According to back-search data collected by SEMrush, the digital marketing suite, UAE consumers are increasingly interested in environmental conservation issues, particularly with regard to ‘plastics in the ocean’ and ‘recycling’, which top associated online searches by the country’s residents prior to World Environment Day (05 June)
The most sought-after environmental term for the UAE between May 2019 and April 2020 was ‘recycling’, which recorded a 51 per cent increase over 12 months for combined Arabic and English searches, while specific English searches for ‘plastic recycling’ grew by 49 per cent.
Examining historical search data from November 2015, online searches for ‘recycling’ in Arabic and English have steadily grown to 19 per cent, with English searches for ‘plastic recycling’ and ‘paper recycling’ showing growth of 76 per cent and 15 per cent respectively.
Amid widespread recent social distancing and population lockdowns, and the numerous news reports of clearer waters and improved nature conditions being shared on social media, public concern for the environmental impact of plastic is reflected in the growth of online search in the UAE. Online search volumes for ‘plastic in the ocean’ were 85 per cent higher in April 2020 compared to May 2019.
During the same period, UAE residents searching for paper alternatives for plastic disposable items increased dramatically, with ‘paper bag’ and ‘paper cup’ climbing 83 per cent and 170 per cent, respectively, in combined Arabic and English searches.
Olga Andrienko, head of global marketing at SEMrush, said, “With World Environment Day approaching, it is extremely reassuring to see digital data confirm growing search interest and awareness of these environmental issues in the UAE.
“Historical data shows that this is not a passing phase; it has become an increasing concern that can support marketing efforts to encourage sustainable practices.”
In terms of online search volumes for ‘recycling’, the UAE is now ahead of major European and global nations, with the US and Italy seeing growth of 49.5 percent and 49.55 percent, respectively, from November 2019 to April 2020.
In line with Covid-19 realities and UAE residents seeking personal protective equipment (PPE) during the pandemic, online searches for ‘plastic gloves’ rose from just 90 searches in January to 2,070 searches in April – an increase of 1,970 per cent in search volume.
