As we mark 2023 as the Year of Sustainability, the UAE is determined to maximise its efforts to support the transition to clean energy and achieve global net zero targets.
When the UAE hosts COP28, the Emirates Climate Conference, we have the opportunity to leverage ambitious momentum with practical solutions that will advance sustainable development and global climate action. To ensure transformational progress, we will need every voice represented at the table, as climate change is truly everyone’s business.
This applies to all businesses, regardless of their size or industry. If we are going to drive progress in reaching net zero emissions, we need all businesses to work together to drive sustainable solutions and reach shared climate goals.
Strategic business partnerships with the private sector
Under the directives of UAE leadership, the nation is cultivating a vast array of efforts which are instilling a collaborative culture of sustainability. The private sector plays a crucial role in worldwide endeavours to attain net-zero goals by 2050 and attain sustainability by 2030. The UAE, being the second-largest economy in the Arab world, has the potential to collaborate with both the private and public sectors in terms of policy and finance to achieve its goals.
The UAE is poised to tackle the challenge head-on and find practical, feasible solutions that can make a significant impact. The country has allocated AED600bn ($163.5bn) towards clean and renewable energy projects over the next 30 years to achieve its target of zero emissions by 2050.
The Al Dhafra region of Abu Dhabi is home to the world’s largest solar plant with a capacity of 2 gigawatts, while the 5-gigawatt Mohammed bin Rashid Al Maktoum Solar Park in Dubai is also built. Additionally, organisations like Masdar are now encouraging the private sector to adopt sustainability and circularity as the foundation of their operations. They are providing incentives to drive this shift, promoting the importance of prioritising these principles within the business community, with the objective of building partnerships between the private sector and the UAE’s climate change action.
Building partnerships remain at the forefront of the work we do at KBS Strategies. We are committed to mitigating the impacts of climate change with strategic communications plans that are equipped with transparent, compelling and tailor-made messaging, strengthening organisational value and business resiliency.
This will be particularly important in delivering sustainable outputs ahead of COP28, where 140 heads of state and over 80,000 delegates are set to convene in the UAE. The right messaging can strategically position businesses as forward-thinking leaders on sustainable and inclusive growth, which in turn brings people together to mobilise climate action.
Inclusivity
The economic empowerment of women and youth in the climate process is of utmost importance to the UAE and must be incorporated into communication strategies. To ensure the varying young leaders and champions of sustainability are part of the climate process, a youth circle called Empowering Youth for a Sustainable Energy Transition Towards Net Zero by 2050 was launched. The group was organised by TAQA and the Federal Youth Authority.
Ambition and inclusivity will be the hallmarks of COP28. This was further reinforced at ADSW by Dr. Sultan Al Jaber, COP28 President Designate, who said the UAE is determined to make COP28 a COP for all, and a COP for everyone.
These principles will be driven forward by two of our top officials, who have joined the COP28 team. Shamma Al Mazrui, will act as youth climate champion, and Razan Al Mubarak, as UN climate change high-level champion, leading efforts to bring businesses to the summit with commitments to cut their emissions.
Integral to inclusivity are campaigns to raise public awareness, increase climate collaboration and stimulate action. When public interest is at the core of a business messaging strategy, campaigns are much more likely to be successful. Key messages with associated proof points that are clear and unambiguous are equally essential to a successful campaign. They should radiate authenticity and expertise when delivered to target audiences. Engaging with others to forge new collaborations and drive sustainable development will be a focal point for COP28 and businesses alike.
Risks and resiliency
The UAE has exampled its expertise in crisis communication management to identify climate risks and viable opportunities for growth. This is an element of communication that I practice through KBS Strategies’ robust communication strategies, where we provide the systematic management of anticipated crises with solutions, by projecting the right messages quickly and efficiently.
As a home-grown company, KBS Strategies is part of a bigger goal that supports entities and personalities in effectively communicating the climate agenda to support a new era of sustainable economic prosperity. Our work has helped give new impetus to external engagement with stakeholders. With a strategic focus, KBS is helping to deliver climate ambitions by unlocking the economic value of businesses.
When it comes to reaching our net zero ambitions, businesses will play a vital role. Managing their approach to climate resilience and adaptation is part of the climate solution. Identifying climate risks and acting on them with new strategies will help provide a better chance for businesses to thrive in a new net zero world. There are no easy wins for businesses to adapt, but those that embrace the change are more likely to see greater opportunities to develop through the impacts of climate, than those that ignore the risks.
Building further awareness of climate change with effective communications strategies and campaigns, not only supports our net zero goals but can spur untapped economic opportunities across sectors. This contributes to a shared climate ambition ahead of COP28, as we continue to call for solidarity during this critical Decade for Action.