{"id":107832,"date":"2025-11-18T12:41:22","date_gmt":"2025-11-18T12:41:22","guid":{"rendered":"https:\/\/ainalalam.com\/?p=107832"},"modified":"2025-11-18T12:41:22","modified_gmt":"2025-11-18T12:41:22","slug":"homebuyers-in-saudi-arabia-and-the-uae-are-willing-to-pay-7-more-for-sustainable-homes-pwc-middle-east-survey","status":"publish","type":"post","link":"https:\/\/ainalalam.com\/?p=107832","title":{"rendered":"Homebuyers in Saudi Arabia and the UAE are willing to pay 7% more for sustainable homes: PwC Middle East survey"},"content":{"rendered":"[mhc_section admin_label=&#8221;\u0642\u0633\u0645&#8221; fullwidth=&#8221;on&#8221; specialty=&#8221;off&#8221;][mhc_fullwidth_menu admin_label=&#8221;\u0642\u0627\u0626\u0645\u0629 \u0628\u0639\u0631\u0636 \u0643\u0627\u0645\u0644&#8221; menu_id=&#8221;56&#8243; background_color=&#8221;#ffffff&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;center&#8221; submenu_direction=&#8221;downwards&#8221; fullwidth_menu=&#8221;off&#8221;] [\/mhc_fullwidth_menu][\/mhc_section][mhc_section admin_label=&#8221;section&#8221; 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background_layout=&#8221;light&#8221; text_orientation=&#8221;right&#8221; animation=&#8221;off&#8221;]\n<p dir=\"ltr\" style=\"direction: ltr;\"><strong>\u00a0<\/strong><\/p>\n<ul dir=\"ltr\">\n<li style=\"direction: ltr;\">Properties without any sustainability features are discounted by around 4%, signaling that green design is now a market baseline<\/li>\n<li style=\"direction: ltr;\">Access to green finance boosts willingness to pay by 9.6%<\/li>\n<li style=\"direction: ltr;\">Top motivators include energy and cost savings (45%), environmental benefits (44%), and long-term value appreciation (43%)<\/li>\n<li style=\"direction: ltr;\">Visible certifications and sustainability badges can meaningfully influence buyer behaviour and build market trust<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"direction: ltr;\">\n<p dir=\"ltr\" style=\"direction: ltr;\">Ain Alalam &#8211; Rashad Iskandrni<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\"><strong>November 18, 2025: <\/strong>A new PwC Middle East survey has revealed a decisive shift in the GCC housing market, where sustainability has matured from a differentiator to a baseline expectation. Homebuyers in Saudi Arabia and the UAE are now willing to pay an average 7% premium for homes with sustainable features, while properties without them are discounted by around 4%.<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">Across the GCC, rapid population growth is intensifying pressure on housing supply. Saudi Arabia\u2019s population is projected to rise from 35 million to nearly 39 million by 2030, with Riyadh expanding by 38% to 9.6 million, while the UAE\u2019s population has surpassed 11.3 million, with Dubai exceeding 4 million for the first time in 2025. Embedding sustainable design, energy efficiency and resilient urban planning in new housing will be critical to reduce environmental impact in the region and ensure long-term livability.<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">The research, led by the Strategy&amp; Middle East Ideation Centre, part of the PwC network, and titled \u2018<em>Green Pays: Sustainable homes command a price premium in Saudi Arabia and the UAE\u2019<\/em> highlights how sustainability has become a defining factor in real estate value, buyer behaviour, and future development. As national visions in Saudi Arabia and the UAE accelerate the shift toward a low-carbon future, homes with green features are commanding both higher demand and stronger long-term value for their efficiency, resilience and future-readiness.