New Metrics LLC

Lead Customer Experience & Marketing Strategy projects across MENA.
Established and lead Market Research, Innovation Management, and Foresight practice.
Had the privilege to work with 50+ leading private and public clients across the MENA on transformative projects.
Mentored, coached, and trained more than 300+ managers and leaders from enterprises and government institutes.

Principal - Customer Experience, Research & Innovation

Zenith

Market Lead on Oman - managing the largest digital media spend in the Sultanate, covering Performance (SEM/SEO,Social), Digital Marketing, Social Content, and Media. 

Proud to have serviced Omantel, Bank Muscat, and our clients in Oman.

Business Director

Peppers & Rogers Group

Managed multiple projects in the Middle East as a subject matter expert on loyalty/CRM/retention, digital media, and digital content.
Areas of Expertise: Loyalty/CRM, Digital Transformation, Digital Marketing
Sectors of Expertise: Telecom, Media & Technology, Financial Services

Senior Manager

Boubyan Bank (Member of NBK Group)

Responsibilities included the following projects/units:
•	Innovation & Technology
•	Web Presence (website, microsites, landing pages)
•	Online Marketing
•	Social Media (management, engagement, monitoring, analysis)
•	Intranet Platform (development, update, design, training)

Manager - Digital Media

AWI Company

Spearheaded the digital transformation of the largest diversified media company in Kuwait, establishing its digital offering.

Launched various nationwide campaigns for multiple industries (Telcos, retail, elections campaigns, governmental bids) utilizing diverse media (out of home, newspapers, magazines, direct marketing, online, and social).

Successfully managed sales and operations of the leading classifieds and direct marketing company in Kuwait, and led its expansion into new partnerships and geographies.

Executive Manager (eCommerce/Digital Media)

KREE8it

Co-founded KREE8it after noting a gap in quality digital services offerings in the market. Proud to name L’Oreal, SanDisk, P&G, Nikon, AM Kharafi, Al-Hamra Tower, and The Scientific Center – Kuwait among the clients.

Co-Founder

Panasonic

In addition to heading the Panasonic ICT unit, I was responsible for management of other brands like SanDisk, RadioShack, among others.

Category Manager - Digital/ICT (Panasonic, SanDisk, RadioShack)

Alaa Halawi

MajdTalks

MajdTalks is an online platform that offers clear, impactful insights into sustainability and decarbonization. It features short, engaging videos, exclusive project tours, and interviews with industry leaders. MajdTalks makes complex topics accessible, inspiring viewers to take part in shaping a sustainable future in the MENA region and beyond.

Founder

Rihla Initiative for Green Economic Growth

Policy Council Member 

Dubai Supreme Council of Energy

Member of Dubai's DSM Executive Committee

- Lead policy and strategy development for Dubai's key strategies including Demand Side Management, Integrated Water Resource Management, Green Mobility, and Circular Economy.
- Member of two high-level Dubai government committees
- Oversee the implementation of the Integrated Water Resource Management Strategy deliverables, collaborating with major entities to establish effective data collection and reporting mechanisms.
- Oversee the implementation of CE initiatives defined by the CE Committee 
- Conduct and oversee periodic strategic studies and reports, identifying best practices and improvement opportunities, and monitoring the progress of various initiatives.
- Provide analysis and advice on DSM performance, supporting stakeholders in strategy adherence and project execution, and identifying gaps and opportunities.
- Engage with federal government entities in data sharing, workshop participation, and report development, while actively proposing solutions for strategy enhancement.
- Initiate and manage special projects related to DSM and energy efficiency, including strategic planning for new project opportunities.
- Build and manage partnerships with external stakeholders, contributing expert opinions and strategic advice to various government committees and strategies.

