Speaking the language of chemistry

“So the mug I'm holding is chemistry, right? Your body is chemistry, nature is chemistry. Everything, everything is chemistry.”

It’s a simple observation but in Anna Zhenova’s world, it’s a call to action. If everything around us is shaped by chemistry, then the way we practice chemistry can shape the future we live in.

The challenge, she says, isn’t just discovering better materials or cleaner processes. It’s learning how to speak chemistry differently. It’s translating complex scientific concepts into language that policymakers can act on, corporations can invest in and communities can trust.

Creating a language of change

Today, Anna is the founder and CEO of Green Rose Chemistry, an independent consultancy working to accelerate the transition to sustainable chemistry. But before the transition into industry, she built her foundation in academia, where the pace and priorities left her wanting something more immediate.

“We need this foundational research. We need people asking the question, why does it do that? Or if we did this, could we achieve a different result? But for me, it didn't speak to my heart. I just wanted my work to change something about how we do things right now because I could see the challenges that we're facing,” she says.

With a clear goal in mind, Anna pursued work that could make a true impact in the here and now. Green Rose Chemistry aims to help companies apply “safe, sustainable, innovative chemistry — no bias, no BS” to solve pressing challenges in health, safety and environmental impact.

Her favorite part of the job? Communicating why chemistry is so important to people without a chemistry background.

“In academia, the training around communication seems to be that you communicate to a very narrow audience. And if you haven't done a degree in chemistry and try to read a chemistry paper, you're probably going to have a bad time because the language that's chosen is deliberately confusing,” she explains.

Instead of speaking about chemistry in its traditional, technical form, Anna translates it for her audience. After all, a trade association isn’t focused on the same aspects of a project as a chemist or a policymaker. Working with such a diverse range of stakeholders has equipped Anna with a powerful tool in the sustainability transition: language.

“There are different languages across all of those [stakeholders] and you have to find a common language with them, figure out what it is that they care about and communicate in that way,” she says.

Making circularity accessible

What matters most to Anna? Changing the world for the better.

“It's a big audacious goal, but I think that’s what I'm trying to do with my job — use chemistry in a way that creates a more sustainable future for us. And I think we're uniquely positioned to do that,” she explains. Green Rose Chemistry works across multiple industries, providing deep technical scientific understanding and communicating it in a way everyone can understand.

“There's a lot of amazing science that's being done out there, but if people don't understand it, then they can't access it. They can't adapt it to their own purposes. So, I try to help transfer that knowledge,” she says.

This approach is especially important when tackling challenges like circularity in polymers and adhesives. Anna explains that we can’t simply eliminate these materials, so instead the goal is to redesign systems so they can be reused, recycled or repurposed rather than discarded.

Starting with lower-impact feedstocks, such as bio-based or waste-derived materials, and moving toward fully circular processes requires not just technical solutions, but clear communication and alignment across every part of the supply chain. It’s this combination of scientific expertise and the ability to make green chemistry accessible that allows Green Rose Chemistry to turn insight into meaningful, sustainable action.

Impact through data-based decision-making

“Data and digital tools are huge in the sustainable transition. Data is the biggest enabler for sustainable chemistry because if you don't understand the downstream impact of what you're doing, you cannot make good decisions,” she says.

Anna highlights a real challenge, shaped by human emotions and natural bias. The belief that natural materials create less of an impact on the environment is common — and sometimes, wrong. “Data helps you to disentangle your very human emotions and your feelings about natural materials being better and actually uncover what the truth of the impact is,” she explains.

“So this is the challenge: without having that reliable chemical data, we can't be confident that the choices we're making are good choices. And even with the best intentions in the world, you can end up doing something that's harmful to people, harmful to the planet,” she says.

AI as a translator of complexity

According to a recent IBM survey, “80% of chemicals industry executives surveyed say AI will be important to the success of their business in the next three years.” While Anna agrees that AI can provide value, she emphasizes that it isn’t a magic cure.

“We're in a bit of an AI bubble right now. I think a lot of people are saying AI is going to fix all of our problems. That's definitely not my message. AI is a really good tool, but it needs to be used appropriately,” she says.

Appropriate use, she stresses, does not mean expecting “ChatGPT to be your chemistry research buddy. You need to choose the right AI tool for the job at hand.”

What AI can do is translate complexity into clarity. Anna explains that AI tools excel at uncovering and deciphering patterns, making sense of incredibly complex materials and polymers and helping scientists understand the functions of advanced chemical structures.

“I think truly data-based and intelligently chosen AI tools can help unlock innovation and drive it forward more quickly. But you can't just say that any AI tool is going to fix your problem because you need to be aware of what you're doing and what problems that tool can have,” she explains.

Shaping the future of chemistry

“We have a lot of crises that are going on at the same time — the climate breakdown is accelerating and it's forcing a lot of geopolitical crises. It's a stressful time, but at the same time, that means that it’s a transformational time. And the best time to make big changes is during a time of transformation,” she says.

Positive thinking in the face of these challenges is exactly what sets Green Rose Chemistry apart. As their landing page proclaims:

We believe in a bright green future, with chemistry playing a crucial role in enabling clean, sustainable innovation and high quality of life around the world. Our reason for being is to bring that future closer.

For Anna, the journey to get there involves defining the future of chemistry, just as past decisions created the petrochemical landscape we inherited.

“We need to shape chemistry to make the future that we want. We're not here in a petrochemical economy because the petrochemicals wanted it to be that way. Decisions were made by humans that created that world for us.”

Hear more from Anna by watching our recent Sustainability in Action webinar, ‘Green Chemistry for a Sustainable Future’