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PricewaterhouseCoopers (PwC), a global leader in professional services, has been actively integrating sustainability and green innovation into its operations, particularly within its UAE branch. This document explores the challenges PwC faces in promoting sustainability, alongside the initiatives and strategies it has implemented to address these obstacles. One of the significant challenges PwC encounters is the difficulty in integrating green practices into business strategies without compromising profitability. Convincing clients of the long-term financial benefits of sustainability can be difficult, especially in regions like the Middle East, where rapid economic growth often takes precedence over environmental concerns. Additionally, the cultural diversity within PwC's workforce presents another challenge, as differing attitudes toward sustainability can hinder the uniform adoption of green practices across the organization.