The Ethicalist is the Middle East’s first sustainable lifestyle magazine to engage and inspire an audience who want to live their best life ethically and sustainably.
Delivering the most compelling news stories, empowering features and fresh, curated ideas on sustainable beauty, style, fashion, food and more, we want to create conversations but also galvanise real, lasting change. One article, one person, one day at a time.
The Ethicalist Impact
The moment people start interacting with a story is the moment when they can start to immerse themselves into new ways of thinking. We want our audience to dive deep into the content that we share because what is happening to our planet affects us all, no matter where we are.
We hope you will find this to be meaningful space that inspires and moves you to live lives of impact because no matter how monumental the topics we tackle, the ideas, thoughts, and actions of every individual contributes to large scale change.
What part will you play?
Meet the Change Makers
Founding Editor: Anthea Ayache
Founder Anthea Ayache is an experienced journalist with a passion for conservation and human rights. Over more than a decade she has written for numerous publications including Gulf News, Philanthropy Age, and Global Citizen. Never one to be deterred by danger, she has travelled to cover hard hitting topics from some of the world’s most dangerous places including Afghanistan and the Syrian border at the height of the Arab Spring.
Editor-in-Chief: Karen Pasquali Jones
Editor-in-Chief Karen Pasquali Jones is an award-winning cross-platform editor who specialises in launching and relaunching magazines and websites. She has edited flagship titles for News UK, Bauer, IPC, Emap, Gulf News, and is now a cross-platform consultant and editor for travel, food, lifestyle, environmental and real life brands.
Social Media Marketing Manager: Alaina Mutti
Originally from London with a background in PR, sales and marketing, Alaina has turned her love of design, strategising and being creative into a position as a Social Media Marketing Manager.
With a desire to transform her own lifestyle choices to help the environment, Alaina is now ready take her knowledge and skills to grow The Ethicalist via social media channels and turn it into the UAE’s go to sustainable lifestyle magazine.
Senior Reporter: Nick Ames
Nick’s experience, which spans two decades, includes news reporting, editing, and video. He has worked on a broad range of subjects in the UK, Middle East, Asia, Africa and USA. He now focusses his skills in areas he believe have a positive impact on the planet including charities, eco-awareness and sustainable business.
Commercial Director: Mark Pickup
Mark is a distinguished Dubai media veteran, boasting an impressive track record in Commercial Director roles for esteemed publications such as Hello! Magazine, Conde Nast Traveller, Harpers Bazaar Art, Ahlan, and Whats On, among others. Renowned for his adeptness in content creation, video campaigns, and a keen eye for photography, Mark brings a unique blend of creativity and commercial acumen to every project he undertakes. With a passion for storytelling and a knack for strategic marketing, Mark is poised to elevate brands and captivate audiences in the ever-evolving landscape of media and advertising.
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