An Inspiring Interview with Cindy Ee, Founder & Managing Director of PINC Pte Ltd

IDI recently had the opportunity to speak with Cindy Ee, the Founder and Managing Director of PINC Pte Ltd. In our conversation, we explored her personal views on sustainability, its practical integration into daily life, and the role of businesses in heralding a greener future.

What Does Sustainability Mean to You?

For Cindy, sustainability goes beyond a mere phrase; it reflects a commitment to future generations. “Sustainability, to me, means ensuring that our actions today do not compromise the ability of future generations to meet their own needs,” she explained. This philosophy encompasses a holistic approach to living and conducting business—one that is restorative, regenerative, and nurturing not just the environment, but also the people within it.

Incorporating Sustainability into Daily Life

Cindy’s approach to sustainability in her daily life is both practical and intentional. She is mindful of her consumption habits, prioritizing local and seasonal produce while reducing reliance on single-use plastics. “I make choices that support businesses with ethical practices,” she shared, emphasizing the importance of consumers in driving change.

Beyond personal choices, Cindy actively advocates for recycling and waste reduction initiatives in her community. She is committed to continuous learning about sustainability, recognizing that staying informed empowers her to make impactful decisions.

The Role of Businesses and Individuals in Promoting Sustainability

In Cindy’s view, both businesses and individuals carry significant responsibilities in promoting sustainability. She believes businesses should lead by example by integrating sustainable practices throughout their operations, from sourcing eco-friendly materials to implementing fair labor practices.

On the individual side, Cindy encourages conscious choices in daily life, which collectively promotes a culture of sustainability. “Together, by sharing knowledge, fostering innovation, and supporting sustainable initiatives, we create a powerful collective impact,” she stated, underscoring the synergy between personal accountability and corporate responsibility.

A Vision for the Future

Looking ahead, Cindy envisions a future where sustainability is the norm. “In the next decade, I hope to see a widespread shift toward environments where waste is minimized, and products are designed for reuse and recycling,” she expressed. She particularly anticipates technological advancements that make clean energy accessible and affordable across all sectors, facilitating a smarter, more sustainable way of living.

Reflection on IDI’s Sustainable Bag

During our conversation, we also touched on innovative products like IDI’s sustainable mooncake bag. Cindy praised it as a perfect example of how design and sustainability can coexist beautifully. “Aesthetically pleasing and functional products like this encourage everyone to make sustainable choices without sacrificing style and practicality,” she remarked, highlighting the significance of integrating sustainability into daily convenience.

Cindy Ee’s insights offer a powerful reminder of the collaborative effort required to foster sustainability in our lives and businesses. By holding ourselves accountable and encouraging systemic changes, we can collectively make a lasting impact. As we navigate the path to sustainability, the vision set forth by leaders like Cindy is not only inspirational but also necessary for a harmonious coexistence with our planet.

Let’s embrace this vision and take conscious steps toward a sustainable future – one deliberate choice, one intentional action, at a time.