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AnalysisBanking & FinanceSpecial Report

The Local Bitcoin Market and the Crisis

by Sasha Matar September 28, 2022
written by Sasha Matar

Lebanon’s banking crisis is yet to offer depositors any cushion to soften the blow of capital control restrictions, a crumbling currency, and an uncertain future. As depositors become well versed at queuing outside banks and fighting for their money, some have begun looking for alternative methods to storing their money – not under the mattress, but digitally, through cryptocurrency. “My clients who buy cryptocurrencies or exchange them for fiat, are the ones who do not feel that it is safe to deal with banks anymore, not now, not ever. The banking crisis alone has created ample conditions for the interest in cryptocurrencies, namely Bitcoin,” Nader Dirany, a cryptocurrency consultant and founder of one of the first cryptocurrency exchange counters in Lebanon, tells Executive.

Linkages between cryptocurrencies and financial crises seem to be anchored in recent history. To many, the appearance of Bitcoin during the Great Recession was not a coincidence. Although the rationale of Bitcoin in the original white paper published by a person or group of persons under the Satoshi Nakamoto pseudonym, did not refer to banking crises in general or the period’s subprime problems in particular, cryptocurrency users can easily perceive the digital currency to address the failure of banks, presuming that Bitcoin will not fail the world the way the banking system and the central banks did in 2008-09. For Lebanon, the banking breakdown arrived a decade later, when a liquidity shock rippled through banks at the end of 2019, forcing them to impose tight capital controls which prohibited depositors from spending money abroad and from access to accounts, in an attempt to stem capital flight amid a widespread shortage of US dollars. The conditions sowed the seeds for the beginnings of a cryptocurrency community in Lebanon.

Fertile soil for Bitcoin

The cryptocurrency story is tied to the global financial crisis of 2007-09. Early crypto enthusiasts were thrilled by the idea of a currency that is authenticated by a foolproof chain of digital evidence on the internet, named the ‘blockchain’, which is free from the chains of central bank controls. This anarchic hope, embedded into the mysterious narrative of Bitcoin, was soon paired with interest from speculators, money launderers, black market drug sellers, and people who looked for alternatives to “fiat” money issued by central banks. [inlinetweet prefix=”” tweeter=”” suffix=””]The invention of Bitcoin in 2008 in one sense got a boost from the global crisis[/inlinetweet], and the rise of Bitcoin from the fancy of a few tech enthusiasts and monetary anarchists took shape over several waves, riding both speculative gains and immense losses.

While there were local enthusiasts who were excitedly embracing the Bitcoin concept in finance and academia, the dominant local mood about cryptocurrency during the first ten years of the story was one of disinterest and indifference. Lebanon was not really affected by the 2008 financial crisis. It was not until banks blocked depositors’ access to their funds in 2019, that Bitcoin earned widespread attention locally. Banks that were once the protectors of foreign capital inflow, including the diaspora’s money in particular, turned into exchange counters after 2019. They stopped providing financial services and were no longer allowing transfers abroad, nor providing loans, or savings premiums. Cryptocurrencies, on the other hand, are a digital and decentralized cross-border medium of payment exchange which can be used to buy regular goods and services, despite their highly volatile nature. In addition, Bitcoin is allowing Lebanese to transmit wealth abroad through electronic wallets, without the intervention of any third party.

By definition, Bitcoin is a peer-to-peer electronic cash system. It is by design intended to facilitate the transfer from point A to point B by eliminating the intervention of an institutional party. It removes bureaucratic procedures, elevating limitations on transactions, saving time, and shifting complete control to the transacting parties while disrupting traditional banking systems. To help onboard more local users, Dirany suggests supporting merchants to accept payments in crypto and stablecoins (digital tokens that declare they are backed by real-world assets), considering the difficulties surrounding bank card payments. “An announcement attributed to Banque du Liban would for instance incite merchants to explore the cryptocurrency culture,” Dirany says. “The Bitcoin community of Lebanon, that interacts in groups on messaging platforms, mainly Telegram and hosts tens of thousands of users, is ready to start lobbying for the implementations of regulations and the foundation of a syndicate for the cryptocurrencies exchange counters.”

From Switzerland of the East to Venezuela of the East

Several historical factors influenced the promotion of the banking sector to its prominent position in Lebanon. In short, the Lebanese economy became part of the famous Bretton Woods monetary system. As a result of the 1944 Bretton Woods conference, countries agreed that their central banks would maintain fixed exchange rates between their currencies and the US dollar, which was in turn pegged to the price of gold. In 1956, the Lebanese parliament enacted the Banking Secrecy Law, which kickstarted foreign capital inflow into the country.

After the 1971 Nixon Shock, when US president Richard Nixon’s new policy ended the Bretton Woods system or the Gold Standard era, the Lebanese currency remained pegged to the dollar. Banque du Liban (BDL) and bankers in the early 1970s believed that the peg was a cornerstone for stability. As a result, it attracted traders and foreign investors to a now-dollarized Lebanese economy. Foreign inflow was also generated from diaspora remittances and neighboring Arab nations like Syria, United Arab Emirates, Saudi Arabia, Kuwait, Qatar, and so forth. 

Whether they simply wanted to store their money in a trusted banking system that offered concealment from the prying eyes of tax collectors, or were attracted by the interest returns on banking deposits in the Lebanese market, or had other reasons not to entrust funds to the banks in their home countries, inflows from foreign depositors found their way to domestic banks.  From early on in the post-conflict reconstruction of the 1990s, high yields of government-issued treasury bills, certificates of deposit, and later Eurobonds, drew banks to provide funds to the government. When maturing after a few months or years, these debts were rolled over into new debts, in what was a profitable and comfortable spiral from the perspective of the lenders. But as time went on, the government stopped paying its debt to both local and foreign lenders, which resulted in mushrooming debt and a lack of liquidity. 

Cryptocurrency Status Quo

Despite the contraction of the trade balance deficit as a result of the decline in purchasing power and multiple local and international efforts to boost local exports, the imports of goods reached $14 billion at the end of 2021, according to Bank Audi’s Lebanon Economic Report for the second quarter of 2022. As a result of the recent measures taken by banks, suppliers have been seeking alternatives to banks to conduct business transactions with cross-border traders. This is particularly significant as the Lebanese economy depends largely on imports (up to 60 percent of goods as a percentage of GDP are imported). Within these circumstances, a digital currency with the characteristics of Bitcoin has allowed traders to transmit wealth abroad through electronic wallets, without the intervention of any third party. However, the current market cap in Lebanon is difficult to establish and the volume cannot be tracked since most transactions entail off-exchanges, through an underground market or motorcycle delivery exchanges, sources interviewed for this article told Executive. 

Dirany guesses there are hundreds of “ad-hoc sellers” in the crypto community in Lebanon, and says there are only two other over-the-counter markets besides his. “For this reason, it is hard to tell what is the exact exchange volume of Bitcoin,” he adds. This year traders saw extreme volatility in the price of Bitcoin, and as such the expectations of the local community vary according to their power of purchase. Large traders consider Bitcoin as a long-term investment, according to Michel Haber, crypto expert and CEO of Astrofi, a digital marketing platform. Meanwhile, small traders who are attracted by the ‘get-rich-fast scheme’ are there for the excitement, speculation, and a potential way to make a passive income when Bitcoin’s price goes up. A survey by the Dutch bank ING on the perceptions around cryptocurrencies showed that countries with lower per-capita income levels are more likely to consider using cryptocurrency as a payment medium.

Woman is checking Bitcoin price chart on digital exchange on smartphone, cryptocurrency future price action prediction.

Legal Aspects

To help curb scams and internally regulate his business, Dirany requires his customers to show a valid government-issued ID with every transaction, which is the most basic know-your-customer (KYC) step any financial institution would require, despite its contradiction with Bitcoin’s anonymous philosophy. The exchange fees at the counter vary between minus five to seven percent, depending on demand, while charges among peers could be non-existent, depending on trust. “This business is subject to supply and demand rules par excellence,” Dirany says. 

Lebanon does not yet have regulation on cryptocurrency, leaving exchange counters in a regulatory desert. Charbel Choueh, attorney and expert in blockchain and cyber law, points out that the absence of legislation puts clients at risk. Choueh suggests that BDL, along with legislators and local crypto experts, should issue regulations that would require such counters to register their business, in the same way other money exchangers are required to deposit a guarantee in an accredited renowned bank or at BDL. Such licenses should meet the international requirements of the anti-money laundering and KYC process for the founders and the clients, and be compliant with Lebanese law. This requirement would set up guidelines to eliminate the risk of fraud. 

