Women on the Frontlines of Sustainability: Shaping Narratives that Inspire Action featuring Amanda Rushforth

Discover how one sustainability advocate is turning personal stories, spanning fashion, marine conservation, and public engagement, into powerful tools that inspire change.

Amanda Rushforth Senior Marketing & Brand Strategist

We had the chance to sit down with Amanda Rushforth, a sustainability advocate whose path weaves together fashion, marine conservation, and public engagement. From growing up on the Red Sea and witnessing the rise of plastic pollution firsthand, to using brand platforms and school workshops to spark ripple effects of awareness, her journey shows how storytelling can shift mindsets and drive action. Through her work with Zak’s Uniforms and Azraq, as well as talks on sustainable fashion and circular economy practices, she has consistently turned personal conviction into collective impact. She continues to remind us that people trust people, and that honest, hopeful stories are often the spark for change.

Q.1  What sparked your passion for sustainability, and how did it lead you to work across fashion, marine conservation, and public engagement?

Growing up by the Red Sea in Jeddah shaped everything. My family and I spent ten years there, and we had direct access to wild, untouched beaches that were unfiltered and uncleaned. That meant we saw the real story unfold, day by day. No overnight cleanups to make things look pristine for the public. Just raw nature, and the growing impact of plastic pollution. It was heartbreaking to witness the change over time. What started as pristine coastlines slowly became littered with waste, and most of it was plastic.  I moved there when I was seven, so the ocean became part of my everyday life. That early bond made me care deeply about protecting it. It sparked a lifelong commitment to living more consciously and advocating for a world less burdened by waste. Later, my career in fashion PR provided me with the tools to amplify that message, transforming personal conviction into public engagement. Eventually, I became involved in marine conservation with Azraq, participating in talks, consultations, and collaborations. For me, it started with seeing the damage firsthand. When you see it, you believe it. And once you believe it, you want to take action.

Q.2  In your consulting work as a CSR and sustainability advocate, how do you use storytelling to help organisations move from climate awareness to real, measurable action?

I believe storytelling is more essential than ever, especially in the realm of climate action. Facts and figures have their place, but they rarely inspire people to take action. What truly resonates is a narrative that connects sustainability to everyday life. When people see how environmental issues affect them personally, they become more engaged and take a deeper, more meaningful interest. In my work, I help organisations turn technical data into simple, relatable messages. Whether it’s through workshops, consultations, or advocacy, the goal is to inspire real change, not just talk. It’s about helping sponsors and members feel connected to the message, so they’re motivated to act, whether that’s reducing their carbon footprint or building long-term CSR strategies. What makes this approach powerful is its emotional connection. People act faster when they feel something.  We need to rethink how we tell stories, shifting our focus from numbers to tangible, visible changes that people can relate to in their own lives. Statistics alone no longer surprise us. But when storytelling reveals how climate change touches someone’s home, health, or future, it becomes real. That’s where trust is built. People trust people. So when the message is delivered through a relatable voice, in a channel that feels personal and authentic, it lands with greater impact. Technology can support storytelling, but it’s the human voice that builds trust and drives change.

Q.3  How do you leverage storytelling across brand strategy, sustainability leadership at Zak’s Uniforms, and marine advocacy with Azraq to build an authentic brand reputation, aligning impact goals with environmental responsibility, and inspire meaningful public engagement?

To me, whether we’re talking about uniforms, oceans, or fashion, the common thread is authenticity. People respond to honesty and purpose. That’s why I always say, people trust people. It’s a message I carry through all my work. At Zak’s, I focused on embedding sustainability into the brand’s DNA. However, beyond that, we utilised the platform to raise awareness about marine conservation, examining the impact of consumer habits, plastic use, biodiversity, and environmental restoration. It wasn’t just about selling products; it was about using the brand to promote real change. Now, through AZRAQ, I highlight the real stories behind ocean conservation. Storytelling helps align impact goals with emotion. It allows brands to build trust and, most importantly, inspire action. It’s not enough for someone to simply like a post or say “great job”; we need to move people actually to do something. That’s why every story needs a clear call to action.

At Zak’s, one of the key components of our CSR work was visiting schools. We partnered with several and ran experiential activations. I’d give presentations about the ocean, not using shocking statistics, but simple facts. For example, I’d explain what happens when you wash your clothes, especially leggings and swimwear made from synthetic fibres. These everyday actions have a direct link to microplastic pollution. The students, mostly under 12, were already engaged through their school environmental groups. They were curious and eager to learn. What was powerful was that they’d take these stories home and share them with their parents. It became a ripple effect, learning at school, sharing at home, and slowly shifting habits. One of the most memorable activities was a hands-on dig for microplastics. I brought a box of sand filled with tiny plastic pieces, and the students had to sit and identify the source of the plastics. It was simple, engaging, and gave them a story they could tell themselves and others. That’s what makes storytelling effective; when it’s experiential and personal.

