Advanced Media Trading, the largest distributor of professional video, cinema, photo, and broadcast equipment and accessories in the MENA region, has made significant strides towards its commitments to sustainability and climate action. The UAE based retailer has recently received verification for its near-term science-based emissions reduction target by the Science Based Targets initiative (SBTi). The approval by SBTi establishes AMT as the only media retailer in the world to have achieved this milestone.
The SBTi is a climate action organization that enables companies and financial institutions worldwide to play their part in combating the climate crisis. AMT has committed to reducing scope 1 and scope 2 Greenhouse Gas (GHG) emissions by 42% by 2030 from a 2021 base year, and to measure its scope 3 emissions.
AMT has been electrifying their fleet since signing onto the UAE Alliance for Climate Action (UACA)’s Road 2.0 pilot during COP28. AMT joined UACA, an alliance of stakeholders in the UAE convened by Emirates Nature-WWF and endorsed by the UAE Ministry of Climate Change and Environment, in 2023 as their first SME. In 2024, Advanced Media converted 20% of its fleet to electric. By 2030, the goal is to reach 100% electrification.
AMT and DHL Express have partnered to reduce carbon emissions using DHL’s GoGreen Plus service. This service allows AMT to cut emissions by 30% through Sustainable Aviation Fuel (SAF), a renewable fuel sourced from sustainable materials, replacing traditional jet fuel to lower aviation carbon footprints and advance net-zero goals.
Lastly, AMT’s annual Solid Waste Landfilled’s GHG emissions have steadily decreased by 25% since 2021 through strategic partnerships with waste management companies offering plastic, paper and steel recycling and food composting. Regular awareness and a near-total ban of plastic bottles and plastic bags have also played a major role.
AMT produced and published a comprehensive GHG emissions inventory report attributed to their operations within the UAE from 2021 to 2024 utilizing UACA’s eMission platform to compute and calculate the data. The report is accessible on AMT’s website as well as AMT’s dashboard on the SME Commitment Hub and We Mean Business platform.
Additionally, AMT has also been awarded the Dubai Chamber of Commerce ESG Label for demonstrating a firm commitment and taking practical measures to ensure that sustainability and ESG practices are an integral part of the company’s operations. AMT also has earned a Committed Badge in the EcoVadis assessment.
“We have always strived for excellence in every aspect of our business, from consultation to aftersales and service, and now climate action. We see ourselves as a value-added reseller. It is important for us to not only raise awareness of our social and moral duties within the community and beyond but also practice what we preach. These awards and recognitions are a testament to the example we’d like to set and the standard we are following,” noted Alaa Al Rantisi, co-founder and managing director.
“The AMT of Social Responsibility which was designed to be a guiding principle for all our efforts and activities directed towards sustainability and social responsibility is a call to action for all SMEs. No action is too late or too little when it comes to social and climate justice. We hope that our accomplishments in three short years can serve as inspiration,” explained Parnian Farnam, Head of CSR.
Learn more about Advanced Media Trading’s Corporate Social Responsibility at www.amt.tv/csr