DSM Strategy & Policy Lead

Member of DSCE's Circular Economy Committee

Member of Dubai's Integrated Water Resource Management Strategy's Steering Committee 

Advancing Net Zero Volunteering Team

Board Member

- Lead the strategic direction of the team, including developing long-term goals and aligning with the organization's mission and vision.
- Established six specialized subgroups: Buildings, Industry, Communities, Hospitality, Culture and Awareness.
- Manage and oversee a team of over 100 expert volunteers, effectively deploying their skills across various projects and initiatives.
- Oversee the publishing of influential white papers on the decarbonization of cities in the UAE
- Foster relationships and develop partnerships with local and international partners and stakeholders, enhancing collaborative efforts and advancing team objectives.

Managing Director

Ministry of Foreign Affairs of Denmark

- Developed strong government relationships to facilitate  collaboration between Denmark and the UAE 
- Developed and implemented energy strategy and reported opportunities to the Danish Consulate, Danish Embassy and the Danish Ministry of Foreign Affairs 
- Managed and oversaw the implementation of export promotion, business development, and capacity 
building events in the region. 
- Identified, evaluated and developed business opportunities for Danish companies in the UAE  
- Worked closely with local, regional and global advisor to  identify opportunities related to different industries including PtX, energy efficiency, renewable energy and district energy.
- Provided technical expertise related to energy, waste management, resource management and 
sustainability 
- Provided consultancy, market analysis, market access plans, and stakeholder mapping services to Danish companies 
- Implemented the green diplomacy and carbon neutrality plans set by the Ministry of Foreign Affairs in Denmark

Senior Energy Advisor - Royal Danish Consulate General in Dubai

Emirates Green Building Council

Managed EmiratesGBC’s technical programs:
- EmiratesGBC Energy and Water Benchmarking Project which is part of Dubai's Commitment to the Building Efficiency Accelerator, an initiative under the UN program “Sustainable Energy for All”
- Energy Efficiency Program and Building Retrofit Training (Developed the slides of the Level II course and the exam) 
- Net Zero Centre of Excellence (Development of a road map to advance net zero buildings in the UAE)
- Hospitality Program and Green Key Certification  
- Monthly Technical Workshops and Events 
- Research Projects (Data collection, research and analysis)

Planned, implemented and overseen the function of the technical projects and initiatives

Contributed to the development of the Council’s strategy and priority projects. Responsible for identifying key projects and determining the resources required. 

Worked closely with higher management to make sure that the scope and direction of each project is on schedule and as per project plan and budget.

Managed the technical program employees as well as volunteers and trainees 

Supported in developing partnerships with different stakeholders (government, academia, private companies) to enhance the Council’s technical programs 

Worked closely with other team members to contribute technical content to communications, marketing campaigns and events.

Lead author of “Defining Nearly Zero Energy Buildings in the UAE – 2017 EmiratesGBC Report”

Technical Manager

• Led the EmiratesGBC Benchmarking Project  which is part of Dubai's Commitment to the   Building Efficiency Accelerator, an initiative under the UN program “Sustainable Energy for All”, in which EmiratesGBC is working in collaboration with the Dubai Supreme Council of Energy.  Responsible for managing the project from beginning to end, this includes data collection, data analysis and stakeholder management. 
• Led the multi-stakeholder Building Retrofit Pilot Project. Responsible for managing the project :  development of project framework, project plan, leading communications etc.
• Lead author of the EmiratesGBC Energy and Water Benchmarking for UAE Hotels – 2016 Report: Developed the framework, data collection, ran statistical tests and analysis
• Comprehensive content and research review of the Technical Guidelines for Retrofitting Existing Buildings and internal content review of the Building Retrofit Training. Responsible for collecting feedback, content development of photovoltaic systems section.
• Co-facilitation of monthly EmiratesGBC Technical Workshops. Responsible for selection of topics, coordination with facilitators and attendees, and writing of workshop briefs
• Prepared the National State of Play of Sustainable Buildings and Cities in the UAE for the MENA study conducted by CEDARE and UNEP by researching and collecting data from government and industry stakeholders  
• Updated the 2016 Abu Dhabi and Dubai Market City Briefs based on the progress of the UAE green building market in 2015.
• Contributed to the Fourth National Communication Report prepared by UAE’s Ministry of Energy as a requirement of the United Nations Framework Convention on Climate Change and contributed to writing several sections on UAE green building and energy efficiency initiatives to mitigate climate change 
• Contributor and lead author of EmiratesGBC technical papers

Technical Officer

Green Key International

Green Key is an international eco-label for tourism facilities. Since its invention in Denmark in 1994, Green Key has been a leading standard of excellence in environmental responsibility and sustainable operation within the tourism industry. The Green Key programme is managed by the Foundation for Environmental Education. In the United Arab Emirates, the Green Key is managed by Emirates Green Building Council.

