Interview: On the mission of putting purpose over profit when doing business

August 18, 2022

Xenia Muether

VoiceHer CO-Founder and CEO Viktoria Elman, interviewed our founder Xenia Muether on the mission of putting purpose over profit and why those pillars are so important to her.

What initially inspired you to take Pink Orange in this direction?

“First of all, I believe that you are always going to do a better job if you’re working for something that is more than just a paycheck. Having a purpose is what really lets you thrive, so I always knew I wanted to run the business in a way that would allow it to be more than just another advertising agency.

How has your professional background led you here?

“I think the fact that I have always worked in the education sector definitely helped. It must be very different to sell a product like a face cream rather than something really life-changing like knowledge and skills. Also, I’ve been fortunate enough to work with some pretty inspiring people along the way who taught me that success isn’t really about money and titles—there are far more important things.”

Why are these core pillars important to you personally?

“Looking at my background and upbringing, on paper I probably shouldn’t have become a CEO. I grew up in pretty humble circumstances. My dad was a single parent, and my family isn’t traditionally academiconly a few of them went to university. I never really considered myself particularly smart, and I was really missing a female role model. However, in the end, I feel like I ‘made it’ and that’s down to a lot of factors. But I know it could have been easier if things were different growing up.

So now that I am in a position to do so, I really wanted to make sure we are meaningfully giving back and trying to help create long-term jobs for young people that might need a bit of a nudge in the right direction.

I think, all in all, it’s just about being grateful that things turned out the way they did for me, and now, as a business, hoping that we might be able to impact other people’s lives in a positive way.”

How important is it to you that your clients (and potential clients) share your business values?

“It’s probably one of the most important things! We are now at a point where we can be a bit more selective when it comes to our clients, and I am making sure we really are surrounding ourselves with like-minded organizations.

All of our clients are doing an incredible job in shaping a new era in education. They understand that education is changing and that it needs to be accessible and affordable. And in the long term, we need good, purpose-driven business leaders to run our world. We won’t be getting anywhere if we don’t have the right people creating a sustainable future.”

Tell us more about how Pink Orange is creating opportunities. Do you currently have interns working with you?

“We just took on someone through the Kickstart scheme the government offered to young people. Although this is just an initial six-month traineeship, we’re hopeful that it will turn into a full-time role. It’s really wonderful because this person will have worked with us from day one of their career. This brings lots of excitement, new ideas, and a renewed sense of ambition to the team.

Beyond this scheme, we make a point to hire contractors from countries that are facing economic crises, such as Venezuela. Creating jobs there, even if only part-time, is amazing, and the contractors we are able to work with are incredibly skilled too.

Going forward, I am looking to partner with more local charities to offer internships and career opportunities. Hopefully, we’ll be able to help get more young people in full-time jobs in the long run, whether it’s as simple as offering help with their CVs or giving them their first taste of a normal 9-to-5 job.”

How do you select the charities Pink Orange will support?

“We work with businesses all over the world, and I wanted to make sure they could choose from a list that contains organizations doing charity work in the countries where they are based. I also wanted to focus on charities that support kids who are less fortunate, in the hope that these children can go on to live amazing lives because they have gotten the support they needed.”

How have your current clients responded to the charity donations in their name?

“The feedback has been great! I think they were particularly happy about the fact they could choose a charity on their continent. I also want to believe it reassured them that we are the right agency to work with because we genuinely care about the bigger picture and not just the monthly retainer in the bank account.”

What do you hope Pink Orange will achieve in the next 5 years?

“I obviously hope the business keeps growing and taking on more amazing clients. I hope we make enough revenue to remain viable and to make a positive impact in the world. That might be by creating new jobs or launching our very own Pink Orange Charity. But most importantly, I want to build a happy team. I want everyone to enjoy coming to work and leave with a smile on their face. Because, at the end of the day, life happens outside of the office.

If we are able to create jobs, make a handful of people happy in what they do, inspire them to do good and to become kinder people because of that, what else could you ask for?”

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