Abulwahed Juma, Government Director of Communication & Consciousness at Tadweer Group, is on the forefront of translating complicated Waste-to-Power tasks into compelling narratives that resonate throughout borders. Because the UAE’s main authority in waste and useful resource administration, Tadweer is now taking its experience past nationwide borders, utilizing strategic communication to form international conversations round round economic system and sustainable power.
Making waste-to-energy related to international audiences
“In the case of Waste-to-Power, the place to begin is at all times relevance,” says Juma. “Whereas the know-how might be extremely technical, we form the story round a future with cleaner cities and long-term environmental advantages to assist the neighborhood perceive why it’s so essential for us to do our half. We body waste as an un-utilised useful resource, not a burden, and anchor our storytelling in real-world impression primarily based on credible information.”
He emphasises the hyperlink between communication and behavioural change. “Exhibiting the general public how and why their actions matter is essential. If you join this to clear ambitions comparable to diverting 80 per cent of waste from landfill by 2030, the narrative turns into significant for each enterprise and audiences globally.”
A strategic milestone in Australia
Tadweer Group’s Joint Growth Settlement in Australia represents the organisation’s first anchor funding exterior the UAE and marks a strategic shift in its worldwide positioning. “This settlement reveals that we aren’t solely a nationwide chief in waste and useful resource administration, however an organisation whose expertise and mindset can ship worth in worldwide markets,” explains Juma.
He provides that Australia presents a “robust international reference level,” demonstrating {that a} UAE-based organisation can associate, compete, and develop in mature and demanding environments. “It modifications the narrative from being recognised for what we’ve constructed at residence, to being trusted for what we are able to contribute globally. Waste and useful resource challenges aren’t distinctive to at least one nation, and the expertise developed within the UAE can ship significant impression internationally.”
Speaking model values in international partnerships
Juma highlights the significance of readability and consistency when participating internationally. “We’re clear about what Tadweer Group stands for and why we exist: unlocking worth from waste in a manner that delivers actual environmental and social impression. Waste-to-Power sits inside a wider system that features landfill diversion, recycling, and prolonged producer accountability (EPR). Consistency in how we talk these rules is important, guaranteeing our sustainability imaginative and prescient is clearly understood and maintained throughout each partnership and market.”
Tadweer Group actively reframes Waste-to-Power as an answer, not merely a disposal methodology. “We place it as a sensible response to 2 international challenges: rising waste volumes and rising power demand,” says Juma. “Our communication focuses on outcomes: diverting waste from landfill, lowering emissions, and producing dependable power that helps long-term resilience. This reframing helps decision-makers, companies, and communities see Waste-to-Power as a part of a broader answer for sustainable development and power safety.”
Drawing on Tadweer’s home expertise, Juma notes that belief and transparency are essential. “Massive-scale infrastructure requires public and stakeholder confidence, which is constructed by way of clear communication and consciousness. Our Waste-to-Power tasks in Abu Dhabi and Sharjah present robust proof factors that show each environmental and financial worth. These classes feed into our wider tasks internationally, permitting us to deal with misconceptions early and show tangible outcomes reasonably than theoretical advantages.”
Juma envisions communication as a strategic driver for Tadweer Group’s international enlargement. “It’ll play an more and more essential position in thought management, popularity constructing, and stakeholder confidence throughout various markets. Sturdy communication ensures Tadweer Group is recognised not just for operational excellence, but additionally for shaping international conversations round round economic system, sustainable waste administration, and power resilience.”