Green Key provides a well-proven framework for an establishment to work with its environmental management on sustainability issues, including awareness raising. The high environmental standards expected of these establishments are maintained through rigorous documentation and frequent on-site audits. Green Key is eligible for hotels, hostels, small accommodations, campsites, holiday parks, conference centres, restaurants, and attractions. After achieving the prestigious international award, the establishment can use it in its promotion. For guests, a Green Key shows that the establishment is committed to reducing the environmental impact of their stay.

National Operator - UAE 

Banque du Liban -  Banking Control Commission of Lebanon BCCL

In appraising real estate properties, the "Real Estate Department - BCCL" makes use of the services of independent professional "Real Estate Appraisers" consisting of "Engineers" and "Certified Real Estate Experts" that have good experience and reputation.  

Accomplishments: 
• Conducted site assessments and identified burdens and opportunities that affect property’s value, and the possibility of future investments. 
• Investigated the prices of nearby properties and appraised the price of the property.
• Developed reports based on BCCL templates explaining the methodology of evaluation and results of analysis

Real Estate Appraiser

Green Future Lebanon

NASEL "National CDM programme for Solar Energy in Lebanon"  is spearheaded by Green Future Lebanon Holding whose role is to develop the alternative energy market in underdeveloped countries or non-Annex 1 countries of the Kyoto Protocol.

As a project manager, Majd main achievements are summarized below:
• Developed NASEL’s business plan for 2014 and 2015 and examined opportunities for the program’s expansion by conducting market research and communications with key stakeholders. 
• Oversaw and managed all phases of solar water heating installations under NASEL program including design, tendering, procurement, execution, commissioning and thereafter hand-over to clients as per the program’s requirements.
• Contributed and reviewed the content of training modules to build the capacity across local installers, electricians and plumbers to help them better understand the functioning of the solar systems and the proper installation techniques. 
• Conducted several workshops in different municipalities all over Lebanon along with other projects managers and UNDP representatives to raise awareness about energy efficiency and renewable energy in rural areas.
• Overlooked the sales targets of sales offices and provided support when required to help sales managers reach the targets as per the program’s business plan. 
• Worked closely and actively communicated with all projects stakeholders including UNDP, CEDRO and LCEC, Ministry of Environment and Municipal Affairs, Municipalities and municipal councils, BDL, and private banks.
• Developed NASEL II program -Solar photovoltaic (design, engineering, financing, budgeting, tendering and procurement)
• Served as energy engineer for the National Action for Green Energy Efficient Buildings Program (Design and procurement of solar water heating systems, solar power systems, wood pellet biomass boilers, gray water treatment systems, compost toilets, LED lighting systems, rain harvesting systems and energy management systems)

Project Manager

Solarwind ME

• Conducted energy audits to evaluate the performance of buildings and identified potential energy efficiency measures to reduce consumption and costs. 
• Designed renewable energy systems and energy efficiency systems including solar PV, solar thermal, LED lights, thermal insulation.
• Conducted financial and technical reports to secure NEEREA loan applications which was approved by the Lebanese Centre for Energy Conservation for installation: Simulations, Energy modelling, Life Cycle Costing analysis, Environmental analysis, 
• Used engineering software including PVsyst, HOMER and AutoCAD to design and properly install renewable energy systems

Account Manager

Awarded as Sustainability Champion of the Year (Editor’s Choice, 2025) by the MEP Middle East Awards and recognized among the UAE’s Most Influential Sustainability Leaders (2025) by Khaleej Times. Majd is a senior strategy expert and award-winning engineer with a demonstrated track record in assisting advocacy NGOs and government organizations in developing and implementing innovative strategies and programs aimed at advancing decarbonization, energy efficiency, and green building principles in the region. Majd led transformational sustainability and programs in MENA as well as published several first-of-their-kind studies on energy efficiency and net zero buildings in the region.

