Task: To scope and compile a go-to-market strategy for the MENA region, including entry points, potential channel and business partners, areas of concern, areas for opportunity, and key metrics of interest to the region.

Principles - Internal (research, internal discussions, strategy, etc.):

• Avoid generalizations - the MENA region is incredibly diverse in terms of industry, economic development, and cultural expectations → a ‘one size fits all’ approach is not the best fit here
  • Therefore, view the General Strategy as a starting point, upon which to layer the Regional Strategies
• Seek nuance - as such a large region, there will be contradictions and gaps in information between regions → embrace these
• Consider every angle - some metrics may not have huge traction w.,ith industry professionals in the region now, but may in the future, or may be popular with governing bodies. Think too about different industries.
• Tread lightly and with evidence-based statements - this will be important, especially for some of the less familiar metrics and metrics that have some controversy in the region
• Avoid normative language → in metrics as well as in client-facing communications

Principles - External (client calls, communications, community content):

• Lead with highly regarded, rigorous facts and research in proactive defense of metrics
  • 2 data points at most - time is highly regarded
  • Prioritize using data either generated within the MENA region, then from an organization that specializes in MENA, then global orgs
• Compare apples to apples → do not compare MENA to Western Europe or USA when considering benchmarking, public opinion/traction, or progress timelines
• “At Proof, we are committed to partnering with MENA firms to advance ESG and Impact Initiatives that are already resonating within the region. Our approach serves as a catalyst for innovative risk management and the enhancement of financial performance, aligning seamlessly with the unique dynamics and aspirations of the MENA business landscape.”
• Principles - Tone and Approach towards Clients:
  • Culturally Attuned Engagement: Prioritize a respectful and culturally sensitive tone in all communications. Acknowledge the importance of local customs, values, and business practices, and aim to collaborate as equal partners.
  • Collaborative Approach: Emphasize collaboration rather than imposition. Express our commitment to work alongside MENA firms, leveraging their insights and expertise to collectively drive meaningful change.
  • Value Proposition Clarity: Clearly articulate the value that ESG and Impact Initiatives can bring to MENA firms beyond just compliance. Highlight the financial and strategic advantages of adopting sustainable practices.
  • Transparency and Accountability: Emphasize our dedication to transparent reporting and accountability. Assure stakeholders that our goal is to support MENA firms in enhancing their performance while contributing to regional sustainability.

Principles - Metric Selection:

• Varied types of metrics (environmental, social, etc.), skewed slightly towards environmental and social, and including some more financial metrics
• Heavier on the strictly quantitative metrics
• Tier system → core set and optional set, of which you need to choose x number to report on (SFDR structure)
• Covering a variety of topics within each type (i.e. one water metric, one women metric, one biodiversity metric)