Every sustainability journey begins with a decision.
For me, that decision wasn’t a single moment; it was a series of experiences, reflections, and responsibilities that slowly shaped the way I see the world, business, and my role within it. Sustainability, today, is not just what we do at Shift Eco. It’s who we are.
What sustainability means to me personally
At its core, sustainability means taking responsibility.
Responsibility for the impact of our choices. Responsibility for the systems we participate in. And responsibility for ensuring that progress today does not come at the cost of tomorrow. It’s about recognising that every decision -personal or professional – has consequences, and choosing to act with intention, integrity, and care.
When sustainability became more than a concept
Earlier in my career, I worked as a consultant, where I had the opportunity to be part of a large-scale sustainable education project in public schools in Saudi Arabia. That experience was pivotal.
It showed me, very clearly, that you can do meaningful good while doing your job well. Sustainability wasn’t an abstract idea – it was real, practical, and deeply impactful. That project planted the seed for a career rooted in social impact.
Sustainable living has always mattered to me, but becoming a mother has brought an even deeper sense of urgency. Today, sustainability is also about the values I want to instill in my daughter – responsibility, empathy, and care for the planet she will inherit. The future is no longer theoretical. It’s personal.
How these values shaped Shift Eco
Shift Eco was born from a simple but powerful belief: business can and must do better.
I wanted to build a company that helps organisations make sustainability make sense. Not as a checkbox or a trend, but as a way of doing business that creates value for clients, for communities, and for the planet.
For us, sustainability isn’t separate from business success. It’s integral to it. We focus on solutions that are practical, credible, and impactful because doing good only works when it also works commercially.
Choosing partners and suppliers: setting the tone early
From the very beginning, I was intentional about who we worked with.
Business is built on reputation, trust, and long-term relationships. Choosing ethical and responsible partners wasn’t just a values decision – it was a strategic one. Transparency mattered more than quick wins, and long-term impact mattered more than short-term margins.
That approach wasn’t without challenges. Sustainable options often come at a premium, and many clients initially questioned the cost. Navigating that meant investing heavily in education, awareness, and credibility-building. It took time, patience, and persistence but it’s also what helped us build the strong, values-aligned client base we have today.
Why education comes before sales
I often say this: we are in the business of behaviour change.
Products alone don’t create sustainable impact. People do. That’s why we prioritise education over selling. We spend time helping clients understand why sustainability matters, how their choices make a difference, and what realistic steps look like for them.
When people are informed and engaged, better decisions follow naturally. And those decisions last.
Balancing commercial goals with honest conversations
Sustainability requires honesty even when it’s uncomfortable.
There have been moments where choosing the right long-term environmental decision meant walking away from short-term business opportunities. Those decisions are never easy, but they’re guided by one principle: impact over immediacy.
True sustainability requires patience. It requires resisting greenwashing, being transparent about limitations, and focusing on progress rather than perfection. For me, protecting our own credibility and our clients has always mattered more than rapid growth.
Leading with intention, not perfection
At Shift Eco, we don’t claim to be perfect and we don’t expect that from our clients either.
What we believe in is commitment. Showing up, learning, improving, and doing better than yesterday. Sustainability is not about reaching a final state; it’s about building a mindset, a culture, and a way of working that evolves over time.
For me, leadership means embracing that journey personally and professionally and inviting others to walk it with us.
Because doing better is not a moment. It’s a continuous choice.