He is also the founder of MajdTalks, an online educational platform that raises awareness on sustainability and decarbonisation topics. In less than a year, MajdTalks has grown into a vibrant community of more than 50,000 followers across social media platforms, positioning Majd as one of the region’s leading sustainability voices.

In his current role at the Dubai Supreme Council of Energy, Majd leads strategy and policy development on demand side energy management, integrated water management, green mobility, and the circular economy. He also serves as director and board member of the newly launched Advancing Net Zero Volunteering Team, a platform designed to accelerate the transition to net zero cities in the UAE.

Majd was a speaker at 100+ flagship sustainability events in the UAE and region and a jury member of several regional awards programs. He is also the lead author of 10 technical energy publications and has been interviewed by 15+ regional magazines, radios, and newspapers on energy and sustainability topics.

Majd was selected to be part of the first cohort of Emerging Board Leaders Fellowship, powered by HSBC which recognizes exceptional Arab and North African men and women under the age of 45 and accelerates their pathway to boardrooms.

Majd holds a Master’s degree in Renewable Energy from Saint Joseph University and a bachelor’s degree in Mechanical Engineering from the Lebanese University. He also holds a Certified Energy Manager, LEED Accredited Professional (Operations and Maintenance) and TRUE Zero Waste Advisor credentials.

Majd Fayyad

A bag that dissolves in water...

We need real alternatives to single-use plastic.

That’s not up for debate.

But every few months, a “breakthrough” appears.

Here is a bag that dissolves in water or decomposes in weeks. Brilliant off course...

But I can’t help but wonder: is it truly the solution we think it is?

Because yes, a bag that vanishes sounds magical.

But what if the better answer is one that is simply used for 100 times before it ever needs to disappear?

I’m not a materials expert, and I genuinely hope innovations like this one are real game changers.

But those claims: “dissolves in seconds,” “decomposes in 3–4 months” sound very promotional.

We need to ask some real questions, not to challenge the product but really to develop a better solution that can be scaled up.

What do you think?

Who pays for plastic pollution? Check this out: https://lnkd.in/ddyDfp47 

Did you know that in the 1950s plastic was seen as miracle material? Check this: https://lnkd.in/dmW9e_Wv

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JSESSIONID

li_at

Sustainability Leader | Net Zero Strategist | Strategy & Policy Expert | Board Member | Keynote Speaker | Engineer | #MajdTalks | Views are my own

Erik S.

Honored to receive an Appreciation Certificate from His Highness Sheikh Ahmad Al Maktoum, recognizing my contribution—alongside fellow DSM Executive Committee members—to advancing Dubai’s energy efficiency and Net Zero goals.

No alternative text description for this image

For 7 years, I was told not to run. Today, I finished my first race :) 

57 out of 100 :).

For more than seven years, I’ve been struggling with my back condition. I was told by many doctors that I can’t run because I can’t put a lot of pressure on my back. So I completely avoided running. I was mostly putting my effort on the elliptical machines for cardio.

A month ago, as advised by my chiropractor, I started incorporating a bit of running into my program. More like jogging than running. I did it every week for a very limited time, just to test my body.

The first time I did it, it was the best feeling ever. I never imagined how much I was missing that feeling of really putting your feet on the ground and going faster. It honestly felt like kids running in the playground. I absolutely loved that feeling. I loved the memory it brought back.

But yeah… my personality is the type that wants to do everything now. So for two weeks, I went more extreme. And that caused back pain again. I had to go back and take it slow. And I’m really not used to taking things slow.

Yesterday, my trainer and friend, Mehmet, told me about this race and said, why don’t you try?

I had never run 3 km in one go in my life. I always did intervals. Two minutes running, two minutes walking. Incline. That’s it.

But today… I completed a full 3 km run.
In 20 minutes.

It might be nothing for many people.

But it means a lot to me.

