Ed Roth, owner of Stencil1 has found success using Facebook and Instagram. He advocates for small businesses to have a seat at the table in tech policy conversations in Congress
As Pride Month comes to an end we must continue to celebrate not only the strides made by the LGBTQ+ community but also their entrepreneurial spirit and contributions to the U.S. economy. LGBTQ+ businesses account for over $1.7 trillion in national economic impact and embody the innovation and resilience vital to our society. However, these entrepreneurs often contend with unique challenges, including limited access to resources and discrimination. As someone in the community who transformed a passion for design into a thriving business, I’ve seen how essential digital platforms are for overcoming these barriers and achieving success.
When I started my business, Stencil1, I originally just wanted to make a book of stencils. I made a prototype of 50 stencils in a book, took it to one or two publishers and although they liked it they said it would be expensive to make. So instead, I built a website, had the stencils made in quantity, and started selling them from my house. What started in the ’90s as a hobby grew into a thriving small business.
The e-commerce approach allowed me to connect with a community of like-minded individuals and expand my small operation into a broader market. Through social media platforms like Facebook and Instagram, I had the ability to create custom campaigns to reach specific audiences through targeted advertising. This has been a game changer and allows me to engage with customers who are genuinely interested in DIY, street art, and stencils. More site visits started converting into more sales than ever before. During Pride Month, I also used targeted advertising to help bring people to in person events.
Unfortunately, legislative discussions around consumer data that could significantly alter the digital landscape have not included the perspective of small business owners. While protecting consumer information is important, lawmakers should avoid undermining the advertising strategies that keep so many small operations afloat. We depend on targeted advertising to compete effectively with larger companies. These tools help me reach potential customers most likely to be interested in my products, ensuring my marketing budget is spent efficiently and effectively. They enable us to create targeted campaigns that resonate deeply with specific audiences.
With Artificial intelligence, targeted advertising is even more valuable for small businesses. It helps tailor ad content and identify audiences I never would have known existed. So as legislators look into regulating AI, they should reach out to local entrepreneurs and Main Street businesses before doing anything that could make these tools less accessible or impactful.
It’s vital that as laws are drafted, they are done so with an understanding of the diverse needs of the business community. I urge policymakers to engage with and listen to small business owners like me. I can provide valuable insights into how digital advertising has empowered me, not just to survive but to thrive. For these reasons, I take any opportunity I can to raise my voice and advocate on behalf of the community. I have been able to travel to Washington DC the past several years to speak to Senator Chuck Schumer’s and Senator Kirstin Gillibrand’s staff to advocate for the unique needs of small, digital businesses. The tools that social media platforms offer maximize the impact of every dollar spent.
The digital landscape offers an inclusive platform for those who might not have access to traditional business networks. It opens up opportunities for mentorship, collaboration, and community engagement, which are crucial for fostering entrepreneurship and innovation. As such, any limitations on the use of digital tools could disproportionately affect the communities that have historically been left out of economic opportunities.
As we reflect on the contributions of LGBTQ+ entrepreneurs during Pride Month and every month, we must also focus on crafting policies that support their growth and ensure their voices are heard. Balancing consumer protection with the needs of small business owners will require careful consideration and active participation from all stakeholders. Let us work together to maintain a vibrant, inclusive economy that benefits everyone.
Ed Roth is an artist, painter, graphic designer, DIY enthusiast, and the founder of Stencil 1. You can find Ed on Facebook and Instagram.