Small Business Week gives us a chance to step back and recognize what truly drives Iowa’s economy — and what sustains it.

The numbers are compelling. 99.3% of Iowa businesses are small businesses, employing 637,557 Iowans–nearly half of our workforce. Even more encouraging, these businesses added more than 12,500 net new jobs in the most recent year.

This is not just economic activity. It is momentum.

And it is increasingly diverse. Women now own more than 103,000 businesses in Iowa — 43.4% of all businesses statewide. Minority-owned businesses, including Hispanic-owned firms, continue to grow and expand their role in shaping Iowa’s future economy.

But numbers alone don’t explain Iowa’s strength.

What sets our marketplace apart is something less visible — but more powerful. Trust.

In a state where small businesses dominate, transactions are personal. Reputation is not built through national advertising campaigns — it is earned over time, through honest work, clear communication, and standing behind what you promise.

That trust, however, does not happen by accident. It is built — and sustained — by both sides of the marketplace.

Businesses play their part by operating transparently, honoring commitments, and treating customers fairly, especially when challenges arise. The strongest businesses understand that long-term success is rooted not just in what they sell, but in how they serve.

Consumers play a role as well. By supporting reputable businesses, asking informed questions, leaving honest reviews, and holding businesses accountable, consumers help elevate standards across entire industries. Where consumers demand integrity, better businesses rise to meet that expectation.

This shared commitment creates a virtuous cycle — one where trust becomes not just a value, but a competitive advantage.

In Iowa, we see that advantage every day. It is reflected in the resilience of our small businesses, the loyalty of their customers, and the continued growth of our local economy.

Organizations like the Better Business Bureau exist to support that ecosystem — to help identify businesses that meet high standards, and to give consumers confidence in the decisions they make.

But ultimately, the strength of Iowa’s marketplace does not belong to any one organization. It belongs to the thousands of business owners who choose to do things the right way — and to the consumers who expect nothing less.

As we celebrate Small Business Week, we should recognize that trust is not just part of our economy. It is the foundation of it. So, support a small business today. Demand honesty and transparency. And in the process, grow Iowa.

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Chris Coleman is the president of the Better Business Bureau serving Greater Iowa.