Najia Qazi is the founder of Sustainable Narrative, a consultancy and advocacy organization focused on promoting sustainability and the circular economy. With a clear vision on integrating the three P’s—people, planet, and profit—Najia aims to make a positive impact through her work.
Najia holds a professional degree in design and has extensive experience working with various brands in the design field. Her previous work involved understanding trends, materials, and the overall design and making process.
Najia’s studies revealed significant gaps in the industry’s approach to sustainability, particularly in the UAE, where the concept was largely absent. Recognizing the need for a broader focus beyond design, she chose to address sustainability on a larger scale, emphasizing that both large and small businesses, organizations, and individuals need to work effectively and efficiently to reduce their environmental and human impact.
The mission of Sustainable Narrative is to advocate for sustainability as a necessary choice rather than a corrective action, striving to fully integrate sustainable practices into everyday life. On a personal level, Najia is committed to reducing her own environmental footprint and serving as a role model for green impact through both local and international collaborations. She remains dedicated to continuously learning about the evolution of sustainable efforts worldwide, acknowledging that this is a critical area that cannot be ignored.
Below are highlights of interview conducted between World’s Leaders and Najia Qazi:
What are your responsibilities as an entrepreneur of the company? What is the happiest part of your daily routine?
As an entrepreneur and founder of Sustainable Narrative, my aim is to create comprehensive business plans for clients and marketing strategies that serve as a roadmap for the business’s growth and sustainability.
Also, building strategic partnerships and collaborations with other organizations or individuals who share similar values and goals can further amplify the impact of sustainability consulting efforts. This can also enhance visibility and credibility by associating with reputable partners who are recognized for their sustainability initiatives. To ensure that our efforts aligned with the client’s goals and expectations, I organized regular meetings with key stakeholders to discuss progress, address concerns, and gather feedback. I took the lead in conducting educational workshops and training sessions. By sharing relevant case studies, industry best practices, and success stories, we were able to inspire enthusiasm and commitment towards sustainability within the organization. As an advocate for sustainability in today’s digital age, having a strong online presence is essential for reaching a wider audience and maximizing the green impact. This can be achieved through various means, such as maintaining an informative and engaging website, regularly publishing content on social media platforms, participating in online forums or discussions, and leveraging search engine optimization techniques to increase visibility.
I do think celebrating small wins—like reaching sales targets or launching a service—can provide immense satisfaction as it reflects hard work paying off. As each day presents new challenges that require learning, many entrepreneurs like me thrive on this continuous growth process which keeps them motivated.
Also, being able to mark myself as one of the leading voices of the conversation. At EXPO 2020, I partnered with LO’real Middle East on Garnier’s One Green Step campaign. This was a digital educational campaign, followed by a physical event, encouraging people to move towards green living and share the steps they are taking in their day-to-day lives to help the environment. Further, collaborated with The World Green Economy Summit and MENA Climate Week hosted by the Government of the UAE and jointly co-organized by the UN entities on climate change, environment, and development. This platform was utilized to build consensus around the potential of technologies, policies, and youth as engines of a green economy transformation. It also supported the UAE’s efforts to achieve the United Nations Sustainable Development Goals 2030 (SDGs), the Dubai Clean Energy Strategy 2050 and the Dubai Net Zero Carbon Emissions Strategy 2050. This was a fit for me and Sustainable Narrative that emphasizes educating and encouraging businesses to take ownership of their journey towards more responsible and sustainable future
Describe who you are as a person, inside and outside of the workplace.
A sustainability advocate, consultant and founder of Sustainable Narrative with a clear vision on a sustainable, circular economy and the new role of business, addressing how 3 P’s – people, planet and profit can make positive impact. At Sustainable Narrative, we are conceptualizing sustainable and impactful green solutions to various businesses in the UAE. I’m working with clients to lead a wave of innovation and economic growth that safeguards our planet and advances sustainability. Catering to all the industry sectors to transform to reach net zero by 2050, balanced with the sustainable development goals. My aim is to take ideas as well as concepts from the natural world, turn them into accepted business models with the approach ‘business today from the perspective of tomorrow’.
As an individual who actively promotes environmental sustainability, social equity, and economic viability. Both within my professional environments and in broader community contexts, the main goal is to focus on education, community engagement, and making personal lifestyle choices that reflect my commitment to sustainability.
I do often take on leadership roles within organizations to spearhead sustainability initiatives and collaboration across industries to promote a culture of sustainability. Along with a continuous learning and adaptation to stay informed about the latest developments, attend events or conferences, participate in webinars, and read relevant information to ensure that I’m equipped with the current knowledge that can inform my advocacy efforts.
Outside of my professional responsibilities, I do actively engage with their communities to help raise awareness about sustainability issues at a grassroots level. That includes public speaking roles at community events or schools to educate others about sustainability challenges such as climate change, pollution, and biodiversity loss. The aim is to inspire action among diverse audiences by sharing knowledge and personal experiences. I often embody the principles through personal lifestyle choices—such as reducing waste by using reusable products, supporting local businesses, or utilizing public transportation.
I believe in a dual commitment both inside and outside of the workplace towards promoting environmentally friendly practices and policies while engaging communities in meaningful dialogue about sustainability challenges facing society today.
What has made you successful? What do you value?
Firstly, a clear vision and mission are foundational to any successful entrepreneur or business, particularly in the realm of sustainability. The vision should articulate the long-term impact the business aims to achieve in terms of environmental stewardship, social responsibility, and economic viability.