Q.4 In your experience with UAE businesses, how can leaders use storytelling to shape communication that drives both impact and business success?

In the UAE, we’re seeing more businesses place innovation and sustainability at the heart of their growth. Leaders who share real stories, whether it’s about employee-led initiatives or measurable environmental progress, can build genuine credibility and loyalty. And loyalty matters. It’s what strengthens a business from the inside out. When sustainability becomes part of the workplace culture, it doesn’t stay there. People take those values home, they carry them into other businesses, and that ripple effect is powerful. It also reflects in stronger ESG ratings, which can influence everything from partnerships to credit lines. But it has to be authentic. It’s not about donating or sponsoring just to tick a box. It’s about demonstrating that you care and that your actions align with your words. When leaders are genuinely passionate about a cause, people notice. They listen. And they’re more likely to get involved. This isn’t just about marketing, it’s about doing good. And doing good is good for business.

Q.5 What did preparing and delivering your TEDx talk on sustainable fashion teach you, and were there any storytelling lessons that helped shape the way you build strong, impactful narratives today?

My TEDx experience taught me the power of breaking down a complex issue into something people can act on immediately. I spoke about fashion and its environmental impact, and one thing became very clear: statistics alone don’t move people. They can support a story, but they’re not the heart of it. What really connects is personal truth. Sharing a lived experience or a real moment helps the audience relate. For me, it was about linking environmental impact to everyday choices, what we wear, how we wash our clothes, and what we throw away. That lesson still shapes how I communicate today. I also learned that every talk needs to end with hope and action. You can’t leave people feeling overwhelmed or helpless. You need to answer the hard questions, such as “What’s the point?” With something they can do, right now, in their homes, workplaces, or personal lives. And it’s essential to show where those actions can lead. Whether it’s the goals of the Paris Agreement or other global efforts, people need to leave with a clear picture of what we’re working toward. That’s how you inspire change, not just awareness, but action.

Q.6  What inspired your talk at Volvo Studio on sustainable fashion, and based on that experience, what kind of stories or messages do you find really resonate with people?

The Volvo Studio was a great space to talk about environmental issues that weren’t directly tied to the automotive industry. We focused on fast fashion, something often overlooked and urgent. This was before any restrictions were implemented on Shein, so it felt timely to highlight the impact and offer real solutions that people could adopt. What resonated most were the personal, practical stories. Simple swaps —like choosing a local, sustainable brand instead of a fast fashion purchase —really resonated with the audience. We also shared tips people could use right away: reselling, thrifting, upcycling, and even just going through your wardrobe and making more mindful choices.

Many people were unaware of the numerous second-hand options available, especially in the UAE. So, we talked about places in the UAE and online platforms that make it easier to shop second-hand, especially for kids. As a parent of two, I’ve been visiting the second-hand markets, and I’ve seen how these small changes can add up. It’s about removing barriers, whether it’s time, access, or awareness and showing people that they do have options. Now it’s just about making those choices with intention. For me, the mindset is simple: I’m doing this because the circular economy is better for the environment. That’s the message I try to share.

Q.7  How do you use storytelling to connect with tough audiences while keeping your message honest and hopeful? Are there any stories or moments you’ve shared that helped shift mindsets or open up new conversations?

Challenging audiences are part of the journey, especially when you're speaking live or over Zoom and you don’t get much reaction. It can feel like you’re talking to yourself. You don’t know if a joke landed or if your message connected, because there’s no smile, no nod, no feedback. In those moments, I focus on shared values and lived experiences. It’s the real, relatable stories that make the biggest impact, especially when they touch on things people care about, like saving money, protecting their health, or thinking about their children’s future. Honesty is key, but it has to be paired with hopeful, solution-driven content. You want people to feel inspired, not overwhelmed. I think statistics are helpful, but they shouldn’t lead the conversation. They support the story, rather than anchoring it. What opens doors is storytelling. When someone hears a story and realises they’ve had a similar experience, they want to share their own. That’s how connection happens. It’s like a ripple effect. One story leads to another, and suddenly you’re having a real conversation. That’s when the subject becomes personal, and that’s when people start to care. When I tell a story, I imagine I’m speaking to each person individually. That’s how you build trust and keep people engaged.

Q.8 What advice would you give to educators, creatives, and organisations who want to communicate climate issues through compelling narratives that inspire action and connection?

I always start with stories that spark empathy and connection, before bringing in numbers or graphs. Emotion is what inspires action. Being authentic matters, and that means avoiding greenwashing and focusing on real, achievable steps that make change feel possible. People often think, “Someone else will do it,” or “This is too hard for me, I’ve got three kids, and plastic is just part of our life.” So, it’s important to show that small steps are enough, and they’re worth celebrating. When people feel encouraged, they’re more likely to choose the better option. Life is already hard, why make it harder? Above all, the story has to be about people and community. That’s where hope grows. That’s where impact starts.