According to Choueh, local regulations do not prohibit ownership or the use of cryptocurrencies, yet they are not accepted as payment methods. Under Lebanese law, transactions in cryptocurrencies, such as retail exchanges of goods or services against Bitcoin, are considered barter deals. In the case of fraud, users should deposit their claim at the Cybercrime Bureau, where a division revises the claims and presents them to the Public Prosecution Office at the Court of Appeal. Choueh says that this Bureau needs to be equipped with the latest technologies to be able to follow up and track users’ complaints.

Regulating the environment surrounding the trade of Bitcoin does not necessarily mean the adoption of crypto as a legal tender. There have been a few jurisdictions around the world that moved to make Bitcoin a legal tender but many internal and external reasons stand in the way of such a decision for Lebanon. The International Monetary Fund and the World Bank have issued multiple statements to El Salvador against the usage of decentralized cryptocurrencies, due to the high volatility risks. Despite these warnings, Bitcoin according to its proponents, continues to appear as a potential global unit of account – necessary to measure value and price fairly – and more specifically for countries, like Lebanon, that rely heavily on imports.

Uncertain Future

On one hand, the argument that Bitcoin trading is risky because of its volatile nature is accurate; Bitcoin is influenced by supply and demand, user feelings, and government regulations. More than once, Bitcoin’s price altered drastically following a tweet from the tech giant Elon Musk; like in 2021, when Musk announced that Tesla would stop accepting Bitcoin as a payment method. Although Tesla is expected to resume accepting Bitcoin, and it will be interesting to watch the subsequent behavior of the market. Others praise Bitcoin for its deflationary aspect, due to the halving technique which means that the supply of Bitcoins created would be cut by ‘halves’ or 50 percent every four years until the year 2140, when the limit of 21 million supply capacity of Bitcoin is expected to be reached. 

Yet, all currencies with hard supply limits, such as gold, silver, and Bitcoin, have deflationary properties. Conceptually, monetary theorists fear that the halving of new supply is only a way that might delay the moment when the supply of Bitcoin is insufficient to meet the money needs of growing economies; this has not been tested in any economy that we know. But whether risks in the future of digital currencies reside more in issues of volatility or are rooted in deflationary dangers, Lebanon is consumed with more urgent and more immediate money problems, which is reflected in the fact that most people (and many long-standing finance experts) seem far away from regarding Bitcoin as an alternative to payment transactions. The physical relation the population has established with cash has grown since the absence of banks, and the psychological distance with virtual money is riskier according to behavioral economics, especially to a society that lost a lot of physical belongings over the past couple of years. 

September 28, 2022 0 comments
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AnalysisBanking & FinanceSpecial Report

NFTs in Lebanon: Just a craze or a promising opportunity?

by Sarah Hourany September 28, 2022
written by Sarah Hourany

In periods of economic uncertainties, people look for safe havens to preserve the value of their money and assets, and the choices of investors during the current global and local economic crisis has proven no exception. Be it cryptocurrency or Non-Fungible Tokens (NFTs), a significant number of individuals have turned to digital markets to curtail the repercussions of a crippling recession.

The picture in Lebanon, however, has been characterized by one major obstacle blocking NFTs development. This summer, Lebanese artists were banned from the world’s largest NFT market OpenSea, headquartered in New York, dealing a blow to the sector and artists like Ralph Khoury, a Lebanese NFT artist known as ‘Ginger Potter’. Following the unexplainable prohibition, Khoury said that many Lebanese artists resorted to virtual private network alterations to access OpenSea’s website. Shortly after, their accounts were deleted and their collections removed. These sudden restrictions prevented the artists from reaping revenues and harmed their relations with their collectors, as their NFTs vanished from the blockchain.

Such barriers have frustrated the growth of the young market in Lebanon, albeit globally, it also remains a novel field. Is it a sound investment? Studies and data have yet to prove it.  Nonetheless, some facts are undeniable: users across the globe spent an estimated $44.2 billion worth of NFTs in 2021, up from $106 million in 2020, according to the blockchain data company Chainalysis’ latest market report, almost amounting to the size of the global fine art market. In Lebanon, the NFT is well-adopted as per experts, although there is an absence of available concrete figures to showcase it. On the other hand, cryptocurrencies’ adoption is increasing with volume hitting $26 billion, placing the country second in the region behind Turkey ($132 billion) and ahead of the United Arab Emirates (UAE) with $25 billion, as per a recent report by PwC, the global accountancy firm. 

A primer on NFTs

NFTs are a type of cryptocurrency that can store data on blockchains, specifically Ethereum, and differ from classical cryptocurrencies, such as Bitcoin, in their fundamental features. In economics, ‘fungibility’ refers to the interchangeability of a good or asset with other specific ones of the same type. For instance, currencies, Bitcoins and commodities are fungible, which allow them to serve as a medium of exchange, facilitating global trade. Explained simply, a $10 note can be exchanged with two $5 notes or with a product worth $10 in the market.  In contrast, a non-fungible token is not intrinsically substitutable with other digital assets. This enables it to depict something or someone in a unique way. To be more specific, under NFTs, a creator can easily demonstrate the existence and ownership of digital assets including videos, photos, and audio files; itself a major step towards more robust intellectual property protection. As a matter of fact, pre-NFT, digital content was accessible either legally on free online platforms such as Google Images or YouTube, or illegally on black market streaming sites, thereby placing their authenticity in question, and making them vulnerable to replication.

According to various research papers published in renowned business journals, NFTs have three characteristics which enable them to resolve the problem of original ownership in digital markets.

Firstly, NFTs are non-interchangeable: each NFT is connected to a digital or physical asset indicating the value, proprietorship, trading rights, and other specifications. Secondly, NFTs are immutable; meaning that they cannot be changed or forged, given that they are stored on a decentralized network of computers and algorithms where they go through a specific validation and authentication process. As such, the blockchain verifies that each NFT is original and unique and once its information is recorded, ensures that it cannot be modified. Thirdly, NFTs are transparent in the sense that their properties and ownership are clearly visible to all parties.

Yet, some critics remain skeptical about the uniqueness of NFTs; there could be many similar NFTs copied from an original one, pretending to be novel. But for Mohamad Sheet, product specialist at Oasis X, a Dubai-based NFT marketplace and creator studio, these arguments are not convincing: “If you copy a Louis Vuitton bag, it doesn’t make it original. In the real market, it will cost you time and energy to verify its authenticity. In the NFT world, the issue is much simpler as blockchain technology makes it easy to verify ownership.” Indeed, traceability is a major characteristic tied to blockchains. “Smart contracts provide collectors with all the details related to the NFTs, so if someone takes a screenshot of a certain creation it would be easy to know which file came out first,” Najib Khanafer adds, Sheet’s colleague and co-founder of Oasis X.

[inlinetweet prefix=”” tweeter=”” suffix=””]Another distinguishing mark of NFTs are the royalties secured to the original creator whenever a NFT is traded or exchanged.[/inlinetweet] This is an appealing feature as artists normally do not receive future earnings after their art is first sold. “The continuous monetization of the NFTs is one of the attractive aspects for creators, especially that art appreciates with time,” Khanafer says.

For Khoury, the Lebanese NFT artist whose ‘Ginger Potter’, moniker was acquired in part from friends and in part from his round eye glasses likened to those worn by the book character Harry Potter, NFTs provided an opportunity to showcase his talent, away from traditional galleries that were either unreachable or limited when it comes to art genres. Not only did it enable him to generate money during the worst economic downturn in Lebanon’s recent history, but it also offered him a passive income from these royalties. According to Khoury, who has been creating NFTs for nearly a year, his fellow Lebanese NFT artists are generating several thousands of dollars monthly, a remarkable number given the current average income in the country.

A recent blow to the market

The recent ascendancy of interest in NFTs by Lebanese digital artists is what makes the sudden exclusion of several individuals from a well-known marketplace disappointing. “The situation with OpenSea is very unfortunate and unfair for many artists and traders that found themselves banned overnight and their accounts deleted,” explains Nagham Hassan, the founder of Bintcoin, a platform which disseminates information about Web3 in the Arab region. “It is especially disappointing that users were not given any advance notice of these measures.”

Khoury believes that the ban is political, given that users from other countries such as Cuba, Syria and Iran were subject to similar restrictions. This is a view shared by Hassan: “While blockchain is decentralized and permission-less, service providers like NFT marketplaces are still very much centralized companies subject to government oversight and political agendas.”

Several Lebanese artists reached out to the platform for clarification but received no response. Although, a statement from an OpenSea spokesperson published on Cointelegraph, a digital media dedicated to covering crypto, blockchain and Fintech issues, said that the marketplace restricts users based on the US government’s sanctions list. “Our terms of service explicitly prohibit sanctioned users or users in sanctioned territories from using our services. We have a zero-tolerance policy for the use of our services by sanctioned individuals or entities and people located in sanctioned countries. If we find individuals to be in violation of our sanctions policy, we take swift action to ban the associated accounts.” 

