APCO’s Christophe Guibeleguiet shares advice on how to design campaigns that promote sustainable lifestyles.
The UAE government has a mission to build a greener and more sustainable economy. Its ‘Green Agenda’ sets out how this will be achieved.
Other countries in the region are on the same trajectory. Saudi Arabia has set out a transformative 2030 vision, Oman has set out a 2040 vision and Qatar has outlined a green growth path.
Achieving this will require many companies to rethink how materials are produced and sourced, adapting processes and practices in line with sustainability goals. But there is another challenge that both government and business leaders cannot underestimate. It’s the role consumers play in building a sustainable economy.
In the UAE, the government is committed to both responsible production and consumption. National circular economy policies emphasize the need to change consumer behavior to address pressing environmental issues.
And these are important. Municipal waste per capita is 68% higher than the global average, with 90% going to landfill and only 7% being recycled. Despite being one of the most water-scarce countries, it uses the most water in the world, at 550 liters per person per day. Furthermore, it is highly dependent on energy-intensive desalination, which, in addition to high energy demands for air conditioning and industrial activities, contributes significantly to the country’s carbon footprint.
Consumers must do their part. The question is how to encourage them to become more sustainable. Yes, we need proper infrastructure around us, but are we ready to change old habits? We are convinced to systematically recycle plastic packaging and clothing and reuse glass bottles. Is it possible? Is it not possible to repair something that can be repaired without disposing of it? How do everyday actions like turning on the water tap or turning off the air conditioner become routine?
Christophe Guibeleguiet, Head of Sustainability and Climate Action – MENA, APCO
From education to easy options
The Ministry of Climate Change and Environment (MOCCAE) is promoting sustainability by incorporating how to lead a sustainable lifestyle into school curricula and by launching an awareness campaign to educate the population about responsible consumption and waste reduction. We are taking steps to encourage better consumer choice.
While education is a necessary first step, it is often insufficient to change behavior unless valuable alternative solutions are provided. Humans are often stubborn and lazy. We want to be presented with options without hesitation.
With the ‘My City, My Environment’ campaign, Dubai Municipality encouraged residents to take personal responsibility for keeping Dubai clean, while also ensuring that it was easier for residents to separate recyclables. The “Say No to Plastic Bags” campaign provided consumers with an available alternative – an environmentally friendly solution.
Dubai Electricity and Water Authority (DEWA) certainly tapped into behavioral psychology when it launched its “Smart Living” initiative to promote energy and water conservation. DEWA features real-time usage tracking to help consumers make informed and sustainable choices. Comparisons with similar homes leverage social identity and motivate users to save by showing how they compare to other homes.
How to design campaigns that promote sustainable lifestyles
Simplify sustainable lifestyle choices
Make it easier for consumers to participate by providing accessible options for recycling, energy conservation, and water conservation.
Social identity matters
Lasting behavior change taps into human psychology. We are more likely to behave in ways that align with groups we identify with. When sustainable lifestyles become part of a group’s identity, we are more likely to make environmentally conscious choices.
Leverage intrinsic motivation
It’s important to feel proud and contribute to a greater purpose. For example, DEWA’s “Make smart summer choices a habit” campaign encouraged residents to conserve water by highlighting its impact.
Campaigns that evoke positive emotions have a more lasting impact by framing sustainable actions as rewarding and meaningful.
Make it culturally relevant
In a country as diverse as the UAE, localized and culturally relevant campaigns will have more impact. Test messages and actions that resonate with your local community and help establish sustainable practices.
start with the community
Work with local organizations to create community-driven programs. This helps build a social contract with consumers based on trust and transparency and promotes a culture of sustainability.
Encourage a sustainable lifestyle
While financial incentives can encourage initial behavior, they often fail to foster lasting change. Be creative with how you reward your consumers.
Visualize the impact
Show consumers the impact of their actions with clear metrics on energy savings and emissions reductions. We love seeing how we perform.
And finally, regularly track the impact of your sustainability campaigns and share insights with your consumers. Transparent reporting builds trust and helps improve future efforts.
Christophe Guibeleguiet, Head of Sustainability and Climate Action – MENA, APCO
