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Tatiana Antonelli Abella, Founder of Goumbook, spoke to Team Reblue about her mission to embed sustainability into the fabric of everyday life and business in the UAE. Drawing on over a decade of experience, she shared her perspective on how early action, collaboration, and innovative solutions—from tackling plastic pollution to championing mangrove restoration—can drive measurable impact in the face of climate challenges.

In this edition of ‘9 Questions With’, Tatiana reflects on the sustainability blind spots businesses need to address, the power of nature-based solutions, and why real impact demands more than just good intentions.

Tatiana Antonelli Abella is the Founder & Managing Director of Goumbook, the UAE’s first sustainability-focused social enterprise, and a LinkedIn Top Voice for Sustainability. With a career spanning over a decade, she has pioneered transformative initiatives such as the UAE’s first plastic bottle recycling campaign, large-scale mangrove restoration projects, and cross-sector partnerships that align corporate strategies with environmental imperatives. Tatiana is a globally recognized advocate for regeneration and climate action, serving as an advisor to businesses, governments, and NGOs on embedding sustainability into core operations.

Her work has redefined sustainability in the Middle East, bridging the gap between awareness and measurable impact. Under her leadership, Goumbook has catalyzed systemic change—from reducing single-use plastic consumption by 65% in partner organizations to advising on blue carbon projects valued at $200M in ecosystem services. Tatiana’s efforts have earned her recognition as a Catalyst for Change and a key architect of the UAE’s sustainability policy framework, including landmark bans on single-use plastics.

In this interview, Tatiana shares her insights with the Reblue team on how businesses can move beyond surface-level commitments to drive lasting impact. Drawing on lessons from Goumbook’s initiatives, she explains why early action on sustainability—such as mangrove restoration and plastic reduction—is not just an environmental imperative but a strategic business advantage. Her approach, rooted in collaboration and cultural adaptability, demonstrates how companies can future-proof operations, enhance ESG compliance, and unlock new revenue streams while addressing urgent climate challenges.

For leaders navigating the $5 trillion sustainability economy, Tatiana’s perspective offers a roadmap to:

• Turn regulatory risks into market opportunities

• Leverage nature-based solutions for investor appeal

• Build partnerships that accelerate decarbonization at scale

“Sustainability isn’t a goal—it’s a way of life,” she asserts. “Thriving within the planet’s limits isn’t idealism—it’s the new operational playbook.”

Read on:

Team Reblue: Tatiana, you founded Goumbook in 2009 when sustainability was barely on the corporate radar. What made you so convinced this was the right path when others weren’t seeing it?

Tatiana Antonelli Abella: As a young mother having recently moved to the UAE with my family, I was driven by a deep sense of urgency and responsibility to do what was best for my children – this included being mindful of the products I used for and around them but also protecting our planet and its precious resources for their future. Even back then, I could see how unsustainable practices were affecting this delicate desert ecosystem, and I felt the need to act before it was too late. As an expat in the UAE, I saw a unique opportunity to bring sustainability to the forefront in a rapidly growing region. While it wasn’t a mainstream conversation yet, I believed in the power of education and awareness to spark change. I founded Goumbook on the belief that if we succeeded to inspire even a few individuals or organizations to shift their mindset, the ripple effect would follow. 

“Empower the voices of youth. Their solutions are the most relevant for the challenges their generation will inherit.”

Team Reblue: Goumbook has evolved from environmental initiatives to becoming a full sustainability accelerator. What global trends influenced this evolution, and how do you see social enterprises like yours shaping the future?

