ESG awakening: MENA in dire need for CSR literacy

• A CSR Literacy Program led by a MENA-based consortium of responsible businesses could be the answer
• The ultimate CSR program of our times tackles the root cause for lack of impact: The low levels of consumer awareness about the importance of CSR

Global eco-awakening is on the rise thanks to climate change. But regions such as MENA still lag in consumer concern about sustainability.

Today, there is a valuable opportunity to drive in-depth understanding of CSR across the MENA region, in an educational, engaging and consistent manner, targeting the everyday consumer who relatively lacks the necessary knowledge about CSR and its impact.

Corporates must take a step back and examine CSR through the consumer lens. Does the average MENA consumer understand the importance of CSR and its potential impact on society and our planet? In other words, are CSR programs worthwhile in the first place given the low level of consumer understanding of sustainability? How can companies deliver sustainable value and expect consumers to appreciate it when consumers are not able to recognize the fundamental nature of that value?

In addition to raising awareness, knowledge plays a big role in empowering people and bringing meaning to their personal lives. It equips youth with the means to identify and pursue their own sense of purpose by questioning the so-called sustainable business models and CSR efforts, and ultimately ensuring alignment between business ethics and consumer values.

In this context, knowledge can be utilized as a communications tactic to persuade consumers that responsible business practices and authentic CSR programs make good corporate citizens worth adding to our favorite list of brands, based on CSR merit rather than just outstanding products and services—even when CSR may slightly compromise the customer experience (e.g., less luxury/convenience in purchasing or consuming products and services). A good corporate citizen respects consumer rights for knowledge and learning by shedding light on the positive change possible through CSR, and therefore inspires consumers to find their purpose, and in turn take action and contribute.

Before doing CSR and delving into its impact, we must achieve high levels of consumer awareness about the importance of CSR. What’s the point of brand purpose if consumers are not mindful of brand impact on society and the environment?

A regional consortium of brands must lead on CSR education

We must establish a consortium of brands from the region with the aim to get MENA consumers to subscribe to the notion of ‘knowledge is power’ as a steppingstone to solving our most pressing social and environmental issues. The brand consortium will eventually stand out as the regional authority on CSR by engaging with and educating consumers about the importance of corporate citizenship, enabling them to play their role and contribute. Collectively or individually these brands can then showcase brand commitment to the planet and the people, and ultimately enhance brand equity.

Partnership

To launch the MENA CSR Literacy Program, the consortium can be set up in partnership with a UN agency such as the UN Global Compact.

Championing the cause

Being the first to significantly evoke consumer concern about sustainability challenges in the region will most likely position these brands as the champions of CSR education, allowing them to ‘own’ this sustainability space. Moreover, such a program utilizes CSR as a brand differentiator in the face of competition globally.

An ‘umbrella’ CSR initiative for the entire MENA region

I envisage a MENA CSR Literacy Program that is versatile in nature and hence works for all markets across MENA, making it a regional platform generating impact alongside other locally relevant CSR efforts that are being implemented at the brand level. This program in itself is the ultimate CSR program any company can have as it tackles the root cause for lack of impact.

Implementation

To launch the program, the consortium can create a short video documentary showcasing the most pressing challenges humanity is facing today, the evolving CSR landscape regionally versus globally, and the ensuing impact so far including that of the participating companies. This will cement the credibility of these companies, showcasing a snap history of their CSR achievements and the global and regional footprint to date.

A dedicated website can also be created, offering a range of educational resources such as video tutorials. Live webinars are recommended to encourage interaction. An ‘Ask the Expert’ or ‘call to action’ tab can be integrated, allowing people to enquire about further resources and find out ways in which they can contribute.

Sustainability talks and educational webinars can be organized at universities featuring experts from environmental agencies. This can be followed by a series of thought leadership articles.

The consortium can also commission a string of “State of Play” CSR research reports, starting with reports on ‘MENA Consumer Perception of CSR’ and ‘The State of CSR among consumer brands in MENA’. The reports will take a deep dive into consumer perception, ESG trends and reporting, top contributors, and responsible business models. The goal is to enrich messaging with facts and numbers about how CSR matters to consumers based on scientific evidence.

The reports should include important narrative about how these companies are leading by example, not only through CSR campaigns but also by becoming a major enhancer of CSR in MENA in terms of consumer perception, helping consumers evolve in their thinking and encouraging a culture of data-driven decisions in consumption.

All these efforts should be met with support from the press through roundtable discussions, articles and interviews, sparking widespread discussion and resulting in a landmark research piece that could be repeated year on year on the same or different topic tackling CSR challenges among consumers and brands.

On the surface, conscious consumerism appears to be sweeping across the region. This is because most research findings have been focused on more mature markets, not giving a full picture of the entire region. Public concern about climate change has indeed been increasing. But what about the S and the G in ESG? Even in markets where consumers say they want brands that embrace sustainability, few people follow through with showing interest or spending their time and money in pursuit of sustainable products and services.