NFTs in Lebanon: a hidden opportunity?

Irrespective of questions over the ethical implications that politically motivated sanctions of digital artists might raise with any advocate of artistic freedom, Khanafer says that the local market for NFTs boomed despite Lebanon’s economic crisis. People were looking for alternatives to store and preserve their money and assets, in a period when trust in the banking system was completely eroded. As a matter of fact, a PwC report titled ‘The UAE Virtual Assets Market’ issued this year suggests that the key reason behind the high rate for crypto adoption in Lebanon is value preservation.

Ginger Potter’s ‘Complicated’ appears to capture Lebanese finances

Besides, the popularity of NFTs was gradually growing in early 2020 before reaching its peak the following year. [inlinetweet prefix=”” tweeter=”” suffix=””] An NFT created by the artist Pak, called ‘The Merge’ sold for a record sum of $91.8 million in December 2021.[/inlinetweet] Another piece, titled ‘Everyday: the first 5000 days’ was sold for $69.3 million at auction by Christie’s the same year.

Nonetheless, many factors still stand in the way of the sector. In addition to the political complications that reduce the possibility of establishing international cryptocurrency companies in Lebanon, given the operational difficulties they could face from a legal standpoint, the access to internet and technology is also a major drawback, Khanafer says.

The internet infrastructure of Lebanon improved during the 2010s, compared to the dial-in days of the 1990s and the underpowered and overpriced conditions of the 2000s. But arguably it is far from complete. The Economist Intelligence Unit’s Inclusive Internet Index report issued in 2022 pointed out that Lebanon’s main weakness continues to stem from its policy environment. It ranked Lebanon in 72nd place out of 100 countries, regressing from 60th place in 2020. The index is based on four criteria: availability, which evaluates the quality and range of the existing infrastructure required for access and levels of internet usage; affordability, which mainly measures the cost of access compared to income levels; relevance, which assesses the existence and extent of local language and relevant content; and readiness which studies the capacity to access the internet, including skills, cultural acceptance, and supporting policy.

Another impediment concerns the access to the type of information investors need, according to Khanafer. While experts attend conferences and events, build connections, and receive accurate information, not everyone is included in such opportunities. Another challenge, Khoury says, is access to cryptocurrencies. Lebanese banks do not permit cryptocurrencies, adding challenges and even discouraging people, at the same time creating ripe conditions for a crypto black market.

The absence of regulatory authorities and governing bodies is also one of the major obstacles at a time when nearby countries, particularly the UAE, have been fostering a welcoming environment for crypto and NFTs.  Earlier this year, the Government of Dubai enacted Law No. 4 of 2022 on the ‘Regulation of Virtual Assets’ and set up the Dubai Virtual Assets Regulatory Authority. The establishment of such a legal framework will likely set the scene for entrepreneurs and investors lured by blockchain technology.

“There is no noteworthy effort focused on creating regulatory clarity around NFTs in Lebanon at the moment,” Bintcoin’s Hassan says. “Additionally, I doubt that the regulation of digital and virtual assets is at the top of the country’s priority list.” Investors and entrepreneurs are indeed looking for countries that allow them a clear and fast framework to set up business. [inlinetweet prefix=”” tweeter=”” suffix=””]Hassan also mentions how the Lebanese are naturally technical and business savvy people, who would benefit if given the opportunity. [/inlinetweet]She recommends that Lebanese policy makers set clear definitions and laws for digital assets and cryptocurrencies by collaborating or consulting with experts in the industry, as they can give adequate guidance to set laws which can govern the space without hindering innovation.

A Promising Outlook?

According to Hassan, NFTs are viewed by many as speculative investments.  As such, they usually suffer in risk-off environments where preferences shift to assets that are perceived as safe, or exiting a market altogether. NFTs are especially vulnerable as their non-fungible nature means that they are relatively illiquid in the sense that they cannot be easily converted to cash, she adds. 

Hassan says that NFTs, as a technology, is an excellent investment as it is already disrupting the entertainment, gaming, and ticketing industries, to name a few. Some of the biggest brands are also launching loyalty programs and special collectibles in the form of NFTs. However, NFTs as a speculative asset, is a riskier investment as the performance of the asset will depend greatly on the team behind the project. She warns against projects originating from anonymous teams.

Despite all the hurdles, those interviewed by Executive believe that the outlook for NFTs in the country is promising. The Lebanese public is increasingly interested in the NFT world, with more people attending NFT club virtual or physical meetups and joining Telegram groups. OasisX is currently approaching Lebanese celebrities, news agencies and companies who according to OasisX operators, all showed interest in collaborations. Undeniably, NFTs are not limited to art but are increasingly used for business purposes. Ticketing, marketing, memberships, digital collectibles, token-gated commerce and gaming are sectors expected to witness further development. 

In a country struggling to preserve its decaying infrastructure, NFT development may seem far-fetched, but any concrete reform – when you have skilled human capital – would have a multiplier effect. After all, you only need a mobile phone and internet access to be part of the NFT world.

September 28, 2022 0 comments
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Banking & FinanceOverviewSpecial Report

Banking for the common person

by Thomas Schellen September 28, 2022
written by Thomas Schellen

“You can take it to the bank,” is an idiomatic expression commonly uttered by someone – usually a politician or manly man with business power – to express a very high degree of confidence that their latest assertion or promise, such as winning an impending election, is going to be fulfilled. It is an example for how deeply and easily our minds can correlate the notion of trust with the concept of banking. 

The exact opposite association has been building up in Lebanon, where banking is being demonized. The animosity against banks has been festering in an environment of supercharged activism, to a point where an assault on a bank branch ignores the possibility of traumatizing customers and employees for the sake of raking in an emblematic amount of cash under a claim of “one’s right to one’s money.” 

Taken in this context of a lost societal glue, the investigation of the three-plus years-long banking crisis of Lebanon (the exact moment of its start in 2019 is arguable and can be posited a few months before the overwhelming evidence of the troubles appeared at the end of October) is much more than research into accounting for losses, attribution of blame, and attempts at however partial short-term restitution of their rightful belongings to the depositors. It is an exercise that turns into an arduous and sometimes agonizing journey of the mind. Reflecting on what is gone amiss in Lebanon with the shock of the abrupt shuttering of many banking services, the use of which previously had been almost self-evident and certainly indispensable part of daily life, requires a conscious effort that also might serve as a reminder of the importance of recovering the principle of trust that underlies finance, money, and the entire economy.   

The current status quo

[inlinetweet prefix=”” tweeter=”” suffix=””]It is frequently overlooked  that Lebanese banks have suffered along with their depositors. [/inlinetweet]The latest news is that the suffering of banks, in a manner of speaking, has eased. According to numbers cited in Bank Audi’s Lebanon Weekly Monitor (LWM) publication, the contraction of customer deposits in the banking sector has slowed when comparing the first seven months of 2022 to the same period in the previous year. Deposits are said to stand at $127.8 billion at the end of July. 

Amounting to $1.7 billion for the period, the contraction in deposits looks almost benign when compared to the rates of stricture, which stood from January 1 to July 31, respectively, at $5.89 billion and $15.57 billion in 2021 and 2020. Unsurprisingly, LBP deposits grew in 2022 while FX deposits contracted. This brought the deposit dollarization ratio down by almost three percentage points. An estimated $2 billion in dollar deposits are “fresh.” 

The slowing in contraction of deposits is a dangerously double-edged phenomenon as banks are still illicitly holding these deposits, which are their liabilities, back from the people to whom they belong. On the other hand, one can interpret the narrowing in the rate of deposit contractions as a relative indication that the overall financial situation, albeit in the perverse manner of a bank run that is frozen in time, has moved from extreme convulsions towards a glimmer of financial health. 

On the side of assets, banks’ loan portfolios contracted by $4.45 billion over the reporting period to reach $23.3 billion. This compares with contractions of $4.75 billion and $9.5 billion in the first seven months of the previous two years. Shareholder equity stood at $16.9 billion in July 2022, a reduction of $0.9 billion from December 2021, a weakening which the publication attributed to losses related to FX costs, operating expenses, inflation, and needed provisioning.

“The banks’ Eurobond portfolio contracted from $4.4 billion in December 2021 to $3.9 billion in July 2022, a contraction of $0.5 billion. The contraction in this year’s Eurobond portfolio is mainly the result of the provisioning requirements imposed by the Central Bank of Lebanon,” Bank Audi said. In terms of net foreign assets at the central bank, the contraction, attributed primarily to currency interventions, was reported as $3 billion. 

Another noteworthy set of data was related to the number and concentration of existing bank accounts. Citing the 2021 Annual Report of Association of Banks in Lebanon – which Executive did not see – the LWM noted that the banking sector’s resident depositor base at the end of last year was 2.35 million account holders, of whom more than 56 percent held deposits of less than LBP 5 million (LBP values calculated at the rate of LBP 1.507 to the dollar). 

