As COP28 concludes in Dubai, Toluna’s recent survey sheds light on the enduring commitment of UAE residents towards sustainability and environmental stewardship. The comprehensive study explores diverse perspectives, behaviors, and aspirations within the community, emphasizing a growing demand for eco-conscious products and a shared belief in collective responsibility.
UAE Residents: Pioneering Sustainability Advocates
Toluna’s survey affirms the profound sustainability awareness among UAE residents, with only 2% stating unfamiliarity with the concept. A staggering 95% express varying degrees of concern regarding sustainability, signaling a collective commitment to addressing environmental challenges. While 59% are notably apprehensive about the planet’s sustainability challenges, the survey identifies some gender-based differences, with women being generally less concerned.
Climate Change Awareness and Urgency
A remarkable 98% of respondents claim familiarity with the concept of climate change, with 93% acknowledging it as a critical global concern. This shared urgency underscores the need for immediate action to address pressing environmental challenges.
Proactive Consumer Actions Speak Volumes
Environmental concerns are driving proactive consumer actions, as revealed by the survey. From adopting reusable bags (59%) to supporting renewable energy sources (52%) and embracing eco-friendly transportation options like hybrid or electric cars (49%) and ride-sharing services (53%), UAE residents are aligning their choices with sustainability goals. Notably, 97% believe that businesses play a pivotal role in addressing environmental challenges through their actions.
Primary Concerns and Trust in Sustainability Efforts
The survey delves into primary environmental concerns, highlighting that 39% of respondents are primarily worried about air pollution, while 30% express concerns about water pollution, climate change, and food waste. Notably, 51% exhibit moderate trust in companies’ sustainability claims, reflecting a discerning consumer base seeking transparency in corporate sustainability initiatives.
Preferred Channels for Sustainability Information
Consumers turn to various channels for sustainability information, with 57% seeking it on social media and 54% relying on online reviews. Other sources include news and media (49%), company websites (40%), on-pack labels (40%), and recommendations from friends and family (39%). Significantly, 78% express a willingness to pay a premium for eco-friendly products, indicating a robust market demand.
Shared Responsibility and Future Intentions
A strong belief in collective responsibility prevails, with 66% advocating for joint efforts from governments, individuals, and businesses to address environmental challenges. Consumers expect more from businesses, especially in reducing plastic packaging and carbon emissions (65%). Governments are also held to high standards, with 69% wanting increased public awareness, 58% desiring stricter environmental regulations, and 57% seeking more international collaboration on climate initiatives.
Looking Ahead: Future Sustainability Intentions
A resounding 91% express their intention to embrace more sustainable practices in the future, citing factors like affordability (55%), greater awareness (53%), and increased availability of sustainable products (52%) as key motivators.
COP28 Awareness
With COP28 concluding in Dubai, 77% of respondents were aware of the event, and 92% feel that hosting it in the UAE has heightened their awareness of the United Nations’ role in addressing sustainability and climate issues.
Georges Akkaoui, Enterprise Account Director & Office Leader MEA at Toluna, emphasizes the significance of these findings: “The survey outcomes underscore a growing demand for eco-conscious products in our market. Brands and policymakers need to harmonize their strategies with the changing tides of consumer preferences and environmental imperatives, integrating sustainability as one of the fundamentals of their ethos.” Akkaoui underscores the importance of this symbiotic evolution, fostering a collective synergy towards a more sustainable future aligned with the aspirations and values of UAE residents.