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, shared a comprehensive update on the association’s sustainability initiatives. Highlighting key findings from recent studies, he explained that the majority of the environmental, social, and governance (ESG) risks and impacts identified by MEADFA members are concentrated within their extended supply chains.

Mohammed outlined a shift in the association’s sustainability approach, moving from competition to collaboration. Under this new strategy, MEADFA is focusing on fostering a collective effort to address the sector’s most pressing sustainability challenges. He introduced the MEADFA Charter for ESG Action, a framework designed to guide member companies in aligning their efforts for greater impact. The charter emphasizes the importance of addressing issues from a collective perspective, with each sustainability challenge requiring a unique solution.

A key initiative within the charter is the promotion of a shared “social purpose.” Mohammed encouraged members to identify a common objective to rally around, fostering collaboration while meeting the rising consumer demand for brands that contribute positively to society. He stressed that today’s consumers expect brands to offer not only quality products but also demonstrate social responsibility and sustainability in their operations.

Further emphasizing the importance of transparency, Mohammed urged MEADFA members to communicate directly with consumers about the benefits of responsible, sustainable products. By doing so, he argued, brands can build deeper connections with their audience while driving positive change within the industry.

The broader vision of MEADFA’s ESG Action is to create a sustainable ecosystem that drives industry-wide transformation. Mohammed concluded that by working together, MEADFA members can create a far-reaching impact, achieving a level of change that individual companies alone cannot. The collaborative approach will help the duty-free and travel retail sectors tackle ESG challenges effectively and accelerate the shift towards a more sustainable future.

The MEADFA Conference served as an important platform for stakeholders in the region’s duty-free industry to discuss sustainability, share best practices, and explore partnerships that can lead to meaningful change. Through collective action and shared responsibility, MEADFA is positioning itself as a leader in driving sustainable practices within the global travel retail sector.