Interestingly, the majority of these banking clients own a dismal 0.7 percent of total deposits, or LBP 1.3 trillion out of LBP 188.6 trillion at the aforementioned “official” rate of LBP/USD conversion. The holdings of depositors overwhelmingly do not exceed LBP 300 million per account, with 29 percent of cumulative deposits’ value held by 95.2 percent of depositors, whose account balances at the end of 2021 were below that threshold. According to ABL’s disclosures, some 114,000 account holders – the remaining 4.8 percent of the depositor base – call 71 percent of total deposits their own, in the nominal value of LBP 134 trillion. 

As extreme as this concentration of wealth in the hands of approximately 2 percent of Lebanese citizenry and the top 5 percent of bank account holders is, and as much as it sends strong signals for policy making in favor of better tax collection, a redistributive tax system, and perhaps even an annual wealth tax (as banker Riad Obegi proposed when talking to Executive), the reported concentration is somewhat less severe than has been rumored by some activists and in social media posts. 

Yet, the veracity of the above numbers is not easy to ascertain in an atmosphere where some bankers have been evading accountability. Moreover, reliance of data is marred by well-founded skepticism if any data on the banking sector is actually relevant in any way, given that banks have been holding depositors’ hostage for three years. 

This notwithstanding, it is a continuing reality that banks in Lebanon, despite selling international units, closing departments, downsizing branch networks, overworking tellers and reducing headcounts, have remained operational and in some counter-intuitive manner, shown resilience. In legal language, both the largest commercial banks and the sector at large are not formally bankrupt – even though insiders of the industry occasionally, and publicly, declare that they consider all of the 14 largest lenders in the country, to be de-facto bankrupt. 

This contradiction in itself makes Lebanese banking an intriguing object of study; inviting a deep dive into the situation of banks, the impact of their behavior over the past three years on society, and the changed realities of the sector in banking players’ own perception, beyond their slightly improved annual numbers (in comparison with the two previous years). Additionally, it constitutes the minimum of diligence to inquire about the longer-term outlook of Lebanese banking, and to evaluate from a wider social and economic perspective, but also considering banking sector financial signals; trends of high relevance in the economy and society that have emerged over the past three years. 

Sampling new realities and inflection points

So, what has changed in the experience of finance at banks, from a public observation point of view, and for banks in their own perspective?  The second part of the question cannot be answered comprehensively for all banks. Too many chief executives and board chairmen are covering behind veils of determined, counterproductive, and one assumes, either helpless or desperate silence. However, a sample of creative perspectives from the sector can be obtained by listening to a minority of bankers who are confident enough to talk.

One new reality is a departure from banks’ past group behavior, which until 2019 conveyed the impression of a well-controlled and mutually intertwined collective identity among all lenders. “I think that for the first time in the past 30 years, the outlook and behavior of banks is taking different routes. A bank like [AM Bank], which is a medium sized bank that has handled the crisis more efficiently than some other banks, does not see itself as necessarily aligned [with] a much larger bank that did not handle the crisis properly and is now hated by most of its clients,” Marwan Kheireddine, chairman of AM Bank, tells Executive. 

Although he describes banks as having different opinions in response to the economic crisis, he says that they are still behaving mostly as one group. “This is because no bank has gone bankrupt and the central bank has made it clear that it does not wish to bankrupt banks. Also, we are in this wait-and-see game to see what laws the government is going to enact, so that we can devise our strategies accordingly,” Kheireddine continues. 

“But for sure, you have today some banks that have a much higher exposure to government risk than others, and therefore the objectives [of banks] have to differ from one another. There is far more in common between medium and small banks than with larger banks. This does not mean that banks will fight against each other but it means that depending on government policy, some banks might establish different strategies from other banks,” he elaborates. 

Economist Jean Tawile is a board member of the Rassemblement des Dirigeants et Chefs d’entreprise Libanais (RDCL), an association of business leaders, who has in recent months authored papers discussing crony capitalism, as well as good bank, bad bank solutions for restructuring the financial sector. In his analysis, many banks are too weak to transform themselves, while others are not ready to accept that their equity will fall to zero and need to be rebuilt, while a third group have accepted the need to reset equity to the zero point and rebuild.  

“Under a good bank, bad bank model, you are structuring a banking sector on the size of the commercial portfolio of loans. There are banks that hold no commercial loan assets, so they would be completely under the bad bank side of the structure,” he says. This third group is willing to embark on ways of addressing the solvency problem over time and operating as a legitimate bank by obtaining some fresh dollar inflows, while in the meantime tackling the liquidity problem in collaboration with international financial institutions (IFIs) by way of giving loans through the banking channel.

For Riad Obegi, chairman and CEO of Banque BEMO, the situation of banks has become comparable to a person who is kept every day in uncertainty over whether they might be executed the next day. [inlinetweet prefix=”” tweeter=”” suffix=””]“The decision makers are showing very little respect for the people and they are also showing very little understanding,” [/inlinetweet]he says, in reference to not only the government of Lebanon, but also foreign governments and IFIs. “The problem is to bring back trust, and you will not bring back trust by talking every day that you will take someone’s head off.”

In searching for exit routes from the endless anticipation of what laws may be adopted, and ways to end the paralysis of banking, his thoughts do not stop at the idea of shaking the defining institutions of money and banking in Lebanon. “Society wants full dollarization – so why would you fight society?” He argues that there is no need to hold on to Banque du Liban (BDL) as the central bank for the purpose of issuing currency. In his reckoning, the central bank has not succeeded in its core functions of managing a monetary policy, supervising the banks, and printing money responsibly. He goes on to compare BDL with a railway company; keeping a nonfunctioning railroad operator may be inexpensive and worthwhile in the longer run, but the maintenance of a central bank is very dear. 

“[inlinetweet prefix=”” tweeter=”” suffix=””]The central bank has not fulfilled its role, and it costs a lot.[/inlinetweet] Is there a chance that it will do its job in the future, [with regard to] one, the currency, two, the monetary policy, and three, the integrity of banks?” he asks rhetorically. Positing that a return of reserves to commercial lenders and the handover of gold would enable banks to restart lending – providing they succeed in deferring to honor their depositors’ withdrawal demands under a clear time schedule of several years – he presents the dissolution of BDL as a step that would help banks return to a path of orderly business in service to the economy. 

Proposed taxation somersaults and debt aerobics

As well as improving state revenues towards fiscal balances, Obegi envisions an annual wealth tax as the best method. “Taxes on profits are regressive, unprogressive and in my opinion immoral. I personally believe that tax on profit is bad but tax on wealth is good.” he say, before continuing: “If the aim of the state is to create more solidarity among people, and have taxation that creates growth and does not destroy growth, taxes should not be on revenues but on wealth.” He believes that a combination of a 10 percent value-added tax as the conduit to steer consumption, in combination with a one-percent annual wealth, could replace other taxes as a flat but continual wealth tax  could bring in the equivalent of more than 10 percent of GDP per year. 

The assumption of the state’s responsibility for paying its debts is crucial for a solution. Obegi emphasizes that banks must be accountable for the mistakes they made. But he contends that analyses of the risk exposure accepted by banks are incomplete, without taking into account that banks had to operate under the law and in a small country with a highly interconnected set of economic behaviors. He refers to the zero-coupon bonds through which banks were obliged to channel funding to government needs for a limited time in the early 2000s, as an example of this. “Banks could not not abide by that,” he says, delivering a model sentence of double negation, before asserting that he also sees it as a non-negotiable red line that banks have to abide vis-à-vis to their customers. “Before the depositor gets a haircut, the bank needs to go bankrupt.”

“I think banks have to assume a level of responsibility [for the crisis] that is commensurate with the risk that each one of them has taken, as recorded on their balance sheet,” Kheireddine says. According to him, the central bank will have to bear some responsibility when it comes to providing the government with US dollars versus receiving Lebanese pounds, though he concedes: “But it was an open market at the time, and in my opinion the central bank had no choice. But the elephant in the room is the Lebanese government. Our government has run budget deficits every single year for the past 30 years,” Kheireddine says. 

Dangerous intersections 

It is a common perception that Lebanon has slid into an intersection where one road leads deeper into the abyss and the other offers uncertain and difficult improvements of the economy. While deeply political in terms of requiring a clear presidential election and a political will for reforms and sacrifices that many bankers and economists do not see as forthcoming, the intersection can be seen as also including economic and financial inflection points. 