<\/p>\n<p dir=\"ltr\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-107830\" src=\"https:\/\/ainalalam.com\/wp-content\/uploads\/2025\/11\/WhatsApp-Image-2025-11-18-at-3.04.18-PM-249x300.jpeg\" alt=\"\" width=\"249\" height=\"300\" srcset=\"https:\/\/ainalalam.com\/wp-content\/uploads\/2025\/11\/WhatsApp-Image-2025-11-18-at-3.04.18-PM-249x300.jpeg 249w, https:\/\/ainalalam.com\/wp-content\/uploads\/2025\/11\/WhatsApp-Image-2025-11-18-at-3.04.18-PM-849x1024.jpeg 849w, https:\/\/ainalalam.com\/wp-content\/uploads\/2025\/11\/WhatsApp-Image-2025-11-18-at-3.04.18-PM-768x927.jpeg 768w, https:\/\/ainalalam.com\/wp-content\/uploads\/2025\/11\/WhatsApp-Image-2025-11-18-at-3.04.18-PM.jpeg 906w\" sizes=\"auto, (max-width: 249px) 100vw, 249px\" \/><\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">The research, based on the insights of more than 2,000 homebuyers, finds that willingness to pay rises further by 9.6% among those with access to green finance, indicating how financial inclusion and awareness amplify the demand for sustainable housing. The key motivations for buying sustainable homes are anchored in energy and cost savings (45%), environmental benefits (44%), and higher long-term asset value (43%).<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\"><strong>Dr. Yahya Anouti, PwC Middle East Sustainability Leader and Partner at Strategy&amp;, said: <\/strong>\u201cWe are witnessing a profound shift in how housing is perceived. Homes are evolving from structures that shelter to ones that sustain and endure. Consumers today value energy and resource efficiency features, green spaces, comfort and wellbeing, long-term financial benefits and climate resiliency to withstand extreme weather events such as flooding and rising temperatures. As rapid urban growth reshapes our cities, sustainable housing is emerging as the cornerstone of resilient, low-carbon, and liveable communities &#8211; putting quality of life at the centre and driving the region\u2019s growth story as one of enduring and lasting progress.\u201d<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">According to the report, the market has reached an inflection point: developers who integrate sustainability into their designs can command higher prices and secure stronger competitive advantage, while those who don\u2019t risk lower valuations and weaker market relevance. The findings also underscore the growing importance of visible green badges or eco-labelling, which build buyer trust and encourage greener choices.<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">The report also explores the behavioural and systemic factors driving this shift. While awareness of sustainability is high, closing the \u201cbelief-to-action\u201d gap will require accessible green finance, trusted certifications, and clear consumer education. For governments, developers, and financial institutions, the report outlines concrete pathways to accelerate adoption, from expanding green mortgage products to embedding sustainability in policy incentives and awareness campaigns.<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\"><strong>Dr. Fatima Koaik, Director of Behavioural Economics and Impact Evaluation at Strategy&amp; Middle East, said<\/strong>: \u201cThe data tells a powerful story: consumers want homes that reflect their values and aspirations. Green housing is not only an environmental choice &#8211; it\u2019s a lifestyle and financial decision. By making sustainability visible, accessible and aspirational, we can turn awareness into action and accelerate the GCC\u2019s journey towards climate-resilient cities.\u201d<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">The report concludes that the transition to sustainable housing in the GCC is no longer a question of <em>if<\/em>, but of <em>how fast<\/em> and <em>how far<\/em> it will go. As developers, policymakers, and financial institutions align, sustainable housing can become a catalyst for the region\u2019s housing transformation, driving progress toward a low-carbon future.<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">For further insights, read the full report on this <a href=\"https:\/\/bit.ly\/4p59VE1\">link<\/a>.<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">\n<p dir=\"ltr\" style=\"direction: ltr;\"><strong>Ends <\/strong><\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">\n<p dir=\"ltr\" style=\"direction: ltr;\"><strong>About PwC<\/strong><\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">At PwC, we help clients build trust and reinvent so they can turn complexity into competitive advantage. We\u2019re a tech-forward, people-empowered network with more than 364,000 people in 136 countries and 137 territories. Across audit and assurance, tax and legal, deals and consulting, we help clients build, accelerate, and sustain momentum. Find out more at\u00a0<a href=\"http:\/\/www.pwc.com\/\">www.pwc.com<\/a>.