Championing women, purpose, and social care: Hannah Montgomery

As part of International Women’s Day 2026, leaders in Greater Birmingham share their thoughts on the power of reciprocity and support following this year’s theme of ‘Give to Gain’.

Hannah Montgomery, co-founder of Grace Cares CIC is a seasoned marketing professional and is on a mission to make care sustainable by supporting one million people through reuse, collaboration, and community support.

She talks about the need for an inclusive business ecosystem through collaboration, sharing, and championing on another.

What changes would you like to see for women in business in Greater Birmingham?

I would love to see more recognition and support for women leading purpose-driven organisations - particularly those tackling social and environmental challenges alongside building sustainable businesses.

Across Greater Birmingham, many women are driving change in sectors such as social care, sustainability, and community wellbeing, yet these businesses can sometimes lack the visibility, investment, or networks that help them scale.

Greater collaboration between businesses, local authorities, corporates, and community organisations could unlock huge potential.

That is very much the ethos behind Grace Cares - where partnerships help us rescue care equipment from landfill while supporting older people, unpaid caregivers, and care providers.

When women are supported to collaborate, share opportunities, and champion one another, the whole business ecosystem becomes stronger and more inclusive.

What is one action you could take to challenge gender bias or stereotypes?

One action that makes a real difference is opening doors for other women - whether that’s mentoring, making introductions, recommending women for speaking opportunities, or ensuring their voices are heard in rooms where decisions are made.

In social care particularly, women make up the majority of the workforce, yet they are not always recognised as leaders or experts.

I’m proud to contribute to the national Women Achieving Greatness in Social Care (WAGS) network and awards, which celebrate the incredible impact women are making across the sector.

By championing one another and creating spaces where women’s expertise is visible, we can challenge outdated stereotypes and inspire the next generation of leaders.

What is the biggest challenge you have faced as a woman in business and how did you overcome it?

One of the biggest challenges has been ensuring that purpose-led work is taken as seriously as more traditional commercial ventures. Organisations working in areas such as social care and sustainability are sometimes seen as “nice to have”, rather than recognised for the economic and social value they create.

The way I have overcome that is by focusing on evidence, partnerships, and measurable impact.

Through Grace Cares, we work with the NHS, local authorities, corporates, and community organisations to rescue care equipment from landfill and redistribute it to people who need it most.

Our work currently delivers around £4–£7 in social, economic, and environmental value for every £1 invested, demonstrating that purpose and business can work hand in hand.

This year’s IWD theme is Give to Gain. How will you give back to either your organisation or community to help drive more change?

For me, “Give to Gain” is about collaboration and sharing resources to create greater impact together.

Through Grace Cares, we work with partners across health, business, and the community to rescue care equipment from landfill and redistribute it to people who need it most.

Since launching, we have helped around 3,000 people and found new homes for more than 3,500 pieces of care equipment, alongside delivering sustainable activities, hardship grants, and community initiatives that support older people and unpaid caregivers.

Our mission is to make care sustainable and ultimately support one million people through reuse, collaboration, and community support. Our next milestone is to help 10,000 people by the end of 2028.

What’s one piece of advice you would give to women looking to succeed in your industry?    

Stay connected to your purpose and build strong networks around you.

Social care is a challenging sector, but it is also one where the opportunity to create meaningful impact is huge. Collaboration, curiosity, and confidence in your own expertise can open doors and create opportunities you might not expect.

Many women in the sector are doing extraordinary work every day. My advice would be to share your voice, support one another, and remember that leadership doesn’t always look the same - but it can create powerful change.

How has being part of GBCC helped support your business or career?    

Yes, being part of the Greater Birmingham Chambers of Commerce has played an important role in my professional journey.

Early in my career, I was honoured to win the Young Professional of the Year for Marketing award.

At the time, I was still developing my confidence and, like many women in business, experiencing moments of imposter syndrome. That recognition helped me realise that my ideas and contribution had real value.

The Chamber network has continued to provide opportunities to connect, collaborate, and learn from other businesses across the region.

That support has been incredibly valuable as I have grown my work within social care through both Golddust Marketing and as co-founder of Grace Cares.

It’s a reminder that when organisations champion emerging talent, it can have a lasting impact on confidence and leadership.