Sustainability is no longer a branding exercise. Nancy Nese Ozbek explains how it is driving tenant retention, customer loyalty, and long-term retail growth
As consumer expectations evolve, sustainability is emerging as a powerful driver of customer loyalty, tenant retention, and long-term retail growth.
Retail destinations across the GCC are increasingly discovering that sustainability is no longer simply a branding exercise. It is becoming a critical business strategy that influences tenant retention, customer loyalty, and long-term profitability. According to Nancy Nese Ozbek, General Manager of Sharaf Group Mall Division, which oversees Times Square Center, Dubai Jewel Tower, and Al Masa Mall in Oman, the future of retail will belong to destinations that successfully combine commercial performance with environmental and social responsibility.
SUSTAINABILITY AS A TENANT RETENTION STRATEGY
For many retailers, sustainability has evolved from a corporate responsibility initiative into a commercial necessity. Tenants today are evaluating destinations based on their ability to attract the right visitors, encourage longer dwell times, and align with their own brand values.
At Times Square Center, sustainability has been embedded into the destination’s strategy since 2019 through initiatives focused on education, healthy living, and community engagement. Projects such as Picnic Square, a LEED Green Project-certified space, demonstrate how environmentally conscious design can create more comfortable and engaging experiences for visitors. When customers spend more time within a destination, tenant performance naturally benefits, strengthening long-term retention.
“When tenants see that a destination brings like-minded people together, increases dwell time, supports wellbeing, and creates loyalty, sustainability becomes a long-term commercial advantage rather than a cost.”
THE RISE OF PURPOSE-LED CONSUMER BEHAVIOUR
Consumers are increasingly seeking destinations that reflect their values. Beyond products and services, they are paying attention to how businesses operate and the impact they have on their communities.
This shift has contributed to the popularity of concepts such as ARTE, Ripe Market, Baby Bazaar, House of Prose, and Thrift for Good at Times Square Center. These initiatives attract visitors through community-focused experiences, sustainable shopping, workshops, and family activities. The result is not only increased footfall but also stronger emotional connections and repeat visits.
MOVING BEYOND ‘GREEN PR’
According to Ozbek, sustainability only becomes valuable when it moves beyond messaging and becomes visible in day-to-day operations.
At Times Square Center, sustainability is brought to life through practical initiatives such as recycling education, upcycling workshops, energy-efficient lighting, sustainable materials, and community events. Programmes such as Sustainafest have helped demonstrate how environmental responsibility can be engaging, educational, and commercially relevant.
The success of these initiatives is measured through tangible indicators including tenant satisfaction, customer return visits, dwell time, event participation, and energy savings.
DEFINING THE FUTURE OF RETAIL
Looking ahead, Ozbek believes sustainability will become one of the most important differentiators for successful retail destinations in the GCC.
Future consumers and tenants will increasingly evaluate destinations based on community engagement, wellbeing, authenticity, and environmental responsibility rather than size or location alone. For Times Square Center, sustainability is not a separate campaign but a core part of how the destination is designed, operated, and experienced.
Source: Interview material with Nancy Ozbek, originally sourced by Business Frontier Editorial Team
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