Maya Madhusoodan
Managing Director - Space Doctors
Maya's introduction

I am a seasoned consultant, brand strategist and user research specialist. I've run strategic consultancies in Singapore that focus on designing for futures, and ensuring that cultural insights and emerging planetary and human needs input into product, communication and brand decisions. Partnering with bluechip companies like Unilever, P&G, Ford, Microsoft to help innovate, design, communicate the brand, my experience spans diverse categories.

I can run projects about user research, design research, cultural strategy, and off late applying all these skills towards regenerative practices.

I have an academic background in Psychology, English Literature and have recently done courses on Circular Economy and Regenerative Economics.

What brought you to sustainability?

I have always been passionate about the topic. And I have been fortunate to work on emergent futures at my current company, understand how culture, businesses need to change to meet the critical planetary needs. This brings to forth a lot of complex questions around balancing growth, economics, consumption and waste.

I am in a unique position of influence, where I help companies plan their innovation, strategy, communications upstream and this can influence the way companies manufacture or expect users to adapt behaviours for a greener planet.

Which sustainable actions are you in charge of or have you implemented in your organisation?

We work with client regularly who want to do the right thing, but need guidance on how. Some of the recent publications on our "Do What Matters 24" report provide guidance to businesses on the various strategies on how to be Regenerative as a business and take into consideration people, planet and profits in the right balance

Which challenges did you meet and how did you overcome them?

We are shaping new frameworks, by upending well entrenched frameworks of capitalism, consumption, wastage. This is a big challenge and one that can be overcome only via systemic design and behaviour change. One of the first steps is to understand and educate, increase awareness and influence behaviour change. Unfortunately this takes time we don't have.

So I am always looking for opportunities that can make this happen at scale, projects and ideas on how to design with sustainability at the centre of business models, product and service thinking and help users change behaviour

What are you most proud of?

I have had a very successful career with a lot of proud accomplishments based on running a few successful insights boutiques. However, I want to be proud of the influence I can have in the area of sustainability and regeneration impact, and that is yet to happen :D

What would be your top 3 pieces of advice to the Matcha Initiative users?

Immerse, Learn and Influence Change.

This feels like a really intimidating journey with so much to do and so little time, but we need to focus on the next best step.

In which field could you help The Matcha Initiative users as a buddy?
  • Kick Start Help
  • Experience Sharing
  • Expertise Sharing
Please describe how you could help The Matcha Initiative users as a buddy?

I can help with project management, stakeholder engagement skills from 23 years of building and growing service / consulting businesses from scratch in Asia.

I have deep expertise in branding, strategy, consumer behaviour, communications strategy, shaping futures with product, service offerings.

Maya's 3 main sustainability skills

Futures, Strategy, Communications

Maya kindly accepts to answer your questions.

If you need additional insights, you can send her a message.