Better Quality of Life

Macrbiotics Life

1. No Poverty 3. Good Health and Well-Being 6. Clean Water and Sanitation 11. Sustainable Cities and Communities 12. Responsible Consumption and Production

Overview

Macrobiotics simply means a great life. It is a comprehensive way of life, and an approach that focuses on how people should take care of their body, mind, spirit, environment, and planetary health. Thus Macrobiotics Life focuses on transforming the way of living as a whole, which is not in any other dietary school. Macrobiotics Life studies state that people have certain diseases due to the type of food they eat and specifies a diet designed for them.

Authors

Fatema Alblooshi

Fatema Alblooshi

Asma Sakhar

Asma Sakhar

ahlam faisal

ahlam faisal

Hajar Saif

Hajar Saif

School

Zayed University

Zayed University

Professor

Brendan Galbraith

Brendan Galbraith

Innovation

The innovation in this business is to change the quality of life by the life coach who works on the food awareness of people, health, Psychological awareness, psychological balance. Overall, how to live a healthy lifestyle, how to manage emotions, psychological status and the relationship of food with thought and awareness, and its effect on people, psychologically and spiritually, before it is physically affected.

The owner of Macrobiotic's life stated that he is a life coach and a counselor . He said that there are many procedures that he implements on clients. Firstly, the counselor will present to the client and give him/her an overview of the nature of the consultation and educate them and boost their awareness in the field and its benefits. He informs them that the session is to study the state of the body, physiological, emotional balance, and diagnose their diseases if there are any. Then, he examines the client's diet and lifestyle. Later on, he starts analyzing the case for one week. Afterward, he makes a special diet situated for the client. The owner gives the client an introductory handbook “ new lifestyle” that includes a section of unallowed food such as processed food for example, and a section for what home appliances the clients should use, such as restricting aluminum materials, asks them to start using stainless steel or pottery cooking pots which he claims to be healthier, as he advises to stop plastic usage or even the use of silver. Also, it includes Self-massage, yoga, and the psychological section. Then, he gives the clients the option of whether they want to continue the follow-up consultations.


Better Quality of Life

Inspiration

The Counselor Assem Abdul Rahman and the owner of Macrobiotics Life explained his journey by saying, “At the beginning, I didn’t know what Macrobiotics is.” He continued,” my gateway into Macrobiotics was through an educator in the Arab world called Mariam Nour.” From then, he started to read about this science, and the more he read, the more he was attracted to Macrobiotics. He also stated, “I felt it speaks to me, expresses me, and it is something that I would like to do for the rest of my life.” Thus, his next step was to pursue studying Macrobiotics academically in order to obtain certificates. He has several certifications such as Psychological Coaching and Acid-Alkaline Healthy Lifestyle. As per Assem, his goal wasn’t to start a business, but he was passionate to enhance people's lives which is by free lectures to raise people’s awareness. Later on, he noticed that there is a good interaction from people, which then made him start his business and offer consultations alongside the lectures. He explained that people lack a healthy lifestyle; they need to connect again to mother earth and start taking care of planetary health by “” transforming their dietary consumption and other consumptions. They also need to change their food to a healthy dietary one for their mind, spirit, and body. He then emphasized that there is a lack of people who work in this field, whether it is in the UAE or the world. He also said that the concept of “Macrobiotics” is new to many people. Moreover, as the UAE made a license, he was the first one to acquire it. Assem started his business from zero. He didn’t pay attention to the financial return because he believed that if there is a good intention and message, God will send people who deserve this message and will spread it too. Now, many people come to him from all over the world. The Counselor ended saying that health can not be postponed. Moreover, life taught him that “awareness is the water of the spirit to grow and thrive. While Ignorance is the number one killer of humankind before their physical and psychological illness”.

Overall impact

Macrobiotics is not only about eating the right food and being healthy. However, it is changing people's way of living to have a great life. Assem helps his clients to have a better eating habit by studying their body state, psychological balance, diseases they suffer from, their food habits, and daily lifestyle. And according to their case and body needs, he sets a plan with some small goals to improve their overall daily style. In the first step the clients are told what, when and how they should eat. They are advised to eat 100% fresh and organic food products, no canned or processed food, and use the right tools while preparing their food, such as using a stainless steel or clay cooking pot. As a result of eating the right food needed, their physical and psychological health may improve in the short and long run. The consultant also checks the psychological status of the client to check-in if there should be any improvement. He also studies what foods, habits, or exercises would help in improving their daily psychological status. They might be asked to wake up in a certain time and eat their meals in the recommended hours every day to form a new routine. He also makes people who suffer from the view of their life “to believe that they have a 100% control of their life”. The second step is giving his clients some tips to improve their habits overall. For example, he asks them to stop using plastic products and use recyclable products as a substitute in their cooking and eating. This may allow them to be self-satisfied in the short term as they are not harming the environment. On the other hand, Assem made sure that he would benefit all people with different living standards as he makes some discounted or free services for people with low salaries. He also tries to take their poverty in consideration and recommend them low cost goods to consume in order to gain their customer satisfaction with the experience, and not make them feel that they are left out. He believes that all clients must be treated equally.

Macrobiotics Life does not only improve people’s life, it also helps our community and the world as a whole in eliminating the amount of money spent on the healthcare sectors, as there may be less people in the UAE who suffer from some health and psychological issues . This may also mean that there would be less crimes in the society. Moreover, people may also be productive in work and performing their daily tasks and routines productively, feeling healthier and happier which may result in an increase in the country’s development and GDP in the long run only if a large scale from the society participates.


