Social Impact Heroes Helping Our Planet: Why & How Darlene Medeiros Of Essence Wedding Is Helping To Change Our World
An Interview With Martita Mestey
…I would start by integrating corporate sustainability as a means to adjust the entire culture and organizational processes towards sustainability. However, to be effective and avoid greenwashing, this needs to be at the core of any company’s business in today’s world and for those wishing to plan their future. Having a supply chain of suppliers aligned with this purpose is also crucial to minimize negative environmental impacts. Additionally, understanding the surrounding communities where the business or company operates… In my view, this is the path for companies aiming to achieve profitability while being environmentally responsible. This was the path taken by Grupo Boticário, a Brazilian cosmetics company which was the case study of my master’s dissertation in Administration, completed in 2023. To me, it is the best example that sustainability as a central value of a company works, provided that you have the entire leadership aligned with the issues I mentioned…
As a part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Darlene Medeiros.
Darlene Medeiros is an event organizer and co-creator of the Essence Wedding Event. She has over a decade of experience in the events market. Her main mission currently is to inspire others to adopt more sustainable practices, creating incredible events with a positive impact.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit. Can you tell us a bit about how you grew up?
I was born in São Paulo (southeastern region of Brazil). But at the age of 12, my family and I moved to the city of Curitiba, in the south of Brazil. My background is humble. My childhood and adolescence were marked by many episodes of financial problems at home. I mostly studied in public schools, and at the age of 14, I started being supported by a social project that allowed me to study English at a good school in the city, receive academic reinforcement, and assistance with educational materials. The name of this project is “Programa Bom Aluno” (Good Student Program), and through this initiative, I was able to attend a preparatory course with a 100% scholarship and gain admission to university. I pursued a degree in Economics, and with the help of this program, I graduated in 2004 from UFPR (Federal University of Paraná). I’ve always enjoyed studying and have had a restless and questioning mind.
You are currently leading a social impact organization that is making a difference for our planet. Can you tell us a bit about what you and your organization are trying to change in our world today?
We are actively engaged in implementing sustainable practices within event organization and production. Initially focusing on wedding celebrations, our journey has led us to recognize the imperative for a broader overhaul within the events industry. In Brazil, countless events occur each month with inadequate waste management and minimal environmental consideration. Our inaugural effort, the Essence Wedding Event in 2023, served as a wedding fair centered on sustainable practices, showcasing our commitment to minimizing the environmental impact associated with such occasions.
Through this initiative, we’ve exemplified the possibility of orchestrating inspirational events while concurrently reducing waste production. Alongside advocating for vendors to curtail waste and limit the use of plastics and microplastics, such as floral foam, we introduced composting solutions.
Looking ahead to 2024, we are in the planning stages for another iteration of our event. This time, we’re expanding our scope to collaborate with agricultural producers in our region, alongside buffet owners and pastry chefs. Our aim is to foster closer ties within the supply chain and mitigate the carbon footprint inherent in sourcing essential inputs for event food production.
Can you tell us the backstory about what inspired you to originally feel passionate about this cause?
I have been organizing events since 2013, and I have always been deeply concerned about the waste left behind after each event. Over the years, I have discussed this issue with some venue owners, brainstorming ways to minimize the waste generated, especially with items that clients purchase for single-use at events, or even exploring opportunities for recycling — after all, some people make a living from recyclable waste. However, the truth is that nobody wants to take on the extra work, especially when it involves additional costs. I carried this idea of resolving or improving this issue with me for years. In 2019, I attended a workshop on business trends, where Sustainability/ESG (Environmental, Social, and Governance) was presented as an essential value for successful businesses. It was then that I began to study and engage more with this topic. In 2020, the pandemic forced us to halt our activities and events. I started to think that I needed to consider a backup plan for my entrepreneurial career. That’s when I began a Master’s in Administration, and my research focus centered on the intersection of marketing strategy and sustainability. As I delved deeper into this research, I realized that many concepts could be applied to event production and organization. In 2023, the Essence Wedding was born through a partnership and collaboration with another event planner from Curitiba, Brazil.
Many of us have ideas, dreams, and passions, but never manifest them. They don’t get up and just do it. But you did. Was there an “Aha Moment” that made you decide that you were actually going to step up and do it? What was that final trigger?
The feedback we received after the first Essence Wedding event left me pensive. We often fall into the habit of doing things automatically. I say this because, for a long time, it made sense to me to be concerned about the waste generated at an event, for example. However, when we put this issue into practice and presented data on the negative impact events are having on our community, it was then that I became aware of the need to systematically raise awareness among both suppliers and clients.
In 2024, two events further solidified my belief in this initiative. Firstly, I was honored with a nomination for second place in the 2023 Curitibana Entrepreneur Award, specifically in the Socio-Environmental Impact category, for the Essence Wedding Event initiative. Secondly, Essence Wedding obtained certification as a Partner in the Invest Pass Program for the promotion of Sustainable Development in the State of Paraná during the period of 2023 to 2024.This all led me to believe that my initiative could go further than I initially thought.
Many people don’t know the steps to take to start a new organization. What are some of the things or steps you took to get your project started?
I believe that consistently monitoring the market and business trends is essential for those seeking to embark on entrepreneurial endeavors. I began delving into the concept of cool hunting, understanding how trends emerge, diligently noting down everything that piques my interest, and nurturing my creativity. I also advocate for exploring and engaging in events beyond our usual sphere of influence. This lesson became apparent to me a few years ago, and the most valuable insights for Essence Wedding stemmed from experiences outside my typical social and professional environments. Additionally, it’s crucial always to align your projects or actions with your personal values. Furthermore, continuous learning and research are imperative; innovation and adaptation are perpetual requirements for both our businesses and our lives.
Can you share the most interesting story that happened to you since you began leading your company or organization?
