We caught up with the brilliant and insightful Beth Birchfield a few weeks ago and have shared our conversation below.

Beth, thanks for joining us, excited to have you contributing your stories and insights. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

Becoming a backyard beekeeper was one of those unexpected risks that changed everything for me. Honestly, when I got into it, I didn’t expect that managing bees would shape my business style or inspire me to take on the role of Executive Director at Women in Sustainability. But there’s something about working with a hive—where you can’t exactly control everything but have to trust the natural process and your instincts—that shifted something in me. It taught me I didn’t need to have every single detail nailed down before diving into something big. Instead, if I just paid attention and found the right mentors (both human and bee), the solutions would reveal themselves. Beekeeping showed me that I could thrive in the unknown and take risks in business without needing a complete roadmap. Turns out, some of the best decisions are made when you’re willing to trust that things will fall into place, just like they do in the hive.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My journey into the sustainability space has been both unexpected and deeply rewarding. I started my career in traditional business sectors, with an academic focus in Economics and Women’s Studies. But it was my love for the outdoors in my home state of Colorado that really drove me towards climate-focused work. My background in economics helped me recognize that climate justice is inherently tied to social and economic justice. We can’t address environmental issues in isolation—they’re interwoven with the systems that shape our societies, from economic structures to social equity. This realization pushed me to dive deeper into sustainability and environmental advocacy.

Today, I lead Women in Sustainability (WIS), a nonprofit that unites women and allies around climate and social justice. We provide educational opportunities, networking events, and collective action programs to address the complex, interconnected challenges we face. WIS stands out for its focus on inclusivity and real, measurable change.

We’re not just talking about sustainability—we’re creating ways for businesses and individuals to actively engage in building resilient, equitable communities. In a world where sustainability has often become overly popularized and reduced to an Instagrammable trend, Women in Sustainability is reclaiming the true meaning of the word. We’re honoring the Black and Indigenous women who have always been at the forefront of this work, often without the recognition they deserve. At WIS, we aim to uplift their contributions and root our efforts in the deep, intersectional work that sustainability requires, beyond surface-level optics.

I’m most proud of the vibrant, inclusive community we’ve created—where women and allies from all walks of life feel empowered to make a difference, find support from others who understand them, and share joy and humor even in the midst of serious challenges. At Women in Sustainability, we focus on elevating the voices of women and supporting their rise into leadership roles. Whether someone seeking a supportive network, looking to implement sustainable practices, or eager to drive systemic change, WIS is here to help women lead and thrive in shaping a more equitable and sustainable future for all.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Early in my entrepreneurial journey, I wrestled with imposter syndrome and the nagging feeling that I couldn’t do it alone. I had to unlearn the idea that success was reserved for those with multiple fancy degrees, heaps of experience, and the “right” connections. In a moment of questionable judgment, I brought on two co-founders for my first consulting company, convinced their presence would somehow validate my worth. Instead, they turned out to be my biggest blunder—think more “dumb and dumber” than “Shark Tank.”

The experience was tough, but it taught me that I didn’t need to follow someone else’s roadmap or rely on fancy titles to feel competent. As I met more successful people, I quickly learned that no one really has it all figured out. I’ve since worked with some amazing co-founders, but that success blossomed when I started leading with confidence. Just because “it’s always been done this way” doesn’t mean it’s the right way—or even a good way! You don’t have to wait until you have all the answers; sometimes the best moves come from trusting yourself and boldly breaking from tradition.

How do you keep your team’s morale high?

Managing a team and a board in the climate and social justice space presents unique challenges, especially when it comes to maintaining high morale in the face of daunting issues and often frustratingly slow progress. At Women in Sustainability, we’ve learned that it’s crucial to create a culture where climate grief is acknowledged and space is provided for open conversations about the emotional toll of our work. We also incorporate a lot of humor into everything that we do. Laughter brings us together and helps us continue our work. Regular mental health check-ins foster vulnerability and honesty, helping everyone feel supported in a field that can feel overwhelming.

Diversity is also a cornerstone of our team culture. We recognize that our varied backgrounds and experiences lead to different needs—whether it’s accommodating disabilities, understanding neurodiversity, or being sensitive to cultural moments that may impact team members emotionally. Some business owners might view integrating personal passions and diversity into the workplace as inefficient, but we’ve seen the opposite; it has led to a more cohesive, innovative, and productive environment.

Ultimately, maintaining high morale is about creating a space where everyone feels seen and valued and a place where you can find laughter and joy with each other. When team members can express their concerns and celebrate their identities, it strengthens our collective resilience and commitment to tackling the urgent issues at hand. This holistic approach not only boosts morale but also empowers us to drive meaningful change together.

Contact Info:

• Website: https://womeninsustainability.org/
• Instagram: https://www.instagram.com/women.in.sustainability/
• Facebook: https://www.facebook.com/groups/324921754873311
• Linkedin: https://www.linkedin.com/company/women-in-sustainability/

Image Credits

Beekeeping photos: Kalen Jesse Photography