Inflection point: dollarization 

In early discussions of the unhinged Lebanese pound back in 2020 and also in 2021, it appeared pertinent to assess the pros and cons of two opposing currency regimes – free float versus hard peg.  Deliberations at roundtables and in expert papers more closely explored currency regime variants, such as full dollarization and currency board solutions on the hard-peg side, an intermediate model such as a crawling peg and currency basket, and options such as a radical free float or managed float. 

Currency regime choices, even in theory, were not many in the spring and summer of 2020, but the number of solutions with reasonable prospects for popular acceptance, seems to have further evaporated during this year. 

The rational choice for most people is dollarization. BEMO’s Obegi compares it to a fever that helps a body recover its health. On one hand, he says “society is doing this dollarization to fight corruption: the corruption of decision makers.” Yet on the other hand, “people are moving toward dollarization because it is the way in which they can go on living.” Spinning the metaphor further, he adds that fighting against society’s choice of dollarization at the current time would be like fighting the healing process, and result in no cure for the country’s ills, except for the most radical cure: cutting off your head. “Dollarization is good. Fighting this would be fighting the healing process.”

The diagnosis, but not the treatment angle is shared by economist Tawile. “The economy is being dollarized and the local currency is only for the public sector,” he says. An ancillary journalist’s look at the dollarization phenomena on a street level of people’s economic choices – which are rational by their respective experiences – provides ample anecdotal evidence of growth in practical dollarization.  

Some local restaurants, tired of having to adjust Lebanese pound prices all the time, changed their prices this year to dollars. George T., a neighborhood hairdresser who has worked for 25 years in the same spot in Achrafieh, put up a sign pricing his standard haircut at “$10 (Sayrafa)” in June, switching a sign that had successively read “50,000”; “75,000”; “100,000” and “LL150,000” over the previous 24 months. Across the street, a chocolatier called Roger calculates his margins in the US currency before telling his clients a Lebanese pound price. He explains that he charges 20 percent less on a dollar basis when compared with 2018, despite sharp rises in the cost of imported materials and local electricity supply. Wherever one looks, [inlinetweet prefix=”” tweeter=”” suffix=””]society has been adopting the dollar not only for communicating prices of imported goods but also for pricing local services.[/inlinetweet]

Inflection point: The over-boarding informality of networks and activities

In Tawile’s analysis, the divisive economic reality is also manifesting as further escalation of an already high level of informality that has roared beyond 50 percent. “We have [a] two-speed society, one [part of which is equipped] with dollars, and all the others. Dollarization is based entirely on cash and today, the parallel economy for me is much bigger than the formal economy. This is the biggest problem in Lebanon,” he says. Operating solely on the basis of the formal economy, and dependent on fiscal management for its compliance with taxes and standards set by the government, any current budgetary planning will be handicapped by the fact that the formal half of the economy will be bearing the cost of the entire economy, he adds. 

Correlated to dollarization, economic informality, and distrust in banks is the entrenchment of unconventional financial networks that are at play; from family-level support between expatriates and their loved ones in Lebanon, to disbursements of cash support from international NGOs to needy persons in the country. Although, previously regarded as fragile and possibly temporary, in light of research of soaring inbound cash transfers directly after the Beirut Port explosion of August 4, 2020, this segment of the financial industry has been stable and growing in user numbers up to the middle of this year. This is according to data announced at the beginning of this month by BDL, and information from inbound market leader, OMT. Together with another local partner company of global money transfer operator, Western Union, OMT dominates this particular business, which on a micro-level contributes to cash in the pockets of beneficiaries, and on the macro-scale helps a bit with the current account balance.  

According to BDL data cited in the Lebanon This Week (LTW) publication of Byblos Bank, inflows of remittances stood at $6.4 billion for the full year of 2021 – a decrease of 3.6 percent from $6.63 billion in 2020. However, net remittance inflows were $4.3 billion for last year, 16.6 percent more than in 2020, an increase which LTW attributed to a significant drop in remittance outflows between 2020 and 2021. 

Although the money transfer segment of the local financial industry has to contend with numerous logistical issues and market complexity according to OMT, which can act as barriers to competitors, some new entrants say they are seeking to establish franchises with stronger digital aspects, besides promising to lower cost and work for financial inclusion. “By launching our services in Lebanon in 2021, we opened the doors for people all around the world to contribute and be more involved in the Middle East market through sending remittances and supporting those economies,” Imane Charioui, the director of francophone Africa and Middle East at money transfer Fintech WorldRemit, tells Executive. 

Taking all inflection factors and distortions into account, the picture of the Lebanese economy looks an increasingly fragmented system operating not just with two speeds, but which is subject to many centrifugal forces compelling its pieces further apart from one another and from the state as the organizational center; because of the formal and informal, dollarized and lira-based contours of pieces in the economy that comprise differing inflationary pressures and, in some cases, experience deflationary moments. And as the formal financial market, historically controlled by banking and not well-balanced between equity and debt markets, is caught in a stupor of political and banking confusion, the untenable lives of the common person, become more untenable even in the time it takes to produce a single analytical banking story.  

A visit to conduct a routine cashless transaction at a bank branch located barely a kilometer from the location of a branch assault on September 14, 2022, took five times as long as one month ago and included an hour’s wait on a stair in front of branch doors that admitted persons on individual basis, since they were not allowed to enter the branch freely, resulting from measures in place since a wave in anti-bank activism. In the following days, banks declared a three-day closure following an alarming same-day surge of hold-ups by armed depositors at banks across Lebanon, and subsequent announcements by the Depositors’ Outcry Association to conduct more heists. 

Aware of the fact that the state in Lebanon has been taken to the verge of total failure, or “hell,” the people of Lebanon have been suffering from deprivation of more than their meager financial assets. But vigilantism will not open ways to solve the financial and economic dysfunctionality that underlies the state’s failings, because of the dictum that a functional and legitimate state is dependent on its monopoly over coercive capacities. Further, at a time when vigilantism and escalations are perceived by many as alternative to investing into a viable state, the need to rebuild banking as a key to better economic performance, and thereby provision of fiscal revenue, converges with the urgency of building a stronger state. A system in which reform mandates also enforce law and justice against the powerful, who might consider themselves too rich to be held accountable. In this context, banking becomes a vital channel for the return to societal hope as it is for the economy.

September 28, 2022 0 comments
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Banking & FinanceLeaders

Banks are in the firing line

by Executive Editors September 28, 2022
written by Executive Editors

One banker, interviewed for this issue, said it: “Bankers feel threatened, bullied, and feel that they are [made to bear] responsibility for something that they did not do.” The stewards of the former Switzerland of the Middle East, the bright stars who transported our expertise across the world for decades, have been forced to cringe under their desks. Their error? Trusting the government. The mistake has placed them in the firing line of an angry and increasingly impoverished nation, who have a waning desire to be reasoned with. From voicing anger online, the attacks on banks have boiled over into more tangible and dangerous incidents in recent months; armed depositors storming banks merely to access their money has become one of the more upsetting and surreal features of Lebanon’s relentless crisis.

Today the financial sector, once the economy’s crown jewel, is up to its neck in a homegrown calamity which has left a horizon of haze hovering over its future. The beleaguered sector, perhaps the final one to have its spoils plundered by the political class, is now at the mercy of a people trapped in a noisy room of confusion, finger pointing, anger and impunity. [inlinetweet prefix=”” tweeter=”” suffix=””]Impunity, state-level impunity specifically, and its prevalence has effectively bankrupted Lebanon.[/inlinetweet] For decades, the government borrowed and borrowed from domestic and international markets and from the central bank, and under its “unconventional finance” methods resorted to borrowing from commercial banks. Their actions piled up debt and drained the state, and the government’s failure to honor that commitment is at the heart of the country’s pitiful present state. The depth of the crisis and its decades in the making has called into question the legal aspects of the banks, the central bank, and the government’s behavior, and the story of the debt buildup at the root of it all.

A Financial Overhaul

Executive’s summer special report 2022, on banking and finance, attempts to get to the bottom of the financial crisis and the government’s actions over the years, while offering promising components that will shape the sector’s next chapter. A proposed stabilization scenario for the currency comprising a future without the Lebanese pound is explored here. On the other side of the coin, digital currency is offering investors a future absent of any fiat-based system. Although not new to the global market, cryptocurrencies, or virtual assets such as non-fungible tokens, and their innovations are beginning to make waves in Lebanon. The government’s damage to the financial sector, now etched into the minds of depositors, is sending some to seek alternative financing methods away from traditional banking. Yet without sound investment and regulation, Lebanon’s digital infrastructure will be its Achilles heel, while also placing business and individuals vulnerable to cyber- attacks.

As the political class twiddle their thumbs and scratch their heads, and policy makers remain ever absent, the need for an International Monetary Fund agreement to encourage an economic rebound grows more urgent, as financial experts and think tanks call for the radical transformation of the industry. Indeed, a deep transformation is needed; ranging from retail and consumer banking all the way to investment banking and the vestiges of central banking. The country needs banks; a credible, transparent and ethical financial sector gives a nation the legs to stand on and the lungs to breathe.

