Expert Tips For Running A Purpose-Driven Business With Abena Poku-Awuah

This purpose-driven entrepreneur is pioneering the events industry’s come back. Meet Abena Poku-Awua, the CEO and Founder of Purpose-Driven Business, Legacy Events Group and her new venture Legacy Marketplace. Abena Poku-Awuah is a self-proclaimed science nerd turned event organiser, who has dedicated her whole career to raising awareness of climate change and how to improve our environment and society for the better. Her upcoming new venture, Legacy Marketplace, is a modern way to deliver sustainability without compromising quality or ease.

That Ah-ha Moment…

My lightbulb moment came in 2016. Events bring people together, they are powerful mechanisms for facilitating change. They are important for companies to connect with their staff and wider stakeholders. Unfortunately, the Events team in a company are often left out of discussions that are happening at a corporate level, especially around sustainability. That creates a disconnect between what a company is saying to its audience and how their events are perceived.

Purpose-Driven Business Begins…

The idea for Legacy had been brewing in my head for a couple of years before I took the plunge. I took some consultancy work to keep myself afloat at first and went to as many events as I could to learn the ins and outs of the events sector. I know that starting a business can seem daunting and taking those first steps into the unknown is often the hardest part. However, many purpose-driven founders are driven by that exact thing, purpose, which can sometimes make those first steps easier.

Avoiding Greenwashing…

With heightened awareness around the climate crisis and with rising consumer pressure on brands to be cleaner and greener, we’re seeing a rise in ethical companies who are striving to do better. I often get asked; how do you ensure that your business is truly doing good and steering clear from greenwashing. So, here are my tips for fellow purpose-driven Founders to help ensure your business is making the biggest positive impact possible.

1. Start with people and the planet in mind

You’re a brand, you probably either sell products or services. It’s important to make sure that these are being created with people and the planet in mind. Make sure you know your supply chain or you know your suppliers’ supply chain and carefully select the ones which are having the least impact possible. You might not be able to know every intimate detail but just taking the time to explore their impact is important.

2. Be driven by your purpose

To be a truly purpose-driven Founder you must have a passion for what you’re doing. Often business decisions that put people and planet first are not always the most obvious and they often go against the grain, so having a true love of what you do is vital when times get tough. For me, I’ve always been a science nerd and the climate crisis is something I’m truly passionate about, so this has been the driving force behind me since I started.

3. Avoid overcomplicating, it reduces your impact

I know that sustainability can be confusing – there’s carbon, plastic, diversity – in fact, there are so many elements to social and environmental sustainability that sometimes it can get overwhelming. You won’t be able to tackle these all at once, so start by tackling one thing and doing this really well. Otherwise, you risk diluting your message and your impact.

4. Transparency is key

Transparency is probably one of the most important words in sustainable business. If you’re going to be bold with your messaging and truly stand for something then you have to be as transparent as possible with your customers, employees and stakeholders. Greenwash sucks, and people can spot it a mile off so make sure you actually practice what you preach. Hey, you won’t become a Patagonia overnight, but being honest and open is the first step.

Using your power for good and giving a voice to those who might not have one is vital.

– Purpose-driven Entrepreneur, Abena Poku-Awuah

5. Don’t be afraid to make a stand

The essence of being purpose-driven is having the confidence to stand up and speak out even when others aren’t. Using your power for good and giving a voice to those who might not have one is vital. We know that putting your head above the pulpit can often seem scary but leading the way for other brands to follow suit is one way to bring serious positive change.

Find out more about Legacy Marketplace and sign up for the free launch event on the 13th of April here. You’ll hear more about the product and services available, be given access to event planning hacks that will make your event more sustainable and see examples of sustainable event practices being applied.