Raquel Noboa | Founder and CEO | Fifty Shades Greener
Raquel Noboa is the founder and CEO of Fifty Shades Greener, a company dedicated to teaching environmental sustainability. Originally from Spain, she has lived in Ireland for more than 25 years. Raquel’s journey is marked not only by her commitment to sustainability but also by her love for fun and laughter. Joy is a core part of her identity, and she has carried this energy into both her personal life and her professional mission. As CEO, she guides her company with a strong focus on people, the planet, and profit—always in that order. Her role is to ensure that these three priorities remain at the heart of every decision the organisation makes. At EliteX, we are proud to have Raquel Noboa as part of the edition: 05 Influential Sustainability Leaders in 2025.
Raquel’s interest in sustainability began in childhood. She always had a deep love for the natural world, especially animals, even the less popular kinds like insects. But her professional journey started in a different field—hospitality. She moved to Ireland in 1998 without speaking English and took up work in hotels. Through dedication and hard work, she rose to management level. It was during her time working in the Maldives in 2004 that her outlook on the environment changed forever. On December 26th, a massive tsunami hit the Indian Ocean. The experience deeply affected Raquel and caused her to suffer from eco-anxiety—an ongoing fear of environmental disasters. For more than a decade, she carried that anxiety with her, feeling overwhelmed by the thought of ecological doom.
“No matter how tough a day may be, I make it a point to laugh. Joy and purpose can go hand in hand, even in the face of serious global challenges.”
The turning point came when she began working at Hotel Doolin, a small boutique hotel on the west coast of Ireland. She was given a new role there as the Green Manager. For the first time, Raquel learned how to measure a hotel’s carbon emissions and its overall environmental impact. This hands-on experience gave her a sense of control. She realised that if she could measure that impact, she could also reduce it. That moment marked the beginning of her lifelong mission in sustainability. In 2017, she took the bold step of starting her own company—Fifty Shades Greener—so she could share what she had learned with others. Her goal was clear: help people understand how to take practical steps toward a greener way of living and working.
For Raquel, sustainability is both a personal responsibility and a professional commitment. On a personal level, it’s about being aware of how daily actions affect the world and choosing to make a positive difference. She admits it’s not always easy—she still makes mistakes—but what matters most is staying aware and trying to improve. It’s not about being perfect; it’s about making better choices one step at a time. Professionally, sustainability is the foundation of everything she does. When she started her company, her focus was mainly on the hospitality sector, helping businesses see that green practices aren’t just good for the environment, but also for their bottom line. Today, her work reaches far beyond hospitality. She works with schools, businesses across all industries, and even governments. Her mission now is to shift how people think—from fear and confusion to empowerment and action. To her, sustainability is not a passing trend—it’s a way of life.
Of course, the path hasn’t been easy. Working in sustainability can be emotionally draining. Raquel has faced moments of deep frustration and even despair. The news is full of stories about climate change and injustice, but for someone working in the field, the reality hits even harder. She reads the reports, understands the risks of inaction, and sees the slow pace of change up close. One particularly painful moment was when the European Union delayed certain sustainability reporting requirements under the CSRD (Corporate Sustainability Reporting Directive) by two years. For Raquel, this wasn’t just a policy issue—it felt like a huge step backwards. She believed the CSRD had the potential to create real accountability, especially for protecting human rights in global supply chains, such as those in the fashion industry. The delay sent a message that the suffering of vulnerable people, like children and women in exploitative working conditions, could wait. Moments like these are tough, and they sometimes make her question if the fight is worth it. But she always finds her way back.
What keeps Raquel motivated during hard times is her community. She draws strength from her team and her business partners across the globe. Being surrounded by people who share her values gives her hope and energy. And then, of course, there’s laughter. No matter how tough a day may be, Raquel makes it a point to laugh. It’s her way of coping and staying emotionally balanced. She believes that joy and purpose can go hand in hand, even in the face of serious global challenges.
“Real progress happens when we collaborate, educate, and build a culture where sustainability becomes the norm, not the exception.”
In Raquel’s view, real leadership in sustainability is not about having all the answers. It’s about doing what is right, even when it’s hard. It’s about helping others see the big picture and take their own steps toward a greener future. A true sustainability leader doesn’t work alone—they educate, simplify, and inspire others to join the movement. They show that every action, no matter how small, can create a ripple effect. Leadership, for Raquel, is about creating a culture where sustainability becomes normal, not just an add-on or a special project.
Today, Fifty Shades Greener continues to grow under Raquel’s leadership. The company provides education and training that is simple, practical, and impactful. Whether working with a hotel, a school, or a government agency, the goal remains the same: to make sustainability accessible and achievable for everyone. Raquel believes that when people understand what they can do and why it matters, they are more likely to take action.
Looking back, Raquel’s story is one of transformation—from a young girl who loved animals, to a hotel manager dealing with eco-anxiety, to a passionate educator and changemaker. Her life shows that even in the face of fear and frustration, it is possible to build something meaningful. By combining knowledge, empathy, and a good sense of humour, she has turned her personal journey into a movement that is changing lives around the world. Through Fifty Shades Greener, she continues to inspire others to act, to care, and to believe that a better, greener future is possible—for people, for the planet, and yes, for profit too.
“Sustainability is not about being perfect; it’s about being aware and improving step by step by making conscious choices.”
