In this exclusive conversation, Zineb Chaoudri, Regional Communications Director at Veolia Near & Middle East, discusses with Usha Benjamin, Editor of Packaging MEA, how purposeful storytelling, strategic communication, and women’s leadership are driving sustainable change across the region’s packaging landscape.
In an industry traditionally dominated by technical discourse and male leadership, women are increasingly stepping into pivotal roles that shape the future of packaging and sustainability. One of them is Zineb Chaoudri, Regional Communications Director at Veolia Near & Middle East, who is proving that storytelling can be as powerful as technology. With nearly two decades at Veolia, she leads regional efforts to reshape how we think about sustainability — from launching the “Let’s Turn the Tide” podcast to mentoring women in leadership. For Zineb Chaoudri, communication is a catalyst for transformation, inclusion, and action.
Usha Benjamin: Can you tell us about your role as Regional Communications Director for Veolia in the Near & Middle East, and how it intersects with sustainability?
Zineb Chaoudri: Veolia has been designing solutions for water, waste, and energy for more than 170 years. My role is to translate this mission into impactful narratives and initiatives that resonate locally. This means raising awareness of environmental challenges while highlighting the practical solutions Veolia implements. I adapt global strategies to suit local contexts so that our messages remain relevant for governments, partners, communities, and customers. Sustainability is about more than technologies — it’s about people and partnerships. It fosters collaboration, builds resilience, and strengthens communities. Sustainability is about culture and dialogue as much as technology and infrastructure.
Usha Benjamin: Can you share a campaign or initiative that stands out in terms of impact, particularly regarding circularity or recycling?
Zineb Chaoudri: In 2022, Veolia conducted the Ecological Transformation Barometer survey to capture public attitudes toward sustainability across the UAE and Saudi Arabia. The results revealed growing demand for greater awareness and solutions. In response, we launched our first podcast, Let’s Turn the Tide, dedicated to discussing key issues like resource management, water, recycling, and renewable energy. It has since attracted over 300,000 views on YouTube and 1.5 million views on Instagram, showing the power of communication to drive awareness and action.
Usha Benjamin: As a woman in a traditionally challenging field, what has your journey been like?
Zineb Chaoudri: Representation and visibility have been challenges, but I have been fortunate to work at Veolia, which prioritizes women’s growth through tailored programs and mentoring. Strengthening women’s representation and ensuring equity and consistency has been key, supported by an inclusive culture that values diverse voices, including women in leadership.
Usha Benjamin: You were recently nominated as one of the Top 100 Women Leaders in the Middle East. What does this mean to you?
Zineb Chaoudri: It’s not just my work being recognized — it’s the success of my team. It reinforces my belief that communication drives change and reflects my core values. I hope it inspires women to pursue leadership positions and amplify their voices in industries like ours.
Usha Benjamin: How would you describe your leadership style, especially in sustainability communications?
Zineb Chaoudri: Collaborative and empowering. I believe in giving my team a voice, encouraging ideas, and fostering trust and delegation so people can grow and lead. Communicating sustainability requires building a collective narrative where everyone feels engaged and responsible.
Usha Benjamin: How do gender dynamics vary across the countries you oversee, and how does this shape your strategy?
Zineb Chaoudri: Gender dynamics are broadly similar, guided by Veolia’s global diversity and inclusion strategy. In our region, we created Hayya, a women’s leadership program dedicated to dialogue, empowerment, and professional growth. Its goal is to help women advance into senior leadership positions and ensure our communication reflects a genuine commitment to gender equality.
Usha Benjamin: What advice would you give to young women pursuing careers in corporate communications or sustainability?
Zineb Chaoudri: Choose a career that excites you. Believe in your potential, speak up, and seek mentors. Step outside your comfort zone because growth comes from challenges. Nothing happens without effort — obstacles are inevitable, but perseverance is what will carry you forward.
The journey of Zineb Chaoudri highlights the critical role of communication in advancing sustainability and inclusion within the packaging sector. Her work proves that purposeful storytelling can connect, empower, and drive meaningful change. As packaging evolves, voices like hers are not just valuable — they are essential.