#FollowFutureFocus21c
At AwakenHub, we are thrilled to spotlight two of our dedicated members, Anita McKeown and Rebecca White. Together, they are the powerhouse behind Future Focus 21c, a company driven by a shared passion for addressing the climate crisis through innovative, values-led education. Both graduates of the SheGenerate program, recipients of Kelly Hoey's executive coaching, and attendees of the US Trade Mission and SheVentures, Anita and Rebecca embody what it means to be immersed in the AwakenHub community. Rebecca also serves as a county ambassador, further deepening her commitment to fostering connections and collaboration within our network. We are proud to support their journey as they continue to push the boundaries of sustainable business and education.
To get us started - how would you describe yourself in 6 words or less?
Values-led, holistic, earth-centred, dynamic, adaptive, inclusive.
Tell us about your business and what inspired you to start it:
FF21c is the collaborative effort of Rebecca White and Anita McKeown, alongside a network of national and international contributors. Between them, Anita and Rebecca bring over five decades of experience across arts, education, inclusive design, place-based regeneration, STEAM education, and sustainability, working with diverse learners and communities in both formal and informal settings.
We started this business because we believe the climate crisis is the defining challenge of our time, and addressing it requires a new set of skills and competencies. Our work focuses on empowering young people, educators, and communities with learning experiences that blend content with real-world applications. By collaborating with researchers, we are reimagining education and lifelong learning to meet the true needs of the 21st century. Through place-based, creative strategies, we promote deep, practical learning that fosters innovative thinking. Our goal is to influence educational and development policy by engaging in meaningful dialogue with learners, parents, educators, policymakers, and governments at both national and international levels.
Tell us a little bit more about you:
Anita: I’ve been living in Cahersiveen, South Kerry since 2018, after residing in various locations around the world. I left school at 16 and didn’t return to education until I was 23 when I completed an Arts foundation at Goldsmiths’ College. Being neurodivergent, I struggled with traditional schooling, but once I entered an arts and design context, I began to succeed academically. I spent a few years in the music industry, working in finance, marketing, press, promotion, art, and video, before transitioning into roles in arts, education, inclusive design, place-based regeneration, and STEAM education. My career has spanned co-ops, charities, nonprofits, and public sector institutions.
I’m an award-winning artist, curator, and educator guided by a commitment to co-designing values-based leadership through education and community processes. My work sits at the intersection of art, equitable placemaking, and technology, exploring ethical and ecological implications within STEAM education and open-source culture.
Bec: Originally from Australia, I’ve been living in Ireland for 14 years, and specifically in South West Kerry since 2016. I trained as a secondary school teacher and spent many fulfilling years in classrooms across Western Australia, the UK, UAE, and Ireland. Over time, I moved into curriculum design, resource development, and academic management. My founder journey began somewhat unintentionally; after a long maternity leave in rural Ireland, I found local opportunities limited, so I pivoted to educational research and programme development for environmental organisations. This led to me becoming a sole trader and eventually co-founding Future Focus21c with Anita after collaborating on several research projects.
Fill us in on your female founder journey:
Our journey began as a spin-out from a research project when we realised we needed a more agile operational structure to meet the needs of our target audience. Having worked through various mechanisms over the past seven years, we officially established Future Focus21c in 2022. This path has brought both successes and challenges.
We’ve been fortunate to develop our offerings with financial support and have been able to hire some incredible talent, including members from the AwakenHub community. However, we initially focused on product development and positioning while the foundational aspects of the business were still being built. Now, we’re working on harmonising both areas.
How has being part of the AwakenHub community helped your business?
The AwakenHub network is a priceless resource for female founders. The community’s generosity, support, and shared experiences have been invaluable as we move towards creating a sustainable business model. We’ve been able to learn from others, as well as offer our support to fellow female founders through collaboration on projects. Being part of SheGen 1.0, the first US Trade Mission, and Kelly Hoey’s Networking Coaching programme has given us access to opportunities that are unique to AwakenHub.
Do you have an ‘ask’ to share with fellow #Awakenhubbers?
We are in a transition period as we move from research-funded work to monetising our offerings. We would love to hear from others who have developed innovative monetisation models or employed more traditional approaches, like online sales or licensing.
We are also looking to grow our team and would appreciate any advice from those who have navigated this growth phase successfully, particularly around revenue management, setting salary expectations, and ensuring financial sustainability.
As a founder, what are your non-negotiables? What values or principles do you live by? Who or what inspires you?
We’re careful about how we generate revenue and are in the process of becoming a BCorp, further embedding our values into our business model. Our core values include being sustainable, ethical, and values-led.
We’re inspired by young people driving change, like Clover Hogan and organisations like Force of Nature, Patagonia, and REI, as well as the young people we work with.
Where do you see yourself in 12 months and 5 years?
In the next 12 to 24 months, we aim to:
Develop new offerings that can be delivered in multiple ways.
Expand internationally by offering a monetised suite of programmes.
Diversify our revenue streams with training for third-level institutions and educators.
Build capacity by expanding our team.
In 5 years, we hope our educational approach will be recognised within global educational reform, with a larger team and a diverse project portfolio. We aim to have impact investors who support our mission.
How was your experience on the USA Trade Mission?
Attending the St Brigid’s Day Trade Mission in 2023 was insightful for us as a young business. We made valuable contacts and gained insights that have helped guide our development. We hope to attend another as we move towards international expansion.
You are both SheGen1.0 graduates! How was that experience?
SheGen 1.0 was an invaluable opportunity for us to step back and critically assess our business. It gave us space to work on the business rather than in it, and the advice and accountability from the AwakenHub team were phenomenal. The sense of community was strong, and we’ve since contracted work from other members and formed lasting friendships.
What are your top three tips for other women founders?
Join a community and actively participate. Offer your time and experience and soak up the learning.
Be open to changing how you manage your time. Experiment with new strategies.
For those working alone, we recommend The Company of One by Paul Jarvis.
Six words to live by?
Passion, Purpose, Ethical, Sustainable, Holistic, Committed.
Social Media Links:
Instagram: https://www.instagram.com/futurefocus21c_ | @futurefocus21c_
Facebook: https://www.facebook.com/FutureFocus21c/
Twitter/X: https://x.com/FutureFocus21c | @FutureFocus21c
