Safina Naz – PhD candidate at the University of Surrey

I am Safina Naz, a PhD candidate at the University of Surrey, and I firmly believe Islam empowers Muslim women. Having lived in the UK both with and without a hijab, I understand first-hand the challenges we face. As a Muslim woman from the Global South, I navigate multiple layers of barriers, yet I see these not as limitations, but as sources of strength and resilience.

As an advocate for inclusion and representation, I recognise that women’s higher emotional intelligence makes them uniquely suited to tackling sustainability challenges. Research shows women exhibit stronger pro-environmental behaviours, greater empathy, and a deeper commitment to sustainability—qualities essential for driving meaningful change.

Despite the challenges, I successfully led a high-impact research project with Accor and Booking.com, using cutting-edge technology to help the hospitality industry communicate sustainability effectively, considering both customer emotions and experiences. By integrating technology, behavioural insights, and emotional intelligence, my work is reshaping sustainability engagement in the sector.

I am committed to ensuring Muslim women from the Global South are not only included but recognised as leaders in innovation and change. My journey proves that, despite systemic barriers, we have the power, knowledge, and determination to shape a more inclusive, sustainable future.