Cutting Through Cobwebs: How UAE-Based MS Consulting is Making Quiet Waves in Progressing the Nation's Sustainability Goals

Opinions expressed by Entrepreneur contributors are their own.
You're reading Entrepreneur Middle East, an international franchise of Entrepreneur Media.
Between November and December 2023, as the world watched the UAE's historic hosting of the COP28, it inspired within the nation's business community a renewed sense of belief in the possibility of a sustainable future. The launch of multiple government initiatives —particularly the Net Zero by 2050 strategy— buoyed that vision, with 2023's title of "The Year of Sustainability" being extended to 2024 as well. But while much of that initial vigor remains, a lot of companies –across the growth stages– have found that their attempts to create effective environment, sustainability and governance (ESG) policies haven't always led to optimal results.
Few individuals in the UAE are able to view the challenges that cause this stagnation as closely as Faisal Sajwani and Ahmed Hassan, who are, respectively, the Managing Partner and Senior Partner at UAE-based sustainability consulting firm MS Consulting.
"I'd say the biggest challenge now is execution," Sajwani says. "A lot of companies made bold announcements at COP28, which is a great start—but without the right governance structures, data systems, and accountability mechanisms, those goals risk remaining aspirational. Our role is to bridge that gap. We work with clients to move from high-level vision to actionable strategy—so that sustainability becomes a measurable part of how the business operates, not just how it communicates."
Faisal Sajwani is an Emirati entrepreneur and strategic advisor, and the Managing Partner at MS Consulting. Image source: MS Consulting
Mirroring Sajwani's sentiments, Hassan adds that a glaring lack of consistency in the already implemented ESG policies is another problem area. "After COP28, we saw a surge in interest and public commitments, but many organizations are still struggling with the internal capacity and technical know-how to move from ambition to implementation," Hassan continues. "ESG isn't something you activate once—it requires sustained investment, cross-functional ownership, and continuous measurement. That's the gap we're focused on helping clients close."
Indeed, this is where MS Consulting comes in. In the absence of standardized ESG policies, Sajwani and Hassan have taken it upon themselves to deliver tailored sustainability frameworks to businesses in the UAE.
Ahmed Hassan is the Senior Partner at MS Consulting. Image source: MS Consulting
"Different regions, industries, and regulators follow different frameworks—whether it's GRI, SASB, or TCFD—so companies are often overwhelmed by what we call the "alphabet soup" of ESG," Sajwani points out. "This lack of standardization creates confusion, slows down implementation, and can lead to inconsistent reporting."
"At MS Consulting, we approach this by simplifying the path for our clients," Hassan adds. "We help them cut through the noise and focus on what's material to their business—whether that's climate risk, supply chain transparency, or social impact. We align the right frameworks to their strategic goals, so ESG isn't just about compliance—it becomes a clear, value-generating roadmap that supports long-term performance and stakeholder trust."
In 2024, MS Consulting received a certificate of recognition from the UAE's National CSR Fund "Majra", the federal arm setting up the framework and governance for Sustainable Impact, Sustainability and Corporate Social Responsibility (CSR) in the nation. Image source: MS Consulting
As a starting point for any given client, MS Consulting conducts what it calls a materiality assessment– a diagnostic to identify which ESG issues matter most to a business and to its stakeholders.
"Not every company needs to address everything at once," Sajwani warns. "In fact, trying to do so often leads to diluted impact. A focused, materiality-driven approach helps align your ESG efforts with what actually drives value, risk, and opportunity for your business. It's about being strategic, not reactive. From there, we co-create a tailored roadmap that's practical, measurable, and embedded into core operations. It's not just about long-term commitments; it's about making sustainability part of daily business decisions, from decarbonization to ESG reporting."
But coming up with a customized sustainability plan is only winning half the battle– as Hassan repeatedly points out, such a framework is only effective when the gravitas of its necessity trickles into every internal branch of an organisation.
"A key part of our process is employee engagement," Hassan continues. "You can't build a sustainable culture unless people understand the "why" behind it. We lead workshops, training sessions, and campaigns to build awareness and capability across the organization. As we often say to clients: 'Sustainability works best when it is second nature—not a separate effort.' When teams understand the 'why' and are empowered to act, the strategy becomes part of the culture. Without internal buy-in, even the best frameworks tend to stay on paper."
Image source: MS Consutling
Using this approach, MS Consulting promises to incorporate structured stakeholder engagements, peer benchmarking, as well as relevant industry analyses in building the right ESGs for its clients.
