Our Purpose and Mission

Welcome to A Force For Good Hub

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

We’re more than an events and marketing company — we’re a social enterprise with a mission.

A movement where leaders unite as a Force for Good — lowering the ladder for others to climb, while championing responsibility for people and the planet.

Through powerful storytelling and purpose-led experiences, we help brands connect with their audiences in authentic, lasting ways, while championing Equality, Diversity, Inclusion, Sustainability, and the care of People, Planet, and Animals.

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 100+ 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

A Force for Good exists to shine a light on the biggest challenges and opportunities in travel — not the surface-level trends, but the deeper shifts that define who we are as an industry and as people. It’s about:

Equity and leadership — making sure talent and courage are recognised, no matter someone’s gender or background.
Sustainability — because the places and cultures we depend on must be protected, not exploited.
Community empowerment — ensuring travel uplifts and benefits the people whose stories and lands we step into.
Ethical responsibility — from animal welfare to the choices we make as travellers and companies.
Shared leadership — recognising that equality is only achieved when men and women work together as allies.

This isn’t just about the future of travel — it’s about the kind of future we want to create.

Why it matters

A force for good matters because it brings the travel industry together in a way nothing else does. We’re not just talking about sales and destinations — we’re talking about leadership, sustainability, equality, and the stories that shape how we do business. It’s the one day where competitors sit side by side and remember that we all share the same responsibility: to lead with purpose and leave the world better than we found it.