Meet our new VP of Sustainability: Zainab is far from home, working for a cause close to heart

“My passion for sustainability emerged many years ago, while I was working with sustainability and studying development. Nevertheless, at some point and for some reason, my career took a turn towards business administration.”

Zainab Hussain Siddiqui, a then auspicious employee in Pakistan’s telecommunications industry, was about to go abroad on a high-level on-the-job training program, when she received news that changed her priorities.

“A friend had just passed away in a car accident, and the statement ‘life is too short’ became very real. So, I decided to resign, although I had no back-up job or even a plan at all. And, you know, I haven’t regretted it for a second.”

A meaningful position

Fast-forward ten years, Zainab finds herself standing in the middle of Grünerløkka in Oslo on a cold and cloudy day, far from her hometown of Islamabad, Pakistan. While observing the bustle in this often-described hipster part of town, she reflects on a decade-old decision well made and her satisfaction with a role that feeds her ‘passion for sustainability.’

“Being appointed VP of Sustainability in Telenor Group is a great opportunity to pursue my ambitions in Sustainability. Along with my team, I have the privilege of representing a company that has a strategic focus on reducing inequalities, through its commitment to the UN’s Sustainable Development Goals. I also have the opportunity to work with partners in projects across our global footprint with the aim to empower societies, for instance by overcoming challenges related to gender inequality.”

Improving gender equality

While content with her place in the world, she regrets that the same cannot be said for the general situation of women in today’s society.

“We still face many challenges that need to be addressed. I feel everyone needs to look at women’s rights more holistically to progress faster. It should not be limited to isolated campaigns and projects; instead more companies should make it a cross-cutting theme in their way of work and operations. Diversity is a competitive advantage and should be dealt with as such.”

She continues, “Telenor has taken important steps to improve gender equality in its different markets, especially in Asia. This includes ensuring minimum 6-month paid maternity leave, daycare facilities at work and transportation services for female employees, which in turn has helped create structural changes that encourage women’s participation in the workforce. We are also running a mentorship programme with partners in Norway to inspire more girls to choose education and careers within technology. We cannot change the culture of a country alone, but we can influence what is in our control.”

Baby steps can do wonders

#EachforEqual is the theme for the International Women’s Day 2020, signalling each and every person’s responsibility to challenge gender stereotypes, fight biases and take action to improve women’s situation. Zainab applauds the message.

“In today’s world, many of us have a virtual voice and therefore the power to influence. Through social media, we share ideas and opinions, and we can speak up in support of our rights. I hope more people will use their ability to take a stand against bullying, stereotyping and oppression, especially men. I feel more male voices are needed to strengthen the debate on women’s rights.”

Becoming a role model among men does not necessarily have to be complicated. Sometimes a small step can have a big impact on the people around you.

“I remember a former CEO in Telenor Pakistan came into the office one day with his one-year old baby girl in his arms. He was carrying her around while he was working, and everyone was taken aback by this, but in a pleasant way. A CEO carrying a baby at work was unheard of. Seeing him do something that is typically perceived as a women’s role changed something in our office. I felt that this reinforced a whole new message; that it’s very masculine and leader-like to take care of your baby. I think something as simple as this can make a lasting difference.”