Sustainability is a topic very close to Pat Kane’s heart – so much so that she has not one, but two jobs in the area. Pat is Chief Sustainability Officer at ESG consultancy Pragmatica, as well as being founder and CEO of Reuzi. Reuzi is sustainability educational hub, and a platform that sells sustainable products for day-to-day living. We sat down with Pat to learn more about her and how she started her sustainability mission.
Where did you get the idea for reuzi?
Reuzi was born out of my own personal need. With a background in customer experience, I often found that my own journey as a customer of sustainable living products in Ireland was fragmented and frustrating. There was a lack of consistency across the market – online shopping felt disappointing, and I didn’t always feel proud of my purchases. Local stores and small farmers’ markets would sometimes have what I needed, but often, they didn’t. The inconsistency was frustrating, to say the least. Then came motherhood. Like so many women, becoming a mother activated this sense of urgency within me to “do more”. And that’s when everything started to fall into place.
What did you work as before going into business for yourself? What convinced you to make the leap?
Before diving into entrepreneurship with Reuzi and later Pragmatica, I had the opportunity to work for several exciting companies around the world. I hold a degree in Business and an MBA in Marketing and Business. I started my career in telecommunications back in my hometown of Rio de Janeiro, Brazil. I worked with America Movil and Telecom Italia before joining Digicel, an Irish company, in Jamaica. I spent a couple of years in Jamaica, then moved to Central America with Digicel, working in Honduras and Panama.
After deciding to move to Ireland, I joined Paddy Power for about three years, before moving to Betfair. At Betfair, I led the International Regulated Markets team, and after the merger with Paddy Power, I became Director of Customer Experience for Flutter. During this time, I was also asked to structure Flutter’s first-ever DEI group, “Fair Game” as a side hustle. Initially, I didn’t know much about DEI, but as I learned more, my eyes – and heart – opened to a whole new world, and that’s when my journey into sustainability began.
What has been the biggest challenge to date?
One of the biggest challenges in setting up a sustainable business (aka a niche enough business!) in a small country like Ireland is scale and market size. The limited population means a smaller customer base, which can make it harder to achieve economies of scale and keep prices competitive.
Another key challenge is consumer awareness and demand. While sustainability is growing in importance, not all consumers prioritise it over price or convenience. Educating the market can be a slow process and something I wish our government would focus on a bit more.
Is money a big motivator for you?
Society is built in a way that puts money at the heart of everything we do. While it’s not my biggest motivator at this stage, it remains essential – businesses like mine need financial sustainability to scale, create jobs, and truly make a difference. My passion lies in the impact we can have, but without financial stability, let’s be honest, that impact wouldn’t be possible.
Are you confident about your retirement? Do you feel like you have enough squared away?
I dare you to find an entrepreneur my age who feels truly ready for retirement – at least from a financial standpoint! When you’re building something from the ground up, every resource goes back into growth, innovation, and making an impact. I set aside savings every month – some months are better than others, but that’s just part of the journey. I know that planning for the future is essential, and while retirement may not be my focus right now, I’m mindful that financial security is a key part of ageing.
Do you invest in shares? Do you follow the stock market?
My husband is the Chief Shares Officer in our house! Jokes aside, even with a degree in business and economics, the financial market has never been my strong suit. I focus on building and growing my business, while he keeps an eye on investments – it’s a partnership that works well for us.
What’s the best money advice you’ve every gotten?
I suppose I could say I have three learnings I always go back to:
1. Spend less than you earn. It sounds simple, but to me, it’s the foundation of financial stability.
2. Have an emergency fund. Life is so very unpredictable – having six to nine months worth of expenses saved can be a game-changer.
3. Managing emotions around money, whether it be fear or impulsivity, just as important as knowing the numbers.