RIYADH: Gone are the days when the corporate world was solely associated with making money. The concept of giving back to the host community, known as corporate social responsibility, is rapidly gaining traction in the business sector. 

Today, companies strive to balance profitability with societal impact. CSR has become a fundamental principle for businesses of all sizes globally, and Saudi Arabia is no exception. 

Prominent examples like the Saudi Basic Industries Corp. and ROSHN, a leading real estate developer backed by the Public Investment Fund, epitomize this ethos, guiding the way with their pioneering CSR endeavors. 

Speaking to Arab News about its CSR initiatives, SABIC affirmed its long-established reputation for doing what is good for its business, its people, and various stakeholders, while also investing in the communities where it operates, creating social, environmental, and economic value. 

“Wherever we operate, we look to develop mutually beneficial partnerships with all of our stakeholders, with a sustainable approach that delivers lasting value, and innovative programs to meet community needs,” the company said.

Global commitment 

SABIC added that this culture inspires its investments in CSR programs that create lasting, positive impacts throughout its global communities. 

“In 2015, we began our global CSR strategic tool, RAISE, to guide our approach to charitable donations, sponsorships, partnerships, and employee-volunteer programs. We use RAISE — Reputation, Audience, Innovation, Strategy, and Endurance — to select programs that elevate SABIC’s brand, address community needs, and promote our values,” it said. 

RAISE prioritizes four strategic focus areas: science and technology education, environmental protection, health and wellness, and water and sustainable agriculture, supporting SABIC’s 2025 strategy and Saudi Arabia’s Vision 2030. 

“The focus areas also promote nine of the UN’s SDGs, which are designed to address society’s most pressing needs by 2030,” the company clarified. 

The RAISE strategy is designed to maximize SABIC’s impact by developing and implementing innovative CSR initiatives and encouraging employee participation and volunteerism. 

In 2023, the company continued its global Back-to-School Initiative, reaching students across 10 countries and offering various programs to help students succeed in their daily schoolwork and achieve their ambitions.

Education sector 

In 2019, SABIC launched its Global Initiative for Education and Innovation in partnership with Junior Achievement and INJAZ Saudi Arabia. Since then, the initiative has reached over 128,000 students globally. 

SABIC noted that its social initiatives aim to improve the quality of life in its communities, especially for the most disadvantaged members of society. 

Providing examples of how SABIC’s CSR initiatives have positively impacted the communities surrounding its facilities, the company reported that in 2023, it invested in 121 global CSR programs, reaching over 338,000 people in 27 countries with the help of over 3,600 SABIC volunteers worldwide. 

The company’s Global Environmental Protection Initiative continued this year across 10 countries with various programs aimed at sustaining Saudi marine life and addressing climate change and its global impact. 

“Managing water sources and sanitation goes hand in hand with ensuring better food and energy production. SABIC is working to end hunger, achieve food security, and improve nutrition by promoting sustainable agriculture,” the company said.

Quality of life 

Responding to Arab News’ queries, Mohammed Ashour, ROSHN’s associate director of corporate social responsibility, said that the company is dedicated to enhancing the quality of life in the Kingdom through its endeavors. 

He said this commitment reflects the giant property developer’s core values of responsibility, empowerment, and sustainability, guiding its actions to positively impact society and uphold environmental stewardship. 

“These values are comprehensively reflected in our development projects from inception to construction and handover. Our destinations feature a holistic array of essential facilities, including education, healthcare, lifestyle amenities, and attractive green spaces that invite residents and visitors alike to engage with their communities and live healthy, fulfilling lifestyles,” he said. 

Ashour noted that his company designed the YUHYEEK CSR program for maximum impact by leveraging its giga-project scale and resources to revitalize Saudi communities within their developments and beyond. The Arabic word “Yuhyeek” means “to rejuvenate” or “revive” in English. 

ROSHN partners with transformative green initiatives, public health campaigns, and cultural programs that bring tangible change to local communities. 

“An example of this is our partnership with Ehsan, the National Platform for Charitable Work, through which we have donated over SR55 million (over $14.6 million) during the past two years, benefiting more than 47,000 people throughout the Kingdom,” he said. 

He added that YUHYEEK’s partnerships with Ehsan and Hayat Charitable Association have sponsored mobile health clinics and early detection schemes that are improving public health in the Kingdom’s Madinah region.

Philanthropic pursuits 

Sharing insights into their philanthropic efforts and charitable activities, Ashour said that YUHYEEK’s efforts have five pillars: social development, environmental sustainability, education, public health, and arts and culture, achieved via strategic partnerships. 

Ashour emphasized another aspect of their work: the renovation of homes. To date, ROSHN has refurbished over 100 homes across the country, directly benefiting more than 700 citizens and significantly enhancing their quality of life. 

He added that their urban regeneration efforts include restoring and furnishing homes, raising the quality of life of hospitalized children and people with disabilities through visits and giveaways, and the provision of food baskets for those in need. 

“We are also deeply committed to the Saudi Green Initiative, and in partnership with Morooj, YUHYEEK has planted more than 25,000 mangrove trees in national reserves, and dozens of schools,” he said.

Cultural impact 

When it comes to culture, Ashour emphasized: “We firmly believe that this can have a major impact on the public’s quality of life.” 

He added: “Our strategic partnership with the Ministry of Culture has led to ROSHN promoting and supporting flagship events such as the Diriyah Biennale Foundation, book fairs in Riyadh and Jeddah, Al-Bisht Al-Hasawi Festival, and the Kingdom’s first grand opera, Zarqa Al-Yamama.” 

