News Desk
DUBAI: The Business Culture Awards, a beacon of recognition in workplace excellence, has officially launched its inaugural MENA edition in Dubai. This pivotal step underlines Dubai’s ambition to be a leading global hub for innovation, talent, and sustainable growth.
Since its inception in 2016, the Business Culture Awards has celebrated the achievements of over 400 winning case studies across 48 countries. It has recognized prominent names like Sony Music, Standard Chartered, Volkswagen Group, and Cathay Pacific. The newly introduced MENA programme aims to extend this impressive legacy by allowing organizations in the UAE and the broader region to showcase their cultural accomplishments and measure them against international standards.
“Business culture is no longer a soft metric; it is a strategic driver of growth,” commented Cath Longfield, Co-Founder of the Business Culture Awards. She emphasized that for organizations in the UAE and MENA, cultivating a healthy workplace culture is crucial for attracting and retaining top talent. Given the region’s diversity, innovative spirit, and visionary ambitions, this platform is a timely opportunity to celebrate those organizations shaping the future of work.
The urgency to prioritize workplace culture has been highlighted by recent studies. A report from Gallup shows that merely 30% of employees in the UAE report feeling engaged at work, with disengagement leading to an estimated loss of USD 10.3 billion annually. McKinsey further indicates that two-thirds of employees in the GCC struggle with mental health and wellness issues, while nearly 40% of local workers are contemplating leaving their jobs within six months. This data underscores the necessity for stronger cultural strategies to enhance employee retention. Additionally, PwC’s Middle East workforce survey demonstrates that 52% of employees anticipate job transformations in the coming five years, emphasizing the need for adaptability and continuous learning.
Despite larger companies in the region making strides in environmental, social, and governance (ESG) practices, small and medium enterprises (SMEs) face significant challenges, presenting an opportunity for culture-led differentiation. In a landscape characterized by rapid growth, diversity, and strong cultural values, organizations in the UAE and throughout MENA are increasingly recognizing that workplace culture is not just a peripheral concern but a strategic imperative.
The MENA programme is a collaborative initiative with TKOP World LTD, spearheaded by Premal Patel, the Managing Partner of the Business Culture Awards MENA. With over three decades of experience, Patel aims to foster award-winning cultures across multiple continents. “Dubai is the natural home for the Business Culture Awards,” he articulated. “The UAE is at the forefront of fostering innovation, ambition, and meaningful human connections. Our mission is to highlight organizations that not only achieve commercial success but also nurture people-centric cultures that contribute to sustainable development in the region.”
Several partners are already on board, including MCA Gulf, Amani AlKundi Advocates, and Alignifi, all of whom share the commitment to enhancing workplace cultures. Their collaboration reflects a unified vision for cultivating healthier work environments that benefit both organizations and their employees.
**Key Dates for the MENA Programme**
– Launched: September 2025
– Entry Deadline: January 2026
– Judging: February – mid-March 2026
– Finalists Announced: End of March 2026
– Awards Gala: May 12, 2026
The MENA edition will feature 28 award categories, mirroring those of its UK counterpart. It’s anticipated that over 40 companies will participate in the inaugural year, showcasing regional champions and granting them international recognition.