These are global challenges, which the Lebanese financial sector will have to succeed in, as well as passing the test of rebuilding from the national crisis of everything. This avalanche of challenges is also an opportunity. At a time when the numbers of refugees, the mountains of private and public debt, and the concerns over the Sustainable Development Goals’ achievements since the start of this millennium are racing from peak to peak, it behooves anyone with the least emotional or intellectual stake in the future of the world as we know it to consider the future of banking and finance from priority aspects of sustainability, inclusion and responsibility.

September 28, 2022 0 comments
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Banking & FinanceLeaders

A deliberate mistake?

by Thomas Schellen September 28, 2022
written by Thomas Schellen

For one thing, human constants have to be considered. When Walter Bagehot, the founding editor of The Economist, reflected on the role of the “English Political Economy” shortly before his untimely passing in 1877, he emphasized first how this economic philosophy had brought unprecedented benefits to the people, writing: “The life of almost everyone in England – perhaps of everyone – is different and better in consequence of it.” His second comment, however, was that this English Political Economy was – in his day and age – an insular science, one that was neither greatly appreciated elsewhere, nor one that was broadly applied.


 

What Bagehot called the English Political Economy entailed a novel theory of free trade, which he classified as “more opposed to the action of government in all ways than most such theories,” and prone to not find favor among pro-state zealots (or our latter day populists). This was because, as the sharp-eyed editor observed dryly: “All governments like to interfere; it elevates their position to make out that they can cure the evils of mankind. And all zealots wish that they should interfere, for such zealots think that they can and may convert the rulers and manipulate the State control.”

The fact that financial zealotry, or in present journalese populism, has had a detrimental impact on public discourse in Lebanon over the past three years, cannot be denied. But it is more than detrimental to see that a destructive populist rant has invaded a publication affiliated with the World Bank Group. 

An op-ed in the Lebanon Public Finance Review of August 2022, posing as a “Message to the Lebanese People” stood out from the remainder of the publication in terms of writing style and content. At a prominent place in the document and text, the op-ed posited deliberation, specifically meaning malicious intent, as something that existed from the roots of the crisis and something that is “important for them to know.” 

A STRIKING WORD COMBINATION

Apart from the sloppy editing and unclear colloquial usage of the word “them” in the first paragraph of the “message” – a pattern that one often encounters when interviewing local intellectuals – a quick word use analysis shows that the word “deliberate” or “deliberately” was inserted eight times in the “message.” This is 40 percent of a total of 19 mentions in the approximately 110-page body text of the Lebanon Public Finance Review (not counting summary pages in Arabic and French where the word is cited once). In the first three analytical chapters of the body text (pages 28 to 63), the word deliberate is used once, however, with a positive connotation and not in conjunction with the term depression. 

The word combination of deliberate and depression, which is used three times in the op-ed, reappears on page 65 of the Finance Review as a reference term to a Lebanon Economic Monitor issue that was published in 2020. The same usage of deliberate as reference to the earlier publication accounts for all but two appearances of the word deliberate. In these two mentions, it is argued that failures in services delivery by the Lebanese government was intentional under a corrupt scheme to benefit private interests. 

ANONYMOUS AUTHORS

One can indeed argue that many actions of state players in Lebanon over the years have been corrupt, it is not a revelation. One can also sympathize with the view, expressed in the Lebanese Economic Monitor of Fall 2020, that in the preceding months, “Lebanese authorities countered the assailment of compounded crises with deliberately inadequate policy responses.” However, when anonymous writers offer zero evidence for their claim of deliberation, by which they imply malicious intent of some actors from the very roots of post-conflict debt accumulation by various Lebanese Councils of Ministers, there is only spin doctoring and populist opinion mongering present.

The term deliberate appears in high frequency on a single op-ed page that differs sharply in style and content from the analytical focus and dispassionate language of the rest of the Lebanon Public Finance Review. The fact that “Message to the Lebanese People” is an op-ed that is not signed by any name, although clearly written from an angle of ideological proselytization, in addition to the usage of the imprecise and illogical term “Ponzi finance,” and a cover design that reminds this European of destructive ideological pamphlets of the 1920s and 30s, compounds into the impression of a (hopefully non-deliberate on the part of the World Bank) disgrace. 

September 28, 2022 0 comments
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Editorial

Actions matter

by Thomas Schellen September 27, 2022
written by Thomas Schellen

The dispatch from the general assembly of the United Nations (UN) was official. The officially hyphenated Secretary-General Antonio Guterres met with Mohammad Najib Azmi Mikati, President of the Council of Ministers of the Republic of Lebanon: “They discussed the situation in Lebanon, with the Secretary-General emphasizing the continued commitment of the United Nations to support the Lebanese people.”

Why would it matter if the top representative of the world’s top transnational body talks about the problems of a failed state with the nominal caretaker head of that state’s cabinet?  Why would the people of Lebanon care if the UN praise the Lebanese people for their outstanding generosity in welcoming refugees ten years ago? Why would it help that the UNIFIL mandate is still around at a time when order and security disintegrate alongside the destruction of the economic and social fabric? 

Some, usually from the safety of academic research labs and think tanks in developed countries, say that a failed state is either a state whose government has lost its legitimacy, is no longer in control of the territory, and can no longer deliver basic services. 

And so, when did Lebanon become one? Was it back in the 1990s, when one militia was not disarmed? Was it back in the 2000s, when governmental positions were determined in foreign capital cities as Lebanon was shaken by serial political assassinations? Was it in the 2010s, when the legitimacy of highest elected bodies was hollowed out? Was it when basic services failed during the garbage, electricity, water crises, and the multiple crises from 2020 onward? Was it in 2021, when the poverty rate shot up as the currency lost so much value? Or was it in recent weeks, when the state still did not deliver any progress on any reforms? 

From within Lebanon today, my diagnosis of a failed state would be of a state that cannot protect its citizens from violence and cannot protect its economy from those, who with impunity, take what they have no right to claim. The responsibility to wield the monopoly of violence comes with the dual obligation to protect the integrity of the state, while standing up for those who are too weak to ascertain their own rights. Yet, this coercive authority of the state must never succumb to the interests of either the oligarchs or the self-appointed liberators of the people’s cash. 

It does not concern me that the international jargon of sociological correctness talks no longer about failed, but about fragile states. It does not matter to me that politicians on the global stage utter polite words at the UN General Assembly. What matters to me, is that Lebanon is a state deeply in need of determined actions that do not harm those on whose behalf we claim to act; whether as activists, journalists, academics, or elected representatives and appointed authorities. Everywhere. 

September 27, 2022 0 comments
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Leaders

The ambiguity of being wanted

by Executive Editors August 29, 2022
written by Executive Editors

Journalists can tell you a thing or three about what it can mean to be wanted – most of them either unpleasant or seriously dangerous. 

 The first common experience of being a wanted, or in-demand journalist is that of being a “useful idiot”. Almost everyone who signals their desire to talk to the media simply wants to sell something. It might be a “scientific” opinion, an individual political image, a panacea for assorted social ills, or perhaps an ideology and entire political system. If general interest media are the seller’s target, it is not an idea that is being peddled. It might be an (overblown) success story, a brand, or a “unique” and “unmissable” (neither term being quite logical) vehicle, fashion item, food concept, travel destination, smoke, drink, bargain, free lunch, or other con.  

 The second, rarer but still all too common, experience of being a wanted journalist is that of being a species at risk of extinction. Working journalists are murdered in embassies, shot on streets and in jungles, taken from airplanes, detained from street side cafes, exposed to duplicitous litigation, kidnapped, forced to recant articles, and tortured. Every exposure of a journalist to such violence is a horror story of being hunted for doing their job. 

 As a media organization operating in one of the world’s most conflicted regions, Executive is aware that the ability to report, conduct and publish journalistic work is being tested. Yet not by the unstable political and economic climate, but by its ramifications  – inadequate industry standards, protection or regulation. 

 Executive’s Business Development Special Report on the media industry published in this issue has been designed and compiled with this in mind; as a call to action for the corporate transformation of Lebanese media enterprises. Businesses need to build strategic models and attract investment; embark on innovative technological solutions, adopt codes of conduct and advisory boards, and ensure transparent behaviors.

 We may be journalists, but we need to think like business people; retain business models that can grow value and ensure the future and integrity of press freedom. Lebanon used to lay the path for media outlets in the Arab world. Today, the industry is flagging; bogged down by politically aligned news companies, absent business strategy and weak regulation, against a backdrop of unprecedented developments in global media. 

