Zebanomics: CSR In MENA – Putting Money Where The Consumer’s Heart Is

CSR

There may be the lesser evolved that still view corporate social responsibility (CSR) as something forced upon corporates or a must-do that has to be tick marked in an annual calendar. However, leaders – both from business arena and of society – in the Middle East and North Africa (MENA) region have grown beyond the basic connection with people to playing a role of relevance in their lives. CSR is becoming real in MENA, where leaders are setting trends by creating a creative opportunity and in the process contributing to society.

In the last week, I have had the opportunity to listen to some inspiring conversations that are creating examples for companies to learn from. Some of the best minds of this industry have crafted meaningful and innovative strategies to create value. Smart partnerships and collaboration have played a key role in this.

In an industry platform, Sheikha Intisar Al-Sabah challenged the stereotype of today’s youth, which is perceived to be inward looking and shallow. Her initiative Alnowair achieved some astonishing results for Kuwait with initiatives such as yellow buses and yellow benches that made a notable difference in the country. Some of these initiatives can also to be taken to some of the other markets in the region.

An example of adapting to market was set up by PepsiCo. PepsiCo’s ‘Liter Of Light’ campaign, essentially something where the beverage company partnered with Philippines MyShelter Foundation and came up with creative solutions, drawing on complementary capabilities of both to address major challenges, was also seen in Egypt.

In Egypt, ‘Liter of Light’ is providing streetlights for rural villages as well as lighting 35 schools. While in Columbia, the campaign has developed its own version of the technology to provide lighting that is 300 per cent more powerful than conventional yellow streetlights at just 2 per cent of the cost.

Another interesting campaign is Unilever Sustainable Living Plan, linked to the company’s overall sustainability strategy in the Kingdom of Saudi Arabia, Middle East and Africa. This includes the execution of action plans initiated in 2010. The Unilever Sustainable Living Plan has set three major goals by the end of 2020 – helping more than a billion people around the globe to improve the level of their health and well being, reducing by half the environmental footprint of the company’s products and operations, and sourcing 100 per cent of agricultural raw materials sustainably and enhance the livelihoods of thousands of people around the world.

Intel has joined the CSR initiatives in the MENA region with the INARA initiative. The initiatives aim at inspiring the next generation of innovators in education, science and technology and entrepreneurship.

Some of these examples reiterate how CSR is evolving into a real platform in the region, that the more sensible companies are able to convert into as much a responsibility as an opportunity for a larger good.

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