Welcome to A Force For Good Hub

A social enterprise driving meaningful change in Travel, Tourism & Hospitality.

We’re not just an events and marketing company—we’re a social enterprise on a mission.

Through impactful storytelling and purpose-led experiences, we help brands connect deeply with their audiences while championing Equality, Diversity, Inclusion, and Sustainability.

If you believe business can be a force for good, you’re in the right place.

Meet Our Founder

"I'm Helene Taylor."
I founded A Force For Good as a social enterprise with a bold vision: to create lasting change in the industry I love.

To help more women rise.
To support leaders who care.
And to work alongside businesses ready to take responsibility for their impact—on people, communities, and the planet.

Today, over 20 passionate leaders have joined me in this mission, dedicating their time and energy to be part of something bigger.

Where It Began

In 2017, the statistics told a clear story.
Women made up 70% of the travel workforce—yet only 10% held senior leadership roles.

That’s why we launched A Force For Good—an industry-first event that brought together 550 competitors to stand united for gender equality.

The impact was immediate—and global. We've seen ripple effects reach from Australia to the Middle East, with real movement on leadership, diversity, and inclusion.

What We Stand For

Since our first event, A Force For Good has evolved into a thriving social enterprise platform for:

• Education

• Inspiration

• Collaboration

• Authentic storytelling

We now address the deeper challenges facing our industry and our world, including:

• Gender equity and leadership representation

• Sustainability in travel and tourism

• Community-based tourism and cultural empowerment

• Animal welfare and ethical travel

• The critical role of male allies in achieving equality

Why It Matters

Because how we travel—and who we elevate—matters more than ever.

Because stories spark change.
And because the travel industry, powered by purpose, can lead the way toward a better world.

Join the Movement

As a social enterprise, every partnership, event, and campaign fuels positive impact—not profit.

Join us.
Be part of something purposeful.
Be A Force For Good.