1. CHALHOUB IMPACT
Sustainability is more than a journey
For us, it’s an adventure…

2. CHALHOUB IMPACT
IMPACT is the Social Responsibility strategy of
the Chalhoub Group which aims to creatively
take responsibility for the company's actions
while considering its People, Profit and Planet.
By looking at our performance in this way we
are able to add value to the Group, ensure its
sustainability and integrate our business
expertise into the community for relevant social
causes.
Within Chalhoub IMPACT, there are 3 key focus
areas that guide the strategic direction of each
project, they are:
EDUCATION
HUMANITARIAN ENVIRONMENT

3. PILLARS OF ENGAGEMENT
EDUCATION ENVIRONMENT HUMANITARIAN
MANDATE MANDATE MANDATE
Empower youth Reduce Taking action as
regionally and environmental global citizens to
internationally footprint through better the livelihood
through innovative innovation of those in need
capacity building GOAL GOAL
GOAL Enhance employee Mobilize resources
Equip students with engagement, and innovatively
the knowledge to environmental educate employees
meet the demands of awareness and on the spirit of
the economy efficiency of volunteerism
operations

4. MISSION & VISION

5. PRIORITY STAKEHOLDER
EMPLOYEES
IMPACT ambassadors are generous individuals that take
out time and share their expertize to mold a unique
community investment experience for marginalized
society.
IMPACT employees, are considered to be central to
the social responsibility strategy where they
communicate and intermediate between the different
stakeholders.

6. EDUCATION
The belief in holistic collaboration has
resulted in an innovative approach to how we
add value to education in the region.
The Group works closely with its partners to
maintain dynamic interaction,
implementing initiatives not only with
employees but with students attending
partner universities, stretching across the Arab
world and Europe.

7. LBM PROFESSORSHIP AT AUS
The Luxury Brand Management
Professorship is a course being
offered under the College of
Business to students at the
American University of Sharjah to
allow them the opportunity to
gain in-depth knowledge about
the field. Group experts are
actively involved in teaching
and developing the course with
the academic team at the
university.

8. ‘EDUCATION IS MAGIC’
A collaboration with local NGO START to empower youth
living in Palestinian refugee camps in Lebanon. We once
again leverage our experts to impart real life knowledge to
the all backgrounds.
The course was 100% developed by our teams teaching
skills in marketing, creative, HR and visual merchandising.
The objective was to creatively pass on real life information
and experience for entrepreneurship.

9. EDUCATION IS MAGIC - INTERIM RESULTS
Hadeel Iman Salam Khaled MAKE UP ARTIST SERVICE
Great quality products & service offered at mid
range price for weddings, parties, events. Promotion
mix includes magazines & online
Output

10. EDUCATION IS MAGIC - INTERIM RESULTS
PERSONAL TRAINER
Experienced trainer using
only the best equipment
which can be offered at
home or in gym. Promote
a healthy lifestyle to
prepare youth to become
better at sports.
Promotion mix includes
word of mouth & flyers
Mohamed
Output

11. ENVIRONMENT
Our ultimate goal is to reduce the environmental
footprint of our operations.
Regular assessment of infrastructure is undertaken to
explore new possibilities to reduce our energy consumption,
including ‘Green Building’ standards, with the
introduction of LEED and ISO 14001 for Group
establishments.
Awareness activities are also the means in which we impact
our employees to positively influence the development of a
greener mind-set in the Middle East.

12. SPIRIT OF THE GHAF CAMPAIGN
Ghaf trees are
The Ghaf tree is seen
drought tolerant,
as a solution to
and can withstand
desertification as it
low rainfall
stabilizes the sand
and improves soil
Ghaf requires 365
times less water
than the palm tree
The Ghaf can still
manage to stay The number of Ghaf trees in
green through the the UAE is rapidly declining
to due rapid infrastructure
summer
and urbanization

13. SPIRIT OF THE GHAF CONCEPT
Participate in the
national environmental
OBJECTIVE mission of the UAE to
reinstate the Ghaf Tree
as a natural treasure
Educate the consumer on
the importance of the Ghaf
GOAL and use our strengths in
retail to reach out to our
consumers & engage them
on an environmental cause

14. ENGAGING TEAMS
Bringing together teams to share achievements
with the goal to widen stakeholder involvement
over time

15. HUMANITARIAN ASSITANCE
As a regional group and a bridge for culture
across regions, the Group has an acute
apathy for the suffering.
It is important for us to instill the spirit of
volunteerism within our employees to create
a ripple effect of positive change while
creating truly global citizens
Initiatives have been implemented to support
victims of illness, conflict and disaster.

16. HOPE FOR CANCER PATIENTS CAMPAIGN
EXTERNAL:
IN-STORE
INTERNAL: FUNDRAISING COMMUNITY:
EMPLOYEE VOLUNTEER
FUNDRAISING MISSIONS

17. MOVING FORWARD
IMPACT strives to continuously attain the highest level
of added value to the Group.
Short-term and long-term strategies have been put in
place alongside measures to constantly benchmark
and assess our growth.
These initiatives are cascaded through the group
and across countries to ensure its sustainable
growth, allowing employee performance to be
linked to the social responsibility strategy of the
Group.

18. PATH TO DESIGNING A CREATIVE STRATEGY
What expertise
What are your What are your
does your
business strengths? values?
business offer?
How do you What causes
incentivize teams align to your
to get involved? values?

19. GOALS TO A CREATIVE STRATEGY
Create something that is Identify your greatest social &
unique and inspirational for environmental impact and turn
your company this into an opportunity
Include your stakeholders in the creation a strategy that is
integrated into your business

20. WHERE GOOD IDEAS COME FROM

21. CHALHOUB IMPACT
For questions:
Ayla.bajwa@mailmac.net