Sustainability in events is no longer a nice-to-have in the Middle East. With ambitious national targets, evolving regulations and increasingly conscious audiences, brands operating in the UAE need partners who understand how to deliver impactful experiences responsibly. Natasha Kadoura, Senior Account Manager, Client Experience, says sustainability isn’t an add-on – it’s built into how we design, deliver and measure events.
The UAE has made its sustainability ambitions clear. From Net Zero 2050 to the legacy of COP28, there is growing expectation on organisations to demonstrate real progress, not surface-level commitments. Events sit squarely in that spotlight.
But sustainable event delivery in the UAE requires nuance. Climate, infrastructure, supply chains and cultural expectations all shape what’s possible. A solution that works in Europe may not translate directly to Dubai or Abu Dhabi. That’s where local knowledge, relationships and experience make the difference.
Designing sustainability from the start
The biggest gains come when sustainability is considered at the very beginning of the event journey. At Identity, we work with clients at the briefing stage to challenge assumptions and explore alternatives – from venue selection and event formats to guest journeys and content delivery.
This might mean choosing venues with strong sustainability credentials, rethinking build-heavy designs in favour of modular or reusable structures, or designing programmes that reduce unnecessary movement, energy use and waste. Small decisions, made early, compound into meaningful impact.
Working with responsible local partners
Sustainable delivery is only as strong as the supply chain behind it. In the UAE, Identity prioritises working with local suppliers who understand the region and are actively investing in more responsible practices.
From AV and production partners to catering and logistics, we look for suppliers who can demonstrate efficiencies in transport, energy use and materials, as well as ethical labour practices. Using local expertise doesn’t just reduce carbon impact – it strengthens resilience and supports the wider ecosystem.
Practical waste and resource management
Events inevitably generate waste, but how that waste is managed matters. Identity supports clients in reducing single-use materials, implementing clear waste segregation plans, and working with venues and waste partners to maximise recycling and reuse.
In the UAE, where temperatures and scale can add complexity, this also includes practical measures such as water management, efficient cooling strategies and careful scheduling to reduce energy demand during peak heat.
Measuring impact and building legacy
Sustainability doesn’t end when the event closes. Increasingly, clients want to understand the real impact of their events and how they contribute to longer-term goals.
Identity helps clients track key sustainability metrics and, where appropriate, connect events to wider ESG objectives. Whether that’s knowledge-sharing, community engagement or skills development, we focus on creating experiences that leave a positive legacy – not just a footprint.
Moving beyond statements to action
Sustainable events in the UAE require more than ambition. They require practical thinking, cultural understanding and experienced delivery. At Identity, we help brands move beyond statements and into action – creating events that are impactful, responsible and fit for the future.
