Veronica Macpherson, Founder of MACRO Cooperation, has built her career on a simple yet powerful belief: business should be a force for good. With a background spanning education, real estate development, fund management and corporate advisory, Veronica has consistently focused on projects that create lasting social impact.
Her work centers on integrating Environmental, Social, and Governance (ESG) principles into industries often slow to adopt them, guiding businesses to not only thrive financially but also uplift communities and protect the environment. “If you’re not making the lives of other people better, you’re wasting your time,” Veronica says, a mantra that underscores every decision she makes.
“If you’re not making the lives of other people better, you’re wasting your time.”
Creating Sustainable Communities Beyond City Centers
Veronica’s journey into the social housing sector, particularly within mining communities, is deeply personal. Having grown up in a mining town, she witnessed firsthand the stark contrast between immense wealth and the lack of basic amenities. The imbalance was impossible to ignore. “It was quite clear to me that this was an area of Australia that needed development, particularly for a balanced and healthy lifestyle,” she says.
Veronica’s passion for decentralizing city centers and fostering sustainable, eco-friendly housing communities remains unwavering. She envisions developments that support aging-in-place models for individuals over 55 — communities designed for those who no longer need to work in urban centers yet still seek vibrant, well-planned living spaces.
Veronica’s European heritage has also shaped her perspective. Growing up with her grandmother’s stories and paintings, she learned of her mother’s upbringing in South Africa, a consequence of World War II displacement. The hardships of previous generations instilled in her a profound sense of gratitude for the opportunities Australia provides. “To live in Australia is a very privileged and blessed situation, which offers abundant opportunity if you work hard and apply yourself,” she reflects.
For her, success is not just about building homes — it is about fostering positive cooperation and helping others thrive. “Being grateful and helping others with their business development is part and parcel of appreciating what can be accomplished through positive cooperation,” she says. Her work is a testament to this belief, ensuring that housing in mining communities evolves beyond mere functionality into spaces that promote well-being, sustainability, and long-term livability.
Turning Challenges Into Opportunities Through Innovation and Resilience
Veronica’s journey with MACRO Cooperation has been driven by resilience, adaptability, and a focus on social impact. Building in remote, harsh climates was a major hurdle, leading her to adopt prefabricated construction. “Constructing houses and apartments in remote, hot, harsh locations was the biggest challenge,” she shares, explaining how prefabrication improved efficiency and worker safety by keeping teams in more comfortable environments.
Political instability disrupted business plans, prompting her to diversify land development while prioritizing social housing. “Ever-changing political landscapes and agendas destroying business plans and project profitability led to diversifying where I chose to develop land, but still with social housing as a priority for motivation,” she notes. MACRO’s focus shifted to development management, forming partnerships with international developers aligned with ESG and UN Global Goals.
Financial sector instability pushed Veronica to be more selective with partners. “Bad behavior in the financial sector led to choosing business partners and strategic alliances more carefully, specifically seeking out associates who are also concerned about the social impact of their work,” she explains.
Global crises like the GFC and COVID-19 further tested her adaptability. During the GFC, her focus on Western Australia’s mining sector paid off as investors sought financial security. “I was focusing on developing real estate in the mining sector of Western Australia, where I was born, which actually performed really well,” she said.
When COVID-19 halted construction, she pivoted to film, becoming an Executive Producer. “We turned to assisting filmmakers to fund their content creation,” she shares, leveraging her real estate network to support meaningful projects.
To foster innovation within her team, Veronica encourages “walk and talk” workshops between site visits, shares global strategies, and rotates project officers into new roles to broaden their perspectives. She promotes creativity through phone-free brainstorming sessions using whiteboard mind mapping and emphasizes critical thinking and conflict-of-interest identification. Her approach keeps MACRO agile, socially responsible, and focused on lasting impact.
Building Sustainable Communities with Purpose
Veronica seamlessly blends her business ventures with humanitarian goals, focusing on social housing, off-grid communities, and eco-friendly developments. She views mentorship and knowledge-sharing as a form of philanthropy. “Having invested so much time and many resources in education and personal mentorship… I feel passing this on to team members and business partners is philanthropic,” she states.