Business benefit

On a business level Assem’s organization participates on a big level to make a socially responsible image for itself. This reflects positively on the business in terms of Brand identity, as it makes the business beneficial for others where it has the identity of supporting a healthy life to save people and save the planet. Making business supportive of the environment is a great way of expressing a trundle move, as it is very important nowadays to follow the environmental friendly move as many people lately have been paying attention to solving problems such as global warming, climate change, pollution and waste. Many customers develop a great positive image for corporations or companies that are participating in preventing such problems, and gives a brand positioning of a company with “good intentions. Especially to target that segment, it is a great option for a company to express suitable goals and fit in social responsibility. Furthermore, customers feel more satisfied when purchasing from a socially responsible/sustainable business to feel that they have changed their own purchasing habits for the sake of their own good. This does not only make customers prefer and feel good about themselves while spending in a sustainable business, but also increases top-line revenue growth and boosts the profit of the business at the same time. (Houlihan & Harvey, 2018).

It is obvious that the business focuses on many factors of sustainable development goals in several methods to have an impact on individuals of the society and the community as a whole, the environment, and is impacting it’s business positively. This has enhanced it’s brand image in supporting sustainability focusing on main sustainable development goals from the 17 goals to transform our world that contributed to the brand’s positioning of the business.


Social and environmental benefit

The global goals that the business supports for sustainable development includes 8 main goals, as Good health was the first goal that the business works on. The counselor explained that there is a significant impact that could come from keeping a good health and well-being that could result from healthy eating, or in other words, if an individual watches their food consumption and does not have canned, processed, artificial colors in their diet and follows a nutritional plan to eat organic, and fulfill basic nutritional needs for the body and try to prevent fat full, refined food, or foods that include high levels of sugars and sodium can make a few great changes. He explained that a person does not only make changes positively that reflect on their health meaning great physical health, but also on well-being to include stable mental health, and great quality of life to enhance productivity and feeling of happiness, joy and gratefulness. Thus, these goals could also participate in providing a healthier environment.

In decreasing the usage of metallic materials and less plastic waste, the business participates in lowering the level of pollution in the community, as the reduction of pollution would have a great impact for a healthier environment in the long run. This business directly contributes in achieving the goal of life on land, goal 15 on the sustainable development goals. Assem stated that he makes an effort in providing plastic free materials as he supports recycling by preventing the use of non recyclable bags, and providing recyclable material in his business to ensure that the business is participating strongly in sustainable goals.

But how can healthy eating contribute in providing a healthier environment? It was confirmed that animals that produce meat specifically can take advantage of our beautiful planet and big quantities from our basic needs such as water. For example, animals such as cows consume lots of 16 pounds of vegetation and 2,500 pounds of water to make 1 pound of meat. The production of 1 hamburger consumes enough fossil fuels to drive a car for 20 miles. This means that food such meat can waste many of our basic natural resources that the environment as well as the society needs on a daily basis. (Peta, n.d). This is why the counselor has highlighted that creating a healthy diet for individuals definitely participates in creating not only good health and well-being but also gives a better living environment for the society and the community as a whole, as a healthier environment is a primary basic reason for a healthy community that can achieve the goal of climate change, which ranks the 13th on the sustainable development goals to transform our world.

A healthy diet is produced naturally and is dependent on nature as the counselor says can contribute to affordable clean energy which is the 7th on the sustainable development goals. In our modern world, food has been dependent on fossil fuels. This leads to wasting 30% of our available energy in the world, which also causes harm by producing 20% more greenhouse gases. To provide less, affordable, cleaner energy, the food industry and would have to gradually lessen the dependence on fossil fuels. This move can make great positive changes on climate change, yet achieve a transformation to energy-smart food systems with the help of policymaking, legal works, and a group of stakeholders in order to support action. This could help improve energy efficiency, increase the use of renewable energy and promote a water-energy-food approach. (FAO: Food and Agriculture Organization of UN, n.d).

The counselor also ensures that his clients drink water from bottles and containers other than plastic, as he claims that storing water in plastic bottles is not healthy for individuals to have it as it could be harmful on the human body in a long term period. He states that water stored in bottles can produce a dangerous substance that can increase the level of acidity in water, which can lead to an increase in the blood’s acidity. Once the levels of acidity (pH) levels are high in the blood, the immune system in the body starts to become weak, and is not able to fight the unwanted bacteria in the body. This makes the body in a high risk or at least increases the risk of diseases and illnesses. Water with levels from 0 – 7 pH level are acidic and do not consider to be “clean” water, Dr. Amaar argues. Alkaline water, which water with least pH levels are safer to have for our immune system (Cirino, 2018). This is why the consultant tries to encourage people to have Alkaline water or water acidity from 8 – 14 pH level, and prevent plastic bottled water because of its high acidity that could weaken their immune system.


Interview

Assem Abdul Rahman, Counselor

Photo of interviewee

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Macrbiotics Life

Macrbiotics Life

Abu Dhabi, Abu Dhabi, AE

Business Website: http://www.macrobioticslife.com

Year Founded: 2019

Number of Employees: 2 to 10

Macrobiotics simply means a great life. It is a comprehensive way of life, and an approach that focuses on how people should take care of their body, mind, spirit, environment, and planetary health. Thus Macrobiotics Life focuses on transforming the way of living as a whole, which is not in any other dietary school. Macrobiotics Life studies state that people have certain diseases due to the type of food they eat and specifies a diet designed for them.