In Abu Dhabi, sustainability is more than just a corporate imperative – it is part of the very essence of the Capital. Its dedication to green practices is out in the open for everyone to see – be it through the sprawling mangroves or innovative clean energy projects popping up in every corner, the city is a living example of what it means to truly value a sustainable future.
In 2023, Abu Dhabi earned the title of Arab Environment Capital, a huge nod to ongoing efforts in sustainability and environmental protection. This recognition echoes the vision laid down by the late Sheikh Zayed Al Nahyan, whose pioneering work in environmental preservation continues to guide and inspire the city’s sustainability journey. From sprawling green projects to innovative initiatives, his legacy lives on, pushing us all to think bigger and act greener every day.
This legacy has wholeheartedly been adopted by Abu Dhabi’s homegrown brands. Here are some of the city’s biggest brands who have taken on sustainability to heart.
Al Masaood: Abu Dhabi’s longstanding family businesses have also put sustainability at the forefront. Al Masaood recently signed the ‘Climate-Responsible Companies Pledge’ by the UAE Ministry of Climate Change and Environment, joining forces with other environmentally conscious private sector companies in the UAE to support the Paris Agreement’s goals and limit global warming.
Al Masaood also launched a Sustainability report highlighting its sustainable initiatives including the innovative clean energy-powered SHAMS+ technology and various partnerships with global brands – aimed at bringing environmentally friendly solutions to the UAE.
Etihad Airways: Abu Dhabi’s flagship carrier, and Environmental Airline of the Year for the third year running, is flying high with its commitment to sustainability – no pun intended. Etihad has been proactive in reducing its carbon emissions using sustainable aviation fuel (SAF) and implementing energy-efficient operations across its fleet.
The airline’s Sustainability Report 2021-2022 demonstrates the potential advancements to be made in sustainable aviation by a wide range of initiatives, coordinated to achieve a 20 per cent reduction in emissions intensity in its passenger fleet by 2025, cut 2019 net emissions by 50 per cent by 2035, and reach net-zero emissions by 2050.
Mubadala: Leading energy company with assets in 11 countries, Mubadala has taken impressive steps towards sustainability, particularly through its focus on natural gas as a cleaner alternative to coal. Mubadala has also established an Emissions Management Committee to ensure rigorous oversight and continued progress towards its low-carbon goals.
Beyond operational strategies, Mubadala Energy is heavily involved in community and environmental initiatives ranging from mangrove planting to supporting educational projects that align with the United Nations Sustainable Development Goals. In 2022 alone, its community projects positively affected more than 120,000 people.
Masdar City: Masdar City aims to revolutionise green urban development. Aiming to be a zero-carbon development that runs entirely on renewable energy, its approach includes buildings that meet the highest environmental standards.
Each building, street, and public area is designed to enhance thermal comfort, boost energy and water efficiency, minimise waste, and cut down on carbon emissions.
Ethara: The Yas Marina Circuit isn’t just a venue for high-speed races; it’s racing towards sustainability too.
During the Grand Prix, the circuit introduced measures like staff uniforms made from recycled plastics, paperless ticketing, a plastic-free environment in areas like the Media Centre and Pit Lane, and the launch of an innovative water recycling system, ‘Eshara’, which produces high-quality drinking water from the air. These efforts line up perfectly with goals set both by the Abu Dhabi Government and the Formula 1’s aim to host fully sustainable events by 2025.
First Abu Dhabi Bank: FAB is actively working towards achieving net zero in its own operations while also reducing carbon intensity in high-emitting sectors. Last year, it became the first bank in the MENA region to set financed emissions reduction targets, scoping its portfolio to identify the highest emitting sectors and clients and setting targets across key sectors.
It’s pretty amazing to watch sustainability making its way through every organisation – big or small. Whether it’s tech and innovation, finance, or lifestyle – green is the way to go.
This is the new normal and is an exciting time for The Marketing Society to be part of an incredible city that not only walks the talk, but inspires everyone to join in. Let’s make green the new gold standard.
If you’d like to get in touch with the marketing teams behind these amazing brands, get in touch with The Marketing Society to become a member.
By Marwa Kaabour, Group Head of Marketing and Corporate Communication, Al Masaood
