Our Philosophy

Our Manifesto

We exist to create a meaningful impact and drive fundamental change in the way we do business. Our vision is to place impact at the very heart of business operations because we deeply care for both people and our planet. We firmly believe that organizations can serve as catalysts for positive transformation.

We hold the belief that through collaboration and partnerships with visionaries who dream of a better world, we can propel innovative ideas and find solutions to our humanity crisis. Our guiding principle is cooperation, as we understand that nothing significant can be achieved in isolation. We are all interconnected; we are one. Our mission is to reshape the narrative surrounding business, making the harmonization of purpose and profit the new norm.

Above all, we honor the rich heritage and diverse cultures of the MENA region. We seek to reconnect with these roots to advance the Sustainable Development Goals. We are committed to listening, adapting, and learning to serve this region better. We have unwavering faith in the boundless potential of the Arab World to lead the charge for change.

Our Approach

A Journey of Transformation

Sustainability is an ongoing journey, and we are your dedicated accountability partners. We understand that sustainable development doesn’t happen overnight, and we recognize the significance of every step you take. Our role is to support you throughout this journey, helping you understand the stakes, the importance of action, and guiding you in measuring, improving, and communicating your impact. We prioritize building long-term relationships and collaborating with you to shape your impact.

Changing Mindset

At its core, sustainability involves a shift in mindset more than anything else. It requires introspection, rethinking our connection to ourselves and the world around us, and acknowledging our impact on both people and nature. We provide the tools and partnerships necessary to embark on this inner journey of observation, compassion, and ultimately, action. Our innovative pedagogy and Academy content are designed to prepare you and your teams for transformation.

All About Purpose

Purpose and impact are our driving forces. We are here to help you reflect on your role in contributing to the well-being of our communities and the environment. We challenge you to see from a fresh perspective because, whether we are aware of it or not, we all have a purpose. Our mission is to assist you in anchoring that purpose for the good of our planet.


We serve as your bridge to a wide range of stakeholders who can amplify your impact. As ecosystem builders, collaborating with us grants you access to our community of change-makers and provides solutions to your most pressing questions. We offer guidance in establishing meaningful partnerships within the MENA region.

Systemic Change

Driving change requires a foundation of information, knowledge, facts, and studies to challenge the status quo. That’s why we’ve established our Think Tank to publish papers and groundbreaking studies on sustainable development in the MENA region. Our region’s unique challenges, heritage, and traditions are integral considerations in shaping a sustainable future that resonates with us all.

Our Commitments

Go Beyond: We exceed expectations to build strong, lasting relationships with everyone we work with, driven by a deep sense of service.

Create Change: We’re here to make positive changes and challenge the norm. Our drive is to have a positive impact.

MENA Focus: We’re all about the MENA region. Our goal is to make a real difference in the Arab World.

Care and Enjoy: We genuinely care about people and the planet, and we stay positive about the future. We find joy in our journey and appreciate every day.