In the United States, small businesses represent much more than an economic engine; they embody innovation, local solidarity and the entrepreneurial dream. To celebrate them, Gusto launched the Gusto Impact Awards in 2023, a program that recognizes inspiring entrepreneurs and leaders in five regions of the country (Northeast, Southeast, Midwest, Southwest, and West). Each winner receives $50,000: $10,000 in cash to support their business, and $40,000 in local advertising to give them greater visibility.
The aim is to recognize those who, through their creativity and commitment, make a real difference to the lives of their employees, customers and communities.
Among the candidates for the 2025 edition is Lil' Marco and Friends, an independent publishing house founded by an American entrepreneur driven by the desire to make children's literature more inclusive. After a personal tragedy, she chose to transform her experience into a meaningful initiative: creating books in which every child can recognize themselves. Through its characters and stories, Lil' Marco and Friends celebrates diversity and self-esteem, while at the same time carrying out book donation campaigns in schools.
This year's winners, each in their own way, embody the positive energy that is transforming their communities. She Built This City, based in Charlotte, North Carolina, opens the doors of manual trades to women and young people who have long been excluded from these careers. By offering accessible and rewarding training courses, the company is restoring the confidence of people who might never have considered these professions.
Some 1600 km away, in Houston, Cranky Carrot Juice Co. is committed to healthier, more sustainable eating. The company offers fresh juices made from quality produce, and provides meals and beverages to people affected by natural disasters. In Miami, Florida, Radical Partners works with local entrepreneurs, associations and committed citizens to strengthen social cohesion and support victims of racism. Roaming Rehab, based in Denver, changes the daily lives of the elderly by offering rehabilitation sessions directly in their homes, an essential service for those who can no longer move around easily.
Finally, in Dallas, Mended restores professional dignity to survivors of modern-day slavery. The company offers them stable employment in the textile industry, helping them to regain the autonomy that will profoundly transform their future.
Founded in 2011 in San Francisco, Gusto helps more than 300,000 companies simply manage their payroll, employee benefits, human resources, and now employee retirement funding.
