Saudi Arabia’s NEOM invests millions in social responsibility efforts across Kingdom

Saudi Arabia’s $500 billion futuristic mega-city NEOM invested millions of dollars in 2023 in its social responsibility efforts across the Kingdom - from the distribution of thousands of child safety car seats to free school kits, helping budding entrepreneurs get their businesses off the ground, and tackling graffiti at heritage sites.

According to NEOM’s 2023 social responsibility report, the aim to empower individuals and communities across the Kingdom by upskilling Saudi talent and empowering communities of volunteers to drive positive change across NEOM and the wider Kingdom.

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The NEOM Social Responsibility (NEOM SR) department has been at the forefront of driving the company’s commitment to sustainability, innovation and community engagement, with more than 50,000 beneficiaries in 2023 and more than $10 million return to the local community, according to the report.

“Our unwavering commitment to social responsibility, sustainability, and innovation is deep-rooted in our strategy as well as our identity, envisioned by His Royal Highness Mohammed bin Salman, Crown Prince and Chairman of the NEOM Board of Directors,” said NEOM CEO Nadhmi al-Nasr in the report’s introduction.

NEOM SR’s strategy is centered around four key pillars: leveraging partnership opportunities, empowering community and individuals, accelerating economic diversification, and driving long-term value.

“A common theme among these pillars is instilling the values of participation and cooperation among everyone in what serves society, an endeavor that NEOM prides itself for driving successfully in various ways,” al-Nasr added.

Under the “Accelerating Progress” track, NEOM SR has launched a range of initiatives aimed at supporting entrepreneurship and small and medium enterprises (SMEs) in the NEOM and Tabuk regions.

Helping entrepreneurs

One such program is the NEOM Seven Senses Accelerator, which provides training, mentorship and funding opportunities for budding entrepreneurs. The report highlights the case of Njoud Al Balawi, founder of RC Abaya, who launched her fashion brand with the help of the program.

“Growing up, I always dreamed of making my mark in the world of Saudi fashion,” she said in the report. “My journey began after I finished my studies in clothing and textiles, when I took the leap and started my own workshop in 2019, with a loan from Riyadah Program. But just when things were starting to take off, the COVID-19 pandemic hit, bringing unforeseen challenges. I found myself drowning in debt and the operational costs just kept growing, weighing down on the profit margin. But I refused to give up.”

“Instead, I decided to face the challenge with more hard work, focusing on manufacturing abayas. That decision changed everything. I discovered new capabilities that made me more resilient. Then came the NEOM Seven Senses Program, a game-changer for my business. It helped me regain control, refine my strategy and take my brand to new heights. Thanks to the program, I got the chance to showcase my work at the NEOM Seven Senses Boulevard and landed a major order. Now, with my business thriving, I’m dreaming even bigger. I envision opening a larger clothing factory in Tabuk, specializing in abayas and uniforms.”

In addition to entrepreneurship support, NEOM SR has also invested in upskilling the local work-force through its career counselling services. The program has helped thousands of individuals with services such as mock job interviews, CV writing assistance and career path consultations.

Saudi Habib al-Samiti was one individual who benefitted from the program.

“Like many new graduates, I encountered challenges in securing a job in my field, which led me to moments of despair,” he said. “I contemplated exploring an alternative career path.”

“Then, I learned about NEOM Partners Job Fair, and I was hopeful again. There at the event, I applied for the position of Procurement Department Engineer at Nesma Company. The good news soon followed, and I was accepted into my first job. This newfound financial independence allowed me to flourish, both professionally and personally. My skills and abilities grew exponentially, enabling me to handle high-value purchase orders for large-scale projects like Oxagon and Trojena.”

Enhancing quality of life

Under the “Enhancing Quality of Life” track, NEOM SR has implemented a range of initiatives aimed at improving the wellbeing of local communities.

One notable program is the NEOM Family Support Scheme, which provides essential items such as car seats, school kits and household appliances to families in need.

Under the program, more than 10,000 car seats for children and newborns, 3,000 school kits, 2,200 winter kits – to support families through seasonal challenges – and more than 1,000 shopping vouchers during the holy month of Ramadan – have been distributed.

In addition to material support, NEOM SR has also invested in enhancing the quality of education in the region. The report details the launch of the NEOM Scholarship Program, which provides full tuition and living expenses for talented students from NEOM and Tabuk to pursue higher education both locally and internationally.

Embedding value

Under the “Embedding Value” track, NEOM SR has focused on fostering a culture of volunteerism and philanthropic engagement within the NEOM community.

The report highlights the success of the NEOM Volunteer Program, which has engaged about 1,000 volunteers in various community projects and initiatives. One such volunteer, Sultan al-Harbi, shared his experience of participating in the program.

“Volunteering was not very well-known in my community, but through NEOM SR, I learned about the culture of volunteering. Inspired by this newfound concept, I joined NEOM Friends,” he said in the report. “My first volunteer experience was unique and brought along very positive outcomes for me as a person.”

“Volunteering has really opened my eyes to concepts that I now apply in my daily life. Through effective communication with diverse cultures, I gained more life experience. All of this contributed to my personal growth on many levels.”

“One of the initiatives that I like to talk about a lot is the ‘Orphan Day’, which strengthened my passion for giving. Volunteering unveils strengths and character qualities we didn’t even know we had. My volunteer journey inspired a profound realization about the value of time. This made me want to use my free time productively, leaving a positive impact on me and my community.”

Other programs include a partnership between NEOM Heritage and the Royal Commission for AlUla (RCU), which joined forces to address the nationwide problem of graffiti and vandalism on and around heritage sites across both regions and the NEOM Rangers project - training frontline personnel responsible for monitoring and protecting the natural resources and wildlife within NEOM. They enforce regulations related to conservation, including preventing poaching, habitat destruction and other illegal activities.

In addition to the volunteer program, NEOM SR has also launched the NEOM Social Responsibility Award, which recognizes and celebrates individuals and organizations making significant contributions to social development within the NEOM and Tabuk regions.

The report emphasizes that social responsibility is deeply embedded within NEOM’s DNA, permeating every aspect of the organization’s mission and operations.

“The scope of our vision extends beyond our current and upcoming projects and initiatives as we continue to promote this universal culture that is brought to life by our diverse teams of dreamers and doers who want to be part of building a new model for exceptional livability in harmony with nature,” said al-Nasr.

“Championed by the people of our SR team and individuals from NEOM’s diverse sectors, subsidiaries, partners, and community, this holistic approach reflects our promise to act now to improve our present and pave the way for a brighter future – catalyzing a change today that will lay the ground-work for a promising tomorrow.”

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