Doing good is good business

Campaign ME

4 days ago

What does it mean for a business to care? For Al Masaood, the answer has unfolded over five decades. Not through words alone, but through a legacy of action rooted in responsibility. From Abu Dhabi's first Chamber of Commerce registration to becoming a diversified industrial group championing clean energy, ethical governance, and community investment – this is a story where doing good isn't a side initiative. It's the business itself.
Credibility grows through transparency, commitment and doing good
Our sustainability journey is driven by a belief that long-term credibility demands more than ambition. It requires alignment, transparency, and a culture of reflection.
For example, take our response to the UAE's Net Zero by 2050 initiative and Vision 2030. Instead of just pledging environmental stewardship, we embedded real values across our divisions – from striving for a plastic-free work environment at the corporate level to going paperless at Al Masaood Automobiles showrooms. In line with Abu Dhabi Environment Vision 2030, Al Masaood Automobiles has successfully reduced its annual waste output to under 250 tons and maintains a minimum 20 per cent recycling rate each year, while also minimising air pollution and noise levels in our workshops.
When Al Masaood says it's committed to sustainability, that commitment can be felt in biodegradable bags, solar retrofits, energy-efficient lighting, and waste diverted from landfills.
Purpose-driven action builds loyalty
For us, sustainability is a mindset that transforms everyday decisions into opportunities for purpose. This approach is reflected in initiatives like distributing reusable bottles through our 'Think. Act. Save.' campaign, launching the 'We Are Responsible' movement to promote sanitisation and wellbeing during the pandemic, embedding ethical standards into every supplier relationship and earning the Corporate Ethics Mark from CIPS, among many more. When customers, employees, or partners see this consistency, it creates trust. And trust builds loyalty.
Young generations expect brands to mean what they say
A new generation is watching closely – and Al Masaood is listening. Gen Z's values are deeply rooted in transparency and ethics. That's why our CSR strategy focuses on genuine impact such as community engagement during Ramadan, breast cancer awareness campaigns, health webinars, and employee empowerment through mental wellness, diversity, and inclusion. Al Masaood has forged a strong alliance with the Abu Dhabi Sports Council (ADSC). Together, we support major sporting events in the capital, promoting Abu Dhabi as a leading international sports hub. Such efforts reflect a company growing alongside a society that demands authenticity.
When values align internally, the message resonates externally
The heartbeat of any brand is its people. That's why we invest in learning, development, and a values-driven culture. With thousands of training hours logged in 2024, career development for Emirati youth via Tawdheef, and inclusive hiring that celebrates cultural diversity and gender equity, we ensure our internal compass points to the same North Star as our external commitments.
Ethics drive ecosystems, not just brands
The impact of purpose isn't limited to the customer. It ripples across supply chains and strategic alliances. Partners, vendors, and even investors calibrate their confidence based on trust signals. Al Masaood's ethical procurement, ISO-aligned compliance frameworks, and supplier codes of conduct have helped us become a trusted name not just for what we sell, but for how we operate. That's how trust becomes a competitive edge – quiet, but powerful.
Sustainability and performance are not opposites
Too many still treat sustainability and profitability as trade-offs. Al Masaood sees them as allies.
From the introduction of Euro 5 compliant trucks that reduce emissions, to the adoption of sustainable innovation, we continue to scale smartly. Future-proofing our business and expanding resilience extends beyond carbon neutrality. For us, this includes the introduction of electric commercial vehicles such as Dongfeng and Renault Trucks E-Tech Electric Truck, the first electric waste management trucks in the region.
The future belongs to conscious brands who are doing good
In the marketing industry, branding was a matter of image or messaging. Now it lives in the decisions a company makes each day – in what it builds, how it treats people, and the impact it chooses to have. For brands that act with care and consistency, credibility grows gently over time. It's earned in the details, not just declared in headlines.
Stakeholders today are asking smarter questions. They're looking beyond statements to see how values show up in practice. So, the goal is not to appear perfect but to be clear, accountable, and willing to improve.
Part of that work is knowing what's working and what's not. Therefore, measurement brings purpose into focus. When companies track what they claim to value – whether it's emissions, equity, or engagement – they give their commitments weight. It makes trust possible. That's why Al Masaood has set an exciting goal of applying pertinent standards for more structured disclosures and key performance indicators as part of our future reporting cycles.
For brands, what matters now is not saying more, but proving more – clearly, repeatedly, and without compromise.
By Marwa Kaabour, Group Head of Marketing and Corporate
Communication, Al Masaood.