Sustaining sustainability: why we can’t afford to stop now.

Sustainability was once a rallying cry. Today, it sometimes feels like a question mark.

Across boardrooms and policy circles, and increasingly on social platforms, there’s a growing sentiment of fatigue—and in some cases, outright resistance—towards sustainability. The costs seem high, the outcomes complex, and the timelines long. As if the burden of fixing the planet is wearing us down just as we start seeing the signs of progress.

But here’s the thing: we’ve come too far to stop now.

Nowhere is this truer than in the Middle East—a region that has rapidly moved from sustainability awareness to action. From clean energy investments and green building codes to water-saving technologies and sustainable urban planning, we’ve seen remarkable momentum in the last decade. Governments, developers, and private sector players have made bold commitments. Frameworks have been established. Goals have been set. And progress—measured in carbon reductions, energy savings, and community well-being—is happening.

Progress isn’t the finish line. It’s the fuel.

At Leading Hospitality Services (LHS), we understand that sustainability is not a campaign. It’s a commitment—one that must be continuously renewed, reimagined, and reinforced. Our work isn’t about ticking boxes or keeping up appearances. It’s about changing how buildings behave, how energy is used, how air is purified, and ultimately, how people experience space.

Whether it’s applying solar control film at a leading UAE hospital to reduce energy demand and improve comfort, or partnering with global innovators to introduce passive cooling and air sterilization technologies to the region, our focus remains clear: Reduce consumption. Maximize efficiency. Improve quality of life.

Yes, it takes effort. Yes, it takes investment. And yes, it can feel like swimming against the tide when narratives elsewhere are turning cynical. But that’s exactly why this moment matters.

Because every region has its own relationship with sustainability. In the Middle East, the stakes are high—not just because of the climate, but because of the opportunity. We’re building cities, industries, and futures in real time. That means we have the unique chance to embed sustainable thinking into the core of what’s being built—not retrofit it later.

So if the world is questioning sustainability, let us answer—not with slogans, but with solutions.

At LHS, we believe the next phase of sustainability is not about doing more, it’s about doing better—smarter, more targeted interventions that deliver measurable results. It’s about partnerships that bridge innovation with real-world implementation. And it’s about persistence, even when momentum wanes.

We’ve come a long way. But the road ahead is even more important. Sustainability may be under pressure globally, but in this region, we have both the responsibility and the resolve to keep moving forward.

Because we’re not just shaping buildings. We’re shaping the future.

By Atul Kapil, Group General Manager, Leading Hospitality Services (LHS)