The SME sector in the Middle East has always been one of the main drivers of the economy, but this sector rarely showed an interest in PPP ("'People, Planet, and Profits"'), the environment, and sustainability. From interviews with SME leaders the author suggests a widespread lack of conviction of the importance of the environment, and insistence that short-term profitability is the main focus. However, things are changing now and there is more pressure on businesses to take an interest in these issues; yet, there is a lack of clarity about the attributes (characteristics, personality, competencies, qualities, or character) of leaders who can runan SME and who have a predisposition to focus on environmental and resource sustainability.