How a UAE Retailer is Embedding Sustainability into Its Operations

Sustainability is often seen as a challenge for SMEs in the UAE, with many believing that climate action is reserved for large multinationals with vast resources.

However, Advanced Media—the UAE-based leader in professional video, photo, and cinema equipment—proves that SMEs can drive meaningful change while remaining commercially competitive.

Advanced Media’s sustainability journey offers a blueprint for SMEs in the UAE looking to integrate sustainability into their business strategy without compromising growth.

In this interview, Parnian Farnam, Sustainability & CSR Consultant at Advanced Media, shares practical steps on how SMEs can get started, navigate challenges, and form impactful partnerships that create real change. She also dives into how businesses can measure their impact, engage employees in meaningful ways, and go beyond compliance to create long-term value for both their business and the environment.

1. Before we dive into your sustainability journey, could you share a bit about Advanced Media’s background—specifically your industry, company size, geographic locations, and any sustainability or impact certifications you hold?

Advanced Media is the largest distributor of professional video, photo, broadcast, and cinema equipment and accessories across the MENA region. We were founded in Dubai in 2002 as a family business with the mission to be more than just a media retailer and rather serve as a value-added reseller who connects the creative users with providers of latest technology. Twenty-three years later, we cater to our diverse customers from our premises in Dubai, Abu Dhabi, Riyadh and Cairo and have established ourselves as a leading force not only just in this industry but also in sustainability and setting the standard for corporate climate activism and social responsibility, especially SMEs. In 2024, we received verification for our near-term science-based emissions reduction target by the Science Based Targets initiative (SBTi). 

We are the only media retailer in the world, one of just five SMEs in the UAE – and 1 of only 15 organizations nationwide – to achieve this remarkable milestone. We were also awarded the Dubai Chamber of Commerce ESG Label and earned a Committed Badge in the EcoVadis assessment in 2024. 

2. What were the first steps you took to integrate sustainability into your business strategy?

Before consolidating the CSR Department and writing its mandate and targets, I sat down with every single Advanced Media employee. Over 100 people offered their feedback and suggestions. There is a lot of cynicism and skepticism around climate action but we are privileged to have a diverse workforce. Almost everyone shared an anecdote about how loved ones were affected by natural disasters and pollution back home. The risks are palpable for them, it is a uniting factor, but they feel helpless. The images of plastic washing up on the beautiful beaches of the Philippines or India evoke a visceral and existentialist response.  The first steps towards a near-total ban of plastic in our premises started to assuage the climate anxiety that many employees actually expressed. 

3. You’ve collaborated with companies like The Waste Lab, DHL Express, and RECAPP. How did these partnerships contribute to your sustainability goals? And how did you find the right partners and engage with them?

We have been calculating our GreenhouseGas (GHG) Emissions since 2021 and identifying areas of improvement. Our freight emissions account for one of our highest Scope 3 GHG emissions, and DHL has been our largest logistic partner. 

They have a very dedicated and proactive sustainability team. It was only logical for us to subscribe to DHL’s GoGreen Plus service. These are long-term strategic partnerships, and we collaborate regularly and creatively to raise awareness on our social media platforms. 

 

Waste management companies are a necessity in any company’s sustainability journey and we are very lucky to have a healthy and reciprocal partnership with RECAPP (digital recycling solution for individuals and businesses)  and The Waste Lab (composting solution)

As for finding the right partnerships, I believe the right ones mirror the values and journeys of your company. We are community oriented, entrepreneurial, and progressive and I am happy to say that the majority of our partners are UAE-based and female-led. 

4. What tangible impact have your sustainability initiatives had so far, both on your business and the broader community? Are there specific metrics or outcomes you’re particularly proud of?

I am proud to say that we have reduced landfill waste by 25% (the GHG emissions have steadily decreased from 1.529 tCO2e in 2021 to 1.168 tCO2e in 2024) because of our strategic partnership with RECAPP and The Waste Lab offering plastic, paper and steel recycling and composting. 

We have also converted 20% of our fleet to electric and aim to reach 100% electrification by 2030. The main catalyst for this decision is our membership in the UAE Alliance for Climate Action (UACA). As a signatory to UACA’s Road 2.0 pilot program to accelerate the transition to green road transport alternatives, the success of our pilot program signals every company operating on the roads of the UAE to consider their environmental impact and respond accordingly. 

5. As a SME in the MENA region, what roadblocks did Advanced Media encounter along the way, and how did you overcome them?

There is a lot of cynicism and skepticism around climate action. There is also a lot of confusion in the region regarding environmental rules and regulations. Especially as an SME, financial incentives and federal mandates tend to dictate decisions related to sustainability and social responsibility. But we have always seen ourselves as pioneers and leaders in the industry, so we decided to go beyond compliance and pursue a path that serves ourselves, our stakeholders and the planet. 

6. As the first media retailer in the world to achieve SBTi verification for greenhouse gas emissions reduction, what advice would you give to others in the industry looking to set and achieve ambitious sustainability targets?

