Are you feeling the love? You should be. Americans give small business a resounding high five. In “Why Americans Love Small Business,” author Scott Shane, a professor of entrepreneurial studies, cites a 2012 Public Affairs Pulse Survey in which 88 percent of Americans view small business favorably.
The survey also found that Americans are so fond of small businesses they would support them over large companies even at a price increase. More than two-thirds (68 percent) reported they would rather do business with a smaller local company that may charge somewhat higher prices than with larger companies that may offer lower prices. Only 29 percent would rather do business with a large national company offering somewhat lower prices.
The Public Affairs Pulse Survey included 1750 adults living in the United States. Other survey results reflect similar data about the nation’s enthusiasm for small businesses. Gallup polls in 2010 and again in 2012 indicated 95 percent positive views of small business among Americans.
Here are some of the reasons Shane believes Americans love small business: 
- Small business owners live the American dream: Who better embodies the American dream than small business owners? Despite all the risks, they have the get-up-and-go to start their own company.
- Americans root for the underdog: Small versus large business – it’s David and Goliath played out hundreds of times all over America. Americans are lined up to cheer on the little guy who puts in long hours, works hard and is constantly faced with competition from deep-pocketed big business.
- Small business owners are honest and ethical: The Public Affairs Council survey indicated that 52 percent of respondents view small business owners as highly ethical. By comparison, only eight percent of Americans see CEOs of major corporations as highly ethical.
- Hold up the middle class: Americans credit small business owners with supporting the middle class. More than half (57 percent) of American voters think small business owners create more jobs – more than labor unions, the federal government or big business.
You’ve endeared yourself to the American public and rightfully so. Americans are putting their money on you to keep the economy ticking along and uphold deeply held values. It’s a lot of pressure, but you’ve proven you’re more than up for the task.