Founded by Paula Jacobson, former Head of People and Culture at Huda Beauty, the consultancy is the first of its kind in the region-

-Do The Most has been designed to help businesses find solutions for both people and planet as it looks to align with the 2023 “Year of Sustainability” vision-

Press Release, Dubai, UAE – 1st February 2023: Today sees the launch of Do The Most – a consultancy which is pioneering people and culture strategy and projects, with a focus on social and environmental impact and governance.

The first of its kind in the region, it has been spearheaded by Paula Jacobson, former Head of People and Culture at Huda Beauty who has over 18 years’ experience working in Human Resources.

With President His Highness Sheikh Mohamed bin Zayed Al Nahyan declaring 2023 as the ”Year of Sustainability” and the nation hosting COP28 later this year, this will be a landmark year of climate and environmental action – and as such, Do The Most could not be launching into the market at a better time.

Founder and Manager Director of Do The Most, Paula Jacobson comments: I see so many ways that companies can make big and small impact, but often they feel overwhelmed and don’t know either where to begin, or how to make it resonate with their people, company culture or brand.

“Do The Most has been designed to work with businesses in the UAE, both big and small, to help them find solutions for people and planet – and I am incredibly excited and confident to see what my organisation will be able to achieve.”

A key component of Do The Most is its Do The Most Pledge, which has been created to galvanise the people of the UAE to commit to environmental and social impact. The idea is that leaders will sign on behalf of their organisations, with the aim to support and partner with the UAE government in their bold endeavours.

Jacobson continues: After putting together a successful petition to the UK government in 2020, I realised that this wasn’t just an idealistic way of thinking, it was a brave way of thinking that could hold true power. 

It is not the sole responsibility of governments to put regulations in place. As businesses, we must implement our own best practices. All my Do the Most clients are asked to sign this pledge as part of our agreement – and I aim to amass thousands of signatures in the coming months.

To find out more about about Do The Most and its work, please visit: (