Reema Ayub – Where Psychology Meets Corporate

I have sat in too many living rooms where proud fathers delivered lectures about honour while their daughters stared at the floor, their questions trapped behind tight lips. In Pakistan, India and Bangladesh—whether at home or in immigrant communities abroad—one rule seems carved in stone: forbid pork and forbid any conversation about sex. The first injunction belongs to faith; the second is a cultural add‑on, yet it is enforced with even greater zeal. Islam does not outlaw knowledge. If there is a ḥadīth that bans sex education, I have never seen it—and I have searched. What I have seen are girls who reach adulthood without knowing what virginity means, how manipulation works or how predators cloak themselves in the language of temporary love. When those girls lose what society calls their “honour,” they are neither consoled nor questioned with compassion; they are simply condemned. A familiar pattern unfolds. A young man flatters a girl—beautiful, unique, destined to be his. She beli...

As a clinical psychologist deeply invested in understanding human behavior, I have observed a fascinating dynamic: the profound influence of self-affirmations on self-perception and subsequent actions. My clinical observations, grounded in scientific research, reveal that individuals who affirm negative self-perceptions—whether consciously or unconsciously—often exhibit behaviors aligned with these declarations. Conversely, those who affirm positive self-perceptions tend to embody more desirable traits. This phenomenon is particularly intriguing within the cultural framework of the subcontinent, where certain societal norms and paradoxes shape how self-perception is expressed and understood. The Science of Self-Affirmations: The concept of self-affirmations is well-supported in psychological and neuroscientific literature. Bandura's (1997) work on self-efficacy demonstrates that our beliefs about ourselves significantly influence our behaviors. Similarly, Steele (1988) highlighted ...

The subcontinent, comprising Pakistan, India, and Bangladesh, is a region rich in cultural diversity and historical complexity. Yet, alongside its vibrant traditions and shared heritage, a pervasive culture of hate, jealousy, and grudges has taken root across societal, religious, and cultural divides. As a clinical psychologist living and practicing in this region, I have observed how deeply entrenched these negative emotions are in the fabric of daily life, influencing interpersonal relationships and social dynamics in profound ways. This blog seeks to explore the psychological underpinnings of these emotions and the cultural factors that perpetuate them while advocating for a collective shift towards a more empathetic and emotionally healthy society. The Role of Media in Reinforcing Negative Stereotypes: One of the most visible contributors to the perpetuation of negative emotions is the portrayal of interpersonal relationships in popular media. For instance, Indian television dramas...

The year is 2025, but looking back to the early 2000s, I often wonder—has anything really changed? Back then, I wore a burka, watched Shaktiman, and used Facebook to make new friends. Now, while technological advancements have reshaped the world, the underlying cultural and societal patterns seem frozen in time, particularly in the subcontinent. Women are still judged by the standards of religion and morality, but the focus has slightly shifted. Let me take you on a journey through this perspective, strictly tied to the cultural context of the subcontinent, while living in Pakistan. 1. Middle-Class Women and the Judgment of Morality: In Pakistan’s middle class, wearing an abaya (burka) earns women immense respect. However, the same is not true for lower-class or upper-class women, who seem to have outgrown or ignored this pressure. Lower-class women are too occupied with survival, while upper-class women focus on ambition and influence. Middle-class women, on the other hand, juggle soc...