Because we sometimes forget how some things are very much limited for many of us. And running was one of those things for me. It wasn’t something I could really do as a person. And being able to do it now… it’s a big thing.

I can’t stress how blessed I am to be able to walk first… and then run. Truly blessed.

And very grateful for my body for taking me on this journey.

What are Nature-Based Solutions… and what are definitely not?

Yesterday at our event, Nature-Based Solutions came up again and how they can support cities in decarbonisation.

We hear a lot about these solutions (especially recently)...

And to be honest, I don’t think many people get them right.

So… what is a Nature-Based Solution? And what is not?

NbS are:
- Solutions that work with nature.
- They restore, protect, or sustainably manage ecosystems to solve real challenges like heat, flooding, water scarcity, and biodiversity loss… while benefiting people and nature at the same time.

NbS are not:
- Quick tree-planting campaigns without ecological planning,
 monocultures, or grey infrastructure painted green.
- And they’re definitely not a substitute for reducing emissions.

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Nature-Based Solutions

Most constraints in life are imaginary…

This clip proved it better than any textbook.

Two players race to stack cups and balance a ball on top.

Player A does it the “standard” way… slowly… carefully… 

Player B pauses, looks around, strategize, cages the ball, stabilizes it… and finishes in seconds.

This example exposes something deep about how we think.

Most people default to:
“I guess that’s how it’s supposed to be done.”

Even when nobody actually said so.

The question should be: 

“Did anyone say that… or did we just assume?”

“Why am I even doing it this way?”

That tiny mental shift is called cognitive flexibility.

And research from the Journal of Experimental Psychology shows people who reframe constraints solve tasks 2–8x faster.

Sometimes the smartest move isn’t to try harder.

It’s to question the rule you never realized you were following.

That’s a wrap.

I’m very proud of our team at the Advancing Net Zero Volunteering Team for delivering the Emirates Net Zero Forum 2025 in partnership with Schneider Electric, a global leader in digitalization and sustainability.

Thank you to His Excellency Badr Buhannad, Director General at Dubai Silicon Oasis for joining us and for his time and wise words at the start of the forum. 

And a special thank you to the ANZ Chairman, Eng. Faisal Ali Rashid PMP, for his vision, leadership, and trust.

A big thank you to the Schneider Electric team — AMEL CHADLI, Yasser Ahmed, Omar Fathalla, Samer Costantini, and everyone involved — for hosting this important gathering. We’re proud of this collaboration and look forward to continuing it in the future.

Grateful as well to our MC Abdalla Khamas and moderators Sandra Woodall, FRIBA, FRSA, AoU, Muhammad Danbappa, and Farah Ghanem for making sure our panels are exciting and engaging. 

Big thank you to our brilliant speakers for their valuable perspectives. Thank you to everyone for bringing such important insights to the table. Andrea Di Gregorio Mhairi Main Garcia Rana Hajirasouli Piotr Konopka Dr Jasminka Jaksic Ayhan Tugrul Alicia Dauth Mustapha Aanzi Omar El Yakobi Farah Naz FCibse RibaAF AoU Maja KentSayeeduddin Mohammed Milos Mirilo Imtiaz Ahmad, PE, PMP Dr. Hassan Ali @rawan faisal Noura Alkarbi Sirajam Muneera 

And the last thank you to the star Nadia Ibrahim for all the effort and time that went into planning and delivering the program. Nadia, I’ll always remember our crazy chats over the past month.

Thank you all!

For everyone who interested in volunteering with our team, please follow our page Advancing Net Zero Volunteering Team for updates that we will post in 2026.

Significant gaps and imbalances in ESG topics…

Just skimmed through this new OECD report “Behind ESG Ratings: Unpacking Sustainability Metrics”

One key highlight of the report is that there is significant imbalance in how ESG topics are measured.

Some areas get 20–35+ metrics while others barely receive 1 to 5.

Corporate Governance, Business Ethics, Environmental Management, and GHG Emissions dominate the scorecards.

But critical issues like Biodiversity & Land Use, Community Relations, Business Resilience, Taxation, Competition, Human Rights, and Corruption are either lightly measured or completely missed by some ESG rating products.

