Why Your Female Friends Don’t Support Your Business—and Why That’s Okay
By Maureen Adams, an ICF-qualified Executive & Career Coach and founder of Cumulus Coaching.
Have you embarked on your entrepreneurial journey brimming with purpose and excitement, only to be met with an unexpected silence from your closest friends? It’s a surprisingly common experience for woman entrepreneurs—and one that can sting.
The Betrayal of Silence
At a recent business event, one successful entrepreneur shared her heartbreak: her best friend not only didn’t support her food brand but actively chose to buy from a competitor. The betrayal cut deep.
Another entrepreneur, who sells handmade customised clothes, recounted a painful moment when her best friend’s partner openly criticised her website during a friendly visit.
The sting of these experiences is more than disappointment. It can shake your confidence and focus—especially when you’re giving everything to build your business. But here’s the truth: your friends aren’t obligated to be your cheerleaders, customers, or even your biggest supporters. And that’s perfectly okay.
Why Don’t Your Friends Support You?
A common reaction is to blame envy. And while envy might play a role, the reasons often run deeper.
For many, entrepreneurship is a foreign concept. It’s not that your friends lack ambition or courage—they may simply never have considered taking such a leap. Social conditioning, or what’s known as ‘habitus,’ plays a significant role here.
What Is Habitus?
Habitus refers to the way we perceive and respond to the world based on our upbringing and environment. For example, someone raised in a family of doctors might naturally gravitate towards a medical career. They understand the education required, the professional norms, and even how to discuss medical ethics over dinner.
Conversely, if your friends grew up in environments centred around traditional 9-to-5 jobs, your entrepreneurial ambitions might feel alien—or even threatening.
And let’s not ignore the societal pressure women face to compete—for grades, jobs, or recognition in male-dominated spaces. Supporting someone else’s bold move can inadvertently highlight insecurities about their own choices.
Why Their Support Isn’t Critical
Here’s a business truth every entrepreneur knows: not everyone is your target audience.
Your friends likely aren’t your ideal customers. The people who truly need your products or services will come from beyond your immediate social circle—and that’s a good thing. Keeping a boundary between your personal and professional lives can protect both.
Rather than dwelling on the lack of support from friends, focus on building a community of like-minded entrepreneurs. These are the people who’ll celebrate your wins, empathise with your challenges, and provide the motivation you need to keep going.
How to Handle the Lack of Support
1. Understand Their Perspective
You’re redefining your future, which can be intimidating for others. Change isn’t always easy to digest. Over time, as your success grows, your friends may come around. Until then, choose empathy. Acknowledge their perspective without letting it derail your progress.
2. Embrace Your Evolution
Your growth means your priorities—and time—will shift. Be upfront with your friends about these changes and reassure them that you still value their friendship. Personal and professional growth often go hand in hand, and with time, everyone adjusts.
3. Start the Conversation
If the silence or criticism hurts, open the door to honest communication. Share how you’re feeling, but also listen to their concerns. Friendships thrive on mutual understanding, and this dialogue might be what’s needed to rebuild trust.
The Rise of Women-Led Communities
Today, women are stepping into their power as entrepreneurs, creating networks and communities designed to lift each other up. Female-led businesses and support groups are springing up everywhere, proving that collaboration can triumph over competition.
As high-flying women, we can break free from the societal narrative that pits us against one another. Instead, we can mentor, uplift, and inspire each other to reach new heights. And who knows—one day, your friends might join you on this journey.
