It’s a scorching Tuesday afternoon, and Peace Masiko Hasahya’s thoughts race back to the day that ignited her journey—a day in 2022, standing in the long, tedious queue at an event in Uganda. The paper registration stretched endlessly, the pile of waste slowly growing as she thought, “Why are we still doing this?” It was in that moment, as she observed the environmental impact of something so seemingly small, that she made a decision.
She was going to change the way events were organized, ensuring they were not just efficient but eco-friendly and socially responsible. Today, Peace leads Ethos, an organization driven by the mission to make corporate events, customer care, and daily operations more sustainable.
“After seeing the waste and inefficiencies firsthand, I asked myself, ‘How can we reduce the environmental impact of events while increasing efficiencies and guest experiences?'” Peace reflects. The answer would come not just in the form of an idea, but a revolution. “Events can be impactful and sustainable,” she says, her voice filled with determination.
With over 15 years of experience in communications, management, and event planning, Peace draws upon her unique academic background in development studies, public health, sustainable management, and hospitality to build an organization that mirrors her deep passion for sustainability. It’s no wonder her colleagues affectionately refer to her as “Miss Sustainability.”
The Beginning of Ethos: A Journey Born from Frustration
Peace’s entry into sustainable event management was as much about innovation as it was about solving a problem she encountered at an event. She could have shrugged it off, but the vision for Ethos was born that day. Armed with a keen awareness of how much waste could be minimized in the event sector, Peace’s hypothesis was simple but bold: events could be impactful and sustainable.
“I set out to prove this theory,” she says, “and the results were promising from the get-go.”
The first major opportunity came with a client, a company that had never before hired an event manager. Their 8th annual event became the proving ground for Peace’s sustainable methods. “We worked tirelessly, from 8 a.m. to 5 p.m.,” Peace recalls. “The client was focused on their core business, and we were focused on delivering them a seamless, sustainable event.” Instead of the traditional paper-based registration and check-in process, Peace’s team introduced virtual options. This not only saved time but also minimized the environmental footprint.
“By making this small but impactful change, we saved 36 hours of manual labor, reduced paper waste by over 45 sheets, and significantly enhanced the guest experience,” she says with a quiet pride. That event was the spark that validated her theory, setting Ethos on a path of success that continues to grow.
One of Ethos’s most popular services is sustainable event management, where they ensure each gathering is not just memorable but also environmentally friendly. Through the use of eco-friendly materials, energy-saving measures, and partnerships with local vendors, Peace’s company ensures its clients leave a positive ecological footprint while still delivering exceptional events. It’s no surprise that the idea of “eco-friendly” events is slowly gaining traction, despite initial resistance from some who still prioritize convenience over sustainability.
Beyond events, Ethos has also created innovative solutions for administrative support and customer care improvement. Their QR code check-ins, for instance, have eliminated the need for paper lists, significantly reducing waste while improving the efficiency of event operations. And when it comes to customer care, Ethos has a proven track record of elevating businesses through tailored training programs that leave a lasting, positive impression on every client interaction.
“Through Ethos, we have not only helped businesses increase their operational efficiencies, but we have empowered them to align their practices with a more sustainable, ethical future,” Peace shares with a sense of fulfillment.
Pushing Sustainability in a Hesitant Industry
However, the journey was not without its challenges. While Peace had a clear vision, one core obstacle remained: many event organizers simply didn’t prioritize sustainability. In an industry known for waste and inefficiency, convincing others to embrace a more responsible approach was no easy feat.
“The biggest challenge is marketing sustainable event services to a hesitant audience,” Peace admits. “Sustainability in events is still a hard sell. Event planners don’t always see the value of reusable decor or eco-friendly alternatives, and the perceived cost savings are often difficult to communicate effectively.”
Yet Peace was undeterred. Despite the obstacles, the demand for more sustainable practices in the event sector began to grow. More companies saw the value of reducing their ecological footprint, and the number of organizations coming to Ethos for advice and event planning grew steadily.
“We are slowly but surely seeing companies embrace sustainable event planning as the responsible way forward,” Peace notes. “It’s exciting to see how far we’ve come.”
Sustainability Beyond Events
But Peace’s mission extends beyond the confines of event planning. She realized that the corporate world as a whole suffers from deep-rooted sustainability challenges—issues like inefficient meetings, poor resource management, and wasteful business practices. Determined to expand her impact, Peace began looking at workplace solutions, eventually growing Ethos to tackle broader sustainability concerns.
“We saw firsthand how businesses struggle with waste sorting, resource mismanagement, and short-sighted decision-making,” Peace reflects. “We knew we had to help organizations become more environmentally conscious and efficient in every area of their operations.”
Today, Ethos has become a leader in aligning with the United Nations Sustainable Development Goals (SDGs), particularly SDGs 5 (Gender Equality), 9 (Industry, Innovation, and Infrastructure), and 12 (Responsible Consumption and Production). The organization advocates for a world where businesses, not just events, operate sustainably, proving that efficiency and environmental consciousness can coexist.
Making Global Waves
Peace’s success isn’t just evident in local events but also on the international stage. Ethos has become the trusted partner for high-profile events, hosting gatherings for the Joint Nordic Embassies of Uganda, the CEO Summit, and the Uganda Heart Association. Each of these events featured a remarkable reduction in waste and a marked improvement in efficiency, with over 500 plastic bottles recycled and 1,000 sheets of paper saved.
“The impact was tangible,” Peace says. “Thousands of delegates attended these events, and not only did we save time and resources, but we also educated and inspired people to embrace more sustainable practices.”
These events brought together diverse groups of social entrepreneurs, investors, and policymakers to discuss pressing challenges, all while implementing sustainable practices that minimized the ecological footprint of each gathering.
Another key achievement of Ethos is its internship program, which trains the next generation of professionals in sustainable business practices. “By equipping young minds with these tools, we’re helping build the future leaders who will champion social and environmental responsibility,” Peace notes with optimism.
Building Stronger Communities and Families
Yet Peace’s passions don’t stop at the workplace or events. She’s also deeply involved in initiatives focused on building stronger, responsible families. “Families are the foundation of any thriving society,” she says. “By equipping families with the right skills and mindset, we empower them to raise future leaders who are ethical and environmentally conscious.”
Her commitment to social sustainability is as strong as her focus on environmental issues, believing that a thriving future lies in the hands of both individuals and communities.
Start Small, Dream Big
For small businesses and entrepreneurs looking to enter the sustainability field, Peace offers simple yet powerful advice: “Understand your clients’ pain points and aspirations. Tailor your services to meet their needs, and always look for ways to keep costs low by leveraging existing resources. Don’t be afraid to experiment and get creative with your offerings.”
She also advises entrepreneurs to leverage their networks. “Don’t be shy about calling up everyone you know, especially those who are relevant to your business. Share your story and the impact you’re making in society—people love to be part of a good cause.”
A Green Revolution in Events
Looking ahead, Peace is excited by the rise of “green events”—a movement she is proud to be a part of. “Sustainability is no longer just a trend. It’s the future,” she says. “More and more, event organizers are turning to local vendors, reusable materials, and energy-efficient technologies. At Ethos, we’ve been spearheading these initiatives, and it’s incredible to witness this shift.”
The world is changing, and Peace Masiko Hasahya is leading the charge. Her work with Ethos, her commitment to sustainability, and her drive to create a better world are making an indelible mark—not just in Uganda, but across the globe. For Peace, the journey is just beginning. “The future is sustainable,” she says, “and I’m here to make sure we get there.”
