Dubai, in its much publicized bling-bling society, decided to extend its golden hands to less fortunate children by launching a charitable institution that is targeting Middle Eastern, African and Asian schools.
Implications - Philanthropy is becoming more and more important for business as consumers are beginning to choose brands that do social good. This is not only applicable to brands, but also to entire cities, with Dubai being an example. By helping others, Dubai is spreading the message that it is more than a place of extravagance and luxury, which, ironically, may elevate tourism as consumers' positive feelings towards the city grow.
Dubai Cares
Educate 1 Million Children
Trend Themes
1. Growing Philanthropy - There is a growing importance of philanthropy in the business world as consumers prioritize brands that do social good.
2. City-based Social Responsibility - Cities like Dubai are taking on social responsibility initiatives, which can reshape consumer perceptions and boost tourism.
3. Cross-continental Educational Outreach - Charitable institutions like Dubai Cares are targeting Middle Eastern, African, and Asian schools to provide education opportunities for underprivileged children.
Industry Implications
1. Luxury Tourism - Luxury tourism industry in Dubai may benefit from the positive consumer perception that arises from the city's philanthropic efforts.
2. Nonprofit and Charities - The nonprofit sector, including charitable institutions like Dubai Cares, is expanding its educational outreach to underprivileged schools across different continents.
3. Brand Marketing - Brands focusing on social good and philanthropy are more likely to attract consumers who value corporate social responsibility.