Sustainability has always been deeply personal to me. I believe that the environment is an extension of our bodies—everything we put into it comes back to us. We either eat it, drink it, or breathe it in. If we don't act now, we’re not just poisoning the planet, but ourselves and generations to come too. This realization has shaped my journey and commitment to creating positive change.

My professional journey began in industrial engineering, where I worked with defense and aerospace companies. Over time, I transitioned into leadership roles in global sales operations and environmental consulting. These experiences exposed me to the intricate relationships between business, people, and the planet. However, it wasn’t until I moved to Singapore in 2008 that I truly saw the potential of harnessing corporate power to drive sustainable impact.

When I founded Market for Good, I had a vision: to disrupt firms' approach to sustainability and show that businesses can achieve objectives while making a meaningful difference. I believe that corporations have a unique responsibility — and opportunity — to use their resources for good. Through Market for Good, we’ve created a platform empowering businesses to meet their ESG goals while also tackling critical global challenges like poverty, inequality, and environmental degradation.

At its core, my drive for sustainability comes from a personal mission to impact millions globally. I want to leave a legacy inspiring individuals and organizations to care for one another and our planet. It’s not just about doing business; it’s about doing it in a way that uplifts communities, protects the environment, and fosters a more equitable world.

I am ultimately drawn to sustainability because of its interconnectedness. Our choices today ripple through to tomorrow, and I see it as my responsibility to ensure these ripples create a positive and lasting impact.

I am the Founder and Managing Director of Market for Good, a social enterprise that helps companies use their procurement power to transform lives and the planet. Everything we do at Market for Good aligns with our vision to create positive social and environmental impact, and mission to provide sustainable livelihoods for communities while creating sustainable solutions for clients.

One of the biggest challenges we faced was the sheer complexity of sustainability education. There is so much information available, and it keeps evolving with new regulations, data, and insights being released every day. This progress is encouraging but also overwhelming — not just for us sustainability advocates, but also for our clients. This flood of information has also contributed to greenwashing, where sustainability claims are often misleading or exaggerated, making it harder for people to discern genuine impact from marketing noise.

Another significant challenge is the cost perception. Clients sometimes struggle to understand why a product or service might be more expensive because it carries a sustainability tag. Sustainability is often viewed as a "nice-to-have" rather than a critical investment in the future, which can make decision-making slower and more hesitant.

We overcame these challenges by focusing on education and transparency. For clients to make informed decisions, we knew we had to provide  clear, easily digestible information. To do this, we developed simple yet powerful metrics and frameworks, making it easier for clients to compare solutions and understand their impacts. They helped us cut through the noise, focusing on the tangible benefits of sustainable choices instead of overwhelming jargon or abstract concepts.

Additionally, we made it our mission to have meaningful conversations with clients, helping them see sustainability not as an added expense, but an investment in long-term resilience and value creation. By aligning communication with their goals and showing them their decisions' real impact, we were able to build trust and foster a deeper understanding of sustainability's importance. It’s an ongoing journey, but by simplifying complexity and staying transparent, we’ve been able to turn these challenges into opportunities for growth and stronger partnerships.

I am most proud of the progress we’ve made and the trust we’ve built along the way. Every time a client chooses to work with us, it’s a validation of our mission and a step forward in creating a more sustainable and equitable world. Their continued trust fuels our commitment to finding innovative ways to integrate sustainability into business practices.

However, what brings me the greatest pride is the impact we’ve been able to amplify for other organizations. Helping social enterprises and impact-driven organizations scale through the right channels has been incredibly rewarding. Seeing their work reach more people and create greater change reminds me why we started this journey in the first place. It’s not just about what we achieve as a company — it’s about the ripple effect of empowering others to make a difference.

This collective progress — one decision, one partnership, one success story at a time — is what I’m most proud of. It’s proof that when we work together, we can create solutions that truly matter.