Dr. Diab Bahman’s path toward championing sustainability and cultural transformation in the Middle East began not with grand ambitions but with curiosity—an instinctive drive to understand what others overlooked. Over two decades ago, as Western franchises began to permeate the Middle East’s food and beverage sector, she observed a dissonance. Brands arrived with pre-crafted narratives, but those narratives often failed to resonate with the local audience. “The narrative wasn’t as straightforward as senior management made it seem,” she recalls. While leadership teams attributed this disconnect to consumer preference, Dr. Bahman sensed that deeper social dynamics were at play. Markets like the UAE and Kuwait, though geographically close, responded differently to messaging, revealing a nuanced cultural landscape that defied easy categorization.
This realization became a seed for something bigger. While sustainability as a discipline was still in its infancy, Dr. Bahman’s curiosity propelled her into a lifelong quest to bridge cultural understanding with sustainability efforts in the MENA region. Her academic journey reflects this—earning both a Doctorate in Business Administration and a PhD, she carved out a path focused on the intersection of cultural perceptions, social sustainability, and economic development. “It wasn’t enough to study theories; I wanted to explore how cultural nuances truly shape the choices we make as societies,” she explains.
A Vision Rooted in Collective Progress
Today, Dr. Bahman envisions a Middle East where people are active participants in sustainable transformation, empowered with the tools and knowledge to make choices that benefit both society and the planet. For her, Kuwait is ripe with potential: “Kuwait can lead meaningful change,” she says, “but it requires aligning individuals, NGOs, and institutions toward a shared vision.”
Higher education has become a cornerstone of her mission, serving as the last direct link to young minds before they enter the professional world. As a lecturer, Dr. Bahman views her role not merely as an educator but as a guide, instilling values of responsibility and awareness in her students. “It’s not just about teaching sustainability—it’s about cultivating a mindset,” she explains. This mindset equips students to view their roles in society with intention, empowering them to become active participants in solving regional challenges.
Authenticity, Service, and the Weight of Balance
Dr. Bahman’s career is built on two guiding principles: authenticity and service. Whether as an educator, researcher, or CEO of Gemini Consulting, she maintains a delicate balance between professional success and personal purpose. “The work of advocacy isn’t glamorous,” she admits. “It’s unpaid, often unseen, and sometimes comes at personal cost. But for me, the reward lies in impact.” Every professional decision she makes is weighed against one key question: “How much time will this take away from my family?” For Dr. Bahman, family is her foundation, and maintaining this balance ensures her work aligns with her broader sense of purpose.
This balancing act, however, requires immense courage and introspection—especially for women navigating spaces where visibility comes at a cost. “Putting yourself out there, whether on social media or as an advocate, is not just professional—it’s deeply personal,” she reflects. “You have to dig deep to portray the best of yourself, and along the way, you will be criticized, even attacked. It takes resilience that most people don’t see.”
An “Academic Activist” Committed to Accessibility
Dr. Bahman refers to herself as an “academic activist,” a term that encapsulates her commitment to education and advocacy. Recognizing the barriers students in the MENA region face, such as language limitations and cultural disconnects, she has authored four academic books on sustainability tailored to the unique needs of Kuwaiti and Middle Eastern learners. Through translated texts, localized case studies, and contextualized research, she breaks down complex sustainability concepts, making them more accessible and relatable. “Students need to see themselves reflected in what they’re learning,” she says. “When education speaks to their world, it becomes real.”
Her strategic approach reflects a key belief: sustainable transformation must begin with small, everyday decisions shaped by cultural values. By addressing these habits and choices at the micro level, she believes society can collectively shift toward a more sustainable future.
Recognition and a Call to Young Advocates
Dr. Bahman’s work has garnered recognition both regionally and internationally. Named a “Sustainability Pioneer,” she admits that while the acknowledgment is gratifying, it’s also deeply validating. “When the work is unglamorous, moments like these remind you that someone, somewhere, sees its value,” she shares. Her accolades include being recognized as a Forbes Middle East Top Mentor and receiving awards for her research, further amplifying her message and connecting her with other global changemakers.
When mentoring young professionals aspiring to make an impact, her advice is grounded and practical: “Take your time and figure out what excites you. Sustainability is broad—find the issue that speaks to you, and start there.” She urges young advocates to look closely at their communities, identifying gaps where their contributions can make a difference.
A Voice for Change: Bridging Academia and Public Awareness
In addition to her academic work, Dr. Bahman uses her voice to reach broader audiences through her newspaper column on sustainable development. Early in her career, she noticed that valuable academic research often remained inaccessible to the public, disconnected from the very communities it could benefit. Her writing bridges this gap, translating complex research into relatable narratives that inspire awareness and action. “Advocating for change requires meeting people where they are. Through writing, I can make data meaningful and connect it to their daily lives,” she explains.
Wellness, Family, and Leading by Example
Amid her many roles—consultant, educator, columnist, and volunteer—Dr. Bahman remains steadfast in prioritizing personal wellness. “I can’t pour into others unless I take care of myself,” she shares. Her daily routine includes exercise, meditation, and learning, habits that fuel her relentless drive for knowledge and growth. “Family is the center of everything I do. My work, my advocacy—it’s all for my kids.”
Her volunteer work, particularly in youth and women’s empowerment, reflects this sentiment. By building stronger communities and addressing systemic issues, she believes she is contributing to a better world for future generations. To young women aspiring to lead, she offers simple but powerful advice: “Time is your currency. Education is your weapon. Don’t chase rewards—they’ll come naturally when you focus on impact. And always, always put yourself first.”
She believes there’s a struggle that often goes unspoken when it comes to putting yourself out there—whether it’s on social media or advocating for a cause—especially as a woman. What people don’t always realize is how deeply personal the process can be. It demands more of you than most can see; you have to dig deep, confront your fears, and push yourself to show up as the best version of who you are. Along the way, you will face criticism and attacks, and that takes a tremendous amount of courage to withstand. This is something I wish more people understood, particularly young women. It’s not just about showing up—it’s about finding the strength to keep going, even when it feels like the world is pushing back, expressed Dr. Diab.
Driving Sustainable Business in the MENA Region
In her role as CEO of Gemini Consulting, Dr. Bahman works with organizations to integrate sustainable development goals into their core operations. Resistance to change remains a common hurdle, with sustainability often seen as costly or disruptive. Dr. Bahman counters this perception with a data-driven approach, emphasizing long-term benefits such as financial resilience and enhanced reputation. Her vision is clear: sustainability must move beyond CSR initiatives to become a fundamental business strategy tailored to the cultural and economic realities of the region.
Looking ahead, Dr. Bahman hopes to position Gemini Consulting as a leader in sustainable business practices in Kuwait and the broader Middle East. “Lasting change doesn’t come from copying global models—it comes from adapting them to our context, our culture, and our people.”
A Legacy of Courage and Purpose
Dr. Diab Bahman’s journey is a testament to courage, persistence, and purpose. Her work reflects not only a dedication to sustainable transformation but also an unshakable belief in the power of individuals and communities to create change. Whether through education, consulting, or public advocacy, she remains deeply committed to the future of the MENA region—a future defined by sustainability, empowerment, and resilience.
Her closing message resonates with quiet strength: “The world is rigged in your favor. You just have to believe it.”