He pointed out that the multifaceted nature of YUHYEEK and the values embodied in their developments make surrounding communities more vibrant, greener, and healthier while bolstering local economies. 

“For instance, our flagship SEDRA community and the ROSHN Front retail and lifestyle hub recently hosted the Tuwaiq Sculpture Symposium. Tuwaiq brings local and international artists to the Kingdom, reinforces Saudi heritage, and highlights Riyadh’s cultural scene,” he said. 

Ashour further added that they have cemented their partnership with the Zahra Breast Cancer Association by hosting the Zahra Awareness Walk at ROSHN Front to encourage awareness of the early detection program, affirming that their destinations and events are open to all. 

He noted that YUHYEEK educational partnerships provide scholarships, skills training, and special needs support services. On the public health front, they actively sponsor mobile health clinics and breast cancer awareness campaigns, and provide dialysis machines, with more than 11,000 beneficiaries to date. 

The CSR associate director said that ROSHN now operates six community sites where comprehensive access services are available for people with disabilities. 

“Across the Kingdom, more than 22,000 people have benefited from our sponsorship of mobile health clinics. YUHYEEK has also facilitated skills training for more than 300 students, equipping them for the labor market. In total, we estimate more than 341,000 people have accessed our health, education, social, and cultural services, and this number is expected to increase exponentially as ROSHN continues to diversify into building world-class public and private healthcare facilities locally and regionally,” he added.

Promoting sports 

Ashour underscored his company’s sponsorship efforts in the Kingdom’s sports sector, citing examples such as backing the ROSHN Saudi League in football, supporting the Formula One Grand Prix, and collaborating with LIV Golf to draw elite golfers to the Kingdom. 

Looking ahead, Ashour concluded that the company is expanding its CSR reach and will continue to bring world-class events and services to the Kingdom. 

“Our inclusive CSR approach, embracing all aspects of well-being, ensures that everyone is lifted by our efforts to achieve the vibrant society envisaged by Saudi Vision 2030,” he said.

RIYADH: Once a year, millions of Muslims from all walks of life make their way to Makkah to perform one of the five pillars of Islam.

The journey can be demanding, with pilgrims spending days walking long distances. Unfortunately, the taxing experience can lead to injury or health problems, and some are unable to complete the pilgrimage.

Last year, SyncVR Medical partnered with King Abdullah Medical Complex in Jeddah to bring their virtual reality application, SalaamVR, to injured and hospitalized pilgrims, allowing them to experience a virtual Makkah. The project is expected to continue in KAMC in Jeddah this year.

Floris van der Breggen, CEO of SyncVR Medical, told Arab News: “We work with quite a few different countries, including Germany, UK, Denmark, etc. I think the openness from the people in Saudi Arabia was the most open mindset that I have experienced.

“If someone uses the technology for the first time, they don’t only see the value of what they’re seeing at that moment, but they also see the future.”

Overseen by a nurse, patients using the technology are immersed on the road to Makkah, seeing all the relevant Hajj spots such as Muzdalifa, Mina, Mount Arafat, and the Kaaba, which they witness from sunrise to sunset while surrounded by other virtual pilgrims.

The whole trip takes no more than 10 minutes, after which they are offered an opportunity to virtually visit other places in the world, swim with dolphins, or venture into a jungle.  

Pilgrims can receive medical attention, while also enjoying Hajj experience.

When tested on pilgrims who sought medical treatment for extreme fatigue or dehydration, infections, or even sprained ankles, the pilot program’s results were promising.

Of the overall patients’ questionnaire scores, the average was 8.86/10 for how likely they are to use extended reality as a preferred method for pain and stress management in future medical procedures.

Patients also scored the technology an average of 8.9 for the extent of the XR experience to enhance their sense of relaxation and well-being.

SyncVR also facilitates the introduction of virtual and augmented reality in healthcare, with education apps that supplement staff education, surgery and anatomy training, nursing simulation training, and patient education.  

“People are very keen to influence things (here) and are way less conservative than other countries,” van der Breggen said.

“What has been really challenging is the key innovation hurdle, which is that you’ve shown that (the technology) works, everyone has that thirst about it, it can basically be used tomorrow. But then it still needs to come into clinical practice; management needs to accept it. That just takes quite a long time.”

The medtech company was established five years ago with the aim of using virtual reality to enhance social experiences, and broaden the technology’s sphere beyond the video gaming industry.

One of its first projects was designed for cancer patients, using the technology to alter their emotional state while undergoing chemotherapy.

“Of course, these patients are overwhelmed by their cancer, thinking about their life and how to spend it. What we did was provide VR headsets, and it worked so positively there. Instead of patients being completely silent and in a negative state, they were uplifted and started talking to each other and escaped those negative thoughts,” van der Breggen said.

“Their life, however long or short it will be, can be really meaningful, and that’s what a virtual reality experience can bring.”

SyncVR Medical was one of many companies that took part in the 2023 HealthTech Innovation Summit and Expo in Riyadh, where it exhibited an all-in-one application platform to help patients. From hardware to software, the company’s products can help with pain anxiety, stress reduction, rehabilitation, and medical education through immersive simulations.

Originally based in one hospital in the Netherlands, SyncVR Medical now supplies 200 hospitals across Europe with its health technology, and aims to be the largest platform for extended reality healthcare on the continent. The SalaamVR application is the firm’s introduction to the Saudi market.

“This technology, by giving a completely different experience and taking them to a new world, has a primary effect on the brain. That effect is the same in the Netherlands as it is in Saudi Arabia, Canada, Australia or Vietnam. The market (in Saudi) may be a bit smaller, but that’s where we’d have an impact,” van der Breggen said.