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FeaturedOpinionPredictions

Sustainability needs to be imprinted in every business

Marketers and communicators hold immense power to influence change and impact in the world, argues Al Masaood’s Marwa Kaabour

Destiny has always been an interesting concept to me. There are those who believe it happens to us, and those who believe we shape it. I belong somewhere in between. While I definitely think we can take steps to shape it, we also often find that it meets us where it’s meant to, whether we like it or not. 

Much like destiny is sustainability. You can embrace it from the get-go and shape the trajectory of your life and business as ‘sustainable’ or you can attempt to avoid it – only to be ambushed by it somewhere down the road.

That’s why it’s so important for us to forge our own climate destiny – take control of it so you’re not surprised and forced into action when


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