Tatiana Antonelli Abella: Goumbook has evolved from environmental initiatives to becoming a full sustainability accelerator. The growing urgency of climate change, the rise of corporate responsibility, and global commitments like the Paris Agreement and the UN Sustainable Development Goals have all influenced our evolution. In the UAE, we saw businesses and individuals becoming more aware of the need to act but unsure of how to navigate the complexities of equitable and sustainable development. This inspired us to expand beyond awareness campaigns into offering tools and strategies and establish cross- sectoral partnerships to help accelerate meaningful and lasting change. Social enterprises like Goumbook are uniquely positioned to bridge the gap between grassroots action and large-scale solutions, creating models that are both impactful and replicable. In addition to global trends, there is an increasing need for solutions that are specifically designed for the region. The Middle East has its own unique set of challenges and opportunities when it comes to sustainability. With its rich cultural heritage, rapid urbanization, and distinct environmental pressures, the region requires locally-driven solutions that are adaptable and scalable. As such, the region can be a seedbed for innovation, offering fresh perspectives and approaches that can be exported globally. By empowering local communities, businesses, and governments to take ownership of their sustainability journey, we can not only address regional challenges but also inspire and lead the way for global solutions. Social enterprises like ours have the potential to set a global example for how innovation, collaboration, and local expertise can drive positive change on a larger scale.

“Sustainability isn’t a goal—it’s a way of life. Thrive within the planet’s limits, or risk thriving at all.”

Team Reblue: ‘Drop It - Rethink Plastic’ campaign launched before plastic pollution became a global headline. How do you identify these emerging sustainability challenges before they hit mainstream awareness?

Tatiana Antonelli Abella: The key is staying connected to the global environmental debate while observing local challenges on the ground. I’ve always believed in listening to scientists, researchers, and grassroots groups who often see these problems first. In the UAE, for instance, we noticed the immense reliance on single-use plastics and the consequences for our local ecosystems: for example, estimates suggest that 50% of the camels found dead every year in the UAE died from ingesting plastic bags. Furthermore, the UAE ranks among the highest in the world for per capita plastic water bottle consumption, yet most of this bottled water isn’t from natural springs; it’s desalinated seawater – the same water that flows directly from your tap. What most people back then didn’t know is that drinking water out of plastic bottles goes beyond environmental concerns: research increasingly reveals how microplastics infiltrate our bodies, with harmful effects on our health, even that of unborn babies. By connecting these dots and starting conversations around simple alternatives that are better for our health and the environment – such as replacing bottled water with filtered tap water – we aim to empower people to act before the damage becomes irreversible. Today, we’re encouraged to see that what started as grassroots conversations is leading to systemic change, such as the single-use plastic bans recently implemented across various emirates in the UAE. These bans, which restrict plastic bags and other disposable items, are a powerful step forward. They show how local policies can align with global sustainability efforts to reduce pollution and protect ecosystems. By addressing these challenges early, we’ve been able to contribute to building momentum for such impactful policies, proving that timely awareness and grassroots action can drive tangible change.

“Sustainability isn’t one-size-fits-all. Meet people where they are—understand their priorities, challenges, and cultural contexts.”

Team Reblue: From Mangroves Matter to the Oceans Network, you’ve shown how local environmental action can have global impact. What’s one solution you’ve seen work that deserves worldwide attention?

Tatiana Antonelli Abella: One nature-based solution that stands out for its scalability and adaptability is the restoration and afforestation of mangrove forests. Mangroves are incredible ecosystems that sequester more carbon than tropical rainforests, protect coastlines from erosion, and support marine biodiversity. What makes our Trees Matter particularly powerful is its adaptability to different geographies and environmental conditions. In degraded areas, community-led efforts to rehabilitate mangroves by planting native species and ensuring proper hydrological conditions have proven effective. These projects often involve local governments and communities,  combining traditional knowledge with scientific techniques to ensure long- term sustainability. Equally impactful is mangrove afforestation, expanding existing forests into suitable areas. This approach can be adapted to align with local coastal dynamics and socio-economic development plans such as ecotourism, making it viable across regions. By integrating mangrove restoration into climate change mitigation strategies, we can create scalable solutions that not only address biodiversity loss but also enhance climate resilience and provide sustainable livelihoods.

