A total of 81 per cent of UAE residents want people to adopt more sustainable lifestyles to protect the plant, according to a new survey. The What Matters 2024 report from Human8, a consultancy specialising in human-centric insights was created in collaboration with Space Doctors, its strategic cultural and creative team.
It considered the views of 13,000 respondents identifying solutions that benefit humanity and the global economy.
More than four out of five UAE residents backed ‘preventing further damage’ and ‘reversing damage already done’, while 88 per cent feel brands must take responsibility in helping to safeguard the future of people and the planet.
Gareth Lewis, Co-Managing Director at Space Doctors, said: ‘The results of the report reveal that we need to take a clear stance for change. We need proactive action that goes beyond narratives of protecting the planet and sustaining the status quo of causing less harm into actively encouraging regeneration, restoration, and reimagining everything.’
The study also identified 20 per cent of UAE residents as saying they live a sustainable lifestyle, although this is much higher than the UK and France at seven per cent and Germany at 10 per cent.
Tom De Ruyck, Partner at Human8, said: ‘UAE residents have recognised that moving away from a consumption-driven lifestyle is essential to safeguarding and restoring the planet.
More than 20 per cent of people stated that they deliberately buy from inclusive brands and many also said they would adopt more sustainable lifestyles if options were more easily available
‘This echoes the historic UAE Consensus agreement signed by 198 nations (at Cop28), which aligns on a move away from fossil fuels, a new target to triple renewables and double energy efficiency by 2030, and a decision to build momentum towards new architecture for climate finance.’
Strengthening climate-positive initiatives – another key decision taken at the climate summit – was also echoed by UAE residents in the report.
More than 20 per cent of people stated that they deliberately buy from inclusive brands and many people also stated that they would adopt more sustainable lifestyles if such options were more easily available or offered the same quality.
The report also highlighted the UAE’s work on protecting coral reefs, along with the need for more sustainability transparency from suppliers.
