How do you juggle many hats, navigate mission-aligned work and deal with imposter syndrome? Sonalie Figueiras spills all…
Meet Sonalie Figueiras, the unstoppable force behind Green Queen. As the mastermind behind this game-changing venture, she’s on a mission to shake up the sustainability scene with her media platform. Not only is she a veteran in the industry, but she’s also a sought-after speaker and trendsetter, spreading her wisdom across TEDx and Harvard Business School.
Despite her success, Sonalie also deals with imposter syndrome and limiting beliefs. In our convo, she gets candid about her entrepreneurial journey and events that led to her starting one of the biggest climate media platforms in the world.
5 things we learnt about Sonalie Figueiras, the founder of sustainability and impact media platform, Green Queen
#1: Green Queen was conceptualised due to her undiagnosed health issues
Green Queen came to life because Sonalie was dealing with health problems that doctors couldn’t put their finger on. Turns out, she was facing what she’d call “medical misogyny,” where doctors, often men, didn’t take her symptoms seriously ’cause she was a young woman of colour. They brushed it off as IBS, a generic diagnosis for feeling crappy with no clear cause.
Sonalie decided to take matters into her own hands by doing her own research. That’s when she discovered the connection between food, health, and the environment. She went down a rabbit hole, realising that what we eat and how it’s produced can mess with our well-being and the planet. She thought it was mind-boggling that she hadn’t been taught this basic stuff about her health. So she started a blog.
It quickly transformed into a media platform centred on health and green living and expanded globally. With the weight of Asia’s population and limited agricultural land, she felt the need for an Asian voice championing climate, sustainability, and future food systems.
#2: Working with disadvantaged communities shaped her journey
Back in her teenage days, Sonalie volunteered for NGOs, started a magazine called “Peace of Mind,” and delved into social and human rights issues. Her passion took her to South America, where she worked on public health projects in rural communities. They built floors, improved stoves, and constructed outhouses. It was hard physical labour, but the real gift was what she learnt from the amazing people she met. Living in Brazil, she taught in disadvantaged areas, witnessing the struggles and resilience of the women and children. In India, she found a much happier, upbeat community of people despite living in a slum.
This profound experience left an indelible mark, shaping her perspective on capitalism, global systems, and injustice. Growing up in the era of self-reliance, she confronted the harsh reality that these resilient individuals were far from lazy or unmotivated; they were simply victims of circumstance. As she later delved into the world of banking on Wall Street, she found myself questioning everything.
#3: She quit the financial industry as she struggled to find a job that matched her mission
Sonalie entered a university that churned out investment bankers. Back then, it was the symbol of success. She wanted to prove herself, and she did. But within six months of each job, she questioned everything.
“What was I really participating in?”, she thought. She felt conflicted, torn between the need for money and the guilt of privilege. “It’s like how many Gen Zers feel today, searching for a job that aligns with their mission and purpose. This struggle haunted me two decades ago, as I wrestled with the ethical dilemma of selling insurance to vulnerable individuals. I had to break free from that mentality, realising the pervasive ethics compromise in the financial industry, a topic we don’t discuss enough,” she adds.
#4: She struggled with catching up to the success of Green Queen
Sonalie’s biggest struggle is finding the courage to pursue her greater vision. “People don’t realise that Green Queen achieved success before I fully embraced its potential. I had other businesses and saw Green Queen as a side project, a missed opportunity that I regret. Now, others see me as ahead of my time, a climate pioneer in Asia. But internally, I battle feelings of failure and doubt,” she says. She sometimes wonders if she should have chosen a conventional career path for a picture-perfect life, but deep down, she knows it’s not true.
Now, she wants to change this perception, giving Green Queen the credit it deserves and recognising its impact. She says, “I really want 2023 to be the year that I fully give myself permission to go, ‘let’s rule the world’.”
#5: Sonalie isn’t looking forward to a time in her life when she doesn’t have to work
Aside from Green Queen, Sonalie also manages two businesses: Ekowarehouse, a sourcing platform for certified organic products, and Source Green, a company that sources 100% bio-based and compostable materials for businesses.
When asked how she juggles many hats, she stresses the power of having a great team. Success doesn’t come from working alone; it’s about building a supportive team. Delegation and finding talented individuals who share your vision are crucial. She has an incredible co-founder for Source Green, and together they shoulder the responsibilities.
She also loves working. “I find happiness in work and feel uneasy when I’m not working. Unlike those seeking a life of leisure, I thrive on interaction, learning, and juggling multiple endeavours. It’s not stressful for me; it’s my natural state of being.”
Learn more about Sonalie’s inspiring journey on Launchpad’s Good Business podcast episode.