“Focus on what you can control. Every conversation, innovation, and decision builds the foundation for a better future.”

Team Reblue: In a field where progress can sometimes feel slow, what keeps your fire burning? What would you tell sustainability professionals who are wrestling with eco-anxiety while trying to drive change? 

Tatiana Antonelli Abella: What keeps me going is the knowledge that every step, no matter how small, contributes to a larger impact. The stories of people and organizations we’ve inspired to act remind me that change is possible. Progress may feel slow, but every conversation, innovation, and decision helps build the foundation for a better future. To sustainability professionals feeling eco-anxiety, I’d say: focus on what you can control, celebrate the wins, and remember that your work is part of a global movement. Change doesn’t happen overnight, but collective action has the power to shift paradigms. When things feel overwhelming, reconnect with nature – sometimes stepping away and experiencing the beauty of what we’re working to protect can reignite your sense of purpose. Surround yourself with like-minded individuals, stay focused on the long-term vision, and remember that even the smallest actions can inspire others to join the movement.

“Mangroves aren’t just trees—they’re infrastructure. They sequester carbon, protect coastlines, and create sustainable livelihoods.”

Team Reblue: When you look at how AI is evolving, what possibilities for sustainability get you most excited? What do you dream of achieving with these new tools?

Tatiana Antonelli Abella: We prefer not to answer this question. While AI certainly has exciting potential for sustainability, its significant environmental footprint prevents Goumbook from fully endorsing it as a solution until these challenges are effectively addressed.

“Waiting for regulation is a risk. Early action creates long-term competitive advantage.”

Team Reblue: You’ve been recognized as a top voice in sustainability in the UAE. What has been your key learning when engaging with diverse groups to create meaningful change? What do you think are the most important conversations we need to be having about the future of our planet?

Tatiana Antonelli Abella: Sustainable development is ultimately driven by people and the key is to meet people where they are - understanding their priorities, challenges, and cultural contexts. Building trust and framing sustainability in terms that resonate with different groups has been crucial. For our work in the MENA region, it has been especially relevant to ensure local perspectives are taken into consideration and underrepresented groups are given a voice. The most important conversations now revolve around collaboration: how governments, businesses, and individuals can come together to drive lasting systemic change. We also need to prioritize discussions around equity, ensuring that sustainability solutions work for all and leave no one behind.

“Social enterprises bridge the gap between grassroots action and large-scale solutions. Impact requires models that are both replicable and adaptable.”

Team Reblue: You work across diverse cultures and contexts. What’s been your most powerful learning about creating change in different environments?

Tatiana Antonelli Abella: Change happens when people see the value in it for themselves and their communities. In different cultures, the motivations and approaches may vary, but we all share a common drive to create a better, more sustainable planet—a shared goal that unites us and cuts through our differences. One powerful lesson has been the importance of empowering the voices of youth, as they often have the most innovative and relevant solutions for their generation’s unique challenges. What inspires me most is seeing how this shared vision brings people together, regardless of their backgrounds, to work toward a common goal. When individuals realize that their actions, no matter how small, can have an impact beyond their own communities, it creates a sense of connection and shared responsibility. It’s this collaboration and willingness to take ownership that turn local efforts into meaningful change and remind us that sustainability is something we all have a role in shaping.

“Sustainability isn’t a trend—it’s a lifelong mission to rebuild ecosystems and reshape economies for the long term.”

Team Reblue: When you imagine the world 50 years from now, what’s your boldest dream for what we could achieve, and what legacy do you hope to leave in making that happen?

Tatiana Antonelli Abella: My dream is a world where sustainability is no longer a goal but a way of life, where economies thrive within the planet’s limits, and humanity lives in harmony with nature. I hope Goumbook’s legacy will be one of inspiration and action: having ignited a movement that empowered people to take responsibility and work together for a better future. If we can inspire others to believe in their ability to make a difference, then we’ve succeeded.

Photo Courtesy of Tatiana Antonelli Abella