Twelve years ago, Olga Liash moved from her home country Ukraine to the Netherlands, marking a pivotal moment in her journey toward creating a sustainable impact. From the start, she envisioned that true environmental progress could only be achieved by uniting all relevant stakeholders toward a common goal. Now a Dutch citizen, she balances her roles as a Business Director at DSM, a board member at CarbonFix, and a guest lecturer at Nyenrode Business University, advancing sustainability by bridging the three pillars of corporate, investment, and academia.
Rethinking sustainability: from charity to net 0
Olga: “I remember back in 2009 hearing that our company was making sustainable efforts by donating to save the dolphins. It made me curious about the bigger picture of sustainability. In the early 2000s it was still a separate set of initiatives rather than being holistically embedded into business strategy and operations. To date, this attitude changed a lot in a positive direction – every listed and often family-owned company now has a proper sustainability agenda. Yet, my appetite for the scale and speed of impact grew as well. I started seeing that the corporate world, due to its complexity, is not equipped to swiftly respond to the rising need for action. About the same time, an opportunity to join the board of CarbonFix came my way. Over 3 years of being with CarbonFix I can conclude that venture capitalists and family offices are much faster and more agile in giving support to purpose-driven companies, which have potential to make a significant impact. This is exactly the sweet yet highly risky spot that CarbonFix chose to operate in – supporting bright ideas related to carbon capture/mitigation in their seed or even pre-seed stages.”
Scientists turning into CEOs
“At CarbonFix, I assess the business models of start-ups seeking funding—how they’re structured, their profit model, and operations. Many founders come from academic backgrounds and need help developing their business skills. So, beyond funding, we support them in refining their approach, as well as connecting them with relevant players in the field that can further help them grow their ideas into impactful projects. Honestly, it’s such a thrilling sensation when we sign a funding deal and feel like we’re about to make a real difference.”
Capitalantropy
The pool of investors focused on both profit and sustainability is much smaller than those solely driven by profit. But Olga sees hope for sustainable start-ups: “More and more entrepreneurs are quietly directing a portion of their earnings toward the greater good. They don’t always talk about it—they just want to make a difference. I call it ‘capitalantropy’, where individuals and corporations use their capitalistic resources to benefit society.”
Connecting the dots
Global crises impact environmental issues as well. This comes close to home for Olga, literally, with the war in Ukraine: “Besides all the personal trauma, war affects nature tremendously. Ukraine is responsible for 35% of European biodiversity and is home to 70.000 rare species of plants and animals. Now, heavy metals and chemicals pollute the soil and water, and vast areas of land and forests are destroyed. It’s not just a Ukrainian issue—it impacts all of Europe. I don’t think we fully grasp the scale of this. I’m always thinking about how we can connect new technologies with the financial support available in Western Europe and bring it to Ukraine. But for that to happen, the war must end—it’s too unpredictable right now, both financially and physically.”
Be bold in the face of crisis
Crises remind us of the urgent need for new ideas and solutions that can tackle not only today’s challenges but also prepare us for the future. What’s Olga’s advice to future sustainable entrepreneurs? “Act on your ideas! Sitting behind a laptop thinking things through won’t cut it. Get out there, talk to people, and don’t get discouraged if they think your idea is too far-fetched. If you believe in it, keep going—someone out there will inevitably believe in it too.”
