Nora Gherbi

Nora Gherbi is a multicultural woman of Canadian descent, born in France and of African Aboriginal ancestry.

With strong ties to North America, Africa and Europe, Nora is a global citizen who speaks several languages. She was a civil servant in the environment and energy sector when she decided to launch a “care” initiative in New York.

During her career as a diplomat, Nora met and worked closely with a number of senior executives, presidents and CEOs, helping them formalize international development strategies.

A gap in corporate social responsibility strategies emerged from this exercise. Nora then decided to research the subject of impact-oriented strategies in the corporate world.

In 2006, WHO CAREs Chronicles was born with the goal of creating and promoting a new leadership role in the corporate world: the Chief Care Officer.

But Who Cares is above all a philosophy

Since 2006, WHo CARE!? Chronicles has been creating unique regeneration strategies. Born from the idea that the corporate world could have a greater positive impact on society.

Every day, WHo CAREs!? strives to implement great practices based on empathy and compassion. An initiative that has become business and is rooted in authenticity and the incorporation of positive impact through the implementation of benevolent practices in the corporate world and beyond.


Today, WHo CARE!? Chronicles pushes the centrepiece of the work done for almost 20 years: environmental intelligence.


Portrait of a citizen of the world who wants to take care of people and the planet.

How would you define environmental intelligence?

I started by studying with Professor Dujiol, who is over 80 years old today, a world expert in Ibero-American ethnology, the whole Mayan, Inca, Aztec culture and all the Ibero-American principles of the natives.

And then I did all my post-education work in Canada on the principles of restorative justice, the circular economy, sustainable development, water treatment.


For me, what is important today in the news is to shed light on this principle of environmental intelligence and the way we see it. It is based on indigenous wisdom and indigenous knowledge that is at the heart of all sustainable development principles today, whether social or environmental.

In addition, there are emerging technologies and new technologies (such as artificial intelligence). And the question is how we associate them rather than trying to oppose them.
The real subject today is to incorporate, to recognize, to repair this ancestral indigenous knowledge.

What can we learn from this indigenous knowledge?

The first principle is the recognition of these ancestral knowledge and dogmas. Still today, there is no recognition of knowledge. Often they are abused, it is not specified that restorative justice comes from these indigenous peoples.


For example, when a crime is committed or someone has been violated, there is a restorative justice process whereby the victim is confronted with his or her attacker and the victim is recognized. the consequences they had for the criminal to understand the scope of his actions. And it serves as a symbol and an example for the whole community.

So it’s a collective process. Currently, in the world or in legal proceedings, there is nothing like that. And the fact that we do not recognize the source of this way of thinking is already a problem.


Today, we are seeing, and it is very interesting, that what is said in many of the indigenous prophecies (whether it is Maya or the Mohawk) is always related to an indication of a period that we are experiencing, where some of the indigenous voices begin to return and where humanity could find solutions and keys to its environmental salvation.


Finally, it is also knowing how to give the place that must be given. By going through books, exercises, to be able to recontextualize to give back the place to these voices and these principles, to these dogmas that do not come out of university.
We are not talking about information that comes from Harvard or a major Parisian school.
These are really transmissions, and that’s probably why it’s difficult to get through.
They were passed down from generation to generation by people who lived in isolation and in close proximity to nature.

With WHo CARE!? Chronicles, we formalize this in white papers that will be available to companies, which are the fundamental principles from our workshops.

Why would it be in the interest of companies to appropriate these ancestral knowledge and dogmas on the scale of their organization?

The company is experiencing a period of crisis with a creative impasse, productivity, human resources… All the principles that companies have used so far are no longer working.


With the 30 Glorious, we had a model. In fact, we have always had more or less the same model that has adapted, morphed, wrapped around the situation we are experiencing (war, the 30 glorious, the new industrial era…)


Even the integration of technology early 2000 with technology.
Covid was a trigger, a sign of the malaise that was already taking hold. We have reached a plateau in terms of productivity and capitalism.


Today, we know that solutions are not necessarily in the future, they certainly are with new technologies, but they will only work if we combine them and marry them with ancestral principles that we have never used.


This is what is crazy, they have always been at our disposal, via a generational and community transmission, but they never reached the decision-making spheres they should have reached. And now is the time to do it, because today we can do it.

How do you personally want to raise awareness and train companies in environmental intelligence?

Through our workshops and the book that will be the cornerstone of all this knowledge, to make them more accessible.


And also to carry out this work from an academic and corporate point of view. To continue doing this work there. In fact, it can also be intimidating for some hearings that are increasingly remote from nature to be able to understand these principles of environmental intelligence.

For example, one of the principles I give is that of the morning and his mobile phone: the norm is to look at his phone before even opening the window and looking at the sky.
We know that from a biomolecular and body point of view, serotonin levels and the triggering of the body’s natural process in the morning go through natural light.

But when we have a blue light, the first thing is that we are already connected to our phone before we connect to nature in the light of nature.
I call speed the light and the speed of life. The speed of light is the speed of technology. The objective is to remarry the two rather than put them in opposition and especially not to navigate only with one of the models.


Today, we cannot say that we can be that in the speed of life, it is not possible because we are in an era of technology and that we are forced to, we must also evolve with the times.

But you have to teach people to work with that environmental intelligence as well as technological intelligence, light, speed of light.


She’s getting so much smarter than man. The real key, the true salvation of man, will be through the preservation and development of his environmental knowledge. That is why it is essential today.


The harmony of body and mind, of society depends fundamentally on our connection with nature. We mistakenly thought, I think, since the industrial revolution and the technological revolution, that we could operate optimally by being 80% permanently connected to tools, when in fact we are so far away from natural matter that we lose ourselves.

The tool takes over the functionality of the basic human and its natural, vital needs that are directly related to the earth, nature, air, sky, water.


Finally, to come back to businesses, it seems unthinkable to me not to have a representative of our planet around a board, especially on projects or actions that directly concern other populations or ethnic groups. A form of environmental insanity, someone neutral, not part of the company.