The Power of Early Impressions

Tanya’s passion for sustainability was ignited in her formative years. Growing up near coal mines in eastern Ukraine, she observed how industrial waste gradually encroached upon natural spaces. Tanya recounted:

“I saw how bad industrialisation was claiming the forest where we played as kids. It was very visual and stuck with me.” 

These experiences planted a seed that would later grow into a mission to challenge the status quo of unsustainable business practices.

Earning a Platform for Change

Despite her early awareness of environmental issues, Tanya prioritised building financial stability before diving into sustainability. She explained:

“To change things, you need resources. My focus was to earn enough to support my family and eventually give back.” 

This pragmatic approach drove her to excel in e-commerce and technology, culminating in the successful sale of her business after eight years of growth.

Tanya described her corporate journey as both a learning ground and a stepping stone:

“I didn’t have a plan B. My only option was to make it work. That determination shaped my career and prepared me to take bigger risks later.”

Redefining Success Through Sustainable Business

After exiting her business, Tanya turned her focus to projects that aligned with her values. One such initiative involved promoting sustainable brands through vouchers and discounts.

“It was about creating an incentive for consumers to choose brands that make a difference.”

However, this endeavour revealed a critical challenge: defining sustainability in a way that avoids greenwashing. “How do you classify a brand as sustainable when so many use misleading claims?” she questioned, highlighting the ongoing need for transparency and accountability in sustainability efforts.

Navigating Challenges as an Entrepreneur

Tanya emphasised the stark realities of entrepreneurship, particularly in its early stages.

“When I started, I had £20,000 in the bank and no access to loans due to the financial crisis. We had to focus on monetisation from day one.”

Tanya’s advice to aspiring entrepreneurs is grounded in practicality: “Don’t just chase investment. Figure out how to generate revenue, even in small amounts. It builds resilience and gives you stronger negotiating power.”

She also reflected on the personal sacrifices required to balance family responsibilities with business ambitions. “I had three children, including a baby, when I launched my business. It wasn’t easy, but I believed in what I was doing,” she said, underscoring the importance of determination and focus.

A Vision for Systemic Change

Tanya’s journey from an underprivileged background to sustainable entrepreneurship exemplifies how business can be a force for good. Her experiences illustrate that impactful change often begins with small, pragmatic steps.

“We need to create systems where doing the right thing isn’t just idealistic but practical and profitable.”

Conclusion: Lessons in Resilience and Responsibility

Tanya Larsen’s story is a powerful reminder that sustainable business practices require more than passion—they demand perseverance, pragmatism, and a willingness to confront systemic challenges. Her journey demonstrates that success and sustainability can coexist when guided by clear purpose and thoughtful strategy.