We received SBTi verification for our near-term 2030 targets. We have committed to reducing scope 1 and scope 2 Greenhouse Gas (GHG) emissions by 42% by 2030 from a 2021 base year, and to measure our scope 3 emissions. The most important step is conducting a materiality assessment to fully identify and understand the strengths and weaknesses of your company in terms of sustainability. 

This includes providing training sessions to every department head and ensuring their cooperation. It is imperative that every department recognizes how they are contributing to the overall GHG emissions of the company, and it is equally as important for the person who is conducting the calculations and reporting to become familiar with every step of operations in order to find creative solutions. 

For instance, with the help of the HR Department, we calculated the distance traveled by every single employee to figure out the overall Scope 3 emissions from commuting.  We then proposed measures such as providing a company shuttle that would wait at the nearest metro station for employees who opt for using public transport and developing a hybrid and remote working policy that minimized commuting.  It is not possible to produce a comprehensive report attributed to your operations without collective effort. 

7. Can you tell us more about CSR at Advanced Media and any activities you’ve been involved in?

I am particularly proud of the AMT of Social Responsibility as it corresponds to a new iteration of the Triple Bottom Line of Sustainability or the Three Ps (People, Planet and Prosperity) that I curated specifically to represent and expand upon our values and interests. It embodies a holistic, collective and impact driven approach. For instance, we have a permanent AMT Library that contains a wide selection of books that capture the diversity, intelligence and interest of every employee. It also serves as a simple wellness and mindfulness practice in stressful times and even creates a bonding experience. We regularly organize activities with Emirates Environmental Group such as tree planting or desert cleaning as a teambuilding experience that also benefits our community. 

We also use our resources to empower the community, especially the creatives in the Middle East. Since 2022, Advanced Media has been offering an annual scholarship of 50,000 dirhams to three prospective students pursuing a bachelor’s degree in film at SAE Dubai from Palestine and Iran, and sponsoring Reel Palestine hosted at Cinema Akil annually. 

8. Can you tell us more about the CINE series and how it connects creativity with sustainability?

In 2020, the marketing and digital cinema team at Advanced Media decided to launch a biannual digital cinema community event that offered an alternative to trade shows and exhibitions and offered a brand agnostic venue for connecting creatives from all walks of life. 

 

During my tenure so far, I have created three editions of the CINE series that each combined an important aspect of Advanced Media’s sales and marketing strategy and social responsibility statement. 

• CINESchool was curated specifically for students pursuing a degree in content creation or filmmaking across the UAE. Seven universities were invited to participate in a 3-day course developed in collaboration with Prague Film School.

• CINESeason marked the beginning of the Riyadh Season and was held in our premises in Saudi Arabia as a 2-day intensive workshop and seminars delivered entirely in Arabic for the first time. 

• CINETomorrow marked the return of the biannual event in January 2024 as an interactive intersection of digital cinema, virtual production, and sustainability in media and entertainment. During the event, our showroom was converted to accommodate three different sets—aptly named Nation, Nature, and Knowledge—to showcase the range and capabilities of digital cinema equipment in outdoor, indoor, and virtual production settings.
  

• The Nation included a virtual production set that paid homage to the UAE and also explored the potentials of digital production as a substitute for physical productions thus reducing some of the major emissions associated with on-location productions.

• The Nature was a live farm that was designed and brought to life by MyFarm Dubai, a sustainable agriculture venture that promotes the growth and sale of fresh, organic produce in UAE, from actual sand, compost, soil and plants to provide an inspiring visual for the possibilities that exist in the region to combat climate change.

• The Knowledge set featured a library with shelves lined with books on Iranian Cinema and by Edward Said, Ghassan Kanafani, Mahmoud Darwish, and Refaat Alareer as a celebration of the rich cultural heritage of Palestine and an expression of solidarity. The final set was really a metaphor for the family dynamic within Advanced Media and our desires and dreams. 

9. For SMEs in the UAE that want to start their own sustainability journey, what are the key steps you recommend?

SMEs respond to regulatory policies and financial incentives to make changes that go beyond necessary operational needs. That has been the norm. However, I think SMEs need to recognize that consumer mentality has changed and it is in our best interest, financially and morally, to act beyond compliance. SMEs are the cornerstone of economies, and we must lead by example. Start by simply having a conversation with your employees about the environment and whether they have recently watched a documentary or read a book that has preoccupied their minds. You would be pleasantly surprised by how responsive and engaged they are and how positively they are impacted when you find solutions to address those concerns. 

A Word to SMEs in the MENA Region

Advanced Media’s journey is proof that SMEs in the MENA region can lead on sustainability—without waiting for regulations or massive budgets. By centering people, forming values-aligned partnerships, and embracing creativity, SMEs can build practical, scalable strategies that drive both impact and business resilience.

Whether you’re just beginning or looking to deepen your sustainability work, this case study is a reminder: leadership starts with intention, and action follows when you’re willing to listen, learn, and engage.

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And if you need expert guidance to kickstart or strengthen your sustainability strategy, our team offers tailored advisory services to support you at every stage of the journey.