May Barber & Mourad Ben Ayed

May Barber is a LEED Green Associate Architect and brand management adviser focused on building brands with purpose.

Mourad Ben Ayed is a seasoned adviser in finance and strategy focused on purpose-driven businesses and an educator at the American University in Sharjah.

Latest published

Social media is a megaphone for ethical consumers to guard against greenwashing

Over the last decade, there has been a sharp rise in environmental claims from products. Sustainable sourcing along with no artificial ingredients were identified as the leading claims in the packaged food, beauty and personal care sectors, according to a Euromonitor report last November.

May 18, 2022

In pursuit of a transparent and comparable sustainability report

Undoubtedly, companies are increasingly scrutinized by their stakeholders for their detrimental environmental and social impact, which explains the proliferation of companies filing reports on sustainability.

April 15, 2022

Why younger workers are drawn to responsible companies

Many companies struggle to retain staff and so are unable to grow and yield returns on investment in their teams — but many conscious brands face the opposite: too much retention.

March 23, 2022

Integrating Purpose in investment pitch is becoming a must for entrepreneurs

When entrepreneurs pitch their company idea to investors, it’s often said that a defining 60-second moment will separate success from failure.

March 21, 2022