Insights from Sustainability Leader, Majd Fayyad
Sustainability in the Middle East and North Africa (MENA) is often highlighted through ambitious targets and projects. Yet, the actual impact also lies in how energy is consumed, policies shape behaviour, and everyday practices evolve.
One voice of action is Majd Fayyad, a sustainability expert, net-zero strategist, and award-winning energy engineer, who has dedicated around 15 years to advancing the region’s green transformation, working with government and non-government entities. He mainly focuses on developing and implementing strategies and programmes to improve energy and water performance and advance circular economy principles.
“I am driven by impact. I want my work to be meaningful,” Fayyad conveys. Guided by this belief, he led several pioneering studies in the region, spearheading a study that defined nearly zero-energy buildings in the region and published a ground-breaking 2019 report on the energy performance of existing buildings—establishing benchmarks for energy and water consumption. To this day, it remains the only publicly available report of its kind. His commitment to sharing knowledge also inspired the creation of 'MajdTalks', an online platform that gained 20,000 followers in four months, sharing insights on sustainability and decarbonisation.
As part of 'MajdTalks', Fayyad recently interviewed the global conservation icon, Dr. Jane Goodall. “We spoke about hope, action, and the urgent need for change. The power of individual choices. The role of communities. The responsibility we all share.” He adds, “She didn’t just speak about our connection to nature—she made us feel it.”
Demand-Side Management: An InvisibleSolution Sustainability in MENA
Energy efficiency is not the first thing that comes to mind when thinking green because it lacks the visibility of solutions like solar panels. However, Fayyad highlights that “the most sustainable form of energy is the energy that is not used.” According to the International Energy Agency (IEA), energy efficiency measures could deliver over 40% of the emissions reductions needed by 2040 to meet global climate targets.
There are various initiatives in the region working towards better energy efficiency. The National Water and Energy Demand Management Programme targets a 40% reduction in energy demand and 50% improvement in water efficiency across the UAE’s most resource-intensive sectors like transport and industry. Additionally, Fayyad conveys that MENA is making significant progress in climate action, with comprehensive net zero strategies and substantial commitments to investments in renewable energy, energy efficiency, hydrogen, carbon capture, and storage.
Furthermore, he emphasizes that energy will play a significant role in climate change mitigation, with early energy efficiency and renewable energy, especially solar, being crucial to achieving net zero. Beyond sustainability, energy efficiency is also a financially smart solution. “We aren’t just talking about initial cost—we are talking about life cycle cost,” Fayyad explains. He highlights that while an appliance with a higher energy efficiency rating may also have a higher upfront cost, its lower energy consumption offsets the price, resulting in long-term savings. Hence, “the key is to make sure that cost is reduced over the lifecycle of products.”
Carbon Markets in MENA: Financial Potential
Reducing energy demand is essential, but financial tools like carbon markets also offer multifaceted opportunities. While MENA did witness some economic development, poverty and inequality increased by over 5% between 2010 and 2023. Furthermore, conflict worsens economic stability in the region through trade disruptions and uncertainty. With many of its countries belonging to the Global South, the MENA region can benefit from carbon markets, which provide investment opportunities for decarbonisation and renewable energy projects. However, this requires clear regulations, transparency, and mechanisms to prevent double counting emissions and attract international investment.
Moreover, European policies like the Carbon Border Adjustment Mechanism (CBAM) impose taxes on high-emission industries such as aluminium, cement, and steel. This puts pressure on exporting countries to reduce their carbon footprint or face added costs, pushing businesses toward decarbonisation. For MENA economies, leveraging carbon credits can provide financial benefits and a pathway to greener, more competitive exports. While financial tools like carbon markets drive sustainability, the region’s long-term success depends on collaborative leadership and cross-border initiatives.
The Outlook in MENA: From Image to Impact
The region is shifting its reputation from high energy consumption to sustainability leadership, with significant progress in renewable energy over the past decade. Fayyad highlights projects like Dubai’s Mohammed bin Rashid Solar Park, one of the largest globally, and sustainable developments like Masdar City and the Sustainability City that are driving this transformation. By the third quarter of 2024, clean energy comprised 17% of Dubai’s total installed power capacity, reflecting the city’s ongoing shift toward sustainable energy sources.
There are over 25000 electric vehicles in Dubai as of late 2023. Oman’s Net Zero 3 initiative launched 212 projects across key sectors to support its goal of achieving carbon neutrality by 2050 and reducing emissions by 21% by 2030. Moreover, the Kingdom of Saudi Arabia targets net zero by 2060, with plans to generate 50% of its electricity from renewables by 2030 and cut 278 million tons of emissions annually.
“The region isn’t just changing the narrative—it is making real strides in building a greener economy and advancing decarbonisation”.
Three Es for Young Professionals: Education, Effort, and Engagement
As governments and industries push forward with sustainability, young professionals have a crucial role to play in shaping climate action. “Hosting COP27 and COP28 in the region has amplified youth participation, fostering community engagement and encouraging more people to question and explore the importance of climate issues.” Fayyad further highlights that events like COP foster collaboration between countries, opening new opportunities for regional initiatives, collective action, and greater youth participation.
On this note, he advises the youth aspiring to join the sustainability field to embrace hard work, underscoring that education begins after obtaining a university degree, as it is crucial to remain curious and informed, ask questions, and connect with like-minded professionals. “Believe that you can create impact and make a difference because, without this belief, you can’t create a successful career in sustainability,” he adds. Fayyad also stresses the importance of passion for success: “I do not consider myself working, as this work is a part of my existence, so it is vital to align your work with your identity”.
Climate Action: In the Details and Headlines
In climate action, some people might think their efforts are inconsequential or incapable of making a difference without incurring enormous costs. To answer this, Fayyad, as part of his 'MajdTalks' platform, has compiled a list of 100 simple and significant zero-cost measures to reduce emissions, like carpooling and air-drying clothes.
Furthermore, the strides made by leading countries in the MENA are cause for optimism, as they have the potential to inspire cross-border projects and public-private partnerships, advancing climate agendas. Climate action is the responsibility of governments and corporations, but it is also ours. Real change is not just about headline-grabbing commitments; it is about our everyday choices and the details we change.
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Featured pictures provided by Majd Fayyad.
Sources:
The full interview will be available on MajdTalks - YouTube.
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