In the process, Sajwani and Hassan have found that some industries are more challenging to navigate than others. "Sectors like real estate and logistics pose unique challenges, particularly when it comes to measuring indirect emissions and managing complex supply chains," reveals Sajwani. "These industries often have significant Scope 3 emissions, which aren't directly under a company's control but still have a major impact. That's why we take a sector-specific approach to ESG. Rather than applying generic frameworks, we tailor key performance indicators by mapping material impact areas to the risks and opportunities specific to each industry. The goal is to create metrics that are both relevant and actionable."
MS Consulting's ability to tailor their services "makes all the difference," Sajwani notes. "Take logistics in the UAE, for example. We worked with a client to track greenhouse gas emissions across fleet operations, but also integrated labor welfare indicators, reflecting the region's social priorities. That dual lens—environmental and social—gave a more accurate picture of performance and areas for improvement. ESG isn't a one-size-fits-all exercise. When you design metrics that speak directly to an industry's context, you get insights that actually drive progress."
But with fragmented policies come fractured perceptions of sustainability– which can prove to be a hurdle in and of itself. "There's this idea that ESG is only for the big players—multinationals and large corporations with the budget and bandwidth to implement it," Hassan says. "But that's outdated thinking. ESG principles are scalable, and in many ways, small and medium enterprises (SMEs) are better positioned to adopt them quickly and authentically. When sustainability is embedded into a business's DNA early on, it drives resilience, builds trust, and aligns the company with where the market is headed. In a fast-moving environment like the UAE, that kind of foresight gives you a real competitive edge."
Image source: MS Consulting
Also required for a more sustainably equitable business ecosystem is to do away with the notion that ESGs are a marketing strategy, Sajwani notes. "Some companies still see ESG as a box-ticking exercise—something they report on once a year as a PR move," he says. "But that mindset misses the point. ESG isn't just about optics; it should be a strategic lens through which you evaluate business decisions every single day. When embedded properly, it influences everything from operations and procurement to innovation and risk management. The companies that treat ESG as a business driver—not a branding exercise—are the ones attracting talent, earning investor confidence, and staying ahead of the curve."
Of course, all these statements don't come without compelling hard facts to back them. Ernst & Young's 2024 Global Institutional Investor Survey showed that 88% of investors have increased their use of ESG information in decision-making. Meanwhile, KPMG's 2024 Global ESG Due Diligence Study revealed that 55% of investors are willing to pay a premium of 1-10% for assets with high ESG maturity.
When it comes to hiring talent and employee turnover rates, a 2024 study published in US-based management research platform Academy of Management showed that higher levels of ESG performance and changes in ESG performance over time have a positive correlation with increased employee satisfaction in S&P 500 companies. On the flip side, the PwC Global Workforce Sustainability Study 2024 revealed that while choosing an employer, 68.6% of employees prioritize the firm's environmental policies.
All of this inevitably validates perhaps what is the most significant statistic in this prose- that by 2030, ESG assets are projected to surpass a whopping US$40 trillion. "The link between ESG and financial performance is not just theoretical anymore," Hassan says. "While there may not be a one-size-fits-all formula, the data and real-world outcomes are increasingly clear. ESG reduces operational and reputational risk, improves employee retention and engagement, and makes a company far more attractive to investors, especially those focused on long-term value. I've seen clients unlock cost savings through efficiency improvements and even open up new revenue streams by aligning with sustainability trends. When ESG is embedded into core operations—not just marketing—it becomes a powerful lever for growth and resilience."
The Ernst & Young study that was mentioned earlier offered yet another relevant statistic: while 93% of global investors are confident that companies will meet their sustainability targets, a significant 85% of them also believe that greenwashing is a growing problem. The UAE's businesses too have been privy to this phenomenon. "Avoiding greenwashing starts with one principle: transparency," Sajwani says. "At MS Consulting, we emphasize the importance of setting clear, measurable goals and backing sustainability claims with credible, third-party-verified data. It's not enough to say you're sustainable—you need to prove it. That means aligning disclosures with global frameworks, being honest about where you are on your ESG journey, and resisting the urge to overstate progress. If a claim can't be substantiated, it shouldn't be made. We help clients build trust by focusing on substance over spin."
