Abu dhabi: Majra has announced the launch of a national Corporate Social Responsibility (CSR) campaign aimed at enhancing sustainable impact across various sectors in the UAE. The initiative aligns with the country's vision to bolster the Impact Economy and advance CSR, Environmental, Social, and Governance (ESG) criteria, as well as sustainability as strategic pillars that support business endurance, enhance national value, and contribute to building a sustainable future through collaboration and impactful partnerships.
According to Emirates News Agency, the campaign emerges amidst global transformations that are redefining the role of CSR. It seeks to transcend traditional approaches focused on seasonal initiatives, corporate narratives, or charitable activities by linking CSR to organisations' capacities to create credible and measurable impacts across society, the economy, the environment, culture, heritage, arts, and sports. This effort aims to enhance business resilience, helping organisations grow and remain competitive in the short, medium, and long term.
The campaign outlines several strategic objectives, primarily raising awareness about CSR's importance in creating credible and measurable impacts. It supports the UAE's national target of achieving a CSR contribution equivalent to 1 percent of Gross National Income by 2031. Additionally, it aims to increase the participation of 50 percent of major companies within Majra's ecosystem, fostering a broad institutional shift toward sustainability and sustainable impact practices.
A core component of the campaign is the reinforcement of the 'Impact in Action' concept, which links the success of private sector companies in the UAE to their capability to achieve tangible outcomes aligned with the UAE's National Priorities and Sustainable Development Priorities. Sarah Shaw, CEO of Majra - National CSR Fund, highlighted the UAE's establishment of a distinguished global model based on collaboration and cross-sector partnerships. She emphasized that CSR has become a strategic pillar directly linked to business sustainability and community resilience.
The campaign invites private sector companies and institutions across the UAE to register on the Majra platform, encouraging them to contribute to transforming institutional commitments into real and sustainable impacts. Registration with Majra enables companies to move toward an integrated ecosystem based on impact measurement, enhanced transparency, and more effective community initiatives aligned with UAE national priorities, while also supporting long-term business sustainability.
Additionally, the campaign aims to fortify cross-sector partnerships among government entities, the private sector, academic institutions, and nonprofit and impact organisations. It emphasizes the shared responsibility of creating sustainable impacts, requiring collaborative efforts to build a more sustainable future and achieve measurable national impacts.
The initiative underscores the pivotal role of the private sector as a key contributor to building the Impact Economy. It posits CSR not merely as a moral obligation or a reputation-linked activity but as a strategic investment that fosters trust, institutional resilience, long-term competitiveness, and supports business sustainability within a changing global economy.
Furthermore, the campaign highlights the need for strengthened collaboration in areas such as food security, resilient supply chains, innovation, and support for the national economy, recognizing these as shared responsibilities that necessitate effective partnerships. The campaign targets various stakeholders, including private sector companies and institutions, small and medium enterprises (SMEs), government entities, academic institutions, nonprofit and impact organisations, investors, entrepreneurs, media professionals, influencers, youth, and the wider public, as part of Majra's vision to build a leading national framework advancing CSR, ESG, and sustainability within the UAE's Sustainable Impact Ecosystem.