30 Sep 2021
Jaffa, Israel
Communication for sustainability

A Middle East backpacking trip opened up a world of opportunities for Karin Kloosterman, the Canadian founder and editor of Green Prophet. Kloosterman started to develop Green Prophet, a sustainability-focused magazine, when she saw the region’s remarkable cultural and natural beauty. From that period, she wanted to portray a different Middle East to readers outside the region. “The big idea I had in my head was that I could create a bigger impact if I accentuated the good rather than just talking about problems,” she explained.

Since 2007, Green Prophet has covered stories relevant to sustainability, especially from within the Middle East. Environmental topics range from disappearing lakes in Iran to new solar technology in Israel, while cultural sustainability articles showcase unique stories such as Turkish bird languages. With pride, Green Prophet champions eco-friendly entrepreneurs working to improve the region. “Green Prophet is one place where activists, investors, researchers, government officials, journalists, and everyday people can look for good ideas to support,” said Kloosterman.


Before establishing Green Prophet, Kloosterman was completing a Master’s degree at the University of Toronto. One summer break from studies led Kloosterman to her life-changing backpacking trip to the Middle East, which drove her to enter journalism.

Kloosterman reported for both Israeli and American media outlets, but found that she could not spend enough time covering her favourite topic: the environment. “The issues that I wanted to cover seemed lost in the hum of American news,” Kloosterman reflected.

Green Prophet was founded in 2007, which proved to be a propitious time to establish a magazine about sustainability. “This was at a time when there was a massive boom in the renewable energy sector,” she said. “We grew exponentially.”

In those initial years, Green Prophet thrived as an organisation while covering hot topics like clean tech. Over time, however, the outlet’s editorial focus has shifted towards the grassroots and social aspects of sustainability. Green Prophet’s subscribers can read plenty of intriguing articles about preserving time-honoured traditions, in addition to environmental stories.

Over the past 14 years, Green Prophet has supported staff writers and contributors from a wide range of backgrounds. Financially, the magazine relies on a combination of advertising revenue and grants. Kloosterman indicated that Green Prophet would benefit greatly from a large corporate sponsorship, which would facilitate hiring reporters across the Middle East and North Africa region. 

Unsurprisingly, Green Prophet has not escaped the problems faced by media organisations across the world. Kloosterman points out that, when Green Prophet began, most readers still paid for subscriptions to media sources. Today, Green Prophet and other independent outlets struggle with dwindling resources and competition from addictive social media content.

Despite these challenges, Kloosterman still loves the feeling of Green Prophet helping to launch a budding entrpreneur’s career through media exposure. “It makes me proud to see when young impact companies we’ve covered suddenly take off into the world and get funded,” she said.


Learn more about Green Prophet through the website.

Photos courtesy of Green Prophet

Green Prophet Communication for sustainability