Here are some equally important highlights from the report:

• Massive divergence across ESG rating providers. 
The same topic can be measured with 4 metrics by one provider and 113 by another. GHG emissions can have 1 metric or 47, depending on who scores you.

• ESG performance is mostly assessed through inputs, not outcomes
 68% of all metrics are based on policies and activities. Only 17% are quantitative output metrics that measure actual results. Which means companies are often judged more on what they say they do than on what they actually achieve.

• Most ESG metrics are qualitative. 72% of all ESG metrics are qualitative.


ESG ratings remain very fragmented, uneven, and sometimes disconnected from real outcomes. 

And what does that do? 

Weakens ESG more and more....

We need consistent, comparable, and meaningful sustainability data as we move into the next phase of sustainability.

Here are 25 ESG Regulations Investors Can’t Ignore in 2025: https://lnkd.in/dRRebACP

Where is climate finance going and where is it lagging? Read more here: https://lnkd.in/dhWsJ7Fr

ESG Reporting has grown... but what’s missing? Read here: https://lnkd.in/dF96pUZK

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Behind ESG Ratings - Unpacking Sustainability Metrics

Martina Costa

None of the 45 indicators are currently on track to meet 1.5°C

Last week, the State of Climate Action 2025 report was published.

Another report added to the list of 5 or 6 major publications released recently.

Each examining either the state of our planet or the progress on climate action (Links to these reports below)

And all of them carry the same alarming message.

In this one:

- None of the 45 indicators assessed are on track to meet 1.5°C-aligned targets by 2030.
- 6 indicators are moving in the right direction but too slowly.
- 29 are well off track requiring at least 2 times acceleration (For most, requiring 4 times)
- 5 are heading in the wrong direction entirely.
- 5 have insufficient data.

Every time I read these, my heart stops and I pause...

When will it be too late? 

When will we see this as the alarm it truly is?

We see these warnings every year...

Another report, another wake-up call.... 

but when will humanity actually wake up?

What needs to happen before 2030?

➡️Phase out coal 10× faster 
➡️Reduce deforestation 9× faster
➡️Increase climate finance by nearly $1 trillion per year
➡️Scale up green hydrogen and carbon removal 10× faster
➡️Cut meat consumption 5× faster in high-consuming regions
➡️Build 1,400 km of new public transit lines per year in top cities
➡️Double renewable power growth rates from 13% to 29% annually

Want to read more? 

Check these reports:

What 5 messages the world must know before COP30? https://lnkd.in/dCRB4gGN

What’s the update on tripling renewables and doubling energy efficiency?
https://lnkd.in/dfKmQSB4

Net zero targets now cover 74% of global emissions, but implementation is week. Read more here: https://lnkd.in/df_z2Gg4

What is the role of public and private partnerships? https://lnkd.in/dKJyURvT

What are the POSITIVE tipping points? https://lnkd.in/devhHzPU

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The State of Climate Action 2025

New Circularity Framework for Business

Just published at COP30

The Global Circularity Protocol for Business is a voluntary, science-based framework that gives companies what we’ve all been waiting for… a common way to measure and manage circularity.

The protocol is developed WBCSD and the One Planet Network (UNEP), with input from over 150 experts and more than 80 organizations.

It goes beyond high-level ambition.

It offers standardized indicators, a clear way to identify “circularity hotspots,” and a structure to communicate progress credibly. Honestly, very much needed.

For anyone working on circular economy or sustainability strategy, this is worth reading.

It’s another step toward harmonizing global practices… and another reminder that circularity is no longer a “nice to have.”

It’s must become part of the core business.

Work for a city? Here’s a solid place to start if you’re looking to bring circular economy principles into procurement:https://lnkd.in/duf3K3Ti

What is the difference between circular economy and recycling: https://lnkd.in/dgksbKY5

Here are 5 examples of circular economy models: https://lnkd.in/dCwq9ebT

Start with single use plastic as a very easy win. Learn why here: https://lnkd.in/dKWFrBnx

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Global Circularity Protocol for Business 

Today is my birthday.

