As the UAE strides towards its National Wellbeing Strategy 2031 and embraces the Year of Community, there has never been a better time for brands to take action. True impact goes beyond short-lived buzz – it’s about creating initiatives that deliver real, measurable change.
As His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, stated: “The role of a company goes beyond making profit to creating a positive impact on society and the environment.” (Khaleej Times, June 8, 2023)
The UAE is a nation on the move, and with that momentum comes a call for businesses to contribute not only to the economy but also to the wellbeing of the people they serve. Those who step forward now, embracing community engagement and wellbeing as core values, will lead the charge in shaping a healthier future.
Here are 5 practical ways your brand can champion wellbeing in your community:
1. Start From Within
True community engagement starts with your team. A brand that doesn’t invest in the wellbeing of its own employees will struggle to effectively advocate for the wellbeing of others. Employees are often the first ambassadors of your brand and can make or break your community engagement efforts.
Support your employees with mental health support, flexible working options, or policies that encourage a healthy work-life balance. When employees feel supported and valued, they’re more engaged and better equipped to lead meaningful community initiatives – demonstrating your brand’s authentic commitment to wellbeing from the inside out. A workplace that genuinely supports its people builds a strong foundation for making a positive impact beyond the office.
2. Ensure Accessibility
Wellbeing initiatives are only effective if they’re accessible. Too often, campaigns overlook key barriers like language, cost, or location. Ensure your wellbeing efforts are inclusive and easily accessible to all members of the community, regardless of age, background, or socio-economic status.
“Accessibility isn’t a nice-to-have, it’s a non-negotiable,” says Mark Guildea, Managing Director of Interact, an award winning social impact and marketing agency working with brands like Spinneys, Mediclinic, ADNOC, and Dyson. “It’s been the cornerstone of our most successful initiatives. The programmes that truly make an impact are those built with inclusivity at their core.”
Make it easy for people to engage and take part by offering bilingual materials, choosing accessible venues like community centres or malls, offering free or subsidised options or partnering with grassroots organisations who understand local needs. The more accessible your initiative is, the more meaningful and long-lasting its impact will be.
3. Focus on Continual and Sustainable Programming
A single wellness event or annual campaign might drive temporary engagement, but if your brand is serious about impact, consistency is key. Sustainable programming, built around long-term behaviour change and community relationships, delivers far greater value over time.
Think beyond the annual health campaign. Host monthly wellness challenges, build multi-year partnerships with schools or local organisations, or run long-term education programmes. Sustainability doesn’t just apply to environmental impact – it applies to the longevity and continuity of your initiatives.
4. Spark Inspiration Through Storytelling
Facts inform, but stories inspire. One of the most powerful tools brands can use is storytelling, especially when it shines a light on stories from within the communities they serve.
By celebrating local champions, you humanise your brand’s efforts and show what positive change really looks like on the ground. This not only inspires others to take similar steps but also builds credibility with your audience.
Use your platform to tell these stories in authentic, relatable ways. When people see themselves reflected in your brand’s narrative, they’re more likely to engage, trust, and join your mission.
You can’t improve what you don’t measure. Tracking the success of your wellbeing initiatives ensures they stay relevant, effective, and aligned with community needs.
Use key performance indicators (KPIs) such as attendance rates, social media engagement, qualitative feedback, or pre- and post-programme surveys. Evaluate not just participation, but also the outcomes: Did people learn something new? Did they change a habit?
Equally important is acting on what you learn. Be open to adjusting your approach if something isn’t working. Communities change – and your strategy should too. Showing accountability and responsiveness reinforces your brand’s long-term commitment to positive impact.
Wellbeing is no longer a fringe issue. It’s at the heart of how communities thrive and how brands earn lasting trust. In the UAE, where public focus on health, wellness, and social impact is rapidly growing, brands have a unique opportunity to become changemakers. The brands that embed these values now will be the ones shaping a healthier, more inclusive future for everyone.
