Integrating Sustainability Into Business Operational Models with Ezzaddine and Jade


In a recent interview, industry leaders Jade and Ezzeddine discussed the vital link between sustainability and digital transformation in today’s business world. Sustainability is now a global imperative, with companies realizing it’s not just a moral duty but also crucial for business success, given increased scrutiny by investors, customers, and regulators.

Meet the Experts

Jade – With 14 years of experience in sustainability, Jade’s journey began in carbon markets, followed by roles in renewable energy project development and sustainability strategies. She also has a background in financial productization with a focus on climate and sustainability. She is a director of KPMG Singapore.

Ezzeddine – An electrical engineer with a diverse career spanning banking, financial risk management, and the energy sector. He is passionate about the intersection of digital transformation and sustainability, seeking to harness technology to address pressing challenges. He is currently the CEO of Emicool in Dubai.

The Role of Sustainability in Business Today

Sustainability is no longer confined to the realm of environmental concerns. It has evolved into a multifaceted concept that encompasses environmental, social, and governance (ESG) factors. Investors are increasingly looking at ESG criteria when making investment decisions, and regulators are mandating sustainability disclosures. This shift means that sustainability is no longer just a moral compass but a pivotal business driver.

Challenges on the Sustainability Journey

Implementing sustainable practices presents numerous challenges for organizations. Jade and Ezzeddine highlight several critical obstacles:

  • Mindset Shift: The transition towards sustainability often requires a fundamental shift in an organization’s mindset. It entails reevaluating the “why” behind business decisions, moving from a profit-centric focus to one that considers broader impacts on society and the environment.
  • Integration: Integrating sustainability objectives seamlessly with core business objectives can be challenging. This requires aligning strategies, governance structures, and policies to ensure sustainability is ingrained in the organization’s DNA.
  • Budget and Support: Organizations may face financial constraints, lack of support, and a shortage of awareness when it comes to sustainability initiatives. Securing the necessary resources to drive sustainability efforts can be a hurdle.
  • Data and Digitization: Accurate data is the foundation of sustainability initiatives. Ensuring data quality, governance, and cybersecurity while effectively utilizing digital tools to capture and analyze data are essential aspects of the journey.
  • Materiality Matrix: Identifying the most relevant sustainability aspects to focus on is crucial. Organizations must assess their impact on various areas to determine where their efforts should be directed.
  • Measuring Impact: Measuring the effectiveness of sustainability initiatives is vital. Metrics and key performance indicators (KPIs) should be established to gauge progress and impact accurately.
  • Change Management: Encouraging employees to embrace sustainability practices can be challenging. Effective change management strategies, such as gamification and upskilling, are needed to motivate and engage the workforce.

Sustainable Strategies for Businesses

To navigate these challenges and embark on a successful sustainability journey, organizations can consider the following strategies:

  1. Continuous Learning:
    Invest in online courses and programs that align with employees’ roles and responsibilities. Learning should be tailored to create relevance within the organization.
  2. Data-Driven Decision-Making:
    Leverage data to measure, monitor, and manage sustainability efforts. Data provides insights into areas where improvements are needed and helps in setting meaningful targets.
  3. Cross-Functional Collaboration:
    Encourage cross-functional dialogues within the organization. Different departments should work together to drive sustainability, fostering a holistic approach.
  4. Capacity Building:
    Focus on upskilling employees to develop sustainability-related skills and competencies. This ensures that the workforce is equipped to contribute effectively to sustainability initiatives.
  5. Narrative Building:
    Craft a compelling narrative around sustainability efforts. Transparent and authentic storytelling helps in conveying the company’s commitment and progress accurately.
  6. Start with Measurement:
    Begin by measuring the organization’s carbon footprint, water usage, waste generation, and other relevant metrics. This data provides a baseline for improvement.
  7. Risk Mitigation and Opportunity Seizing:
    Recognize that sustainability isn’t just about risk mitigation; it’s also about seizing opportunities. Identify areas where sustainability can create new business models and revenue streams.


Sustainability and digital transformation are crucial in modern business. According to Jade and Ezzeddine, sustainability is strategic, involving mindset shifts, integration, data use, and learning. It’s a continuous journey for organizations to thrive in a changing global economy.

Interested in enhancing your skills with the guidance of these distinguished mentors?
Book a time with Ezzeddine here:
and with Jade here:

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