MENA Leadership Lessons with… Adel Maymoon, Corporate Communications Manager at Al-Futtaim Group

Adel Maymoon, Corporate Communications Manager at Al-Futtaim Group in UAE recently sat down with us to talk about his 2024 projections, some of the biggest trends and challenges he sees for the next 12 months, and how MENA regions are leading the way in global sustainability action.

This Leadership Lesson is part of an ongoing series exploring the landscape of PR and Communications in MENA – one of the fastest growing regions for brands, businesses and organisations. To read more insights from leaders across the territories, click here.

What are the significant trends you see for 2024? 

The most transformative trend is the integration and advancement of (AI). AI is fundamentally reshaping how we approach corporate communications. It enables us to analyse large data sets for deeper audience insights, personalise content at an unprecedented scale, and automate routine tasks for enhanced efficiency. This shift towards AI-driven communication strategies signifies a major leap in our ability to engage with audiences in a more meaningful and impactful way.

We’re also witnessing a continued evolution in digital communication. Social media, apps, and online platforms are becoming increasingly sophisticated, allowing for more dynamic and interactive engagements with our stakeholders. Creating a more integrated and effective communication ecosystem, alongside AI.

Additionally, the importance of ESG is more pronounced. Our narratives are now expected to encompass a broader spectrum of sustainability and ethical governance, reflecting a deeper understanding of our societal and environmental responsibilities. This emphasis on ESG is not just about compliance, but about embedding these values into our core communication strategies.

It will be the year for new challenges – but equally exciting opportunities for innovation and engagement.

And what are some of your most anticipated changes for 2024?

Again, AI – particularly in the context of ESG communication.

AI’s ability to analyse large datasets and generate insights is crucial for understanding and communicating complex ESG-related data. Leaders should focus not only on investing in AI, but also on aligning it with ESG communication strategies to enhance transparency and engagement. We’ll also need to navigate challenges such as data privacy, AI algorithm biases, and the ethical implications of automated communication.

Tell us about some of the focus areas for growth in MENA.

The spotlight is on ESG practices and sustainable investments.

The region – particularly the UAE and GCC markets – is emerging as a leader in integrating ESG principles, setting new standards for sustainability. This shift is creating substantial opportunities for communications professionals, especially in articulating and promoting ESG initiatives and sustainable projects.

With ESG assets projected to surpass USD$53 trillion globally by 2025, the importance of communicating these initiatives effectively is paramount. The focus is not just on technology and renewable energy but on integrating ESG factors into overall market strategies, including the promotion of specialised financial products like the Green Index and ESG Index.

What other top ESG trends do you see for 2024?

A heightened focus on climate action, diversity, inclusion, and ethical governance. With the UAE and GCC leading in ESG integration, there’s a growing need for sophisticated communication strategies that can articulate complex initiatives effectively. The role of communications professionals will be to engage stakeholders, manage reputational risks, and align messaging with global and regional ESG trends and standards.

Can you share what impact you think COP is having on the industry?

The outcomes of COP meetings, like COP28, are setting new sustainability standards and influencing global narratives around climate change. This necessitates a strategic alignment of messaging with COP outcomes, and an emphasis on demonstrating an organisation’s commitment to these global climate goals.

COP also offers a platform for showcasing best practices in sustainability, providing a unique opportunity for thought leadership in ESG communications.

Finally, tell us what your 2024 outlook is.

I’m quite optimistic. The rapid evolution of the industry presents new opportunities for growth and innovation. The increasing focus on digital communication and sustainability offers exciting prospects. However, we’re also mindful of challenges like keeping pace with technological advancements and adapting to changing regulations. Staying agile and proactive is key.

The corporate communications landscape is set for significant evolution, driven by technological advancements, sustainability initiatives, and a greater focus on personalisation. Challenges exist, but the opportunities for innovation and growth are abundant.

To speak to us about finding skilled, quality talent for your MENA business or offices, contact us today.