The UAE government is on a mission: to build a greener and more sustainable economy. Its ‘Green Agenda’ shows how it will achieve this.
Other countries in the region are on the same trajectory: Saudi Arabia has its transformative Vision 2030, Oman has defined its 2040 Vision, while Qatar has outlined its Green Growth Pathway.
To achieve this, many businesses will have to rethink how they produce and source materials, adapt processes and practices to align with sustainable goals. But there is another challenge that both government and business leaders cannot underestimate: the role that consumers play in building a sustainable economy.
In the UAE, the government has committed to both responsible production and consumption. The national circular economy policy emphasises the need to change consumer behavior to address pressing environmental issues.
And these are significant: Municipal waste per capita is 68 per cent above the global average, with 90 per cent sent to landfills and only 7 per cent recycled. Water use is among the highest worldwide, at 550 litres per person daily, despite being one of the most water-scarce countries. Then there is the heavy reliance on energy-intensive desalination, which contributes significantly to the country’s carbon footprint on top of high-energy demand for air conditioning and industrial activity.
Consumers have to play their part. The question is how to encourage them to be more sustainable. For sure, we need the right infrastructure around us but are we prepared to change our old habits? Can we be convinced to systematically recycle plastic packaging or clothes, and reuse glass bottles? Could we repair what can be repaired instead of disposing of it? How could everyday gestures like turning the water tap and the AC off become a routine?
From education to easy option
The Ministry of Climate Change and Environment (MOCCAE) has taken steps to foster sustainable consumer choices by integrating the ways to live a sustainable lifestyle into school curricula and launching public awareness campaigns to educate residents on responsible consumption and waste reduction.
If education is a necessary first step, it often falls short of changing behavior without providing any valuable alternative solution. Human beings are often stubborn and lazy. We want to be presented with no-brainer options.
With the ‘My City, My Environment’ campaign, Dubai Municipality has encouraged residents to take personal responsibility for keeping Dubai clean but has also ensured that it would be easy for residents to separate recyclables. The ‘Say No to Plastic Bags’ campaign offered consumers accessible alternatives – eco-friendly solutions.
Dubai Electricity and Water Authority (DEWA) certainly drew on behavioural psychology when it launched the ‘Smart Living’ initiative to encourage energy and water conservation. By featuring real-time usage tracking, DEWA empowers consumers to make informed, sustainable choices. Comparisons with similar homes tap into social identity, motivating users to conserve by showing how they measure up against their peers.
Ways to design campaigns that drive a sustainable lifestyle
Simplify sustainable lifestyle choices
Make it easy for consumers to participate by providing accessible options for recycling, energy savings, or water conservation.
Social identity matters
Lasting behavior change taps into human psychology. We are more likely to adopt behaviors that align with a group we identify with; when a sustainable lifestyle becomes part of the group’s identity, we are more inclined to make eco-conscious choices.
Harness intrinsic motivators
Feeling proud or contributing to a greater cause is important. For instance, DEWA’s ‘Make Smart Summer Choices Your Habit’ campaign motivated residents to save water by highlighting its impact.
Campaigns that evoke positive emotions have a more enduring impact by framing sustainable behaviours as rewarding and meaningful.
Be culturally relevant
In a diverse country like the UAE, localised, culturally relevant campaigns will be more impactful. Test your messages and action to resonate with local communities and help embed sustainable practices.
Start with communities
Collaborate with local organisations to create community-driven programs. This helps to build the social contract with consumers based on trust and transparency and foster a culture of sustainability.
Incentivise a sustainable lifestyle
While financial incentives can drive initial action, they often fail to drive lasting change. Be creative in the way you want to reward consumers.
Visualise impact
Show consumers the effects of their action with clear metrics on energy saved or emissions reduced. We love to see how we perform.
And finally, regularly track the impact of your sustainability campaign and share insights with consumers. Transparent reporting helps to build trust and refine future efforts.
By Christophe Guibeleguiet, Head of Sustainability and Climate Practice – MENA, APCO