Also, the ability to adapt to changing UAE market conditions is another critical factor for success. The landscape of sustainability is constantly evolving due to technological advancements, regulatory changes, and shifting consumer preferences. It’s essential to remain agile and open-minded about adopting new practices or pivoting the business models when necessary, such as circular economy principles demonstrate this adaptability by finding ways to reuse materials or reduce waste. Maintaining ethical practices is paramount for long-term success in sustainable business ventures. This includes transparency in operations, fair labor practices, responsible sourcing of materials, and accountability for environmental impacts. Businesses that prioritize ethics tend to build stronger reputations and foster customer loyalty because consumers increasingly prefer brands that align with their values.
As a founder of Sustainable Narrative, I value integrity, collaboration, innovation, resilience, and social responsibility. Integrity ensures that all actions taken are consistent with the company’s values; collaboration fosters teamwork both internally among employees and externally with partners; innovation drives continuous improvement; resilience enables overcoming challenges; and social responsibility emphasizes giving back to communities while protecting the environment.
Which are the major services of the company and how do the company to get ahead in the competition? What value-added services does the company provide?
Sustainable Narrative focuses on helping organizations adopt sustainable practices and strategies. That includes working with businesses, governments, and non-profit organizations to develop and implement sustainable solutions that address environmental, social, and economic challenges. Our expertise is derived from our ability to analyze and synthesize information from a wide range of sources.
In terms of sustainable consultancy offerings, services include:
- Sustainability Strategy Development: We assist organizations in developing comprehensive sustainability strategies that align with their core values, business objectives, and stakeholder expectations. Our expertise lies in conducting thorough assessments of an organization & their current practices, identifying areas for improvement, and formulating actionable strategies to achieve sustainability goals.
- Environmental Impact Assessment: We offer environmental impact assessment services to help organizations understand the potential environmental consequences of their activities or projects. By conducting rigorous assessments, we identify potential risks and propose mitigation measures to minimize negative impacts on ecosystems, natural resources, and local communities.
- Stakeholder Engagement: We recognize the importance of engaging stakeholders in sustainability initiatives. Our consultancy services include designing stakeholder engagement strategies that foster collaboration, transparency, and inclusivity.
- Partnerships and Collaborations: We help organizations build strong relationships through partnerships and collaborations to ensure the success and acceptance of sustainability initiatives within the region.
To stay competitive in the growing field of sustainability, at Sustainable Narrative, we firmly believe in developing new methodologies or tools that enhance our service offerings—such as advanced data analytics for better decision-making or digital platforms for stakeholder engagement. Also, building specialized knowledge in emerging areas like circular economy principles or climate risk assessment can differentiate us from our competitors who may not have this expertise. Further, tailoring services to meet specific client needs fosters long-term relationships; understanding unique challenges faced by different industries allows us to provide customized solutions that add significant value. Expanding operations internationally while maintaining local expertise allows firms to address global challenges effectively while being sensitive to regional contexts as well.
What is the significance of innovative ideas in the company?
I think creative ideas enable companies to develop new products, services, or processes that align with sustainability goals. By focusing on digital eco-friendly solutions, Sustainable Narrative can reduce the environmental impact while meeting consumer demands for sustainable options.
As consumers increasingly prioritize sustainability, businesses that innovate to meet these expectations can attract more customers and build brand loyalty. This competitive advantage is not only beneficial for sales but also enhances the company’s reputation as a leader in sustainability. Also, sustainable innovation contributes to a company’s resilience by enabling it to adapt to changing market conditions and regulatory landscapes.
Businesses that invest in innovative practices are better equipped to navigate crises and uncertainties, ensuring their survival and growth over time. For example, at Sustainable Narrative we adopt circular economy principles and help our clients to minimize waste and resource dependency, making them more resilient against supply chain disruptions. Also, companies that integrate social responsibility into their innovation strategies can create products or services that improve quality of life or promote equal opportunities within communities. This dual focus on environmental and social outcomes enhances the overall impact of sustainable companies as a result.
Give us your opinion on; do organizations rely heavily on individual heroics or team processes?
In my opinion this question of whether organizations rely more on individual heroics or team processes is a complex one that can vary significantly depending on the context, industry, and organizational culture.
Relying on individual heroics results in quick decision making but at the same time it can create an unsustainable model for success. Outcomes based on individual actions can be unpredictable and inconsistent, leading to variability in performance across the organization. When success is attributed solely to individuals, there may be less emphasis on documenting processes or sharing knowledge with others, which can hinder overall organizational learning. Whereas, teams leverage diverse perspectives and skills, leading to more innovative solutions than any single individual might generate alone. Further, encourage collaboration and knowledge sharing, which fosters continuous improvement and learning within the organization. Well-defined team processes create a framework for consistent performance across various tasks and projects.
What advice would you give someone going into a leadership position for the first time?
I do believe as a leader and entrepreneur it’s essential to set clear goals, be transparent about the process as well as the challenges and always seek to develop a unique narrative with yourself and the people around you. That is by surrounding yourself with talented and dedicated individuals who complement your skills and bring diverse perspectives to the table. A strong team can help you navigate challenges, brainstorm innovative ideas, and execute your business plan effectively.
Additionally, fostering a positive work culture that encourages collaboration, creativity, and continuous learning is essential for long-term success. Learning from experienced entrepreneurs can provide invaluable guidance and insights. Also, seeking out mentors who have achieved success in your industry or have expertise in areas where you need support. They can offer advice, share their own experiences, and help you avoid common pitfalls.
