Courage to act forward.
The Courage to Think Beyond Ourselves: Zahra Lachgar’s Call to Future Generations
Every week, I ask my Brave New Girls podcast guest how they define courage. This week, Zahra Lachgar, founder of Moroccan beauty brand Maison Zee, shared a perspective rooted in responsibility and legacy:
"What could make you feel good and better about the change? You just think about the future generation as well. It's not, I might be living until I'm 80, then I'm gone, but my children and my grandchildren will live. So I need to make sure that they have a planet to live in."
Zahra reminds us that courage isn’t just about personal bravery; it’s about making choices that extend beyond our own lives. It’s about acting today, to act forward, to ensure a healthier, more sustainable future for those who come after us. This mindset—thinking beyond immediate gain and into long-term impact—is what fuels meaningful change.
Learning from Zahra’s Courage
Zahra’s approach to courage is deeply intertwined with sustainability, tradition, and conscious decision-making. She believes that, just as her ancestors passed down rituals and wisdom, it is her duty to ensure that the planet and its traditions are preserved for future generations.
This perspective shifts the narrative of courage from individual risk-taking to collective responsibility. It’s easy to live in the moment, consuming and discarding without thought for the impact. But true courage is about restraint, foresight, and choosing a path that benefits others—even when it’s inconvenient or difficult.
In her business, Maison Zee, Zahra ensures that sustainability is at the heart of her products. By sourcing natural, chemical-free ingredients like argan oil from Moroccan cooperatives, she supports local communities while reducing environmental harm. Her commitment extends beyond profits; it’s about creating a business model that uplifts people and protects the earth.
Zahra’s courage challenges us to ask: What decisions are we making today that will shape the world tomorrow? Are we prioritizing sustainability in our choices, whether in the products we buy, the way we live, or the industries we support? Do we take the easy route, or do we choose the path that leaves a legacy of care and respect for the planet and its people?
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Here are practical ways to embrace courage & support a healthier, more sustainable world:
10 Actionable Steps to Build Courage:
Adopt a Sustainability Mindset – Before making purchases, ask: How was this made? Where does it come from? What impact does it have?
Reduce Plastic and Chemical Use – Choose natural and biodegradable alternatives in skincare, household products, and daily life.
Support Ethical Brands – Buy from businesses that prioritize sustainability, fair wages, and eco-conscious production.
Educate Yourself and Others – Learn about the environmental impact of industries like beauty, fashion, and food, and share that knowledge.
Invest in Reusables – Swap out single-use plastics for reusable water bottles, shopping bags, and sustainable beauty tools.
Conserve Water and Energy – Small changes, like shorter showers and unplugging devices, contribute to global conservation efforts.
Buy Less, Choose Better – Instead of fast fashion or disposable goods, invest in quality, sustainable products that last longer.
Incorporate Traditional Wisdom – Look to natural, time-tested remedies and rituals, such as the Moroccan hammam, which use fewer resources.
Think in Generations, Not Years – Make decisions with the understanding that their effects will be felt long after we are gone.
Be an Advocate for Change – Use your voice, vote, and purchasing power to support policies and businesses that prioritize sustainability.
Courage isn’t just about facing our personal fears—it’s about making choices that safeguard the future. Zahra Lachgar’s commitment to sustainability through Maison Zee is a testament to how we can integrate responsibility, tradition, and ethical practices into our daily lives. By thinking beyond ourselves and acting with intention, we can ensure a healthier, more just world for the generations to come.
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