We are delighted to announce that Ashraf is speaking in Cairo this week for the final day of our Wellbeing at Work Summit Middle East 2025. We caught up with him to find out how he’s feeling in the run up to the summit.
Hi Ashraf we are thrilled you will be speaking at our Wellbeing at Work Summit Middle East on Wednesday. Our first and most important question is, how are you doing?
I am doing very well today, thank you for asking! I enjoyed my exercise and morning routine.
As a leader based in the region, what are the main challenges you are facing when it comes to employee wellbeing and mental health?
One of the biggest challenges is overcoming stigma. While awareness is improving, there’s still hesitation around openly discussing mental health in professional settings. Employees worry about how seeking support might be perceived.
Another challenge is ensuring well-being initiatives are truly embedded into workplace culture rather than treated as standalone programs. It’s not enough to offer resources – leaders must actively participate and normalize conversations around mental health.
What strategies have you seen developing over the past 6 months, both internally and externally, that are moving the dial on wellbeing in the workplace?
Internally, AI-Powered Wellbeing Tools – AI-driven platforms are now offering personalized wellbeing plans, real-time stress monitoring, and chatbots that guide employees toward mental health resources based on their unique needs. Flexible Work Models & Intentional Office Design – Hybrid work is here to stay, but companies are now designing office spaces to promote well-being, incorporating natural light, wellness zones, and quiet spaces for focused work.
Externally, Wellbeing as a Competitive Advantage in Talent Acquisition – Employers are now showcasing their wellbeing programs as a core differentiator to attract top talent, emphasizing mental health support, career coaching, and burnout prevention. Rise of Personalized Employee Wellbeing Perks – Companies are moving away from one-size-fits-all benefits, allowing employees to choose from wellness stipends, meditation apps, therapy sessions, fitness.
Why is employee wellbeing so important to you personally?
Because people are the heart of every organization. When employees thrive, businesses thrive. But beyond the business case, I believe mental health is a fundamental human right.
I’ve seen firsthand how mental well-being impacts performance, creativity, and overall quality of life. Creating environments where people feel psychologically safe and supported isn’t just a workplace goal, it’s a personal mission.
What impact is AI having in your organization and how are you managing that?
As a mental health and well-being service provider, we continuously monitor AI advancements in therapy and their potential to transform the future of mental health.
What areas do you think employers should be focused on over the next 12 months?
Employers should focus on authentic employer branding by aligning organizational goals with employee well-being and inclusion. This means embedding well-being into leadership practices, offering diverse and flexible support systems, and fostering a culture where employees feel genuinely valued and supported.
Do you feel that investment in employee wellbeing in the region is increasing or decreasing and is that a direct reflection on HR leaders’ increasing ability to demonstrate effective returns of their strategies to leadership?
Investment is increasing, but we’re at a turning point. Organizations are realizing that well-being isn’t just an HR function, it’s a business strategy.
HR leaders are playing a crucial role in connecting well-being to performance metrics. When leadership sees clear links between mental health investment and outcomes like retention, engagement, and productivity, they are more willing to invest long-term.
How has your organization been leading the way?
From day one, we committed to leading by example by offering 100% of the well-being services we provide to our clients to our own employees as well.
Ashraf is speaking in Cairo at the Wellbeing at Work Summit Middle East which takes place in Riyadh, Dubai, Cairo and virtually. Further details on the Summit can be found here.
