Sustainability Enables Business Transformation Across Middle East

By aligning sustainability with key goals, embedding sustainable practices into daily operations, and upskilling employees, organisations across the region can prepare their businesses for the future.

By Maggie Mancini

As governments and businesses across the Middle East drive forward their economic transformation agendas, PwC Middle East has released a report exploring the key role of sustainability in shaping future-ready business strategies. The report finds that compared to 2023, 2.5 times more companies in the region now plan to access green loans and bonds, reflecting a broader shift toward financing models that support environmental priorities.  

Despite this momentum, organisations still face critical challenges in embedding sustainability into transformation projects. One in three executives cite a lack of internal skills and sustainability expertise as a significant barrier. Additionally, 22% of respondents pointed to the absence of supportive government policies, while 19% flagged conflicting regulations across jurisdictions, emphasising the need for policy frameworks to enable progress.  

Many businesses also struggle with integrating sustainability goals into broader corporate strategies, managing sustainability-related data effectively, and securing necessary funding for long-term initiatives. To address these barriers, the report focusses on three core lenses: strategic, operational, and culture, designed to embed sustainability into every aspect of transformation.  

The strategic lens aligns sustainability with transformation objectives to unlock financial returns and long-term value. The operational lens embeds sustainable practices into day-to-day processes, leveraging AI, data, and circular economy principles to enhance agility and reduce environmental impact. The cultural lens promotes a sustainability-first mindset, driven by leadership commitment, employee upskilling, and organisational change. 

Together, these three lenses enable organisations to lead with purpose, ensuring sustainability is not just a parallel track but a central driver of successful, future-ready transformation projects. From ESG-aligned KPIs to sustainable value chains, the report provides a framework for businesses to drive impact.