KOUN Klub expands collective impact through environmental initiatives

KOUN Klub reviewed its annual results during a gathering with partners at Lalla Meryem beach in Casablanca, highlighting nine consecutive years of environmental action and marking the completion of the first edition of KOUN KlubCommunity. The collective impact platform brought together companies, citizens, schools and local communities around environmental initiatives focused on waste recovery and circular economy practices.

Since 2017, partner companies within KOUN Klub have participated in a structured program dedicated to the collection of non-hazardous solid waste. The initiative combines waste collection with awareness campaigns targeting employees, helping organizations connect their corporate social responsibility commitments with measurable environmental outcomes while extending the lifecycle of collected materials.

KOUN has developed a model centered on collective impact by creating a framework that enables participating companies to monitor, strengthen and showcase their environmental actions. The approach aims to transform sustainability commitments into a continuous process involving businesses, employees and the communities surrounding them.

According to Saadia Bennani, President of Fondation Valyans and Co-Managing Director of KOUN, the initiative reflects a broader vision of using social and environmental innovation as a tool for sustainable territorial development. She said the collaboration between businesses, citizens and local stakeholders helps create new circular value chains that are more inclusive and capable of generating opportunities.

Through KOUN KlubCommunity, the organization has expanded its activities beyond corporate engagement to include citizens, associations and local groups willing to take practical action for the environment. Waste collection, awareness campaigns, upcycling projects, environmental sports activities and material recovery initiatives form the core of the program, which seeks to make the circular economy a measurable and everyday experience.

Between March and June 2026, KOUN deployed five activity formats in public schools and among women’s communities in peri-urban neighborhoods. Participants took part in environmental cleanups, upcycling workshops, awareness sessions, sports activities and outdoor experiences designed to strengthen connections with nature.

The expansion of these activities reflects KOUN’s ambition to increase its impact alongside a growing community of responsible businesses and engaged citizens. Families, schools, associations and local collectives are now able to contribute to the initiative through practical actions adapted to their own capacities and circumstances.

Results from the first edition of KOUN KlubCommunity indicate significant participation. Nearly 10,000 people were reached through awareness activities, while more than six tons of materials were collected and redirected into upcycling processes for reuse and transformation.

Nada Diouri, Secretary of Fondation Valyans and Co-Managing Director of KOUN, said the program demonstrates a strong willingness among communities to move beyond discussion and engage in visible action. She noted that bringing together businesses, schools, citizens and associations helps create value from materials previously considered waste while strengthening links between environmental impact, inclusion and collective engagement.

The annual review confirmed the role of KOUN Klub as a collective impact platform connecting businesses, citizens and territories. The organization maintains that lasting environmental change depends on shared action, repeated responsible practices and broader accessibility to sustainable behaviors in everyday life.