As noted in the new GEM Women's Entrepreneurship Report, women entrepreneurs are slightly more likely to report having sustainability strategies and practices than men. Entrepreneurs shouldn’t view sustainability as merely a box to check. It should be seamlessly integrated into every aspect of business operations.
WEO SAS, launched in 2020, provides continuous, affordable environmental analytics to municipalities, and regional and national governments, using satellite imagery enhanced by proprietary technology. Co-founders Imeshi Weerasinghe and Charlotte Wairion have integrated sustainability principles into the business in a number of ways.
1. Address a societal problem
The co-founders met at VUB University in Brussels, driven by a shared commitment to creating positive environmental change. They aimed to apply innovative research for the benefit of communities. During their studies, they recognized the crucial need for timely, affordable, and high-quality environmental analytics.
“Our motivation was about making an impact in cities and countries,” said Imeshi. “We both have children, and contributing to a sustainable future for them is a key driver for us.”
2. Monitor sustainability progress
WEO Water uses Vested Impact, an AI-driven platform, to review its progress on key sustainability metrics. The platform highlights both the company’s strengths and areas for improvement.
Imeshi advises new entrepreneurs to “think about infrastructure-related sustainability issues from the outset because it’s much harder to implement them later.”
3. Create a culture by leading through example
At WEO Water, all eight employees are deeply committed to sustainability. This focus extends beyond the company’s mission and is embedded in daily practices. For instance, the team avoids flying to events, opting for train travel instead. Employees either use public transport or walk to work, and plastic bottles are not used in the office.
“These aren’t formal rules, but they’re ingrained in our culture,” Imeshi explained. “Charlotte and I lead by example, and because our employees share our values, it’s easier to embed sustainability throughout the company.”
Imeshi also believes that having a co-founder is a significant advantage. “Two brains are better than one. In sustainability, having multiple perspectives can lead to even better ideas.”
4. Leverage programs
Imeshi encourages startups to explore accelerators that focus on sustainability. “These programs help you integrate sustainability into your company’s culture, systems, and processes.”
Imeshi also has advice for policymakers. Governments should incentivize startups to adopt sustainable practices. Additionally, they should explore new models for supporting social and impact-driven businesses, potentially through funding mechanisms beyond traditional grants.
Learn more about WEO. Access the latest GEM Women's Entrepreneurship Report.