top of page


  • Marwa Kaabour

Sustainability needs to be imprinted in every business

Destiny has always been an interesting concept to me. There are those who believe it happens to us, and those who believe we shape it. I belong somewhere in between. While I definitely think we can take steps to shape it, we also often find that it meets us where it’s meant to, whether we like it or not. 

Much like destiny is sustainability. You can embrace it from the get-go and shape the trajectory of your life and business as ‘sustainable’ or you can attempt to avoid it – only to be ambushed by it somewhere down the road.

That’s why it’s so important for us to forge our own climate destiny – take control of it so you’re not surprised and forced into action when left with no other option. Because whether we like it or not, that’s where we’re headed. 

Climate action and sustainability are inevitable if we want to continue to inhabit our world. At the rate the world is currently depleting resources, we will soon require 1.7 Earths to sustain our existence. Biodiversity is vanishing, clean water is becoming scarce and the road to clean energy transition is lined with challenges. In simple words, our future and the future of our children is at great risk. 

In the face of this ominous fate, the world is focusing on mitigation. But as the historic COP28 in the UAE – that took place in our very own backyard – showed us – the focus now needs to be on adapting alongside mitigation. We need to learn to live with the changes and consequences of our actions.


bottom of page