Doing good is good business
- Marwa Kaabour
- Aug 4
- 2 min read
Marwa Kaabour reflects on how Al Masaood’s journey toward ethical leadership weaves sustainability, inclusion and governance into the fabric of business.
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.
Read the full article: https://campaignme.com/doing-good-is-good-business/
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