For Transforming Advertising Materials into Reusable Bags in Partnership with Local Enterprise IBRAH

In a significant recognition of its long-standing dedication to environmental stewardship and responsible business practices, Gulf Bank has been awarded the prestigious title of “Best Sustainability Initiative of 2025” by Asian Banking & Finance as part of its Retail Banking Awards. The award was granted in acknowledgment of Gulf Bank’s innovative initiative to recycle outdoor advertising materials and convert them into stylish, reusable tote bags—executed in collaboration with the local community enterprise Ibrah.

This accolade reaffirms Gulf Bank’s deep-rooted commitment to sustainability, underscoring its proactive approach to embedding environmentally responsible practices into the very fabric of its operations. The initiative saw over 5,000 square meters of used advertising materials upcycled into reusable bags, which were then distributed free of charge during a variety of environmental and social engagement events throughout Kuwait. The campaign sought to actively reduce reliance on single-use plastic and promote a circular mindset of reuse and conservation.

At the heart of this initiative lies a belief that true sustainability starts with intentional action—even the smallest step can be a catalyst for lasting change. Gulf Bank’s philosophy is built on the understanding that environmental responsibility is a shared endeavor, not a competitive pursuit. The Bank views sustainability not as a marketing campaign or short-term project, but as an enduring value system that calls for collaboration across all sectors of society.

In this regard, the Marketing Department at Gulf Bank has played a central role in amplifying the message and mission of sustainability. By leveraging the power of storytelling, media, and brand platforms, the Bank has been able to reshape public perception, influence behavior, and champion the values of environmental consciousness. Marketing is no longer a function of promotion alone—it is a driver of social transformation, and Gulf Bank continues to embrace that responsibility with conviction.

Across its social media channels, press campaigns, branch activations, and corporate programs, the Bank consistently integrates messages that elevate public understanding of environmental challenges while also showcasing tangible solutions. The initiative with Ibrah is a prime example of how communications can bridge the gap between awareness and action, encouraging both corporate stakeholders and everyday citizens to take part in meaningful, eco-friendly practices.

This collaborative project also embodies Gulf Bank’s broader CSR strategy, which actively supports local talent, creative entrepreneurship, and community empowerment. Ibrah, the Bank’s chosen partner for this initiative, is widely respected for its commitment to sustainability, its craftsmanship, and its social impact—particularly its support for underprivileged families and homegrown artisans. By working with such partners, Gulf Bank not only advances its environmental goals but also reinforces its national commitment to empowering Kuwaiti youth and small businesses with purpose-driven projects.

Commenting on this milestone, Mrs. Najla Aleisa, Chief Marketing Officer at Gulf Bank, said:

“We are immensely proud to have received this award, which stands as a testament to Gulf Bank’s strategic commitment to sustainability and environmental accountability. As a Kuwaiti financial institution, we believe it is our responsibility to lead by example—conserving resources, reducing waste, and cultivating a more sustainable way of doing business. It is especially inspiring to witness the enthusiasm of young Kuwaitis and local entrepreneurs in embracing green initiatives that contribute to the welfare of our society and planet.”

She continued:

“We invite everyone—individuals, corporations, and institutions—to be part of this journey. Sustainability is not a trend or a competition; it is a collective obligation that requires commitment, creativity, and collaboration. Through small yet purposeful actions, we can create a lasting impact.”

In line with its transparent and accountable approach, Gulf Bank also invites the public to explore its most recent Sustainability Report, which is available on its official website. The report offers a comprehensive overview of the Bank’s Environmental, Social, and Governance (ESG) achievements over the past year, including initiatives across waste reduction, climate impact, community development, and responsible governance. It reflects the Bank’s ongoing dedication to aligning its operations with global sustainability goals and national development priorities.

As Gulf Bank continues its journey toward a greener, more inclusive future, it remains steadfast in its belief that sustainability must be lived, not just declared. And through the strategic integration of marketing as a force for good, the Bank is not only informing the public—but inspiring a movement.