What's in a word?

There's a word in the dictionary that's in danger of being banished to the ‘over-used' bin.

That's not because it's a buzzword borne out of the necessity to define a certain trend or era, but the word ‘sustainability' is one that people could get bored of using, simply because of the ambiguity that surrounds its actual meaning.

Whatever the word's fate, it will certainly lend credence to the legacy of one of the most talked-about subjects in construction during 2007.

So far this year, sustainability has formed the essence of a number of events: conferences have debated the issues that surround it, Oscar-winning documentaries have been made and global concerts held.

The main aim of these has been to promote ways of conserving the world's finite resources and raise awareness among industry and the public alike about the effects of climate change and the need to implement changes now.

And the industry at the centre of most of the debate is construction. High-profile projects around the world are laying claim to building with sustainability in mind, such as the London Olympic Park for the 2012 Games.

Developers in the Middle East have also started to form teams to focus specifically on incorporating sustainability into the construction of their projects.

But what exactly do they mean by sustainability? Is it about adopting ‘green' building practices, using renewable energy sources, or building a structure that will last and one in which people will want to live for a long time?

Or is it really about marketing? In a region where some developers are giving cars to the first set of newlyweds who buy one of their apartments, it makes you wonder whether sustainability is simply being used to embellish a glossy brochure to promote sales, and project an image of environmental concern.

Unfortunately, the reality is that a lot of investors in property development aren't too concerned about sustainability. They'll simply finish their project and take the same winning formula with them onto the next emerging property market, without much care for whether that project is eco-friendly, or even has people still wanting to live in it come 2020.

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Sustaining Life - Optimum Use of Resources
Posted by Philbert Suresh, St Louis, Missouri, USA on Monday 6 August 2007 at 18:00 UAE time


Every industry today in the world has sustainability as a part of its mission statement - it creates the importance of keeping the balance on our living planet. 
 
Life on earth has been endangered by extensive exploitation of its scarce resources for the sole aim of making a profit; but externalities now matter. So the emphasis on "sustainability" becomes critical because of the dangers facing our world- like global warming. 
 
More on sustainability, please see this link - a presentation at the conference in Kuwait - http://www.gust.edu.kw/glf/downloads/The%20Green%20Transportation_AUK%20Conference%20May%2015%20(R).doc

Sustainability
Posted by Stuart G Thomas, Dubai, United Arab Emirates on Monday 6 August 2007 at 11:00 UAE time

Further to my previous comment, I would add that after installing retrospective energy saving methods, and, having got the return on the capital expenditure, the continued savings made are total bottom line addition net profit - a word that surely anybody would be interested in?

Sustainability
Posted by Stuart, Dubai, United Arab Emirates on Monday 6 August 2007 at 10:00 UAE time


I agree with Angela Giuffrida's comments, particularly in respect of saying it may be just a marketing term - within the region, currently only lip service is being paid to the likes of Energy Saving / Green Buildings because this adds 1.75% - 2.25% to the development cost and this of course eats into the 'quick profit grab' scenario.  
Even trying to persuade owners with existing properties to install Energy Saving methods is extremely difficult despite the fact it is possible to clearly show DEWA savings of between 18% and 35% and return on capital investment within 18 months. 
There needs to be Government legislation to ensure this happens.

SUSTAINABILITY.... in the middle east... ha yeah right!!
Posted by Hussain Motabagani, Khobar, Saudi Arabia on Monday 6 August 2007 at 09:00 UAE time

Sadly it is as you said in your final paragraph, the reality is that a lot of investors in property development aren't too concerned about sustainability. They'll simply finish their project and take the same winning formula with them onto the next emerging property market, without much care for whether that project is eco-friendly, or even has people still wanting to live in it come 2020 When i studied the elective class "sustainable buildings" I was taught that "Sustainable" means: tending to the needs of today without depleting resources for the needs of tomorrow. Sadly here in the mid east a Green Building is understood as a building with low power consumption... THATS IT! Also there is a shortage of manufacturers who prefabricated sustainable materials.. "if there are any to begin with", add to that the absence of contractors who truly have the know how to construct a "Green" Building. I agree that the word "Sustainable" like everything else in the Middle East is a sugar coated phrase to attract business. But before we talk about sustainability let's talk about recycling our wasted paper and plastic because sadly I don't recall hearing about a single facility anywhere in the Gulf.

SUSTAINABILITY..... a new movement.
Posted by Romi sebastian, sharjah, U.A.E on Sunday 5 August 2007 at 22:00 UAE time

The concept of sustainability has cropped up in the Middle East and has definitely become an active ingredient of designs when conceptualised and detailed. But, it is clearly felt, that this concept of being green and sustainable is still not understood well, and is used only as a marketing tool for selling buildings spaces. In fact, many countries pay a huge amount for not catering to and following the parameters of the Kyoto Protocol, and hence to avoid paying this huge amount of capital, they are forced to resort to finding some ways for applying sustainable solutions to new buildings and its support services. The serious need and awareness of being sustainable has definitely not crept in. Sustainability can be learned from nature. Observe mother nature, there is lot to learn from her.

Sustainabe .. that's exactly why you don't get it.
Posted by Hassan, Dubai, UAE on Sunday 5 August 2007 at 21:00 UAE time


As a professional journalist you are in a better position to investigate, educate and provide information rather than fill your space with question marks. 
 
Although your views are grounded in the hard realities of today, sustainable development agenda has become the mainstream of leading businesses and strategic thinkers. There are new rules for business success, find out.  
 
Raising concern about the uninformed use of the word “sustainable”, is one thing and blaming marketing is another. Today there are professional marketers who specialize in translating the cultural challenges of being “sustainable” into powerful and authentic verbal, visual and engagement messages. Their effort is already creating true value, changing irresponsible behavior and reframing social and environmental issues, traditionally thought of as risks, as sizeable market opportunities. 
 
 
To answer your question, try finding the cultural intersections between living well, new technology, product, service, consumer and business. Only then sustainability will open up for you. If not, you need a marketer.

Dear Angela,..
Posted by Raj, Doha, Qatar on Saturday 4 August 2007 at 09:00 UAE time

Your review about Sustainability is very good. Even though some corporate organisations give different versions. I am not fully convinced of your review. I want a simple definition for sustainability which is usable for our construction industry. Can you help me?

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