In the relentless pursuit of gender equality, true champions emerge. Colleen Larsen, affectionately known as “Col,” is one such luminary. As the Chief Executive of Business Engage, she stands as a beacon of leadership and groundbreaking innovation in the critical domain of gender mainstreaming. With a career spanning 28 years in the financial services market, Colleen’s dedication to fostering the sustainable advancement of women in both the corporate and entrepreneurial sectors of South Africa has earned her widespread recognition and respect. Her pioneering initiatives have empowered countless leaders and set new standards for gender inclusivity in the workplace.
As an expert in gender mainstreaming, Colleen started the Gender Mainstreaming Awards in 2013 to celebrate and encourage the meaningful representation of women in the business landscape. The awards have experienced remarkable success, attracting over 2,200 participants in 2020 and 8,000 virtual attendees in 2021. In 2023, the awards expanded their reach through online streaming from East and West Africa, attracting 5,800 virtual participants and hosting in-person events in Johannesburg (500 attendees), Nairobi (300 attendees), and Accra (100 attendees).
Colleen’s influence is profound and far-reaching. Her leadership philosophy, rooted in ethical practices, innovative solutions, and a deep commitment to change in the way business is done by using 100% of the talent available, has driven the company’s success and elevated industry standards. Her journey shows how personal values and professional aspirations can seamlessly intertwine to create a lasting impact.
Redefining Success
Colleen’s philosophy emphasizes that true success lies in fulfillment, not just financial gain. “You can have the biggest pot of money but not feel fulfilled,” she asserts. This principle guides her leadership style and personal goals. While acknowledging the value of financial security, Colleen prioritizes the importance of feeling content and making a positive difference. She defines success as inspiring change and leaving a lasting legacy.
Overview Business Engage
Since its inception in 2005, Business Engage has been a vanguard in promoting gender mainstreaming within the private sector. Collaborating with 115 companies across the African continent, this dynamic organization spearheads initiatives centered around diversity, inclusion, and belonging.
Leading Business Engage
At the helm of this impactful venture is Colleen, a prescient leader who recognizes that her aspirations are only as powerful as the collective effort. “A visionary without the involvement of people on the ground is meaningless,” she emphasizes, underscoring the critical importance of collaborative action and grassroots engagement in driving real change.
Colleen’s leadership has propelled Business Engage into a thriving force, pioneering groundbreaking initiatives that champion gender mainstreaming and growing leaders who care about the impact they make on the world.
Overcoming Roadblocks
The path to success is rarely linear and often filled with unexpected challenges and pivotal decisions. However, those who persevere and adapt ultimately triumph. Among these remarkable individuals is Colleen, whose resolute determination and tireless commitment to her purpose led her to achieve extraordinary success in the face of adversity.
The transition from the corporate to the non-profit sector presented unique challenges, primarily navigating the contrasting financial landscapes. Colleen’s dedication to Business Engage never wavered despite teetering on the brink of financial hardship.
A defining moment arose when she turned down a lucrative offer from AIG, met with skepticism from her family, who urged her to “just go get a job.” Colleen’s response? “I could not go back as I had found my purpose.” This decision, driven by passion and a profound sense of mission, solidified Colleen’s leadership and entrepreneurial spirit, showcasing the transformative power of pursuing one’s true calling. It has also earned her a place among the “Top 10 Empowering Women Leaders to Follow in 2024.”
Greatest Achievement as a Leader
Colleen’s greatest achievement as a leader springs from her unique ability to inspire transformative change. She thrives on collaboration, uniting teams to elevate initiatives beyond what was once thought possible. Her visionary spirit enables her to foresee impactful solutions before they materialize, guiding her teams toward success. And through every challenge, Colleen’s unyielding resilience empowers her to rise above adversity, ensuring that progress never falters.
