The milestone of Elena Doms
Conferences becoming experiences
Conferences have inspired Elena, and have helped +EARTH+ get to where it is today. “Sharing our story on the stage of the ChangeNow Conference in Paris, for example, generated a lot of publicity and new partnerships. Stories are 20 times more memorable than stats, so a conference is definitely a more compelling way to convince people than having a business meeting.”
“Flanders is an interesting hub for conferences. There’s a lot of expertise and innovation to learn from in a very compact area.”
“This evolution towards storytelling is something I’ve been seeing at a lot of conferences lately. While speakers used to stick to a more traditional presentation style in the past, nowadays they’re really crafting compelling tales. Conferences are increasingly becoming experiences. They capture the hearts of people, not only the heads. The Love Tomorrow conference in Flanders is an excellent example. I’ve been to all three editions; it’s one of my favourite sustainability events ever. I think Flanders is an interesting hub for conferences because there’s a lot of expertise and innovation to learn from in a very compact area. And it’s really easy to do on-site company visits.”
“I’m not a natural-born entrepreneur. I just want to help build a better world.”
Entrepreneurship as a tool
Elena has a very clear vision on the impact she wants to make: “I want us to have healthy soils and food. That should be a right, not a privilege.” For her, entrepreneurship is a means to reach that goal. “When I was expecting my second child, I had pregnancy diabetes. Because I couldn’t find any chocolate pralines I was allowed to eat, I learned to make them myself and started a low-sugar chocolate brand. The enterprise was just a solution to fix a problem. That’s also how I look at +EARTH+. I’m not a natural-born entrepreneur. I just want to help build a better world. Because if I don’t take action, who will?”
