Njoud Mashouka

Full Name: Njoud Mashouka
Job Title: Corporate Sustainability Advisor at Strive by STX
Location: Madrid
Nationality: Jordanian
Years at STX: 3+ years

1. Reflecting on your upbringing in Jordan, what specific aspects of the cultural and environmental landscape sparked your interest in sustainability and how do you think those experiences influence your current work at STX?

Growing up in Jordan, where natural resources are limited and water scarcity is particularly severe, I became aware early on of the pressing environmental challenges we face. Witnessing these realities fueled my passion for sustainability and for finding solutions for better resource management. Hence, my work at STX is strongly influenced by my upbringing. I’m deeply committed to advancing sustainability solutions that address resource efficiency, not just in Jordan but across the MENA region. My experiences and lessons learned in a region accustomed to environmental challenges shape how I help others build more resilient systems.

2. Having lived and worked in various countries, including Jordan and Spain, you bring a unique perspective to your role. How has this shaped your approach to sustainability?

Living in both Jordan and Spain has really influenced how I approach sustainable solutions. Jordan taught me the importance of working within resource constraints, while Spain exposed me to a more advanced sustainability infrastructure, especially in renewable energy. This experience has enabled me to blend the resilience and adaptability developed in Jordan with the forward-thinking sustainability models of Europe. These diverse perspectives have taught me to navigate both established and emerging sustainability markets, combining best practices from both regions to help clients with tailored solutions that fit the cultural and environmental contexts of MENA countries, where my focus lays.

3. From your experience working in MENA, what are the key lessons that you have learned that you now apply in your work to help companies with their decarbonization efforts?

As I mentioned earlier, tailoring sustainability solutions to local contexts is a big part of my approach and a key lesson I’ve learned for making decarbonization work. While global best practices provide a foundation, they need to be adapted to the economic and regulatory realities of each MENA country. Another insight is that stakeholder engagement is crucial; advancing sustainability requires aligning initiatives with the values and interests of local businesses and governments. Finally, patience and persistence are essential. The regulatory landscape in the MENA region is evolving, requiring a balance between strategic planning and adaptability. These lessons guide my approach in helping companies decarbonize while ensuring their efforts are locally relevant and sustainable.

4. As someone currently involved in decarbonization and sustainability efforts specialized in MENA, what key challenges and opportunities do you see for advancing sustainability initiatives in this region?

The key challenges in the MENA region are regulatory uncertainty and dependence on fossil fuels, which have traditionally been the backbone of many of the region’s economies. However, there are also significant opportunities, especially with the increasing commitment to sustainability highlighted by national strategies such as Saudi Arabia’s Vision 2030 and the UAE’s Net Zero by 2050. The region’s abundant solar energy potential and emerging interest in green hydrogen present unique opportunities for large-scale renewable energy projects. The challenge is ensuring that these projects are economically viable and socially accepted, which requires innovative financing models and clear regulatory frameworks – areas where STX is actively contributing.

5. Cross-cultural collaboration is essential in your work. Which strategies have helped you bridge the gap between European and MENA sustainability practices and align these regions’ approaches to environmental goals?

An essential strategy has been tailoring communication to the region. In Europe, sustainability is often driven by strict regulatory requirements, while in the MENA region, sustainability efforts are more closely tied to national economic development goals. Understanding these differences and framing sustainability in terms of economic opportunity, job creation and energy security has helped bridge this gap for MENA countries. Another key strategy has been focusing on shared values, such as resource efficiency, which resonates across both regions. By highlighting common ground and building solutions for region-specific challenges, we’ve successfully aligned goals and fostered more effective cross-cultural collaboration at STX.

6. With renewable energy playing a growing role in the future of the MENA region, could you provide examples of initiatives you’ve been involved in? How do you see these initiatives shaping the region’s sustainability landscape in the long run?

My involvement from COP25 to COP28 has been crucial in shaping my ability to advance renewable energy initiatives in the MENA region, particularly by advocating for stronger commitments and unlocking financing mechanisms. Focusing on hands-on policy work, especially around green hydrogen and large-scale solar projects, has been invaluable in my own development and influences my current role at STX, where I help clients navigate evolving regulations. Beyond COP, speaking at regional conferences has helped me raise awareness, keeping stakeholders informed on renewable energy developments. Projects like large-scale solar in Saudi Arabia and green hydrogen in Egypt are reshaping the region’s energy landscape.