Colleen’s Quevolution: Accelerating Change, Redefining Leadership
This thoughtful and sagacious executive challenges the notion of slow progress toward economic parity. She asserts that waiting 130 years, as suggested by the World Economic Forum, is not an evolution but a missed opportunity. Colleen advocates for a different approach – a “Quevolution” – a rapid, deliberate, and sustainable transformation. Deciphering the unique phrase, she explains, “I term it as Quevolution (Quick Evolution). ”
Colleen’s ideologies and take on being a catalyst of transformation and handling adversities draw parallel to the former US president, Barack Obama, who said, “Change will not come if we wait for some other person or some other time. We are the ones we’ve been waiting for. We are the change that we seek.” She instills a gush of optimism and courage as she spells powerful words and states, “I live by a simple philosophy: we are not meant to fail, and every challenge has an answer. I believe in not panicking and maintaining control through proactive effort and trust that things will work out.” Such ethos is the foundation of her strategy for activating change and steering through impediments, both personally and professionally.
Vision for the Future
Colleen’s vision for Business Engage is ambitious: to make Africa the gender hub from which stories of success are exported globally. She believes that Africa should not benchmark itself against the rest of the world but rather set the standard for gender mainstreaming, inclusion and belonging.
A Rich Professional Journey
Colleen’s journey is a narrative woven with serendipity and determination. Fate, it seemed, nudged her towards Business Engage, where she would leave an indelible mark. It all began with an unexpected revelation at her son’s Grade 000 school – children today might embark on seven careers, not just seven jobs. This resonated deeply with Colleen, echoing her own multifaceted professional path.
A twist of fate brought her to a consultative forum with Deputy Minister of Trade and Industry Lindiwe Hendricks, where the need for an organization to empower women entrepreneurs was palpable. Grabbing the opportunity, she assisted in the formation of the South African Women Entrepreneurs Network (SAWEN), a Department of Trade and Industry initiative. Her dedication over five years culminated in her role as Chairman of the Board in 2005.
But her vision extended beyond networking. Recognizing that financial literacy and access to finance were paramount for women’s entrepreneurial success, in 2005, she embarked on a “financial literacy hobby,” which quickly evolved into workshops on small business growth.
By 2007, Business Engage joined Business Unity South Africa (BUSA), amplifying the voices of women entrepreneurs nationwide and even anchored several International Labour Organisation programs. Her influence continued to soar. In 2011, she represented BUSA as a negotiator on the Women Empowerment and Gender Equality Bill at NEDLAC.
Recognizing that corporations needed a compelling business case for gender diversity, she made a bold leap, leaving her financial services career to dedicate herself fully to Business Engage. This passion project blossomed into the Business Engage Association NPC, a non-profit championing the gender mainstreaming work currently undertaken by Business Engage in corporates across Africa.
A Visionary’s Daily Routine
When asked to define herself in a single word, “VISIONARY” is her unequivocal answer. As a visionary, she doesn’t do ordinary days. She views each day as a unique opportunity for innovation and impact, making a standardized daily routine incompatible with her creative and dynamic approach to life. For Colleen, life is not a mere sequence of events but a continuous canvas for ideation and influence. Asking her to describe a “typical” day is like asking a butterfly to pick its favorite color in a rainbow – impossible and a tad bit tedious!
Mantra for Work-life Balance
Colleen’s approach to work-life balance is unique. She embraces a holistic approach, seamlessly integrating her personal and professional interests into a cohesive whole. This integration fuels her enthusiasm, allowing her to deliver exceptional service consistently. As the ancient Chinese sage Confucius’ proverb goes, “Choose a job you love, and you will never have to work a day in your life.” This philosophy resonates deeply with Colleen, as her work is not merely a means to an end but an integral part of her identity and purpose, bringing her immense joy.
Message to Aspiring Women
This astute female executive encourages aspiring women in the industry to view obstacles as avenues for growth and innovation. Colleen emphasizes the importance of originality and risk-taking, urging them to avoid merely replicating existing ideas. She acknowledges that setbacks are inevitable but views them as temporary detours rather than permanent roadblocks. She advises learning from failures and using them as stepping stones toward success. She encourages leaders to develop a strong support structure, as everyone you meet is for a purpose. Colleen concludes, “Stay True to Your Purpose: Find your purpose and let it guide you. When you are driven by a clear sense of purpose, you can overcome any obstacle. Your passion and commitment will inspire others and help you stay focused on your goals, even in the face of adversity.”
