Dubai Holding’s Gift It Forward 2026 programme distributed more than 500,000 repurposed items worth over AED 22 million to people in need across the UAE. The Gift It Forward initiative combined social impact with sustainability by supporting thousands of beneficiaries while diverting significant waste from landfills.
DUBAI: How can surplus inventory create meaningful social impact while also supporting sustainability goals?
Dubai Holding’s Gift It Forward 2026 initiative offers a powerful example of how businesses can transform unused resources into tangible benefits for communities. The third edition of the programme has distributed more than 500,000 repurposed items to over 23,000 beneficiaries across the UAE, making it the initiative’s largest and most impactful edition to date.
Organised in collaboration with the Community Development Authority (CDA), the programme brings together companies, volunteers and community organisations to redirect surplus inventory towards individuals and families who need it most. This year alone, participating organisations contributed items worth more than AED 22 million, exceeding the combined value of donations distributed during the previous two editions.
The Gift It Forward initiative was launched to support both social welfare and environmental sustainability. Instead of allowing excess inventory to become waste, businesses donate brand-new products including clothing, footwear, accessories, stationery and household goods. These items are then sorted, organised and distributed through specially designed community marketplaces.
Beneficiaries this year included blue-collar workers, People of Determination, orphans, students, taxi drivers and low-income families across the country. Through a dignified shopping-style experience, recipients were able to select products that best suited their personal and family needs.
The programme was aligned with the UAE’s Season of Wulfa, which celebrates values of generosity, compassion and community solidarity. More than 65 partner organisations participated in the initiative, highlighting growing private-sector engagement in social responsibility and circular economy practices.
Beyond its social impact, the Gift It Forward initiative also delivered measurable environmental benefits. According to organisers, more than 125 tonnes of material were diverted from landfills during the 2026 edition. The programme also helped avoid over 62,000 kilograms of carbon dioxide emissions by extending the useful life of products that might otherwise have been discarded.
Since its launch in 2024, the initiative has distributed more than 939,000 items to over 49,000 beneficiaries nationwide. Combined donations are estimated to be worth AED 43 million, contributed by 85 participating organisations over three years.
Another defining feature of this year’s programme was the scale of volunteer participation. More than 2,000 employees from Dubai Holding and partner organisations contributed over 19,000 volunteer hours. Participants also completed circular economy awareness training designed to encourage sustainable consumption and responsible waste management practices.
The initiative directly supports key national strategies, including the UAE Circular Economy Policy 2021-2031 and the Dubai Integrated Waste Management Strategy 2041. As businesses increasingly seek ways to balance growth with sustainability, the Gift It Forward initiative demonstrates how collaboration, innovation and community engagement can deliver lasting benefits for both people and the environment.