Without sustainable business models, the safety and security of journalism and journalists cannot be guaranteed, and ethical practices risk falling by the wayside. Executive editors use the issuance of our report to voice solidarity with journalists working in 28 countries who suffer “very bad” press freedom environments, according to the 2022 World Press Freedom Index by press freedom advocacy group Reporters Sans Frontiers (RSF).  

 The Index, informed by the opinions of scholars, activists and journalists, sees Lebanon as one of more than 40 countries with a “difficult” environment. Seventy countries, or nearly 40 percent of the 180 nations covered, are flagged as having very bad or difficult working environments for the media.  

We demand that governments in the Middle East and North Africa (MENA) – almost all are seriously or very seriously lacking in matters of freedom of expression – upgrade the legal protections of journalists and their working environments so that the dangers of information wars, antagonistic partisanship, and detrimental social media can be mitigated.

 This magazine reiterates its commitment to stand up for press freedom in Lebanon and the Arab world by promoting the advancing, governance and professionalism of media enterprises.  Not wanting to be satisfied with raising our voice in advocacy of press freedom, however, Executive advocates a third way in which fighters for press freedom, that is professional, fact-based journalism as personified by individuals and media enterprises in the MENA region, are “wanted.” 

 This is to say, quality journalism made in Beirut is wanted and needed for social and economic development, and this constitutes the internal driving force behind the media enterprise development project featured in this issue. In 2022, as in the previous two years, political disruptions, including escalations of autocratic rule, have been proliferating in MENA and appear to roll back developments of popular sovereignty. Economies are tumbling from one crisis to the next, not only in Lebanon.

 The positive correlation between freedom of expression, rights of the individual, and economic equity may be not as strong as journalists love to think. But unless media enterprises are built on foundations of economic growth and value, their viability and development will remain limited.

 It has been demonstrated time and again that a diverse, well informed society with a base of mutual obligations and agreed tenets of moral behavior, is better positioned for development than a society that is steeped in fear and unfreedom.  Likewise, with the same attitude, media businesses bolstered by quality skills and resources will invite journalistic and economic success.

August 29, 2022 0 comments
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Business

How to create sustainable marketing: from strategy to marketing mix

by Adeline Ochs August 18, 2022
written by Adeline Ochs

Over the past years, sustainability has become increasingly central to all stages of marketing, from strategy, designing to implementing. But how can we ensure that marketing further evolves to effectively integrate the challenges of the ecological and social transition?

Moving from traditional marketing practices to sustainable ones means using both power and influence to develop and promote production and consumption models that are compatible with the limits of our planet and the social issues attached to it. It is therefore a question of integrating the environmental and social impacts into the heart of the marketing strategy and the brand’s mission, which can then be applied to all the dimensions of the marketing mix (or the four Ps of marketing – product, price, place, and promotion).

From a strategic perspective, sustainable marketing translates into a brand’s commitment to society, notably through the development of a relevant, meaningful, and credible raison d’être, but also through the definition of objectives and KPIs, which are consistent with the brand’s environmental and social challenges.

Product

Within the marketing mix, the sustainable nature of the product offer is paramount and central. This implies eliminating offers with high environmental and social impacts and developing and promoting sustainable ones. This development is part of an ecological and social approach, notably through product lifecycle thinking. Lifecycle analysis considers the social and/or environmental impacts of all the stages in the life of a product, from the extraction of raw materials to the end of its life. 

For example, the lifecycle analysis of a smartphone shows that its primary environmental impact occurs in the extraction and use of raw materials phase. Marketing should focus on bringing solutions to this problem. A good example is Fairphone, a Dutch company that designs and produces smartphones with the goal of having a lower environmental footprint and better social impact than is common in the industry. They also sell spare parts for their products, which means that the lifespan of their phones can easily be extended.  

Price

Developing a fair pricing policy is necessary for a coherent global sustainable approach and to ensure that the products sell. What is a fair price?  A “fair” pricing policy includes two important aspects:
 – upstream price justice, i.e., fair pay for people involved in the value chain and the financial compensation for hidden ecological costs. 
– downstream price justice (as perceived by consumers). In the eyes of consumers, does the price of the product reflect its fair value? Transparency and honesty are one of the levers. For example, the American fashion brand Everlane breaks down all its costs on its website to provide total transparency to consumers.

Place

The place where the product is sold, and, the way it is delivered, is another variable of the marketing mix. Distribution holds a crucial role for moving towards greater sustainability as distributors are at the interface between producers and consumers. Again, we see two aspects to this:
– upstream of the value chain, through discussion channels (short vs. long circuits), selection and relations with suppliers (product sourcing, negotiations, support, partnerships, etc.), logistical transport (supply, consumer routes, product returns, etc.)
– downstream of the value chain, at the heart of the (virtual or real) purchasing points: through the assortment of sustainable offers and the location in the (e-)shop, communication at the point of sale, the policy of reducing waste (e.g., bulk, deposits, etc.).Sometimes, companies might opt for choice editing, which consists in eliminating a range or category of products deemed to be unsustainable. For example, the French company Botanic, a specialist in garden and household-related products, has removed all chemical pesticides and fertilisers from its shelves.

Promotion

The final element of the mix is the promotion of the product or service. And to do so, effective, and responsible communication is essential if we want to go beyond greenwashing and promote a new image for sustainable products.

To avoid greenwashing, brands must respect the rules defined by national advertising authorities. But they can go further by promoting new ideas, concepts and images helping to convey new ideals and lifestyles. Why not promote sharing, soft mobility (cycling, walking, etc.), or inclusion? A good example is the leading outdoor clothing company Patagonia who famously ran an ad in The New York Times on Black Friday telling people, “Don’t Buy This Jacket” to address the issue of consumerism and to it head on. 

However, this does not guarantee the effectiveness of responsible communication. The question of the credibility of the message is central. Some messages can give rise to scepticism, so it is paramount that it should have provability, transparency, humility, and credibility.Finally, let’s not forget the eco-design of digital marketing campaigns, and crucially the reduction of their environmental impact and footprint. 

The road to sustainable marketing is not easy: it requires brands to make profound changes to their business models, and to help consumers change their consumption practices. Nevertheless, marketing is in an ideal position to participate in the promotion of a more sustainable world. And the power it enjoys can be used to encourage a positive impact on society and the environment.

August 18, 2022 0 comments
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BusinessQ&A

Drifting into a smoke-free future

by Yasser Akkaoui August 18, 2022
written by Yasser Akkaoui

Decades of selling cigarettes has led Philip Morris International (PMI) to become one of the world’s largest corporations. Today, the company’s “smoke-free” alternatives, such as IQOS, have successfully lured smokers away from cigarettes to less harmful alternatives. But it was no mean feat, as Tommaso Di Giovanni, Vice President Market Activation & Support, tells Executive. It took years of trial and error before the company landed on the model we know today.  Despite IQOS  global presence, the cigarette business remains primary for PMI in some countries, Di Giovanni says, which brings business stability and wards off competitors. 

Philip Morris International has embarked on a strategy that has now gone global; embracing innovation, design thinking, and an intuitive approach to problem solving. Can you explain to me this repurposing exercise that started before we saw the first IQOS in 2014? For example, what was this exercise anchored in? What was the by-in of the board of directors? How is the responsibility spread within the company in terms of governance?

Let me start from the easy question: the board. There’s a few people actually in this company who are really behind the change, and they were really the driving forces of change. One of them and probably the most important one is André Calantzopoulos, who at the time when we announced we would go smoke free in 2016, was our CEO. He’s now the chairman of the board and I can tell you he is totally behind this change. I would say the board is not only fully on board, [but] the chairman of the board is [actually] the driving force behind the change, the visionary mind behind the change. When we tested the previous [IQOS] prototypes, people didn’t like them. And if people don’t like them, you can keep it in a drawer where it doesn’t really help. It started in 2007-2008, exactly under Andre’s leadership, we decided we were getting closer to having a product that delivers on the risk reduction, but also delivers on the adoption for smokers.

I saw some of the prototypes; they weren’t there. For instance, we tested the heat bar in 2008 I think, and it didn’t deliver, people didn’t like it. But by 2014, we thought we had something like IQOS that was really worth putting on the market.  So that’s how it all started. The reason why it started is because, and you’re totally right – we are a company, we do want to make profits and we have shareholders to whom we need to deliver profits, absolutely. There’s nothing to say about that and it’s true, but addressing a key concern of society with regards to our product, actually, does help the company be more sustainable, more stable and having less tension with society than if we sell cigarettes. So, it actually makes full business sense and it’s a win-win. If you manage to respond to public health concerns, and at the same time [you are] being more profitable, well you do bingo. If on top of that, you’re growing capabilities in areas that then can help you go beyond the nicotine health care and wellness because now you have scientists, you have scientific facilities like this one, you’re even expanding your footprint eventually.  So it’s really a place where it’s courageous, it’s brave because cigarettes, let’s face it, were a business going really well.

