An overview of Key Sustainability Mega Trends in GCC with formulation of Sustainability MatrixName : Dr. Tauseef Zia Siddiqui
Affliation : Sustainability Specialist
University : SABIC
Country : Saudi Arabia
Offlate several GCC companies are riding on Green bandwagon and are working to evaluate and report Sustainability related performance to the stakeholders. The problems persists in the lack of structured approach and planning process as sustainability should be strategically aligned with the business goals and should not be seen as an isolated initiative, taken just to please the outside world and the stakeholders at large. In the following article, a roadmap has been shared on how to become a leader in Sustainability Marketing . In a more sustainable world, GCC countries like KSA, Bahrain, UAE economies play an important role in these developments.
Based on the authors' decade long experience of working closely with several corporates in the domain of Sustainability and environment, they have characterized the companies in four different “Silos” or “ Sections”, based on their value and belief system towards sustainability management.
Keywords: Sustainability, Sustainability Mega trends, Key Performance Indicators, Sustainability Performance.
Sustainability has emerged as a global mega trend across industries, governments and NGO’s in this decade. Consequently, measuring, understanding and communicating the environmental impacts of products and processes are subject of intense research activity. Integrating sustainability into strategic initiatives is especially important because these issues play out over the long term. Our focus in this research paper revolves around the importance of trends in strategizing for sustainability.
Sustainability Marketing has emerged as a global mega trend across industries and governments in this decade. Consequently, measuring, understanding and communicating the environmental impacts of products and processes are subject of intense research activity. Integrating sustainability into strategic initiatives is especially important because these issues play out over the long term. The author's focus revolves around the importance of mega trends in strategizing for sustainability. Although mega trends seem far away, we all know that we have more people living on planet than ever before, and they each want to live well. This calls for a change in our mindset and actions. Current linear business models of “take-make-use-dispose” don’t fit the future needs of society. Therefore businesses are looking at changes which will lead to more circular business models, where we make what we use, what we use we reuse or recover. Business must provide the technology to move to such a new paradigm.
Although mega trends seem far away, we all know that we have more people living on planet than ever before, and they each want to live well. This calls for a change in our mindset and actions. Current linear business models of “take-make-use-dispose” don’t fit the future needs of society. Therefore businesses, are looking at changes which will lead to more circular business models. That is, we make what we use, what we use we will reuse or recover. Business must provide the technology to move to such a new paradigm.
In this research work we are sharing a roadmap on how to become a leader in Sustainability marketing, with a focus a on long term business model. We also know that in a more sustainable world cooperates play an important role and are the back bone for any society. In writing this paper, we have reached a number of conclusions about the importance of mega trends and methodologies like identification and reporting of different characteristics of the companies.
We further divided GCC companies under Four different categories namely: Tigers, Hamsters, Sloths and Dodos and the pictorial representation is given below.
All the companies, more or less can be divided into 4 major sections:
In writing this paper, the authors have reached a number of conclusions about the importance of mega trends and making a blueprint for sustainability which plays a vital role for the companies.
Figure1: Sustainability Matrix
The four components of the Sustainability matrix are explained below:
Table 1: Sustainability Matrix componenets explanation
Saudi Arabia’s vision
In early 2016, Saudi Arabia followed suit. The country’s Vision 2030 and National Transformation Plan 2020 laid out an ambitious reform program and a long-term roadmap to bolster the country’s financial position by diversifying its economy.
However, it is much more than that. The vision is to reposition Saudi Arabia as ‘the heart of the Arab and Islamic worlds, the investment powerhouse, and the hub connecting three continents. There have already been tangible steps on the path to change, including the recent royal proclamation to enable women to drive, and an announcement by His Highness the Crown Prince Mohammed bin Salman, at a Future Investment Initiative in Riyadh, that the kingdom would return to a more open and ‘moderate Islam’. At the same time, he announced plans for NEOM, a new economic zone that will stretch across Saudi Arabia’s borders into neighbouring Egypt and Jordan
Saudi Arabia towards achieving Excellence in Sustainability Marketing:
During our research in Saudi Arabia we concluded that the government has taken multiple and strategic initiatives to achieve the status of “Sustainability Tigers”. And are on course of achieve excellence. With Saudi Arabia’s new vision for diversifying its economy and expanding its cultural horizons we could be looking at a very different country by 2030. So as we work towards a land of sustainable social enterprise, efficient industry hubs, green travel and renewable power, it’s worth remembering that companies that invest in this infrastructure will be the ones benefiting both themselves and the country as a whole.
Saudi Arabia is making big changes, and they are the kind of sweeping changes that will drive improvements in the quality of life both for the kingdom’s citizens and the broader population. Sustainable transport is part of it; sustainable development more broadly is the real underlying aim; ultimate survival might be the achievement.
 Vision 2030
1Assistant Professor, Financial and Administrative Sciences,Community College in Dammam, Imam Abdulrahman bin Faisal University, Dammam, Saudi Arabia
2Sustainability and Energy Specialist, SABIC, Saudi Arabia