All of these tangential conversations, however, lead back to one point: the need to create more standardized ESG frameworks. And while MS Consulting is quietly doing its part in clearing the misconceptions and incoherence within this space, Sajwani and Hassan don't shy away from noting that a large-scale shift is required to create real impact.
"One of the most impactful steps would be the introduction of clearer, standardized ESG disclosure requirements at the national level—not just for publicly listed companies, but across all sectors," Sajwani shares. "Right now, reporting practices vary widely, which makes it difficult to benchmark progress or hold companies accountable. A unified framework would not only create consistency but also send a strong signal that ESG performance is a core part of doing business in the UAE. It's about creating a level playing field and setting a baseline that everyone can build from."
But regulation alone isn't enough, Hassan observes. "Incentives too play a crucial role in accelerating adoption," he says. "Whether it's green procurement preferences, preferential access to government tenders, tax incentives, or ESG-linked financing, we need mechanisms that reward companies for prioritizing sustainability. When the regulatory environment aligns with economic opportunity, we see much faster progress—and more innovation—from the private sector."
On their part, Hassan and Sajwani already have plenty in the pipeline to achieve their shared vision. "We're continuing to grow our advisory presence across the GCC and investing heavily in digital sustainability tools," Hassan says. "At the same time, we're looking beyond the traditional ESG playbook. For example, we see food security as a critical sustainability frontier in this region. The UAE currently imports nearly 90% of its food, so strengthening local, sustainable production isn't just forward-thinking—it's essential. That's why we're exploring innovations like vertical farming, which supports year-round cultivation with drastically reduced water usage and aligns with the UAE's Food Security Strategy 2051. It's a perfect example of how sustainability, technology, and national priorities intersect."
MS Consulting's foray into the world of real estate sustainability is also set to continue, notes Sajwani. "One of our most exciting initiatives is a series of next-generation luxury villas," Sajwani shares. "These homes aren't just energy-efficient—they're redefining what sustainable luxury means. Through smart design, renewable energy, and integrated clean technologies, we're demonstrating that sustainability can enhance quality of life rather than restrict it. But we're not stopping at individual homes. Our long-term vision is to scale this model into fully sustainable communities, and eventually into cities where energy, food, water, and waste are managed holistically."
As the duo prepare for these multiple plans, they also agree that to optimally achieve sustainability ambitions as a nation, strategic collaborations are the way forward. "The scale and complexity of today's sustainability challenges require coordinated efforts across the entire ecosystem," Sajwani says. "That means deeper partnerships between government, private sector, academia, and investors. Each brings unique expertise and influence to the table, and only by aligning these strengths can we drive systemic change. At MS, we see ourselves as both a catalyst and connector in this space."
"Exactly—and we're very intentional about that role!" Hassan adds. "At MS Consulting, we're not just advising from the sidelines. We're actively building bridges—whether that's through facilitating public-private dialogues, supporting cross-sector coalitions, or co-developing thought leadership with industry stakeholders. Our goal is to help shape a shared vision for sustainability in the UAE, one that's actionable, inclusive, and long-term. We believe real progress happens when the right people are in the room—and we're committed to being the ones who help bring them together."
'TREP TALK: Who struggles more to establish a strong ESG framework—startups and small businesses, or large corporations? MS Consulting's Faisal Sajwani and Ahmed Hassan answer!
Ahmed Hassan: "Both face challenges, but they're very different in nature. Startups and small businesses often struggle with limited resources—they may not have dedicated sustainability teams or the capacity to invest heavily in reporting systems. But what they do have is agility. They can adapt quickly, make sustainability part of their DNA from the outset, and build with purpose. Large corporations, on the other hand, usually have the resources and infrastructure, but they often face internal complexity and bureaucracy. Aligning multiple departments, shifting legacy mindsets, and rolling out ESG across global operations can be a very challenging process."
Faisal Sajwani: "That's why our approach is always tailored. For startups, we focus on embedding ESG into their growth journey—helping them see it as a value creator, not just a cost. We support them in setting the right foundations early, so they scale responsibly and with resilience. For larger companies, it's more about systems, metrics, and transformation. We work across functions to align ESG strategy with business objectives, integrate digital tools, and drive cultural change. Ultimately, effective ESG isn't one-size-fits-all. It has to be context-specific, practical, and tied to long-term value."
Related: Timeless Craft: How Sustainability-Driven Goals Have Shaped 90 years of Khansaheb Group's Journey in the UAE

