Stay eco-conscious now to be stronger later, urges global developer

Stay eco-conscious now to be stronger later, urges global developer
Sustainability must remain high on the agenda for developers during the global downturn, or they could find themselves lagging behind once markets begin to improve, says Limitless, the Dubai-based global master developer.
When economic survival is at stake, seemingly less important matters such as environmental sustainability are pushed to the back burner, because humans are genetically programmed to deal with short term challenges.  However, environmental vigilance and planning for the long term effects of global climate change are vital, even during times of financial constraint, according to Doug Kelbaugh, Limitless Executive Director Design and Planning.
“Those who stay eco-conscious now are more likely to emerge stronger than those who don’t, because the new, post-oil-peak economy will expect – and may legally require – more energy efficiency and greater use of renewable energy sources.” he said.
“Every day we learn more about the dangers of ignoring the effects of climate change. Global warming is a long term threat to us all, a multi-generational problem that needs intense public education, regulation and incentives to guide us towards greener living. Developers can play their part with innovative, sustainable projects that incorporate alternative energy, recycling initiatives and environmentally-friendly transport.”
Kelbaugh added that public awareness programmes and real time feedback are key to ensuring that the people who live and work in ‘green’ developments understand their personal role in the fight against global warming. “If it can’t be measured, it may be ignored,” he said.

“A building designed to meet world environmental standards will be far less effective if the businesses or residents who occupy it leave windows open, fail to switch off lights or waste water,” he said. “Often, the simplest measures can make a huge collective difference, if everyone develops the right habits.”
Limitless is aiming to produce the first LEED-certified building in Jordan with its 200 metre residential twin towers, Sanaya Amman, while in the UAE, its Downtown Jebel Ali project, currently under construction, will feature district cooling and eco-friendly transport alternatives to the car, among other green initiatives.

Media contact:  Rebecca Rees on +9714 435 7956 ( or Nawel Debbahi on + 9714 435 7960 (

Note to editors: Limitless, a Dubai World company, is a global, integrated real estate master developer, delivering distinctive, sustainable and life-enhancing developments that are designed around people.  Our master planning of large-scale, balanced, mixed-use communities and waterfront developments aim to drive innovation in urban design, architecture and engineering