“I encourage people to choose a direction, because in my opinion every choice you make is better than to walk away from choosing”
Next to being owner of the travel company Doets Reizen and initiator of the socially engaged startup BuddyBold Elske Doets is the founder of the Young Lady Business Academy (YLBA). She is a very independent mind and has a clear view on the future of society and economy. And presents herself frequently on major stages to propagate this view, for example in well-known Dutch tv-programs like Op1, WNL op Zondag and Nieuwsuur. Except the conviction that we collectively have to come off old thinking patterns and reflexes her central message is that a happy, clean and succesful society needs (more) women in key positions. And that you musn’t stage this shift in a cosmetic way by introducing imperative quota, but by making it inevitable, bottom-up, through an initiative like the Young Lady Business Academy that forcefully clears the way for female talent. Meanwhile Elske wrote two books, from which ‘Blossom’ (‘a new scenario for growth’) is the most recent. Everywhere Elske appears, she creates movement. And in a charming and light-footed way she shifts the focus from the disagreement to the structural solution; whether it’s about sustainability, gender equality, overconsumption or aging.