In Abu Dhabi, sustainability is more than just a corporate imperative – it is part of the very essence of the city. Its dedication to green practices is out in the open for everyone to see – 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 HH the late Sheikh Zayed Al-Nahyan, whose pioneering work in environmental preservation continues to guide and inspire this incredible 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 home grown brands. Here are some of the city’s biggest brands who have taken on sustainability seamlessly and continue to deliver on the city’s environmental agenda.
1. ADNOC
Sustainability can be challenging, but what’s harder to do than make energy sustainable? Not for ADNOC. The Abu Dhabi National Oil Company is notably working on reducing its carbon footprint, committing to achieving Net Zero by 2045. ADNOC aims to decrease its greenhouse gas intensity by 25 percent by 2030, strengthening its position as one of the least carbon-intensive oil and gas companies in the world, and has committed to limiting freshwater consumption. It also plans to offset its carbon footprint by planting 10 million mangrove seedlings. The company was also the first in the Middle East to receive certification to produce Sustainable Aviation Fuel – a key step in delivering lower carbon solutions.
2. Etihad Airways
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 through the use of 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 percent 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. The airline has also been involved in various partnerships and projects, such as the 'Greenliner program', which uses a Boeing 787 as a flying testbed for various sustainability initiatives, proving that substantial progress is possible even in the most challenging sectors.
3. 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. Its operations at the Pegaga gas field in Malaysia is a key project that significantly contributes to reducing carbon emissions in the region. 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 impacted over 120,000 people.4. Masdar City
Masdar City aims to revolutionize 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, minimize waste, and cut down on carbon emissions. In addition to reducing environmental impact, its goal is to offer viable economic models for sustainable living.
5. 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 for 2020-2022 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.
6. Mohamed Bin Zayed University for Artificial Intelligence (MBZUAI)
MBZUAI in Abu Dhabi is an excellent example of forward-thinking, innovating education leading its students by example. Its faculty is working on some amazing, potentially groundbreaking research to reduce global warming, cut carbon intensive travel, drive energy efficiency, and combat malaria – all using AI. MBZUAI’s campaign, ‘What you can measure, you can change’ pushed the envelope on exploring AI to help solve some of our biggest challenges in health, education, and climate change and helped increase awareness both across its own campus, but also across the country.
7. 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.
8. First Abu Dhabi Bank
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 three key sectors – oil and gas, power, and aviation. FAB is also one of the best ESG performers within the MENA banking system and sits in the top 10% of global banks in ESG rating.It’s pretty amazing to watch sustainability make its way through every organization – big or small, all the players now know it’s time to buck up and take this thing seriously. 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!
Read the article here: https://campaignme.com/abu-dhabi-greening-the-world-one-brand-at-a-time/
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