My Friends Don’t Support My Business
Starting a business is an exciting yet challenging journey. You pour your heart, time, and energy into something you truly believe in and sometimes you end expecting your friends to be your biggest supporters. But as this #DearRonke dilemma highlights when you launch your business and realise that your closest friends are not engaging, buying, or even acknowledging your efforts, it can be disheartening. It’s natural to feel disappointed, but before jumping to conclusions, it’s important to understand why this happens and how to navigate it.
One reason your friends might not support your business is that they don’t realise how much their support matters to you. Many people think that unless they are making a purchase, their contribution is insignificant. However, simple actions like liking, sharing, or commenting on your posts can help increase visibility and attract potential customers. Some may not be familiar with how social media algorithms work and how these small engagements can boost your business - trust me I have observed so many funny conversations where it really would seem that people just do not understand how social media works. They might not be deliberately ignoring your efforts, but rather unaware of the impact they could have on your business.
Another factor is that your friends may still see you in a personal context rather than a professional one. They know you as the person they hang out with, talk to, or joke around with, not necessarily as a business owner or entrepreneur. This perception shift takes time, and some people struggle to adjust to the idea of you stepping into a leadership or professional role. Instead of seeing your business as a serious endeavour, they might see it as just another project or hobby. But you should also try to remember that having friends who are separate from business can be a welcome escape from the grind. You don’t want to think about business 24/7 and you really don’t want to run the risk of burning bridges if for instance your business product or service falls short of expectations.
There’s also the reality that some people feel uncomfortable with the success of those around them. While true friends should celebrate your wins, not everyone does. Your ambition might unintentionally highlight their own fears, insecurities, or unfulfilled dreams. If someone is stuck in a job they dislike or hesitant to chase their own goals, they may distance themselves rather than support your journey. It’s not necessarily about you—it’s about them and their internal struggles.
In some cases, your friends might not be your target audience. Just because someone is close to you doesn’t mean they need or want your product or service. If you’re selling skincare products and your friends have different preferences, or if you offer business consulting and they’re not entrepreneurs, it’s unrealistic to expect them to engage as customers. That doesn’t mean they can’t support you in other ways, such as recommending your business to people who might be interested.
It’s also possible that your friends assume you don’t need their help. Social media can create an illusion that everything is going well, especially if you’re showcasing successes and milestones. They might think you already have a strong customer base or that their small action won’t make a difference. This is why communication is key—sometimes, simply expressing that you would appreciate their support can change their perspective.
Instead of focusing on who isn’t supporting you, shift your attention to those who are. Often, the strongest supporters of your business will be people you least expect—strangers, acquaintances, or online connections who genuinely believe in what you’re doing. Building a business is about attracting the right audience, not convincing friends to become customers. It’s okay if they don’t show up in the way you hoped; what matters is finding and nurturing the people who truly value your work.
If you want to encourage more support from friends, lead by example. Support their projects, share their wins, and engage with their work. People are more likely to reciprocate when they feel valued and supported. Additionally, make it easy for them to help—ask for specific actions like sharing a post, tagging a friend, or leaving a review. Many people are willing to support but don’t always know the best way to do so.
At the end of the day, your business success is in your hands, not your friends’. While their encouragement would be nice, it’s not essential for your growth. Keep pushing forward, stay focused on your goals, and surround yourself with like-minded individuals who uplift and inspire you. True support often comes from unexpected places, and as long as you stay dedicated, your hard work will pay off, with or without the backing of your inner circle.
In my #DearRonke series of videos I tackle challenging professional and business dilemmas. If you have a dilemma that you would like me to discuss please do not hesitate to reach out. If you are going through something in your business or professional life and need some advice/guidance my pick my brain sessions might be useful for you. Check out the details below and get in touch.
