Women on the Frontlines: Ilona Sediha on Turning Data into Change

A Personal Perspective

Ilona Sediha, Narratives & Storytelling Lead at Strategy& Middle East

We were delighted to talk with Ilona Sediha, a Strategy& Middle East consultant whose twelve‑year career spans market research, communications, and business strategy. Grounded in behavioural economics from the London School of Economics, Ilona couples sharp analysis with a storyteller’s instinct, helping organisations turn data into narratives that move people to act. Our conversation is part of TCC’s ongoing series featuring women pushing the climate agenda forward; Ilona’s insights on optimistic storytelling, systems thinking, and inclusive leadership add a fresh, practical voice to that collection.

You work at the nexus of communications and impact. Why is it important?

We’re living in a post-truth era, and the stories people believe are often more important than facts. But this isn’t something social media created. Humans are storytellers; it’s much easier for the brain to remember a story than a bunch of numbers. 

I see my role as the conduit between data and the human brain. Say, you want to convince someone to start recycling, or to move their pension away from fossil-fuel investments. Do you present environmental statistics and complex instructions? That would not work. Instead, you should tell an emotive and memorable story. Storytelling is often seen as something necessary for commercial brands, but it’s also essential to driving lasting social change. 

What narratives about women and climate are being overlooked—and who benefits from their absence?

Do you notice how the framing of this question reaffirms the prevailing gender narrative? Language matters. I’d like to propose an alternative! We’ve been surrounded by negative climate narratives for decades, and are we seeing progress? Not enough. Instead, climate anxiety and apathy are on the rise—both a natural human response to feeling a lack of control. 

Yes, women are disproportionately affected by climate change, it’s a fact; but they’re also the ingenious solutionists who are changing communities—even entire industries—from the bottom up. Some of the most impressive sustainable initiatives and start-ups have women at the helm, including here in the Middle East. 

Female founders often work with limited resources and a fraction of investments, compared to their male counterparts, succeeding beyond everyone’s expectations. We need these powerful stories of grit and ingenuity to change the narrative from within. 

How are women shaping the future of climate action—particularly in business, policy, or community-level efforts?

There are two traits that stand out when I think about the women I admire in this space.

The first is optimism. These female leaders are also mothers and carers, driven by the mission to build a better future for their loved ones. For example, Solitaire Townsend is bringing her contagious positivity to the climate narrative and has helped many big brands evolve as a result. Similarly, Tessa Clark credits optimism as core to success; her story is fascinating—a mother determined to cut waste is changing how the food industry operates to do so (I highly recommend her TED talk). 

The second is the ability to think in systems, beyond the immediate. A good example is stock market investing. It is still very much dominated by men, and financial returns are the main metric. Yet, when I worked in sustainable investing, I noticed the ratio of women was much higher than the industry standard. When asked why, they credited the environmental impact as a significant factor in their decision to invest, on par with returns. Imagine thousands of women investing in clean energy and green technologies—that’s tangible change. 

In a world that often values speed and scale, what leadership traits are needed in the race to climate solutions?

You partially answer your question here! Many female founders, disillusioned with the VC model, are opting for alternative funding mechanisms that don’t force short-term growth at all costs. There is credible data that demonstrates stronger long-term health and higher returns of such businesses, so more capital will open up. We’re seeing this already. 

Leaders who embrace and champion sustainability come from very diverse backgrounds. You don’t need to follow a success template, such as being a Stanford drop-out. I’ve met exceptional leaders who fit the mould and those who are refreshingly unconventional. This diversity expands the definition of leadership, bringing more inclusion and creativity.