Try Our AI Features

Explore what Daily8 AI can do for you:

Learn with AIFact CheckingText to SpeechAI Summary

Related Articles

Yahoo

20 minutes ago

• Yahoo

Major analysts predict oil prices if Strait of Hormuz blocked

Major analysts predict oil prices if Strait of Hormuz blocked originally appeared on TheStreet. The world has gotten a bit crazy in 2025. An ongoing global trade war has sparked worries about worldwide economic growth, and now Israel and Iran are locked in a battle with missiles flying back and forth, threatening global oil supplies. The potential for a major energy crisis to develop because of the Iran-Israel conflict has caused Brent Crude and West Texas Intermediate oil prices to surge, and in turn that's created an entirely new threat to the economy. 💵💰💰💵 The potential for the battle in the Middle East to spread, potentially shutting off oil seaborne transports through the Strait of Hormuz and possibly removing Iranian oil from the global market, has lifted Brent crude and WTI crude per-barrel prices by 18% to $79 and 21% to $75 this month. The situation has captured the attention of Citigroup, JP Morgan and Goldman Sachs oil analysts, leading them to reset their oil price targets. President Donald Trump this year has unveiled a string of harsher-than-expected tariffs to rekindle US manufacturing. The moves, which include 25% tariffs on Mexico, Canada and autos, plus a 30% tariff on China and a 10% baseline tariff on all imports, have forced economists to rethink their global projections for economic growth this instance, earlier this month the World Bank reduced its worldwide gross domestic product forecast to 2.3% from 2.7%, citing tariff uncertainty. Contributing significantly to the reduced outlook is a major downgrade of U.S. growth to 1.4% from 2.3%. The World Bank lowered its U.S. forecast for 2026 to 1.6% from 2%. The Federal Reserve also expects slowing growth in the US because of tariffs' bite. The Fed updated its closely watched Summary of Economic Projections on June 18. It expects unemployment to increase to 4.5% from 4.2%, and projects that Personal Consumption Expenditures inflation — its favored inflation benchmark — will climb to 3% this year from expectations in March for 2.7% inflation. Fed officials expect U.S GDP growth to be just 1.4% in 2025, down from 1.7% in March, and well below the 2.5% growth the US economy delivered in 2024. In China, the World Bank expects slowing activity due to higher tariffs to reduce GDP growth to 4.5% in 2025 from 5% in 2024. In 2026, it expects GDP growth to ease to 4%. The economic situation could get even more uncertain if the Israel-Iran conflict continues to prop up crude oil prices. Oil prices can significantly increase inflation, directly and indirectly, further crimping consumer and business spending. We're already seeing concerning signs that higher oil prices are translating into higher prices at the pump for gasoline. "WTI crude oil $77/barrel, the national average price of gasoline is now $3.21 per gallon and could by next week climb to its highest ever while President Trump has been in office ($3.25/gal)on due to Middle East tensions," wrote GasBuddy's Patrick De Haan on X. Roughly 18 million to 19 million barrels of oil flow through the Strait of Hormuz daily, representing 20% of global oil consumption, including crude, condensates and fuel. Its proximity to Iran means it could become an oil chokepoint if Iran acts to block it. The possibility of that happening is "under serious consideration,' said Esmail Kosari, an Iranian parliament member and IRGC general, on June 15. More Economic Analysis: Federal Reserve prepares strong message on long-term interest rates Massive city workers union approves strike Analyst makes bold call on stocks, bonds, and gold Iran's oil production and its ability to export oil to its largest consumer, China, might also be significantly impaired. Iran is OPEC's third-largest member, producing about 3.3 million barrels per day. Citi estimates that if the conflict disrupts 3 million bpd for multiple months, crude oil prices could reach $90 a barrel from $75 now and from the low-to-mid $60s before Israel attacked Iran over its nuclear-development program. JP Morgan's analysts say that shutting the Strait of Hormuz could catapult crude oil prices to an eye-popping $120 to $130 per barrel. Goldman Sachs, meanwhile, says the conflict creates a risk premium of about $10 a barrel. In one scenario, Goldman Sachs's analysts say that if Iran's export infrastructure is damaged to the point that Iran's supply is reduced by 1.75 million barrels a day, "before gradually recovering," and with OPEC+ production offsetting roughly half the reduction, Brent Crude oil would peak at "just over $90/barrel." Goldman Sachs, however, expects that the increase would prove temporary, with prices declining "back to the $60s in 2026 as Iran supply recovers." However, the situation would be worse if the Strait of Hormuz were blocked for an extended period. "While an interruption of trade through the Strait of Hormuz, through which nearly 1/5 of global oil production flows, appears much less likely, there is focus from investors and policymakers on this risk, because core OPEC+ producers may be unable to deploy spare capacity in this extreme tail scenario," Goldman's analysts wrote. "Based on our prior analysis, we estimate that oil prices may exceed $100/barrel in an extreme tail scenario of an extended disruption."Major analysts predict oil prices if Strait of Hormuz blocked first appeared on TheStreet on Jun 20, 2025 This story was originally reported by TheStreet on Jun 20, 2025, where it first appeared.