I have always seen birthdays as reminders to re-evaluate and plan.
 
My late mother and late dad have always made sure we feel special in our birthdays, that we are celebrated in all ways possible and this stayed with me.

As I step into this new year, there is a lot that I want to do, especially with MajdTalks. I feel very determined to take it to the next level.

But before, I want to use this opportunity to thank everyone around me who poured their hearts to support me on my mission.

To all the friends and colleagues who supported, I thank you today.

I also feel generous today. 

If you would like to have a one-to-one session with me asking for advice:
- Post one of your favorite MajdTalks videos on your LinkedIn and tag me.

 We will set up a call in the coming month.

Check MajdTalks here: https://lnkd.in/g6N4MHsx

Will mushrooms be the solution for packaging?

One thing many people don’t know is that 36% of all plastic produced is just for packaging.

And Styrofoam (expanded polystyrene) is the biggest contributor.

It’s 98% air... Yet it can take 500+ years to decompose and fills 25–30% of landfill volume.

Many companies are now racing to find alternatives.

One interesting solution is mycelium-based (mushroom-based) packaging.

And it isn’t new. 

Several major companies have already tested it. Dell uses it for server packaging. Also, IKEA piloted it for lamps and other products.

So, what are the benefits of such solution?
- Life-cycle studies show that mycelium can cut emissions by 60–70% compared to EPS 
- They’re also lightweight, insulating, and surprisingly fire-resistant

So… are mushrooms the solution?

Not completely.

They’re still niche, slower to grow and sensitive to moisture...

And, here is the REAL problem:

If we use mushrooms just to keep our throwaway culture intact, we’ve definitely missed the plot.

The goal isn’t to just to replace Styrofoam with “green foam”. The real solution is less packaging… and more reuse.

What do you think?

Want to learn more about fungi climate benefits? Check out this: https://lnkd.in/drF3Fw9U

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A forest in an airport 🇶🇦

Well done Qatar, for creating a peaceful space in a place that can feel so stressful for so many.

To be honest:

I don’t like airports. The noise, the rush, and the lines. 

But spaces like this? 

Remind us that buildings can shift how we feel. 

The Orchard at Hamad International Airport in Doha is an indoor tropical garden featuring more than 300 trees and 25,000 plants from over 120 species.

It’s a beautiful example of how well-being can be part of our designs

We need more spaces like this. Do you agree?

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MajdTalks

Who pays for plastic pollution?

The short answer is communities and governments in low and middle income countries even though they produce and consume far less plastic than high-income countries.

Plastic might appear cheap.

But its true cost is huge.

When you think about plastic cost, the following should be considered:
- Environmental degradation (polluted rivers, oceans, and soil)
- Human health impacts (air pollution, toxic exposure, flooding, diseases)
- Economic losses (damage to tourism, fisheries, agriculture)

And guess what: 

The cost is even HIGHER on low and middle income nations. 

In 2023, WWF estimated that the lifetime cost of plastic is up to 8 times higher in low and middle income nations compared to wealthy nations, and up to 10 times higher in the poorest countries.

Plastic pollution is a global problem, but the poorest countries pay the highest price with their health, their economies, and their environment.

And you know, what's the main issue:

These countries have little influence on what plastics are produced or imported, even though many of them are hard or impossible to manage.

So, where to start?

Do you still think plastic is fantastic? Check this out: https://lnkd.in/dmW9e_Wv

Learn about 5 circular models here: https://lnkd.in/dZkeW_fU 

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Who Pays for Plastic Pollution 

Back from Doha with a head full of possibility.

I joined the Rihla Initiative for Green Economic Growth Policy Forum as a member of the Rihla Policy Council and a contributor to the new volume “Southbound: Gulf Climate Finance and Sectoral Transformations in the Global South.” 

Two dense days. 50+ voices from the Gulf, MENA, Central and South Asia, the Caucasus, and Sub-Saharan Africa.

Even though the discussion was centred on finance, I believe that the Gulf can be more than a source of capital. We can export ideas, governance models, and long-term partnerships. 

