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How Saudi women are pioneering sustainability through art, heritage and community

In recent years, Gulf states have experienced a shift in attitudes towards climate action and sustainability as many become increasingly aware of the negative impacts of climate change with rising temperatures, water scarcity and extreme weather events continuing to pose great challenges to the region. Gulf state agendas foresee an organic evolution into alternative energies while utilising fossil fuels until their depletion. Countries like Saudi Arabia have introduced The Saudi Green Initiative, a national programme that focuses on ‘combating climate change, improving quality of life and protecting the environment for future generations’ to drive sustainable growth and reach net zero emissions by 2060.

Despite these bold ambitions, it is not easy to find initiatives at the community level. The Vision 2030 reform plan is beginning to shift this narrative at the national level, but narratives around sustainability in everyday business and consumption have been slow to follow. While global movements such as Just Stop Oil and Extinction Rebellion are going to extreme measures to bring awareness to the global climate crisis, Saudi women have taken a unique approach to influencing behavioural change in sustainable practices through art, heritage, local production and community-driven initiatives. These projects creatively integrate sustainability into daily life to inspire change.

Art and heritage

Saudi women are harnessing the growing momentum around the revival of the arts and cultural heritage (such as historical practices, folklore and architecture) to promote responsible consumption.

Before her 2024 Venice Biennale debut as the Kingdom’s chosen artist for the Ministry of Culture, Manal AlDowayan created an installation of puddle-like trampolines titled, ‘Now You See Me, Now You Don’t’  in the city of  Al Ula aimed to draw attention to the reality of water scarcity in the country. ‘Al Ula was founded because it had plentiful springs, it was this oasis in the desert, but as the climate changed these local communities had to start tapping into the underground reserves, so even when it does rain, puddles disappear almost instantly’ the artist says. AlDowayan’s art is playful and interactive, and quietly nudges visitors to reflect on how climate change is depleting precious natural resources. Without directly referencing climate activism, her work is still able to deliver a message on sustainability and environmental preservation.

Art exhibitions are a powerful platform to highlight sustainability issues in innovative ways and draw in diverse crowds who may not be thinking about the environment. The seventh edition of the 21’39 Jeddah Arts Show in Jeddah’s old town Al Balad, curated by Maya El-Khalil and presented by the Saudi Arts Council featured an exhibition titled ‘I Love You, Urgently,’ which included specially commissioned works by twenty one regional and international artists that touched on the urgency of environmental issues. At this show, artists invited viewers to reflect on their relationship with land, earth, and water. London-based Saudi artist Danieh AlSaleh exhibited her work ‘Sawtam’ which questions humans’ ability to coexist with nature while also openly critiquing social inequalities of religion, class and race.

Another exhibited work, ‘Al-Manakh, You Will Be Missed’ by Alaa Tarabzouni and Fahad bin Naif, highlighting the negative impacts of a cement factory in the capital city of Riyadh and the resulting ecological crisis of its ramifications on the people that lived in the surrounding neighbourhoods.

As art becomes more popular, especially through the efforts of the Saudi Ministry of Culture, many artists are pushing people to think about the environment in different ways. This exposure aims to lead a shift in mindset to encourage more sustainable choices and protect the environment.

Food and consumption

Saudi women are also contributing to climate awareness through the love for local healthy food. Honest is a Saudi startup founded by engineer Leena Abdulrahman in 2018. Its main goal is to manufacture natural healthy products locally with unique flavours at the highest quality. Her products are recyclable and are available through Azkabasket, the online platform of organic sustainable farm, Azka Farm. Askabasket’s platform brings together local farmers and producers including other women entrepreneurs who work with local products in more sustainable ways.

Saudi Culinary Arts Academy, Zadk, founded by a Saudi philanthropist, Rania Moualla in 2019, is working to promote local consumption and draw attention to the academy through large community initiatives. On the 92nd celebration of Saudi Arabia’s National Day, the academy’s trainee chefs created a Guinness World Record-winning Saudi flag out of date cupcakes, with an aim to pull on the heartstrings of patriotic Saudis while drawing attention to the importance of the Saudi fruit, in an effort to promote local produce and consumption through national pride. Chefs are trained to use seasonal and local ingredients showing others that local fruits and vegetables can and should be used to produce the flavours people seek. These efforts are showcased in the academy restaurant and seasonal high profile pop-up restaurants that they host as well as in the curriculum that is delivered to Saudi chefs who are sponsored by local hospitality and catering companies.

Fashion innovation

The rise in popularity in second-hand and vintage fashion has empowered environmentally conscious designers and influencers to take to social media to promote sustainable fashion. According to fashion influencer Nirvana, ‘the most sustainable piece is the one in your closet right now.’ Nirvana uses Instagram to promote sustainable fashion practices and consumption such as upcycling and recycling and educates her audience about different types of renewable materials. She has an archive of TikToks and Instagram videos that are raising questions about water waste, pollution and ethical fashion habits.

University students in Jeddah are promoting sustainable fashion designs to minimize waste. Kendah Jambi and Zainab Abumansour are upcycling excess fabric into handbags and Nasiba Hafiz is upcycling scarves and ties in her designs. The Saudi Ministry of Culture’s Fashion Commission have made efforts to host pop up clothing swap shops that encourage conscious consumption and have signed a memorandum of understanding with the King Abdulla University for Science and Technology to innovate new textiles to reduce the environmental footprint of the fashion industry while inspiring entrepreneurs to innovate in this space.

Shahd AlShehail, a fashion designer who was featured by Harper’s Bazaar Arabia, describes her brand ‘Abadia’ as an ethical, environmentally sustainable and fair trade fashion brand. ‘Abadia is all about supporting and preserving craftsmanship,’ she states. AlShehail’s brand is reframing sustainability as an extension of heritage and cultural preservation.

People-centric approach to sustainability

Unlike state-driven initiatives which can often feel too broad and abstract, Saudi women have been able to connect sustainability to daily practices and choices by embracing heritage, supporting local produce and re-purposing old clothes. This has allowed the average citizen to make the connection between their consumption patterns and climate change, fostering a slow but steady transformation in consumer behaviour.  Creative efforts that frame climate-related issues around heritage or enhancing quality of life and well-being resonate with consumers who do not want to change their lives for intangible concepts such as climate and energy.

While Saudi Arabia’s leadership focuses on renewable energy and emissions targets, it is the grassroots efforts of these women that are shifting behaviours from the ground up and laying down the groundwork for lasting change.