Yahoo

37 minutes ago

• Yahoo

Trump's Airstrikes on Iran Leave Oil Market Poised for Surge

(Bloomberg) -- The oil market has been wrestling for days with Donald Trump's next act in an escalating Middle East conflict. Now American jets have struck Iran's three main nuclear sites, a move that leaves traders preparing for a price surge — but still guessing where the crisis goes from here. Bezos Wedding Draws Protests, Soul-Searching Over Tourism in Venice One Architect's Quest to Save Mumbai's Heritage From Disappearing JFK AirTrain Cuts Fares 50% This Summer to Lure Riders Off Roads NYC Congestion Toll Cuts Manhattan Gridlock by 25%, RPA Reports Taser-Maker Axon Triggers a NIMBY Backlash in its Hometown In a wild week, Brent futures have jumped 11% since Israel attacked its nemesis, but with sharp moves up and down from one day to the next. That rise is expected to restart on Monday, after the US assault — which targeted sites at Fordow, Natanz, and Esfahan — dramatically raised the stakes in a region that accounts for a third of global oil output. From frenzied options markets, to soaring freight and diesel pricing, to a radical redrawing of crude's pivotal forward curve, all of that volatility is expected to intensify in the week ahead. 'Much depends on how Iran responds in the coming hours and days — but this could set us on a path toward $100 oil, if Iran responds as they have previously threatened to,' said Saul Kavonic, an energy analyst at MST Marquee. 'This US attack could see a conflagration of the conflict to include Iran responding by targeting regional American interests that include Gulf oil infrastructure in places such as Iraq, or harassing passage through the Strait of Hormuz.' The maritime chokepoint at the mouth of the Persian Gulf is a vital conduit for not just Iranian shipments, but also for those from Saudi Arabia, Iraq, Kuwait and other members of the Organization of the Petroleum Exporting Countries. Central to everything is the Trump administration's ultimate intention in Iran, having joined Israel's attack. At one stage last week, it appeared more a question of when than if. That then changed late Thursday, when the US president said he'd mull his decision for two weeks. Then in the early hours of Sunday, Iranian time, he announced that Fordow, Natanz, and Isfahan were struck, and described a 'payload of BOMBS' dropped on Fordow, a key location of uranium enrichment. 'The market wants certainty, and this now firmly pushes the US into the Middle East theater,' said Joe DeLaura, a former trader and global energy strategist at Rabobank, adding prices were now expected to rise when oil reopens. 'But I think that this means the US Navy will be tasked to keep the Strait open,' he said, adding prices could head into the $80-to-$90 a barrel range. Still, so far there has been little sign of disruption to oil flows from the region. 'Should the US provide direct military support to Israel and play its part in removing the current regime the initial market reaction will be a price spike,' said Tamas Varga, an analyst at brokerage PVM Oil Associates Ltd, said at the end of last week. But his firm's expectation is that oil will not become part of the conflict because it's not in the interests of either side. The fate of oil matters because it drives fuel prices and inflation — something Trump said he would quell when he was campaigning for office. In times of extreme volatility, shortages of oil have even precipitated recessions. So far, there's been no meaningful curtailment through the Strait of Hormuz, through which about a fifth of the world's produced and consumed oil flows every day. Indeed, Iran even appears to be racing to lift its exports as part of its logistical response to the conflict. Avoiding a wider conflagration and preventing disruptions to supply would push oil prices lower, while also bringing down everything that spiked in tandem with them. Against that, America joining could be all-defining, calling into question security through the waterway and from the region at large. On Friday, Iran said it might consider adjustments to its enrichment program, driving down futures and reminding the world that Tehran's actions are important to petroleum markets too. Among