Dubai Holding expands ‘Gift It Forward’ to benefit more families in 2025
The initiative repurposes surplus inventory into valuable gifts for beneficiaries
DUBAI: Dubai Holding, the global investment company with a presence in 34 countries, has announced the return of its philanthropic initiative, Gift It Forward, this Ramadan.
In partnership with the Community Development Authority (CDA) and DHL Global Forwarding, the programme unites key partners from Dubai’s public and private sectors to repurpose new inventory items into meaningful gifts for low-income residents.
Following its remarkable debut last year, Gift It Forward is set to make an even greater impact in 2025. The inaugural edition saw more than 120,000 items, valued at over Dh7 million, distributed to over 10,500 individuals across Dubai.
This year, the initiative aims to expand its reach, aligning with the UAE’s 2025 Year of Community to foster social solidarity and responsible consumption.
Encouraging sustainability
The initiative is deeply rooted in Dubai Holding’s Sustainability Strategy and supports the United Nations’ Sustainable Development Goal 12, which promotes responsible consumption and production. By sourcing surplus stock from Dubai Holding’s portfolio companies and external contributors, Gift It Forward advances the circular economy by diverting potential waste from landfills and repurposing it into valuable resources for communities in need.
Last year, the initiative successfully prevented more than 30 tonnes of materials from being discarded, repurposing essential goods such as personal care items, clothing, accessories, homeware, and toys. In 2025, it aims to divert an even greater volume, reinforcing Dubai Holding’s commitment to sustainability.
A key addition to this year’s edition is a marketplace-style experience, allowing recipients to choose gifts that best suit their needs.
“Gift It Forward is a powerful model of how collective action can create positive change within our communities,” said Huda Buhumaid, Chief Impact Officer at Dubai Holding. “Beyond supporting those in need, this initiative fosters a fundamental shift in how we approach consumption as businesses and individuals.”
Community & corporate collaboration
The success of Gift It Forward relies on strong collaborations across sectors. The initiative unites over 25 partners, including major brands such as Jumeirah, Dubai Parks and Resorts, AZADEA Group, L’Occitane en Provence, Virgin Megastore, Apparel Group, Alshaya Group, GMG, and The Giving Movement. Social outreach partners include Beit Al Khair Society, Dar Al Ber, and SmartLife, while execution partners such as Lapis Group and The Surpluss play a crucial role in logistics and distribution.
“The overwhelming response to last year’s edition bolstered our determination to enhance our impact in 2025,” Buhumaid added. “With an expanded reach and broader network of partners, we hope to inspire more people to be mindful of their consumption habits while upholding the values of the UAE’s Year of Community.”
Saeed Ahmed Al Tayer, CEO of Social Development at CDA, highlighted the significance of sustained collaboration. “Last year’s Gift It Forward demonstrated the profound impact of collective action in fostering a culture of giving. Our ongoing partnership with Dubai Holding reaffirms our commitment to enhancing the well-being of Dubai’s communities.”
Expanding philanthropic efforts
DHL Global Forwarding, a key logistics partner in the initiative, aims to further reduce carbon emissions associated with distribution. “We are thrilled to be part of Gift It Forward,” said Fatima Ait Bendawad, Global Humanitarian Logistics Competence Center Manager at DHL Global Forwarding. “This initiative reflects how Dubai’s global business community can transform resources into a force for positive social and environmental change.”
Beyond Ramadan, Gift It Forward aligns with Dubai Holding’s broader community initiatives. The company has been actively involved in multiple philanthropic efforts, including the Innovate for Tomorrow Challenge, the A Meal for a Brighter Tomorrow campaign with the UN World Food Programme, and the 1 Billion Meals Endowment initiative. It has also supported health and financial literacy programmes, such as the Life Goals campaign for blue-collar workers.
With sustainability and social impact at its core, Gift It Forward is set to make a lasting difference – one carefully curated gift at a time.