UAE’s consumer brands have their work cut out to sign up for green ways

UAE’s consumer brands have their work cut out to sign up for green ways

As we look towards COP28 in Dubai, a question arises – how can brands in a market still catching up with sustainability efforts authentically commit to becoming greener?

The call from Majid Al Suwaidi, Director-General of COP28, is clear: “Come with solutions and real actions”.

In a world where climate change is a looming threat to existence, this challenge extends to brands and agencies as well. Here’s how they can rise to this occasion.

Brands need to understand that sustainable practices are now an expectation, not an exception, especially among younger generations. As the market focuses on Gen Z, a consumer group with high awareness of sustainability, showcasing values related to the environment becomes essential.

Interestingly, a significant portion of Gen Z is willing to pay more for eco-friendly products, debunking the myth that sustainable branding is prohibitively expensive. Brands need to reflect on their purpose and the circularity of their products, making strides to eliminate waste.

Full disclosure

Transparency is a fundamental step in proving a brand’s dedication to the environment. Brands that have successfully integrated environmental consciousness into their foundation, like Siemens, not only achieve their climate targets but often exceed them.

Showcasing an understanding of one’s supply chain, similar to Adidas, which openly shares