assets roiled by the tension are options contracts, where traders paid enormous premiums to hedge against further price spikes. At times since the conflict began, they paid the most to protect against a rally since at least 2013. Record volumes of bullish call options have changed hands since the attacks started. Exiting Trades The market, though, was on edge even before Trump's announcement. Traders have been exiting futures positions at one of the fastest rates on record — an indication of both the stress that higher levels of volatility is placing on derivatives books, and the unpredictable path ahead. In total, the number of futures contracts held on the main exchanges plunged by the equivalent of 367 million barrels, or about 7%, since the close on June. 12, the eve of Israel's attack. Traders and brokers say the higher levels of volatility have made pricing deals harder over the past week. 'Traders and analysts should be viewing the current oil price gyrations in the context of speculative de-risking,' said Ryan Fitzmaurice, senior commodities strategist at Marex Group Plc. 'Going forward, market volatility and open interest will be key areas to watch.' The cost of hiring a ship to carry crude from the Middle East to China has jumped close to 90% since before Israeli attacks began. Earnings for vessels carrying fuels like gasoline and jet fuel have also leaped, as have insurance premiums. The danger to vessels in the region's waters was underscored when two oil tankers crashed into each other causing a fiery explosion — though on this occasion, the ship's owner asserted there was no link to the conflict. Still, almost 1,000 ships a day are having their GPS signals jammed, creating growing safety risks. The MICA Center, a French liaison between the military and commercial shipping, said the tanker crash was likely 'aggravated' by jamming. 'Next days will be critical in determining whether a diplomatic solution with Iran is possible and if the US might resort to military action,' it said in an update. 'Maritime trade is not being targeted. The situation might change abruptly.' The risk to flows from the region, coupled with the sharp increase in shipping costs, is bolstering demand for crudes from outside of the Persian Gulf. Pullback Risk The higher different prices race, the greater the risk of a pullback if the prospect of de-escalation takes shape. And even if tensions do remain high, there's precedent from a few years ago for a meaningful supply disruption to quickly get resolved. When an attack in 2019 on processing facilities at Abqaiq in Saudi Arabia knocked out 7% of global supply, it took just a few weeks for crude futures to trade lower than before the attacks occurred, as supplies were quickly restored and backfilled. That's one reason, coupled with a persistent threat of geopolitical risks that often don't morph into real supply curbs, why traders say prices haven't spiked more in recent days. 'This is the big one,' said John Kilduff, a partner at Again Capital, pointing to a $8-a-barrel risk premium as plausible. 'The market default on this development is higher. How high depends on Iran's response — or the realistic prospects of a meaningful response, which may not be there.' --With assistance from Stephen Stapczynski, Julia Fanzeres and Mia Gindis. (Writes through after Trump announces attack.) Luxury Counterfeiters Keep Outsmarting the Makers of $10,000 Handbags Is Mark Cuban the Loudmouth Billionaire that Democrats Need for 2028? Ken Griffin on Trump, Harvard and Why Novice Investors Won't Beat the Pros The US Has More Copper Than China But No Way to Refine All of It Can 'MAMUWT' Be to Musk What 'TACO' Is to Trump? ©2025 Bloomberg L.P. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data

Bloomberg

an hour ago

• Bloomberg

Ether Leads Crypto Selloff as US Attacks Nuclear Sites in Iran

Ether fell sharply while Bitcoin held steady after President Donald Trump said American bombers and missiles had struck Iran's three main nuclear sites. The second-ranked token fell as much as 7.7% on Sunday morning in Asia to about $2,200, its lowest intra-day level since May 9. Bitcoin briefly dipped below $101,000 but pared losses to trade relatively evenly in the aftermath of the attacks.