GCC response to Earth Day shows changing awareness

First celebrated in 1970 in the US, over half a billion people in 180 countries now mark April 22nd. The list of initiatives undertaken range from recycling pushes, to energy conservation awareness plans, to public space clean up drives.

Schools across the region took part in a range of events. In the UAE, the Emirates Environment Group held its eighth Inter School Environmental Public speaking Competition under the patronage of the Minister of Education Dr Hanif Hassan.

Meanwhile the Al Mizhar American Academy for Girls, in tandem with furniture chain IKEA, joined in the Earth Day Groceries Project along with thousands of other schools globally via the internet, the first time a UAE school has done so.
Further corporate outreach was in evidence as Kraft Foods distributed jute bags to another school as part of their Earth Day initiative.

Brand credentials

In western countries the event has also become an occasion for big brands to show their green credentials, something that some of the more cynical news outlets have been quick to pick up on as clever marketing ploys.

The emerging public awareness of environmental issues has been showcased by the fact that government bodies also see it as a necessity to demonstrate their commitment. In New Orleans President Bush marked the occasion by symbolically planting a tree. The American administration also chose the 22nd to offer a plan to reduce carbon emissions by boosting fuel economy for motor vehicles, with targets set for 2015.

Corporate participants in an Environmental Protection Agency campaign aimed at cutting emissions in homes include HP, Sears, Amazon.com and Best Buy.

GCC communications access

Awareness of events like Earth Day has spread in the GCC as communications have become further reaching and mediums such as the internet have become more readily available. With radio and television news outlets reporting on it and search engines like Google dedicating their home pages to it, it is no wonder that public awareness has increased.

Earth Day issues have struck a cord with the Middle East public. Water conservation is particularly high on the agenda, as are initiatives to safeguard local environments from despoilation through over-development. Awareness of this consumer interest has made businesses in the region sit up and take notice; positive publicity is something always to be courted and developments such as Masdar's green city have drawn international attention.

With the increasing importance being placed on events like this, as they gain in awareness every year, it is surely only a matter of time before regional companies make it a matter of policy to be, and be seen to be, wholeheartedly involved.