According to Cicero & Bernay’s annual CSR Report of 2022, more than 60% of brands in the UAE have seen a positive impact on consumer engagement as a result of increased corporate social responsibility (CSR) activities. The report also indicated that there has been a significant increase in efforts to promote CSR in the UAE and the GCC compared to the previous year’s report. Of the 314 C-level executives surveyed from nine countries across 12 industries in the MENA region, 90% of them understood the definition and purpose of CSR.
The Middle East has taken significant steps in recent years to foster a culture of social responsibility, with the UAE and Saudi Arabia leading the way in promoting sustainable and socially responsible practices. The report also highlights a positive change in sentiment among some previously low-scoring countries.
The survey was comprehensive, covering a wide range of topics relevant to the CSR landscape in the region. It included respondents from companies of various sizes and sectors, providing a representative sample of the business community. The increased importance of CSR in the region, particularly in the UAE, Saudi Arabia, and Qatar, highlights a significant shift towards a more sustainable and socially responsible business environment. The recognition of the role businesses can play in promoting sustainable development and the potential for these countries to lead the way in this area is growing.
According to the report, 80% of UAE companies are planning to increase their CSR practices, while Egypt and the GCC are at a similar level. On average, 65% of companies are actively tracking and enforcing CSR performance. In the UAE, managers were more likely to strongly agree that investing in CSR activities has a long-term, net-positive impact on their bottom line compared to managers in Saudi Arabia.
The report indicated that 52% of Saudi Arabia’s respondents believe that CSR activities improve consumer trust with brands and strengthen brand loyalty. This highlights the growing recognition of the importance of CSR in the region.
Ahmad Itani, founder and CEO of C&B, expressed optimism for the future, saying, “The growing recognition of CSR’s importance in the region is a cause for optimism, and we are confident that our continued efforts will help build a more sustainable and socially responsible future for us all in the region. In the post-2020 era, as CSR continues to grow, it is heartening to see the UAE and Saudi Arabia continue their paramount lead in regional CSR efforts and countries such as Egypt and Qatar meeting regional standards of CSR engagement and surpassing them in some ways. This is a testament to the efforts of governments and businesses in these countries in prioritising social responsibility and sustainability.”
Darren Ryan, Global Creative Director – 3Gem Research & Insights, commented on the report, saying, “We were delighted to partner again with Cicero & Bernay Communication Consultancy on the third Mena (Middle East and North Africa) CSR Survey Report. It was encouraging that, consistent with last year’s report, the majority (three-quarters) of Mena companies plan to increase their CSR activities over the next 12 months, with a further fifth planning to replicate their CSR activities from last year. Also promising to discover, was that hardly any companies will be scaling back CSR activities. This latest edition offers valuable insights into how businesses continue to approach corporate social responsibility now and for the future.”
The report indicates that there has been a significant increase in efforts to promote CSR in the UAE and the GCC compared to the previous year’s report. Over 60% of brands in the UAE have seen a positive impact on consumer engagement as a result of increased corporate social responsibility (CSR) activities. The recognition of the role businesses can play in promoting sustainable development and the potential for these countries to lead the way in this area is growing.
