Masdar Takes a Pulse Yasmine Abbas
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The research found that: Europeans and North Americans demonstrate the highest levels of awareness and understanding of environmental issues followed by Asians, while both local and expat Arabs have the lowest levels (see figure 1). Moving to the UAE often leads to a change in social status, coupled with a higher consumption rate. The urban infrastructure of the Emirates does not encourage healthy living. Mobility, seen as an amenity to living in the UAE, takes a toll on the environment. ‘Green’ planting is highly desirable due to its
marketing success, but it is simultaneously confused as being environmentally friendly. (The general population tends to forget that planting increases stress on the water supply.) The study found that respondents do not find their current lifestyles compatible with an environmentally friendly lifestyle. How they perceive environmentally friendly – relaxing, stress-free, healthy environment – had little connection to their current lifestyle – fast-paced, hectic but progressive. Residents in the UAE, however, wish for the best of both worlds and this represents a huge opportunity for Masdar City to deliver an urban development that meets human needs and and current expectations. As the research has highlighted, it is even more important that Masdar City makes its objectives the aspirations of its residents by raising their awareness – particularly that of Arabs and Asians – on environmental issues. Respondents have expressed their need to feel a part of the making of the city. Masdar City will respond to that need by calling UAE residents to invest time and talent into the making of their Masdar City. It is therefore essential to comprehend the barriers people have of new concepts and product. This is where, from a social perspective, Masdar City is leading the way in the UAE: by involving residents of the country in the making of their living environment. This study is an implicit first step.
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If the principles that have driven Masdar City are to be embraced, then UAE residents first have to comprehend, and then be willing to pursue, the concept of sustainability. Masdar will only work if its plan is understood as one of many ways to achieve sustainability. Furthermore, with approximately 80% of the UAE’s population coming from abroad, there is greater complication in broadcasting the principles of sustainability; there have to be various methods to communicate with many cultures and nationalities. In order to engage with different communities in the UAE, the sustainability team at Masdar Abu Dhabi Future Energy Company (ADFEC) has looked at the reasons why people are not behaving sustainably. The methodology, a mix of quantitative and qualitative techniques, included: an online survey with 351 respondents, 4 focus groups with 6 to 7 respondents each, 10 home visits, 6 individual interviews (with students, researchers, experts and company managers who are studying, researching, or working in environmental fields), and finally 43 face-to-face surveys with professionals working in environmental fields within the UAE. We fielded opinions on various design aspects of Masdar City; for example, how did people react to the fact that Masdar City is a car-free city?