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UNGC Seeks to Attract 50 Saudi Companies for Sustainability Development Program

The Federation of Saudi Chambers signed on Thursday an agreement to host the UNGC Network Saudi Arabia in Riyadh. (Asharq Al-Awsat)
The Federation of Saudi Chambers signed on Thursday an agreement to host the UNGC Network Saudi Arabia in Riyadh. (Asharq Al-Awsat)
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UNGC Seeks to Attract 50 Saudi Companies for Sustainability Development Program

The Federation of Saudi Chambers signed on Thursday an agreement to host the UNGC Network Saudi Arabia in Riyadh. (Asharq Al-Awsat)
The Federation of Saudi Chambers signed on Thursday an agreement to host the UNGC Network Saudi Arabia in Riyadh. (Asharq Al-Awsat)

The Federation of Saudi Chambers signed on Thursday an agreement to host the UN Global Compact Network Saudi Arabia in Riyadh, with direct support from the United Nations Resident Coordinator Office.

The agreement aims to enhance the role of the private sector and the continuity of corporate sustainable partnerships aligned with the 2030 agenda and Saudi Vision 2030.

In remarks to Asharq Al-Awsat, Natalie Fustier, the UN resident coordinator in Saudi Arabia, said that the Kingdom was committed to achieving progress in the UN 2030 Agenda and all 17 sustainable development goals.

She stressed the need to further encourage the participation of the private sector, to achieve sustainable development goals promptly.

Fustier added that she was looking forward to making the local network of the Global Compact in Saudi Arabia a model for the region and beyond.

For her part, Maryam Telmesani, chair of the Global Compact Network Saudi Arabia, told Asharq Al-Awsat that the Network had already attracted 36 Saudi companies and was seeking to increase the number to 50 companies by the end of 2022.

The UNGC is a non-binding pact to encourage businesses and firms worldwide to adopt sustainable and socially responsible policies.

Telmesani added that the establishment of the Global Compact Network in the Kingdom was part of the UN efforts to expand the scope of partnership with the private sector, to promote sustainable long-term partnerships aligned with the 2030 Agenda and Vision 2030.

She noted that since 2015, a significant number of companies were able to demonstrate the transformative impact of their technologies, products, services, and business models in a measurable manner.

Acting Secretary-General of the Federation of Saudi Chambers Hussein Al-Abdulqader said that the Federation was keen to host the local network of the UNGC, to enhance and enable the participation of the private sector in implementing the UN Sustainable Development agenda.

He added that the UNGC - the largest voluntary initiative aimed at promoting corporate social responsibility - included more than 12,000 members of businesses and organizations from 170 countries around the world.

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Saudi Arabia's Digital Advertising Boom: Addressing Economic Leakage, Boosting Local Content

A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
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Saudi Arabia's Digital Advertising Boom: Addressing Economic Leakage, Boosting Local Content

A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
A digital advertising event recently held in Riyadh (Asharq Al-Awsat)

Saudi Arabia’s digital advertising sector is experiencing rapid growth, but a significant portion of its revenues is leaking to foreign platforms. To maximize the impact on the national economy, experts are calling for strategies to curb this outflow and redirect it to local channels.

The importance of retaining digital ad revenues lies in the substantial size of this market. It is estimated that approximately $1 billion in ad spent is lost annually to foreign platforms, representing a considerable loss to Saudi Arabia’s economy.

Dr. Ebada Al-Abbad, CEO of Marketing and Communications at Tadafuq, a Saudi digital advertising network, told Asharq Al-Awsat that the problem stems from the fact that although advertisers, products, and audiences are often local, the largest share of financial gains goes to foreign platforms. He estimated that 70-80% of the $1.5 billion spent on digital advertising in Saudi Arabia in 2022 went to global platforms such as Google and Facebook. This results in the national economy losing nearly $1 billion annually from this sector alone.

Al-Abbad noted that government agencies in Saudi Arabia also contribute to the outflow. He explained that public sector spending on digital advertising, intended to raise awareness among citizens and residents, frequently ends up on foreign platforms. Government spending makes up about 20-25% of the total digital ad market in the Kingdom, meaning hundreds of millions of riyals leave the country annually, weakening the local digital economy.

Al-Abbad argues that Saudi Arabia needs strong local digital ad networks to keep this revenue within the national economy. These networks would help create jobs, drive innovation, and promote cultural diversity in digital content. Developing local platforms would also enhance Saudi Arabia’s digital sovereignty by ensuring that data remains within the country and is not controlled by foreign entities.

Moreover, local networks would reduce dependence on international platforms, ensuring that the economic benefits of digital advertising remain in the Kingdom, he said, stressing that this would align with Saudi Arabia’s broader Vision 2030 goals, which emphasize building a robust, diversified economy driven by local industries and digital transformation.

Globally, the digital advertising sector is growing rapidly. In 2022, worldwide spending on digital ads reached $602 billion, and it is projected to hit $876 billion by 2026. In the Middle East and North Africa (MENA) region, the digital ad market grew to $5.9 billion in 2022, with Saudi Arabia’s market accounting for over $1.5 billion.

In other countries, the digital ad sector plays a crucial role in boosting national economies. For example, in the United States, the digital advertising industry contributed $460 billion to the GDP in 2021, about 2.1% of the total. In the UK, the sector accounted for 1.8% of GDP in 2022. This shows how important digital advertising can be in driving economic growth.

One of the key challenges facing Saudi Arabia’s digital ad sector is the dominance of global platforms like Google and Facebook, which control 60% of the global digital ad market, Al-Abbad told Asharq Al-Awsat. This dominance results in a significant outflow of revenue and allows these platforms to control digital data and content. He warned that this could undermine Saudi Arabia’s national sovereignty over its digital economy.

To counter this, he emphasized that Saudi Arabia needs to build competitive local networks that can retain a larger share of the market. This will not only keep more revenue in the country but also strengthen the Kingdom’s control over its digital data and content.