<\/p>\n<p dir=\"ltr\" style=\"direction: ltr;\">\n<p dir=\"ltr\" style=\"direction: ltr;\">With over 12,000 people across 12 countries in 30 offices, PwC Middle East combines deep regional insight with global expertise to help clients solve complex problems, drive transformation, and achieve sustained outcomes. Learn more at <a href=\"https:\/\/www.pwc.com\/me\">www.pwc.com\/me<\/a>.<\/p>\n<p style=\"direction: ltr;\">\n<p style=\"direction: ltr;\">PwC refers to the PwC network and\/or one or more of its member firms, each of which is a separate legal entity. Please see <a href=\"https:\/\/www.pwc.com\/structure\">www.pwc.com\/structure<\/a> for further details.<\/p>\n[\/mhc_text][\/mhc_column][\/mhc_row][\/mhc_section]\n","protected":false},"excerpt":{"rendered":"<p>[mhc_section admin_label=&#8221;\u0642\u0633\u0645&#8221; fullwidth=&#8221;on&#8221; specialty=&#8221;off&#8221;][mhc_fullwidth_menu admin_label=&#8221;\u0642\u0627\u0626\u0645\u0629 \u0628\u0639\u0631\u0636 \u0643\u0627\u0645\u0644&#8221; menu_id=&#8221;56&#8243; background_color=&#8221;#ffffff&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;center&#8221; submenu_direction=&#8221;downwards&#8221; fullwidth_menu=&#8221;off&#8221;] [\/mhc_fullwidth_menu][\/mhc_section][mhc_section admin_label=&#8221;section&#8221; transparent_background=&#8221;off&#8221; gradient_background=&#8221;off&#8221; background_color=&#8221;#ffffff&#8221; gradient_style=&#8221;horizontal&#8221; inner_shadow=&#8221;on&#8221; parallax=&#8221;off&#8221; parallax_method=&#8221;off&#8221; video_hide=&#8221;off&#8221; video_pause=&#8221;off&#8221; allow_advanced_padding=&#8221;on&#8221; remove_padding=&#8221;on&#8221; force_fullwidth=&#8221;off&#8221; column_paddings=&#8221;padding-0pct&#8221; column_match_heights=&#8221;off&#8221; background_leak=&#8221;off&#8221; background_leak_color=&#8221;#ffffff&#8221; background_leak_size=&#8221;25&#8243; separator_top=&#8221;off&#8221; separator_bottom=&#8221;off&#8221; background_image_size=&#8221;cover&#8221; background_image_repeat=&#8221;no-repeat&#8221; background_image_position_x=&#8221;center&#8221; background_image_position_y=&#8221;center&#8221; animation=&#8221;off&#8221; animation_color=&#8221;#ffffff&#8221; mobile_2_pr_row=&#8221;off&#8221; mobile_reverse=&#8221;off&#8221;][mhc_row admin_label=&#8221;row&#8221;][mhc_column type=&#8221;1_3&#8243;][mhc_image admin_label=&#8221;\u0635\u0648\u0631\u0629&#8221; src=&#8221;https:\/\/ainalalam.com\/wp-content\/uploads\/2024\/04\/ainlogo.png&#8221; show_in_lightbox=&#8221;off&#8221; url_new_window=&#8221;off&#8221; animation=&#8221;off&#8221; hoverfx=&#8221;scaleup&#8221; sticky=&#8221;off&#8221; image_mask=&#8221;off&#8221; border_radius=&#8221;0&#8243; align=&#8221;center&#8221; force_center_on_mobile=&#8221;on&#8221; [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":107829,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49],"tags":[],"class_list":["post-107832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-coverage"],"_links":{"self":[{"href":"https:\/\/ainalalam.com\/index.php?rest_route=\/wp\/v2\/posts\/107832","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ainalalam.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ainalalam.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ainalalam.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ainalalam.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=107832"}],"version-history":[{"count":0,"href":"https:\/\/ainalalam.com\/index.php?rest_route=\/wp\/v2\/posts\/107832\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ainalalam.com\/index.php?rest_route=\/wp\/v2\/media\/107829"}],"wp:attachment":[{"href":"https:\/\/ainalalam.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=107832"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ainalalam.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=107832"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ainalalam.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=107832"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}