Why aren't more businesses entering awards?
A 2025 survey of 400 UK business leaders revealed three major roadblocks:

1. Finding the right awards is confusing
With thousands of awards out there, many leaders don’t know which ones are credible, which are worth their time, or where to even begin. Finding the whole process overwhelming.

2. The process is too demanding
Even those who want to apply say the effort required, from interpreting vague criteria to gathering evidence and crafting a compelling story, takes hours, days and sometimes even weeks to complete. And most don’t feel confident in what they’re submitting.

3. It feels like awards are only for ‘certain’ people
From the perceived need to pay-to-win, to opaque judging panels and lack of accessibility for neurodivergent founders, the process often feels like it’s not built for everyone.

The impact of missing out
When awards are out of reach, individuals and organisations are missing out on vital tools for growth;

Credibility: Being “award-winning” builds trust with customers, partners, and peers.

Growth: Awards can attract new business, unlock investment opportunities, and boost recruitment.

Team morale: Recognising team effort boosts motivation and loyalty.

Reflection: Writing an award entry helps leaders reflect, refine, and document success.

Winning an award is about more than just trophies and winners’ posts on social media. It’s about confidence, progress, and visibility. And when access to that is limited, so is opportunity.

The problem isn’t ability, it’s accessibility
Our research shows that the core issue isn’t whether a business is worthy of winning, it’s whether the system is accessible enough to help them get there.

Business leaders told us:

“I don’t know what good looks like. I couldn’t tell you if what I submitted was any good.”

“It’s a week’s wage just to attend the event.”

“I’m neurodivergent. Some formats just don’t work for me.”

“If you’re not in with the organisers, you’re not going to win.”

So, what needs to change?

Four Ways Awards Can Become More Inclusive
There are four practical, powerful shifts that can help awards become more inclusive, trusted, and impactful for all:

1. Improved Transparency
Clear criteria, clear judging processes, and diverse judging panels will build trust with attendees.

2. Prioritising Simplicity
Simpler entry forms and alternative formats (like video or audio) support different communication styles and accessibility needs.

3. Real Human Support
Webinars, writing guidance, and peer support groups can dramatically increase confidence and quality of submissions.

4. Commitment to inclusion
Annual reviews of who’s applying, who’s winning, and who’s not, with actions based on what’s found will allow organisres to keep the system evolving.

The Future is Inclusivity
When business awards reflect the full diversity of our business landscape, we all benefit.

More recognition means:
More purpose.
More pride.
More progress.

So, the question becomes: How can we help more businesses get the recognition they deserve?

We believe it starts by asking the right questions, listening, and then building solutions that work for real people with real challenges.

You can read our White Paper to learn more on this topic, visit our website to access augustawards.com

If this resonated with you, or if you want to make awards more inclusive in your own industry, let us know - we’d love to continue the conversation.