The global economy is undergoing dynamic and unpredictable changes, influenced by recent pandemics and wars that have led to rising inflation and unstable supply chains. As monetary policies in many countries tighten, the potential for growth remains strong in technology and green energy sectors. In this environment, countries' economic resilience increasingly relies on the effective and sustainable utilization of human capital, emphasizing the need for women's involvement in business as a significant yet under-leveraged resource with enormous potential.

Societal attitudes towards women in entrepreneurship are shifting positively. According to recent data from the Novatore Gender Equality Barometer, 85% of the Latvian population believes that starting a business is equally suitable for both women and men. This statistic serves as a powerful indicator of changing perceptions, showing that stereotypes of male dominance in the business sector are gradually receding. At the same time, 77% of respondents acknowledge the importance of increased support for women's entrepreneurship to fully tap into its potential, signaling a collective recognition of the value women bring to the entrepreneurial landscape.

In light of these developments, the article argues that investing in women's entrepreneurship should not only be viewed as a social imperative but as a strategic economic choice that can foster innovation and growth in the long run. By dismantling barriers and providing targeted support, including access to funding, mentorship, and training, governments and organizations can enhance the economic contributions of women entrepreneurs, thereby enhancing overall societal resilience against global shocks and challenges.