggling economy.

Let’s take a look at how the small business owner has evolved into an American hero.

The Small Business Hero

The small business owner is a hero in today’s economy and is willing to sacrifice for his employees during tough times. The Citibank study shows that 78% of small business owners took last profit; 66% to pay employees during tough times. They were willing to take their own cut in salary in order to pay employees and to keep the business afloat. This passion and compassion resonates with the American people and it’s why small business owners are often seen as heroes in times of recession and economic downturn.

With this, we can see that small business owners are the cornerstone figure of American culture whom no one can help but love. We admire the small business owner and their tenacity to keep going, even when times are tough. This is what America was built on- making dreams happen.

So how does this emotional response to the small business owner convert to the advertising world?

Small Business and Advertising

How does this love and respect for the small business owner affect advertising? With many viewing the small business owner as a hero, some people might be psychologically more inclined to react positively to SMB advertising. They don’t have the hostility that some feel toward big brands and they don’t want big corporate mongers in their household and lives.

They are ready and eager to support the heroes of the local economy. This is wonderful news for small business owners who want to get the word out to the community and their target market about what they do.

You want your voice to resonate with the consumer and your brand to feel familiar and welcome. You want to reach the people who need it and build the community of trust. The time is right for consumers to feel an emotional connection to the small business owner and display ads are one method of increasing consumer awareness.

How can we help?

We provide ads to make you visible and facilitate that happening. Online ads are a great equalizer.  With Vantage Local, you can get the same placement on sites like the NY Times or as the national brands.

Example of this in action: Peacock Lounge on