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09.02.2022

EXPO 2020 DUBAI

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The world shares its ideas

For 170 years, pretty much every country in the world has gathered at the Expo to present their version of the future and, of course, to present themselves accordingly. And even if it is of course a marketing show, it is still a good opportunity to find out what topics are currently on the agenda in most countries.

It is therefore no coincidence that the up-and-coming city of Dubai, which has made a huge financial investment to position itself as a hub between Asia and Europe/Africa, did not miss out on the opportunity to showcase itself. And it is also no coincidence that Intero Consulting went there in search of the trend of the time - taking into account the possible precautionary measures against the corona pandemic.

Anyone expecting to see sensational new ideas was certainly disappointed. The Expo is a big happening - the message is more about people from all countries assuring each other of their messages for the future. And of course the event is geared towards the masses: a water park attracted the crowds in the Arabian heat, where small children romped around and of course there was no lack of references to ecological balance and sustainability. There were also numerous daily light shows, either with drones or above the giant tents in the centre - including photovoltaic collectors that looked like mushrooms and followed the position of the sun. Even if the critical topics are wisely ignored: no one talks about marginalised groups in a society (which is certainly an issue in Dubai with almost 90% foreign workers), inclusion, women's rights, democracy, the topics of migration and so on.  

But for all the show, the Expo conveys a sense of community to those travelling from all over the world and the soft power of such events should not be underestimated. And anyone who knows how to present themselves there will win points with a very important part of a global society.

  • Sustainability

    Sustainability is a globally recognised, major topic. Climate change and its consequences, the reduction of CO2 and the medium-term replacement of crude oil and natural gas with green energy is generally recognised and is a recurring theme. Be it vertical farming, hyperloop mobility or the extraction of water from the air (the Czech plant managed to produce 1,500 litres of water per day in the dry Arabian heat and was thus able to supply the artificial jungle in the Singapore pavilion as a positive example of international cooperation)

  • Digitalisation

    The enthusiasm for digitalisation and its possibilities is palpable everywhere. Surprisingly, however, it was mainly the German, South Korean and Japanese pavilions that gave participants a real demonstration of the possibilities - including the individualisation of communication and the spread of a vision of the future to society.

  • Prerequisites for a sustainable society

    There is still a long way to go before the people who come to the Expo will actually face up to the non-technological, social requirements for a sustainable society. As in any good company, this also applies to societies: People still trust technology to provide solutions - and the possibilities are fantastic and need to be promoted and utilised intensively and with a strong focus on future issues. Nevertheless, technology is only part of the solution; only if society is actually prepared to rethink will there be a long-term solution.

Dies ist ein Porträtfoto von Stefan Leicht.

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Stefan Leicht

Managing Partner