The Fire Came From Frustration: Why I Changed Careers over 40

Words by Zoe Greensit

Photography by Christopher Owens

There’s a quote by Carl Jung that’s particularly relevant here: 

“Life really does begin at 40. Up until then you are just doing research.”

It couldn’t feel more true.

At around that age, I found myself standing at a crossroads, exhausted, frustrated, quietly wondering if I was meant for something more. I’d spent nearly two decades working in marketing across industries like fashion, retail, travel, and finally a fast-paced tech startup, where I began to discover my entrepreneurial spirit.  

Despite all the titles I’d earned and milestones I’d reached, the work that left the deepest imprint on my heart didn’t happen in a boardroom or at a brand launch. It was in the humbling moments I spent in Honduras, volunteering with children who needed strength, stability, and the unwavering presence of someone who truly cared. Over ten years ago, I got the amazing opportunity to spend almost six months working with children in an orphanage and jungle school over there. That experience felt more meaningful than anything else. Especially now, as a mother myself, I look back on this with a whole new level of compassion and understanding, realising just how much childhood shapes the person we become and influences the course of our entire lives. Over there, I wasn’t building a business to make riches and profit, I was helping change lives. The impact felt real, human, and lasting.

It made me question everything. Why was I pouring my energy into making corporations more successful… when what I really craved was work that made people’s lives better?

And then came my own parenting struggles.

What I didn’t know, despite everything I’d learned in business, was how to handle the daily challenges of family life: The emotional outbursts, screen time battles, morning meltdowns, the constant negotiations, and the never-ending power struggles over everything from homework to bedtime. Then there’s the crushing self-doubt that creeps in when you’re convinced you’re getting it all wrong, but have no idea where to turn for a better way.

“It made me question everything. Why was I pouring my energy into making corporations more successful… when what I really craved was work that made people’s lives better?”

The Pain That Lit the Spark

Parenting felt relentless. I was severely sleep-deprived, emotionally drained, and riddled with guilt. I loved my two incredible children, but I couldn’t seem to enjoy being their mum the way I thought I would. Everyone says “it goes by so fast” and “enjoy every moment,” but when you’re knee-deep in tantrums, negotiations, and exhaustion, that advice feels more like pressure than comfort.

As the third child to relatively older parents for the times, I grew up in a home full of love and compassion, but also being the youngest by 9 years I was no stranger to negative messages and sibling comparisons. I also watched too many family members pass too soon. My father, a successful entrepreneur himself, died when he was just 65. I was 23. Now, looking back, I realise I was still a child at that time, and he wasn’t old. It shook me. Life is fragile. You only get one shot. And you’ve got to go for it.

So, I did.

Searching for a Better Way

Through my research, I discovered that the way parents speak to their children in those early years profoundly shapes the inner voice they carry into adulthood. This really hit me. I became determined to help change that narrative, turning what could become a harsh inner critic into a kind, supportive inner coach by reducing the negative messages children are so often exposed to by frustrated and worn out parents. I started reading parenting books, listening to podcasts, searching for answers and, whilst most advice sounded great in theory, it didn’t apply to my reality. I needed something more practical and interactive. Something that really worked.

That’s when I discovered a structured parenting course based on the work of leading psychologists and child behaviour experts. Within just a few short weeks of consistently applying the techniques I learned with my own children, everything shifted. I wasn’t just managing my children’s behaviour, I was transforming the way we all related to each other. Our home dynamic changed. Our communication improved massively and a whole new level of understanding came into the mix. We went from constant battles and sibling squabbling that left us feeling exhausted and hopeless, to a place of compassion, teamwork, and genuine connection as a family, where each child felt heard, and we finally felt like a team again. It was a revelation. And I knew I had to share it.

“Everyone says

“it goes by so fast” and

“enjoy every moment,”

but when you’re knee-deep in tantrums, negotiations, and exhaustion, that advice feels more like pressure than comfort.”

From Frustration to Fire

I then went on to train as a qualified parenting consultant myself. What began as a way to survive became a true passion, as I realised I could help others make positive change and meaningful difference in their lives.

Keen to step out of the shadows and into my own spotlight, coupled with my ethos that ‘you only live once,’ I finally took the plunge. In late 2024, I left my role as Head of Marketing at a tech startup to go all in. I moved on to my own mission - to empower parents to overcome challenging behaviour so their families can thrive. Ultimately, I want to help transform negative parent-child relationships for better mental health in adulthood. Because when we have children, they don’t come with a manual, and I was blown away by the fact that many mental health challenges can usually be traced back to something that happened in childhood, highlighting just how influential those early years are in shaping emotional well-being.

Becoming My Own Boss

Leaving the stable job was both thrilling and terrifying. Anyone who’s made the leap into self-employment knows it’s not a straight line. There are days I doubt myself. Days I miss the certainty of a salary. But there are also mornings when I feel more alive than I have in years, because I’m building something of my own, with no ceiling on what’s possible. I have the freedom to choose how I spend my time, and I’m fully accountable for my own success. Most importantly, I’m making a real difference by helping families navigate the complex challenges of modern parenting post-pandemic: anxiety, school refusal, neurodivergence, screen time struggles and behavioural issues, during what can be one of the most emotionally demanding stages of life.

It’s allowed me to step into my full potential, I'm choosing to define my own worth and pursue growth in spaces where I feel truly seen and valued. For the first time since having my own children, I feel back in the driver’s seat, not just of my career, but of my time, creativity, and the impact I want to make. I’ve rediscovered my love for marketing and I’m promoting something I deeply believe in: proven, practical, and much-needed parental support that transforms family lives.

“What began as a way to survive became a true passion, as I realised I could help others make positive change and meaningful difference in their lives.”

The Road Ahead

The work isn’t easy, but when you find something that truly lights that fire in your belly, and you know you’re making a real, positive difference, it doesn’t even feel like work. Supporting parents through their toughest moments and empowering them to reconnect with their children in more joyful, respectful ways is incredibly rewarding.

That’s exactly what I do through my business, Parenting2Thrive. Because no one pulls you aside and teaches you how to parent, yet we are raising the next generation which makes it the most important, and challenging job in the world! I offer a bespoke 6-session program, tailored to address each family’s specific challenges. It’s designed to equip parents with practical, proven techniques that help them bring out the best behaviour in their children and restore calm, connection, and confidence at home.

I get to help parents who feel as lost, frustrated and mentally depleted as I once did, rediscover their confidence, and build stronger bonds with their children in a calm, kind, and respectful way. I get to show them that there is a better way and it’s absolutely not about being perfect, there’s no such thing as a perfect parent or perfect family. It’s about being intentional, supported, and human.

My purpose is simple:

To help parents feel seen, supported and empowered, so they can raise children who feel the same. I don’t regret a moment of my marketing career. But I’m so glad I didn’t stop there. The frustration I once felt wasn’t failure, it was a fire waiting to be lit. 

Connect Zoe Greensit

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