For Veronica, sharing knowledge is as impactful as any financial contribution. One of her most transformative projects was in Port Hedland, Western Australia, where she developed and operated serviced offices with integrated apartments using prefabricated construction. This approach minimized on-site labor in extreme conditions while delivering quality housing and office spaces.
“They could hold meetings, source short to medium-term accommodation that suited their budget, use shared office facilities, and get guidance on what was happening in the local towns,” she explains. The project not only addressed housing needs but also supported local businesses and transient workers.
Veronica’s work extends to creating off-grid communities, clean-energy town centers, and housing solutions for aging populations and people with disabilities. Each project reflects her commitment to sustainable living and social impact, redefining development as a tool for meaningful change. Through her holistic approach, Veronica champions a future where business success and social good go hand in hand.
Driving Sustainable Cities with Clean Energy and Innovative Solutions
Veronica leads transformative projects focused on sustainable city development, clean energy, and environmental conservation. Her work with prefabricated housing has streamlined construction while improving builder conditions. “These solutions enable better working conditions for builders and their trade assistants, allowing them to spend less time on remote or rural development sites, away from their family or amenity,” she shares.
Her land developments incorporate clean energy infrastructure, often achieving carbon-neutral or carbon-positive outcomes. She’s advanced waste-to-energy projects, community solar-powered villages, and explored sustainable materials like hempcrete and recycled plastic drainage pipes. “We’ve worked on everything from waste-to-energy projects to research and development on hempcrete as an alternative to concrete,” Veronica notes.
Her sustainability efforts extend to agriculture and mining, where she has driven the shift to solar-powered systems and agri-tech innovations. She focuses on plant protein crops and indoor containerized farming as eco-friendly alternatives to traditional meat production. “Planning for and financially modeling plant protein crops as a comparison to meat farming supports both environmental conservation and health benefits,” she explains.
Though personally preferring a plant-based diet, Veronica supports improving cattle farming efficiencies to reduce environmental impact. “By assisting cattle farming and breeding efficiencies applied in select areas of Australia and Europe, significant environmental savings can be achieved,” she observes. Through these initiatives, Veronica continues to champion sustainable practices, helping build cleaner, more resilient cities.
Balancing Diverse Roles Through Strategy and Wellness
Veronica manages her roles as a corporate advisor and real estate developer through disciplined time management, wellness practices, and mindful planning. “I’m ruthless with time management and incorporating wellness into my schedules and journaling,” she shares, using bullet journaling to align her personal ten-year plan with business goals.
This structured approach helps her maintain clarity and focus across her diverse responsibilities. She boosts efficiency by batching tasks and prioritizing strategy over day-to-day operations. “Replacing myself so I’m not required to work ‘in’ a business, focusing only on initial strategy, annual planning, and quarterly checkups, is my ideal state of flow,” she explains.
By embracing AI and outsourcing, Veronica builds lean teams, reduces middle management, and simplifies workflows, enabling her businesses to run smoothly without constant oversight. Meetings are kept brief with clear agendas, and she limits social media to maintain focus and mental clarity.
Outside of work, Veronica stays balanced through high-intensity cardio workouts, gratitude journaling, and learning new languages. She finds joy in cultural celebrations, morning reading sessions, and nature walks without devices. “Getting out of city centers and walking in nature reserves keeps me grounded,” she notes.
Tech-free Sundays are a staple in her routine, offering her a reset and helping maintain her commitment to personal well-being alongside professional success. This holistic approach allows Veronica to thrive in her multiple roles without sacrificing balance or purpose.
Strategic Priorities and Approach to Capital Raising
Over the next five years, Veronica aims to strengthen MACRO Cooperation’s focus on social impact and sustainability. A key priority is assisting bankers in project selection by quantifying social impact and helping them communicate these outcomes to stakeholders. “We’re sharing our systems, procedures, code of conduct, sustainability planning, and Global Goal workshop outcomes with new business associates,” she says.
