At the 2024 MEADFA (Middle East and Africa Duty Free Association) Conference in Abu Dhabi, Munif Mohammed, the Sustainability Lead for MEADFA and CEO of Lagardère Travel Retail Middle East, provided an update on the association’s ongoing sustainability efforts. He emphasized that studies from MEADFA members continue to show that the majority of the environmental, social, and governance (ESG) risks and impacts stem from the extended supply chain.
Mohammed outlined the association’s evolving sustainability strategy, which is shifting from a competitive approach to one based on collaboration. Central to this strategy is the MEADFA Charter for ESG Action, a framework that encourages members to tackle sustainability issues collectively rather than individually. Mohammed pointed out that each sustainability challenge requires a tailored approach, and the first step is to foster a shared ‘social purpose’ among member companies, creating a unified objective to pursue together.
He also highlighted the growing consumer expectation that brands not only offer functional benefits but also demonstrate a clear social purpose. As part of this shift, Mohammed encouraged MEADFA members to communicate directly with consumers about the advantages of responsible and sustainable products, reinforcing the importance of transparency in the industry.
The overarching goal of the ESG Action Vision is to build an ecosystem that drives long-term, impactful change toward a more sustainable and responsible industry. Mohammed stressed that by working collaboratively, MEADFA members can achieve a global scale of change that would be difficult to accomplish individually. This collective approach, he said, will enable the industry to face sustainability challenges more effectively, ensuring a better future for both businesses and consumers alike.
The MEADFA Conference served as a crucial platform for members to share insights and foster partnerships aimed at addressing the most pressing sustainability challenges in the duty-free and travel retail sector. Through collective action and the promotion of social responsibility, MEADFA is positioning itself at the forefront of the region’s efforts toward a greener, more sustainable industry.