In 2021, still amidst the uncertainties brought about by the pandemic in the events industry, I participated in a Belief Wedding Creators contest, an international award for wedding planners, and ended up receiving recognition for adapting a wedding, traditionally celebrated, to a drive-in format. It was a way to avoid further postponement; I presented the idea and outlined the logistics for the couple, and they agreed to make the necessary changes. It turned out to be a wedding with a beautiful ceremony, and the photos from this wedding ended up on various international platforms. While I was immensely happy with the recognition, I found it surreal to see this wedding being published in such different cultures — Asia, Europe… Truly, love and marriage are a universal language. I felt proud to have been a part of it, especially considering the critical moment we were living through.
It has been said, that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake that you made when you were first starting and the lesson you learned from that?
Actually, the story I have involving a mistake is far from funny… One of the first weddings I organized, I had a serious problem with a supplier. The situation and atmosphere during the event were terrible. All because of a serious mistake made by a vendor whom I promptly removed from my contacts and my life as well. This incident made me realize the importance of having a high-quality contact list. Risking an event, especially a wedding, solely based on a supplier’s marketing is not advisable; their delivery history and feedback must outweigh any marketing claims. At that time, I also lacked a support network, nowhere to turn to try and resolve the issue. Today, I would have the resources to handle the situation without causing frustration for anyone, including myself.
None of us can be successful without some help along the way. Did you have mentors or cheerleaders who helped you to succeed? Can you tell us a story about their influence?
The truth is, my journey as an entrepreneur in the events market in Brazil only started to improve when I realized I needed someone to guide me. In 2017, I attended a course with an event organizer from whom I learned a great deal about excellence in all aspects of business and event projects; her name is Andrea Saladini. In 2018, I participated in a consultancy program that helped me reorganize all areas of my business with Alice Acosta from WB Consultoria. In 2020, I received mentorship from Gi Duailibe from Belief Wedding Creators, which greatly helped unlock my creativity in wedding project development. Also in 2020, I started a training project for the events market in Curitiba, in partnership with another event planner from my city, who is now my partner at Essence Wedding, Suelen Ceve. Suelen was invited to organize a bridal fair, and she ended up calling me to work with her on this event because she couldn’t handle it alone. It was with this invitation that I accepted right away, and I suggested including sustainability as a value proposition for the event. She agreed, and that’s how Essence Wedding event was born. Since 2022, I’ve been having discussions with Carol Busatto, and I’ve just started a mentoring program with her; she’s an expert in the New Economy, and with her help, I’m organizing the steps of this new professional phase in the sustainability field.
Are there three things the community, society, or politicians can do to help you address the root of the problem you are trying to solve?
We initiated dialogues with the government and institutions that can assist us with the regulation of waste generated at events; the current legislation is shallow and has loopholes. We need spaces for training on this topic within the events market; we need to raise awareness throughout the supply chain of products and services, as well as among the public, that sustainability at an event is much more than just avoiding plastic or separating waste. We know that it takes time to promote this transition of knowledge and practice within the market, but I believe we need to advance this agenda focused on the events industry. This topic is still vastly under-discussed, and worse, there is a lack of solutions available to meet the demand for more sustainable events.
How would you articulate how a business can become more profitable by being more sustainable and more environmentally conscious? Can you share a story or example?
I would start by integrating corporate sustainability as a means to adjust the entire culture and organizational processes towards sustainability. However, to be effective and avoid greenwashing, this needs to be at the core of any company’s business in today’s world and for those wishing to plan their future. Having a supply chain of suppliers aligned with this purpose is also crucial to minimize negative environmental impacts. Additionally, understanding the surrounding communities where the business or company operates… In my view, this is the path for companies aiming to achieve profitability while being environmentally responsible. This was the path taken by Grupo Boticário, a Brazilian cosmetics company which was the case study of my master’s dissertation in Administration, completed in 2023. To me, it is the best example that sustainability as a central value of a company works, provided that you have the entire leadership aligned with the issues I mentioned.
What are your “5 things I wish someone told me when I first started” and why?
I wish I had more knowledge in marketing when I started my first business; I had no chance of succeeding without understanding it or having the money to hire someone who could support me in that area.
Also, I wish I had understood that changing professions is okay when I was 25… I spent many years believing that the fact I graduated in Economics and worked in something unrelated didn’t diminish my journey or value as a person.
It would’ve been great if someone had taught me more about personal relationships; it took me a while to grasp the power of networking and being part of a community. I think this was a big missing piece during my school and college years. I also wish I had learned about personal image and body language communication in a more comprehensive way. I wish I had learned to envision a future that valued my own values rather than those of society, a trend, or an institution.
If you could tell other young people one thing about why they should consider making a positive impact on our environment or society, like you, what would you tell them?
Look at the challenges involving the SDGs and the 2030 agenda; therein lies a field of opportunities for innovation and the generation of solutions that will shape the companies and societies of the future.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
I am a Christian, and I love a passage from the Bible, which has become a frame here in my home office. I always hope for the best, even when facing adversities. I always hope to be pleasantly surprised:
“However, as it is written: ‘What no eye has seen, what no ear has heard, and what no human mind has conceived — the things God has prepared for those who love him’” — 1 Corinthians 2:9
Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂
I would love to have a conversation with Brené Brown; her TED talk on vulnerability had a profound impact on me. Now, I don’t miss any documentary or series she hosts. She is a woman with a message that every leader needs to hear and practice; she’s incredible.
How can our readers follow you online?
My Instagram and Linkedin @essenceweddingcwb and my website: www.essencewedding.com.br
This was very meaningful, thank you so much. We wish you only continued success on your great work!
Social Impact Heroes Helping Our Planet: Why & How Darlene Medeiros Of Essence Wedding Is Helping… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.