Najia Qazi | Founder | Sustainable Narrative
Najia Qazi is a visionary in the field of sustainable business practices and environmental advocacy. As a sustainability advocate, consultant, and the founder of Sustainable Narrative, Najia has a clear mission to promote a circular economy, encouraging businesses to focus on the three P’s: people, planet, and profit. She is driven by the belief that businesses should operate today with a forward-thinking approach, considering how their actions impact the future. At EliteX, we are proud to have Najia Qazi as part of the edition: Extraordinary Business Leaders to Watch, 2024.
Based in Dubai, UAE, Sustainable Narrative is Najia’s platform for creating awareness around sustainable practices and offering sustainable design-based solutions to a variety of businesses. Through Sustainable Narrative, she aims to instill a regenerative mindset within organizations, encouraging restoration and renewal of current resources while building systems that can sustain themselves over time. Najia’s consultancy not only provides advice but also implements practical solutions tailored to each client’s unique challenges. Her work has been essential for companies seeking to align their operations with Sustainable Development Goals (SDGs) and address sustainability challenges across the MENA region. Najia’s journey into consulting and sustainability advocacy was driven by a combination of intellectual curiosity, the diversity of work opportunities, the potential to make a significant impact, and a drive for professional growth. Her background and experiences have made her deeply invested in solving complex problems that require critical thinking and creativity. Najia appreciates the variety her work offers, as she collaborates with sectors such as energy, finance, food security, and fashion, which helps her gain a comprehensive understanding of various industries and their sustainability challenges.
“Our journey to sustainability requires everyone’s involvement. Through education and targeted messaging, we can inspire meaningful change that resonates with individuals, communities, and businesses alike.”
For Najia, the intellectual stimulation of this field and the opportunity to influence positive change within organizations is highly motivating. She also values the chance to continually grow and develop as both a professional and an entrepreneur, always seeking ways to expand her knowledge and impact. Najia describes her leadership style as collaborative, innovative, and impactful. She believes that her success as a leader stems from her commitment to three core values: integrity, innovation, and collaboration. Integrity allows her to maintain ethical standards and transparency, building trust among stakeholders. Her focus on innovation ensures that her team is always looking for new, creative solutions to environmental issues, while collaboration highlights the importance of working with various partners, from communities to government entities, to achieve shared sustainability goals. These values reflect Najia’s commitment to responsible leadership, which prioritizes long-term ecological health, social equity, and economic success.
Najia believes that a successful business leader must possess vision, emotional intelligence, and adaptability. Vision gives direction to an organization and aligns team members with a common purpose. Emotional intelligence allows leaders to connect with their team members on a deeper level, fostering strong relationships. Adaptability is essential in today’s fast-paced world, enabling leaders to navigate changes and challenges effectively. According to Najia, leaders who are able to inspire trust and motivate others stand out, especially in industries that are constantly evolving, like sustainability. Najia has achieved significant milestones through Sustainable Narrative. At COP 28, she collaborated with Al Futtaim Automotive, supporting their mission to lead in electric vehicle (EV) and circular economy practices within the region. Additionally, for Expo 2020, Najia partnered with L’Oréal Middle East on Garnier’s One Green Step campaign, a program encouraging green living and sustainable practices among the public.
Her involvement in the World Green Economy Summit and MENA Climate Week has further underscored her commitment to sustainability. These collaborations not only aligned with the UAE’s vision for sustainable development but also advanced public awareness and involvement in eco-friendly practices. Najia fosters a culture of innovation within her organization by emphasizing diversity, continuous learning, and open communication. She brings together professionals from diverse backgrounds, encouraging them to share unique perspectives and ideas. Regular training sessions and workshops keep the team updated on emerging trends, and open lines of communication ensure that every team member feels valued and heard. Additionally, Najia leverages technology to streamline processes, enabling her team to explore new solutions to sustainability challenges.
Najia identifies several challenges that businesses will likely face in 2024. Economic uncertainties, technological disruptions, and supply chain vulnerabilities are some of the key issues she sees impacting the business world. To address these, Najia advocates for financial agility, including flexible budgets and enhanced forecasting. She also emphasizes the importance of upskilling employees to stay competitive in a world where AI and automation are transforming industries. Sustainability pressures are another significant challenge, as regulations increasingly require companies to adopt greener practices. Najia’s approach involves integrating sustainability into business operations and ensuring transparent environmental impact reporting, helping companies stay ahead of regulatory demands.
“By addressing environmental challenges with integrity, innovation, and collaboration, we can build a framework for responsible leadership that benefits both society and the economy.”
Najia believes that work-life balance is essential for sustained productivity and well-being. She sets clear boundaries between her work and personal life, advocating for a consistent schedule that accommodates both. Najia also encourages flexible work arrangements within her team, enabling her employees to manage their schedules effectively. Her advice to other leaders includes modeling healthy work habits, encouraging time off, and fostering an environment where open communication is valued. Mentorship has been instrumental in Najia’s career, providing her with valuable guidance, support, and industry knowledge. She actively mentors others, believing in the power of knowledge-sharing to foster growth. This mutual learning relationship not only benefits her mentees but also enriches Najia’s own journey, contributing to a positive and supportive professional community. Najia is committed to staying informed about the latest trends in sustainability and emerging technologies. She reads reputable international journals, follows Middle Eastern industry reports, and attends conferences to network with experts. This dedication to continuous learning ensures that Najia and her team remain at the forefront of sustainable business practices.
Najia recalls a time when she implemented a waste reduction strategy for a manufacturing client. Despite her thorough planning, the strategy initially faced resistance from employees who were hesitant to change their routines. This experience taught her the importance of stakeholder engagement. She now prioritizes involving employees in the decision-making process and addressing their concerns directly, ensuring greater participation and long-term success. Najia believes that a positive and inclusive workplace is fundamental to an organization’s success. At Sustainable Narrative, she has implemented several strategies to promote diversity and inclusion. These include establishing clear sustainability values, fostering open communication, recruiting diverse talent, and offering DEI training. Recognizing individual and team contributions towards sustainability goals also reinforces a positive culture aligned with the organization’s mission.
In business, Najia views risk-taking as essential for growth. Her approach involves a thorough analysis of risks, weighing potential benefits against possible downsides. She believes that calculated risks, such as market expansion, innovation investment, and strategic partnerships, can offer substantial rewards. This structured approach allows her to make informed decisions that align with her organization’s objectives. Looking ahead, Najia is excited to expand the reach of Sustainable Narrative. Her goal is to continue scaling the consultancy’s impact by leveraging digital platforms, automation, and strategic collaborations. Najia envisions a future where businesses, government entities, and the public are united in their commitment to sustainability. Through education and awareness campaigns, she hopes to communicate the tangible benefits of sustainable practices, helping people understand the positive impacts on health, well-being, and the environment.
“Sustainability is not just a business model; it’s a commitment to a regenerative future where people, planet, and profit coexist harmoniously.”
In Najia’s view, a transition to a more responsible future requires collective action. She believes that by engaging stakeholders and conveying the value of sustainability, Sustainable Narrative can help shape a more sustainable world for future generations. Najia Qazi is a leader whose dedication to sustainability is driving real change in the MENA region. Through her work at Sustainable Narrative, she is not only helping businesses become more eco-conscious but also fostering a culture of innovation, inclusivity, and responsible leadership. Najia’s journey reflects her commitment to building a future where sustainability is at the core of every business decision, inspiring others to follow her example and contribute to a greener world.
