Sustainability has emerged as a pressing concern in the Middle East and North Africa (MENA) region, where rapid urbanization, population growth, and environmental degradation pose significant challenges. With
of about 570 million in 2024, there is an increasing recognition of the need to transition towards more sustainable practices to ensure the long-term well-being of both people and the planet.
Sustainability awareness in MENA
Public awareness campaigns are crucial in shaping attitudes and behaviors towards sustainability in the MENA region. Currently, 65 percent of
MENA’s consumers are concerned about climate change being a global threat. There is a large gap between the
perceived and actual rank of actions with the most impact on sustainability by the public in MENA. For example, while having less children has the highest impact on sustainability, it was perceived tenth among the public’s perception of effective sustainability measures. Therefore, educational initiatives and campaigns are crucial to raise awareness about environmental issues and conservation to empower individuals to make informed choices for a sustainable future.
Sustainability innovations in MENA
Many initiatives in the MENA region are addressing sustainability challenges, covering sustainable consumption, corporate responsibility, and public education. One example is Dubai’s sustainability initiative, the Demand Side Management program (DSM), which has exceeded its
electricity-saving targets over the past decade. Enforcing standards and labels saved the largest share of water among
DSM’s water-saving programs. Green ammonia production, powered by renewable sources, also offers a promising opportunity for cutting carbon emissions and encouraging energy self-sufficiency.
Revenue of the green ammonia market in the MENA region was expected to surpass 128 million U.S. dollars by 2030. Despite these innovations, there is still room for growth, particularly in terms of corporate sustainability. According to a survey, up to 80 percent of
consumers in some MENA countries believe that there is a lack of corporate sustainability ethics in the region. Increased public pressure could accelerate progress and increase corporate accountability.
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