How My Battle with Cancer Sparked a Movement for Sustainable Living
Updated: Apr 30
Written by Hiba Yazbeck, Founder
Hiba Yazbeck is a global finance executive, CPA, and the founder of Shifting Gaia™. Bridging the gap between corporate leadership and transformative resilience, she draws from her own healing journey to champion purposeful living and conscious decision-making in both business and life.
There are moments that divide your life into a “before” and an “after.” For me, that moment arrived with a cancer diagnosis in 2015. At the time, my life narrowed to hospital visits, complex treatment plans, and the exhausting process of learning how to survive in a body that no longer felt familiar. What I didn’t realize then was that cancer would not only reshape my health. It would fundamentally alter how I viewed consumption, responsibility, and the systems we are taught to trust. Cancer has a way of stripping away illusion and forcing a level of clarity that changes everything you thought you knew about the world. When your survival is on the line, you stop accepting “good enough” and start looking for the truth behind the labels.
That shift from patient to researcher was not a choice. It was a survival mechanism. And it ultimately revealed a massive systemic gap in the way we approach sustainable living.
Healing is a system
In our fast-paced culture, healing is often portrayed as a finish line, a destination where you are finally “cured” and can return to life as usual. My experience, especially after my relapse in 2020, taught me that health is not a moment, but a continuous and layered process of stewardship.
I became acutely aware that well-being is influenced by far more than medicine alone. It is shaped by the food we eat, the air we breathe, the products we absorb through our skin, and the pace at which we allow ourselves to live. During treatment, my tolerance for harsh chemicals and synthetic ingredients vanished entirely. My body became a hyper-sensitive barometer for environmental exposure. Healing required not just medical intervention, but a complete re-evaluation of the environment I was placing my body into every single day.
I could no longer ignore questions that had once felt optional. Who truly verifies “clean” claims? Why is transparency treated as a marketing feature instead of a baseline standard? True healing requires examining the environment we place our bodies into, not just treating symptoms after damage has already been done.
The hidden burden placed on the conscious consumer
Sustainability is frequently marketed as an empowering lifestyle choice. In reality, it often leaves people overwhelmed and defeated.
We have built a system where the burden of research sits almost entirely on the individual. Consumers are expected to decode greenwashing, navigate conflicting certifications, and make ethically “perfect” choices while balancing careers, families, finances, and health. Even the most well-intentioned buyers are often left guessing, hoping the products they bring into their homes are safe for their children and the planet.
My journey through illness made one thing undeniably clear: responsibility without clarity is not empowerment. It is an unfair tax placed on people trying to do the right thing. We are asking individuals to be scientists, investigators, and ethical judges simply to buy groceries or household essentials.
Applying financial rigor to the sustainability gap
What began as a personal necessity for survival slowly evolved into a structured mission of research and accountability.
Before my health journey reshaped my priorities, I spent over two decades in global finance. In that world, claims mean nothing without verification. In finance, we rely on audits, standardized reporting, and consistent metrics to assess risk and credibility.
When I applied that same rigor to sustainability, the gaps became impossible to ignore. Many brands meant well, but very few were truly accountable to their claims in a way that could be independently verified. The so-called “green economy” lacked the most basic safeguards we expect in any other serious system.
There was no trusted framework translating sustainability into something measurable and usable for everyday people. Instead, ambiguity was rewarded. Storytelling replaced structure. That gap became impossible to ignore.
Why Shifting Gaia™ exists to restore trust
Shifting Gaia™ was born from a simple belief that buying better should not require a PhD in chemistry or hours of exhaustive research.
The platform was designed to remove friction from conscious living by introducing structure, transparency, and high standards into the marketplace. Brands are evaluated against defined criteria, without shortcuts, without pay-to-play loopholes, and without vague promises standing in for proof.
This was never about creating just another marketplace. It was about restoring trust that had been steadily eroded by years of opaque practices and unverified claims. When you have lived through the uncertainty of a health crisis, you understand that trust is not a branding exercise, it is essential infrastructure. Platforms like Shifting Gaia exist to absorb that complexity so consumers can make informed choices without carrying the full burden themselves. Shifting Gaia Marketplace
Why sustainable living is a health conversation
One of the most damaging misconceptions today is the idea that sustainability is merely a trend or a luxury for the elite.
My experience taught me that sustainable living is inseparable from long-term health outcomes, environmental justice, and community resilience. When your immune system has been compromised, you understand on a cellular level how cumulative exposure matters over time.
Sustainability is not about perfection or curated aesthetics. It is about intentionality. Personal health and environmental systems are two sides of the same coin, requiring constant care and protection. If we want to address long-term health outcomes, we must also address the environmental systems that quietly shape them.
Moving from survival to intentional stewardship
Cancer forced me to slow down in a way my career never had. That stillness created awareness, and that awareness evolved into responsibility.
Today, my work is no longer centered solely on recovery. It is rooted in stewardship, building systems that make ethical choices accessible and realistic for real lives. Shifting Gaia™ represents a broader movement from impulse to intention, and from marketing claims to accountability.
I did not set out to build a movement. But when personal adversity meets a clear purpose, something larger emerges. We now have an opportunity to redefine our relationship with consumption, moving away from “more” and toward “better,” for our health and for generations to come.
About Shifting Gaia™
Shifting Gaia™ is a sustainability-focused marketplace and platform founded by cancer survivor and advocate Hiba Yazbeck. Built to combat greenwashing and confusion in the “clean” and “eco” space, Shifting Gaia™ evaluates brands using a rigorous, multi-point framework and methodical evaluation rubric covering ingredients, packaging, emissions, labor practices, and transparency. The marketplace curates’ responsible beauty, wellness, home, and lifestyle brands while championing small and founder-led businesses. A portion of proceeds supports cancer research, survivor care, community wellness initiatives, and environmental impact, including organizations such as St. Jude Children’s Research Hospital®, 1% for the Planet™, and other mission-aligned partners turning conscious shopping into a collective movement for good.
Media Contact: Garrett Stockwell
Email: garrett@shiftinggaia.com
Website: Shifting Gaia
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Read more from Hiba Yazbeck
Hiba Yazbeck, Founder
Hiba Yazbeck, CPA, founded Shifting Gaia™ to bring radical transparency to the wellness industry, a mission ignited by her battle as a Stage IV breast cancer warrior. Drawing on over 28 years of corporate financial leadership, she built the platform’s proprietary the Shifting Gaia Score to rigorously vet brands for health and environmental impact. Hiba operates at the intersection of resilience and strategy, ensuring that sustainability is measured rather than just marketed. Her work transforms personal adversity into a collective tool for conscious living, empowering consumers to trust what they buy and leaders to act with purpose. She is also a committed philanthropist, supporting St. Jude Children’s Research Hospital and educational endowments.