My next question is regarding Environmental, Social, Governance (ESG). I read your sustainability report and I did not see any reference to the board of directors, and yet the three letters of ESG are environmental, social and governance.

When it comes to governance, I think you touched on a good point because it’s a complex transition. On one hand, we do have a cigarette business, and that cigarette business is still primary in many countries, and it’s what if you will, fuels our ability to do smoke free which is very resource consuming, because it needs a lot of investment. In some countries actually we can’t transition because “smoke-free” [products] are prohibited. So of course, the cigarette business remains important. At the same time, we needed new capabilities and new expertise which is sometimes different than the one used for cigarettes.  

A little example: with cigarettes, you don’t need engineers who can design technology and electronics. Here [with IQOS] you do. With cigarettes, you don’t need after sales support, here you do need it. The way you sell cigarettes is very different than the way you sell IQOS. Cigarettes in a shop, it’s 30 seconds. Here, you actually need to convince the consumer, you need to explain what are the hurdles you need to accompany [them] during the beginning of the journey when usually they go back to cigarettes because they don’t know how to charge the product, they need to clean it, they don’t know how it works. It’s all the hiccups of electronics that they face. So, governing this complex machine of course, it’s much more difficult than what used to be with cigarettes. 

Now not only we are a much more complex organization, but we need to govern (to your point) to realities that are sometimes almost opposing each other.  They have different logics and different businesses and you need to make sure that both coexist until one disappears and the other one takes fully over, and on top of that we’re building the business beyond nicotine. So, you really have three souls of the company at the moment and keeping them together is what the governance is primarily looking at the moment. We had numerous discussions on how to govern and organize all this, ultimately, the way it’s working today seems to be delivering. So that’s where we stand today, but it’s much more complex.

How do you integrate your reporting on the new smoke free business? It’s PMI that is doing these activities and you need new reporting to integrate your full activity. So, how do you communicate and reconcile PMI’s original business alongside the smoke-free movement launched in 2014/15?

Well, there’s a difference in both. One is a business that’s historic, [and] there to stay to a certain extent, but slowly will disappear into the other one. So of course, we focus our communications on the new business because that’s what really drives the change of the company, the transformation is the new business. But at the same time, we can’t be disparaging or forget that a) our success was with cigarettes, b) cigarettes will be there for a long time and they will fuel the success of the transformation until they disappear, and c) the fact that we cannot compete solely based on reduced risk products [so] we do need to compete on cigarettes because otherwise we would simply leave room to our competitors. I think this is where the challenge resides, but I think in our communications, especially with the financial communities, we’re very direct on those, and I think that’s the way to be. By the way, the financial community actually looks at the cigarette business as part of what actually drives the solidity of the company because it’s a stable business. So, it’s exactly the balance between the two, on one hand, they look at the future that we’re building, which is promising – that’s why our share went up after the latest acquisitions, if you noticed. On the other hand, they also want to be reassured that the basis is solid. And that’s exactly what drives our communication to the financial community.  

August 18, 2022 0 comments
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BusinessQ&A

Big Tobacco takes responsibility

by Yasser Akkaoui August 17, 2022
written by Yasser Akkaoui

As the global spotlight turns to expose the social and ethical behavior of business in an increasingly challenging market, the pressure is on for companies to revise models and check social responsibility. For a multinational corporation like Philip Morris International (PMI), one of the world’s largest tobacco firms, the question of ESG is at the core of their future integrity and market success. Their recent policy, “Delivering a smoke-free future” seems to contradict the product that brought them so much success. So how can a “Big Tobacco” show the world a true transformation is underway? Executive sat down with Gregoire Verdeaux, Senior Vice President of External Affairs at Philip Morris International, to find out just how the company plans to move away from the cigarettes that have been firing the business since 1847.

What exactly does Philip Morris International mean when it says it wants governments to adopt smoking policies with a more balanced approach? And what would be the role of Philip Morris International in that regard, where does it fit into Philip Morris’s strategy?

It is at the absolute center core of our strategy. Our business drive transformation is driven by the fact that we can provide smokers who cannot quit, with better alternatives. What do we mean by the balance? Well, what we’re talking about is the traditional policies of tobacco control. Prevention, telling people that they should not start smoking. Cessation, once we have started telling them that they should stop, then taxing the product to make it more expensive and therefore, potentially on paper, getting people to stop smoking. All of that has proved over time, that it’s not really working.

In 2000, 22 years ago, 35.8 percent of the adult population in Lebanon smoked. Today, it is 34 percent, it dropped by 1.8 percent. Japan has reduced the number of its smokers by 44 percent in five years. Norway by 50 percent; the UK by 28 percent. They [the countries] opened up to something else, which does not mean that they stop having prevention and cessation in taxation, but they also try something else – that’s what we mean by balance.

In an extractive economic model like Lebanon, a lot of government revenue comes from tobacco products. Is there a leverage here that can be played?

I think that first of all, in the case of Lebanon, the current situation with hyperinflation is putting all ideas of extracting government revenue in perspective… So, I think what we need to do is not to look at this from a sort of immediate response, but more like a long-term plan. If Lebanon wanted to really change the structure of its smoking prevalence, in that the numbers collapse, like it has happened in other places, what should be done? And what can be done that is also leveraging tax revenue? If you want a new product to compete with cigarettes, there needs to be an incentive. Otherwise, it’s very difficult to get the consumer to do a switch.

In terms of advocacy, would you consider partnering with civil society players, international NGOs or local players, as pressure groups?

To be clear, we as a company do not have a policy to pressure governments, that’s not our role; we’re not activists. What we like to see ourselves is that we are proposing, I mean, we’re contributing to an improvement of the situation on tobacco control. A number of places, consumer organizations, do like to exchange with us to also understand, for example, results of our consumer research or to make suggestions about a regulatory framework precisely.

How would you define PMI’s definition of Environment, Social and Governance (ESG) integration?

I think that our ESG approach is really part and parcel of the business transformation of the company. Through the business transformation, we are trained to improve the impact we have on society and make it gradually more and more positive. Our ESG approach is coming from the exact same call in a different way, with a different avenue but which is really to look comprehensively at our operating model at various frameworks that are in place by financial markets and multilateral organizations, society, and try to answer point by point on how we improve gradually our footprint and our impact.

There is a bit of a dichotomy because just as much as your attempts to promote a smoke free environment have been achieving great results, at least in my family (I can vouch for that at least), you are still dragging behind very heavy luggage. To what extent is your reporting mechanism at PMI able to identify or qualify the damage that the old habits of PMI are still causing? How is this raised on a board level?

Well, I don’t want to make the board speak on this issue. What I can say for myself on behalf of the company is that you need to take into account that the journey didn’t start 20 years ago, it started six years ago. Things take time to shape up. Gradually, with the expansion of smoke-free products, the experience that you yourself have will spread into society, inevitably. We see this happening already in places where the penetration, the share nicotine has on the market or smoke free products, are in the double digit (at the moment not the case of Lebanon).

When we look at a dilemma like that, one that has been really haunting humanity for the last 100 years, we have to look at all the stakeholders. Everybody has a big burden because governments have allowed this to happen, and they have to have the proper policies to take responsibility. It has to be an integrated approach to solve this problem, including tobacco companies and the consumer, most probably. Also, civil society, I think they have a big role to play.

You’re right. Civil society, government and industry. Industry needs to be the zone of comfort with visibility and predictability to invest because if you want to scale this up, you’re talking about big amounts including on the affordability price point (Lebanon’s obvious question). Then you need civil society, NGO, consumer association people, that are able to be there as a sounding board, and that is fundamentally how you do market design.

Phillip Morris seems to be a leader in innovation and puts out product offerings that are able to move forward alongside competition. But to what extent will competition be hindered to progress in that direction? Or will they find it as an opportunity, to fill a void that maybe is created for them to grow their market?

You know, you have three categories of smoke free products, you have heated tobacco products, electronic cigarettes and nicotine pouches. So, all three categories in different markets are subject to competition, more or less. We just observe that we are not the only one planning about the growth of this market. We are the one that says the end game of this market, the design of this market should lead to the elimination of cigarettes. That is true, it’s PMI only.

Do you see future competition with you on that movement?

If I take this from a sort of economic theory standpoint, proposing the least performing product, (cigarettes) to the most vulnerable class of citizens, [which is] the case today, [as] people in low-income brackets smoke more. This is the definition of a market failure – if a market doesn’t lead naturally to the optimum distribution of resources. This is why I completely support the project of the company to lead the market to the end of cigarettes because this idea that “ah, there still will be cigarettes out there” – that’s really a suboptimal market structurally.

August 17, 2022 0 comments
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