Irina Musina

Sustainability & Technology Expert, Middle East

With over 15 years of experience in strategy and operations, I have dedicated my career to driving sustainable business practices and digital transformation, delivering profitable growth for clients across diverse industries. I cultivate strategic partnerships with a diverse network of stakeholders to accelerate impact, drive systemic change, and foster collaborative innovation. My expertise spans consulting and advising enterprises on operational excellence, sustainability development, including ESG reporting, net-zero strategies, sustainable finance. I specialize in integrating cutting-edge technologies and innovations, such as SAP Sustainability and AI, as core drivers of business and digital transformation to develop scalable solutions that align with evolving industry standards. I engage as an author of articles and research, startup advisor, and speaker on sustainability and technology topics to inspire future leaders.

1.How can businesses ensure that their ESG initiatives are not just “window dressing” but are integrated into their core business model and operations?

According to Accenture’s latest report, Destination Net Zero, while 55% of G2000 companies have reduced their operational emissions (Scope 1 and 2) since 2016 (+3% since 2023), and 30% are deploying at least 15 decarbonization levers, only 16% of companies with sufficient emission data are on track to achieve net-zero operations. This highlights a critical gap - businesses must accelerate decarbonization by embracing next-generation levers such as artificial intelligence, real-time carbon accounting, and digital sustainability tracking.

To move beyond symbolic ESG commitments and create real impact, companies must embed sustainability into their core strategy, aligning it with financial performance and operational processes.

  • Setting ambitious targets – Prioritizing initiatives based on both business opportunities and material sustainability impact rather than merely aligning with industry peers or regulatory minimums.

  • Mapping capabilities to sustainability goals – Identifying areas where the organization already has a positive environmental and social impact and enhancing them while addressing risks across the value chain.

  • Implementing governance structures – Establishing clear ownership of ESG initiatives across leadership teams and integrating sustainability KPIs into financial and operational decision-making.

  • Developing data-driven reporting – Creating comprehensive ESG performance dashboards that track progress against measurable indicators, ensuring transparency for investors, regulators, and stakeholders.

  • Engaging stakeholders openly – Sharing both successes and challenges openly, demonstrating a commitment to continuous improvement and long-term sustainability leadership.

By taking a structured, impact-driven approach, businesses can ensure that ESG is not a marketing exercise but a fundamental pillar of long-term resilience, risk management, and competitive advantage.

2. How can businesses avoid the trap of focusing too much on ESG compliance, to the detriment of financial performance and innovation?

Evolving ESG reporting requirements are pushing companies to collect more data and enhance sustainability analysis capabilities. However, focusing solely on compliance and disclosure can be a missed opportunity - the real value of ESG lies in driving financial performance, innovation, and strategic decision-making. Instead of simply answering “What did we do?”, businesses must ask, “What can we do differently?”, “Where do we need improvements?”, and “How do we turn ESG insights into action?”

Expanding financial principles of accounting and decision-making into sustainability is essential for integrating environmental impact into core business strategies. This means embedding carbon footprint tracking, carbon budgeting, and emissions management into product development, pricing models, and financial decision-making processes. ESG data can be leveraged to optimize procurement strategies and supplier engagement, ensuring alignment with long-term sustainability goals. In manufacturing, ESG insights drive product differentiation, such as green steel or mass-balanced products, which reduce environmental impact while commanding a market premium.

By embedding ESG insights into core business functions, companies can move beyond reporting to delivering tangible value - optimizing costs, increasing pricing potential, strengthening supply chain resilience, and unlocking new revenue streams. This strategic approach not only ensures regulatory compliance but also enhances competitive advantage, drives long-term profitability, and positions businesses as industry leaders in sustainable transformation.

3. Are Middle Eastern companies embracing ESG because of international pressure, or are they genuinely motivated by long-term sustainability goals?

Middle Eastern companies are increasingly moving beyond regulatory compliance, embedding sustainability as a core driver of innovation, investment, and long-term market differentiation. This evolution signals a genuine commitment to sustainability, rather than mere adherence to global regulations. Masdar, the UAE’s renewable energy leader, aims to expand its clean energy capacity to 100 GW by 2030, reinforcing its position as a key player in the global energy transition. Similarly, ADNOC has allocated $15 billion to low-carbon solutions, investing in carbon capture, electrification, CO₂ absorption technology, and hydrogen production to accelerate its decarbonization efforts.

Beyond energy, Masdar City serves as a model for sustainable urban development, showcasing how cities can integrate clean technology, resource efficiency, and smart infrastructure. The financial sector is also playing a pivotal role in decarbonization, with banks and investment funds increasingly channeling capital into sustainable projects, supporting economic diversification and resilience.

This dual approach—balancing compliance with internal ambition—demonstrates that while international regulations have catalyzed ESG adoption, Middle Eastern companies are proactively embedding sustainability into their business strategies. By aligning ESG initiatives with economic and operational priorities, they are reinforcing long-term environmental and social responsibility, while enhancing their competitiveness in a rapidly evolving global market.