Our discussions kept circling back to the same truth and struggle around cfunding climate adapation. A key takeway is that mitigation and adaptation must move together and countries who package them under one umbrella will have better opportunity in finding finance. 

Grateful for the thoughtful convening and hospitality. Thank you to the Rihla team and Earthna for hosting us.

It was my pleasure to participate in the exclusive Green Logistics event with DHL Express UAE.

We unpacked the key questions shaping the sustainability conversation today — what sustainability really means, how the cost of action compares to inaction, what aligning with Net Zero actually looks like, and the practical steps to decarbonize logistics.

A great exchange of perspectives, and I’m looking forward to where these conversations lead next.

Thank you @Marwa Abdulbaki, Marium Jawaid for the kind invitation. It was a pleasure meeting you Ben McLean and Jawad Ouaziz. Looking forward to continuing this collaboration.

Every synthetic T-shirt ever made is basically still here...

Most people don’t realize this:

Synthetic clothes don’t completely decompose. They shatter into microplastics that end up in our systems. 

On top of that:

Washing synthetic clothes creates more plastic pollution than throwing them away

Some recent studies show ranges from 640,000 up to 1.5 million microfibers per kilogram of fabric per wash!

Synthetic clothing is the biggest unregulated plastic industry in the world.
- No material limits
- No microplastic standards
- No extended producer responsibility
- No transparency
- No decomposition requirement
- No recycling requirements

Fashion should not get a free pass. Do you agree? 

➡️ Follow Majd Fayyad for more insights about sustainability and decarbonisation 

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Who’s joining us at the Emirates Net Zero Forum on Nov 20?

This year’s forum, organized by the brilliant Advancing Net Zero Volunteering Team and powered by Schneider Electric, a global leader in sustainability and digitalization, will take place on 20 November 2025 at The NEST in Dubai.

We’re bringing together government leaders, industry experts, and innovators who are shaping the UAE’s path to Net Zero by 2050.

It’s a full day event dedicated to collaboration, practical solutions, and the kind of conversations that move the agenda forward.

Looking forward to seeing many of you there.

👉 Register to join us: https://lnkd.in/d7mKcMkS

We don’t just need more climate policies... We need to re-wire how governments are run.

I just went through a major OECD analysis and here’s what’s the report call for:

Climate policies are not enough. Climate should become integrated into every big decision: laws, budgets, infrastructure, procurement, data, public sector skills, and citizen engagement. 

The report summarizes this in a framework with 3 pillars:
➡️ Commitment – who sets direction, how climate is anchored at the top, long-term strategies, monitoring.
➡️ Capabilities – regulations, budgets, procurement, investment appraisal, public sector skills.
➡️ Consensus – citizens, businesses, fairness, trust, integrity, and governments “walking the talk” themselves.

My take?

We’re trying to deliver a once-in-a-century transformation with a governance model built for stability. Most countries have climate targets but very few integrate climate in all aspects of government.  Until climate alignment becomes a main metric for every law, every budget, every permit, every procurement decision… we’ll keep moving slower than the problem.

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Governing for the green transition 

“Profit and impact don’t mix."

I used to hear that all the time

Companies like Warby Parker, Tony’s Chocolonely, and Too Good To Go proved it wrong. 

They show that doing good can also mean doing well.

These are just a few examples... I’m sure you know others doing the same.

 👉 Tag them for a chance to be featured.

➡️ Follow Majd Fayyad for more insights on sustainability in business 

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This is brought to you by MajdTalks

#SocialEntrepreneurship #ImpactBusiness #Sustainability #PurposeDriven #ProfitWithPurpose

Thrilled to partner with DHL Express UAE for an exclusive event on Green Logistics.

We’ll be diving into some big questions:
🔹 What really is sustainability?
🔹 What’s the cost of action… vs. the cost of inaction?
🔹 How can companies align with Net Zero targets?
🔹 And finally — a step-by-step guide to decarbonizing logistics.

Excited to exchange ideas, challenge assumptions, and explore how logistics can drive real climate impact.

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