Speaking at the panel “Impact Innovators: Building a Healthier World,” Williams joined forces with global leaders from Reckitt, Acumen America, and CNBC to launch the Reckitt Catalyst Initiative, a £10 million commitment to support up to 200 women-led and diverse startups in the health and hygiene space by 2030.
Williams captivated the room not with serves or aces—but with sharp insight, lived experience, and clarity of purpose. “Innovation matters,” she told the audience. “Because those closest to the problem are often closest to the solution.”
As Reckitt’s new Entrepreneur-in-Residence, Serena is doubling down on her long-standing mission to invest in underserved founders. Her venture capital firm, Serena Ventures, has already backed over 60 early-stage startups, 70% of which are led by women or people of color.
At Cannes, her presence amplified the message that true innovation isn’t just about technology—it’s about access, representation, and who gets to lead. “It’s not just about funding,” she added. “It’s about mentorship, trust, and being seen.”