Veronica also plans to further integrate Artificial Intelligence and outsourcing solutions to streamline operations. “This frees up time for senior management to achieve a better work/life balance while contributing to the global goals for sustainable development,” she notes, underscoring her commitment to both efficiency and social responsibility.
Veronica’s capital-raising strategy starts with purpose. “Start with why. Why the project will make a positive impact in the medium to long term, through returns that are not solely financial or immediate,” she explained. She believes that purpose-driven projects attract top talent, leading to higher profit margins, increased trust, and greater efficiencies.
Capital raising is closely tied to talent onboarding and collaboration. Veronica looks for opportunities to merge businesses and networks for mutually beneficial outcomes. She also plans for the unexpected, building significant contingencies into large-scale projects.
“The average cost and time blowout for large projects is around 62 percent, especially in certain infrastructure sectors. So, I plan and financially model for the worst-case scenario as well as the best,” she shares, highlighting her pragmatic approach to risk management and long-term success.
Storytelling as a Bridge to Connection and Clarity
Veronica’s journey with public speaking and blogging has been pivotal in shaping her career and broadening her influence. Her foundation in communication began as a teacher, where she honed skills in public speaking and creative writing. “My first career as a teacher probably gave me good experience with public speaking, writing, and reviewing creative writing,” she reflects.
As she transitioned into property investment and development, Veronica faced a new audience — finance and asset management — demanding a sharper focus on conveying purpose and vision. Public speaking and blogging became vital tools. “I’ve found that public speaking plus being able to articulate what I stand for or am trying to achieve through blogging has been great for introductions to new knowledge sources and strategic alliances,” she shares.
These platforms also empowered her to clarify misconceptions without delving into complex explanations. “It has helped me to proactively answer questions that arise from inaccurate media, without needing to explain conflicts of interest and ulterior motives,” Veronica explains. For her, storytelling is more than just communication — it’s a powerful bridge that fosters connection, transparency, and clarity of purpose.
Driving Business with Purpose and Social Impact
For Veronica, social impact is at the core of every business decision. “My natural tendency is to focus on social impact as an utmost priority,” she says, ensuring it aligns with profitability and environmental responsibility. Her philosophy is clear: “If you’re not making the lives of other people better, you’re wasting your time.”
Believing small to medium-sized businesses can create meaningful change, Veronica ties profit targets to “people projects,” like ensuring 20 percent of her workforce includes individuals who are disadvantaged, disabled, or rebuilding financially. “That’s where I find the most satisfaction,” she shares.
She also integrates social impact into project assessments, encouraging teams to score how initiatives positively affect employees, future staff, and the wider community. “Looking after people will ultimately yield the best results,” Veronica explains. For her, success is more than profit — it’s about building businesses that uplift people, strengthen communities, and create lasting positive change.
“Looking after people will ultimately yield the best results.”
Empowering Others Through ESG and Lifelong Learning
One of Veronica’s proudest achievements is helping business owners, land developers, and miners integrate ESG (Environmental, Social, and Governance) principles into their organizations. “Workshopping sustainability plans, incorporating clean energy solutions, and creating thoughtful Codes of Conduct for teams has been incredibly rewarding,” she says.
Guiding businesses to align their success with positive social and environmental impact remains a highlight of her career. For aspiring businesswomen looking to make a difference, Veronica offers practical advice: “Study and volunteer — barter your time for education because real learning happens in the field.”
She emphasizes the importance of hands-on experience and working to a clear agenda to stay focused. Veronica also champions mindful planning through bullet journaling. “It helps shift from endless task lists to meaningful, proactive planning,” she shares.
Conclusion
Veronica Macpherson’s journey reflects a deep commitment to aligning business success with social responsibility. Through MACRO Cooperation, she has empowered companies to embrace sustainability, prioritize people, and drive meaningful change.
Her advice to aspiring leaders is simple yet profound: gain knowledge, seek advice, stay mindful, and lead with purpose. As she continues to challenge traditional business models and champion social impact, Veronica remains focused on her ultimate goal — leaving a positive, lasting legacy that goes beyond profit and transforms communities for the better.
