The GCC is steering toward zero landfill as part of its ambitious net-zero targets.

Fadi Al-Shihabi, partner, sustainability solutions leader at KPMG Middle East, pens a piece on how the fossil fuel legacy can used as a blueprint for developing a circular economy. 

Transforming manufacturing is the key to reducing waste and energy consumption, promoting responsible consumption and reducing environmental impact.

In this context, the evolution of the Gulf's manufacturing sector is a testament to the region's adaptability and foresight. We are also seeing the enhancement of value chains in the region through the production of more raw materials locally, fostering cross-sector synergies to boost industrial localisation efforts.

By leveraging their expertise in energy production and their significant financial resources, GCC nations are not only keeping pace with global sustainability trends but are setting new standards in socio-economic development.

Making the circular economy a reality in the GCC

The GCC is steering toward zero landfill as part of its ambitious net-zero targets. Key efforts include waste-to-energy projects and increased recycling, both of which are reshaping the manufacturing sector, by promoting green, circular economy practices and advancing sustainable development across the region.

Additionally, research continues to drive innovation, particularly in advanced waste conversion technologies. The UAE introduced a circular economy policy in 2021, which implements resource efficiency, minimises waste, and fosters economic value from materials traditionally considered waste.

Furthermore, Saudi Arabia's bold recycling initiative aims to recycle 95% of its waste, contributing US$31.99bn to GDP, creating 100,000 jobs, and positioning the Kingdom as a global leader in sustainability by 2040 through advanced waste management strategies.

Another neighbour, Qatar's Ministry of Municipality plans to build an engineered landfill in Al Khor, adhering to the highest international standards, and operating a plant for recycling materials.

In Saudi Arabia, Clorox's Dammam and Jeddah plants have already achieved 100% zero waste to landfill. Additionally, KAUST startup Edama Organic Solutions has opened the Kingdom's first organic waste recycling facility at the KAUST Research. Oman too is launching its first Waste-to-Energy (WTE) project, which is expected to cut landfill carbon emissions by 50 million tons over 35 years.

Each of these projects exemplify the shift to a circular economy, with resource efficiency principles woven into national economic and environmental strategies. The approach goes beyond just waste reduction, aiming to extract value from it instead.

An example is the ambitious e-waste recycling project in Salalah, the largest in Oman. This initiative tackles the rising issue of electronic waste while creating new economic opportunities, solidifying Oman’s position as a leader in sustainable waste management and resource efficiency.

Overcoming obstacles

There is no doubt that the shift towards sustainability is opening new markets and driving demand for eco-friendly products and services. Companies that prioritise sustainability are finding themselves at a competitive advantage, fostering both environmentally conscious consumers and investors.

Despite notable progress, several hurdles still impede the full implementation of effective waste management systems. With robust regulations still being in the works, and high initial costs, particularly for advanced technologies, remain a significant barrier. Additionally, on a wider scale, limited recycling infrastructure restricts broader adoption.

Additionally, greater public awareness and engagement are needed to drive meaningful behavioral change. These challenges also offer opportunities for innovation, investment, and policy reform. By addressing these issues, the region could unlock more cost-effective solutions, foster new partnerships, and pave the way for sustainable and efficient waste management practices.

Gulf nations are also tapping into their energy production expertise to drive waste-to-energy initiatives, marking a decisive move toward sustainable development. This niche area of expertise that had traditionally been utilised in oil wealthy nations but has been rare to find globally, is an essential piece of the puzzle to extend the reach of renewable energy and its accessibility.

The road ahead

The road to a circular economy and waste reduction is set to positively impact the employment market, as the Middle East invests around US$1 trillion in clean energy over the next decade, marking a transformative shift in the region’s economic landscape. This substantial investment is projected to generate around 300,000 new jobs by 2030 and inject an additional US$100bn into the regional economy, underscoring the Gulf's growing commitment to sustainable growth and energy diversification.

Also read: Can AI truly revolutionise manufacturing efficiency?

Riverbed’s survey highlights AI’s impact on manufacturing, revealing benefits in efficiency, automation, and data-driven decision-making. (Image source: Riverbed)

Riverbed, a leader in AIOps for Observability, has unveiled the Manufacturing sector findings from its Global AI & Digital Experience Survey

The study highlights strong enthusiasm for AI, with 92% of surveyed manufacturing executives identifying AI as a top C-Suite priority and agreeing it offers a competitive edge. However, only 32% of manufacturers are currently fully prepared to implement AI projects—5% below the overall industry average. Challenges such as data quality and scalability are key hurdles preventing manufacturers from unlocking AI’s full potential. As AI evolves, the industry is poised to benefit from improved efficiency, enhanced product quality, optimised inventory management, and more data-driven decision-making, all of which contribute to a superior customer experience.

The next three years are expected to bring rapid AI expansion as businesses seek practical AI solutions. By 2027, 83% of manufacturing leaders anticipate being fully prepared for AI implementation. AI’s role is also expected to shift significantly, from primarily driving operational efficiencies (58% today) to becoming a key growth driver (65%) by 2027. This shift represents one of the most notable transformations across all industries in the study.

Millennials and Gen Z viewed as AI leaders

As AI reshapes the manufacturing sector, enthusiasm spans the C-Suite, younger employees, and organizations as a whole:

• 97% agree AI will enhance digital experiences for end users.
• 62% say their company’s sentiment toward AI is positive, with 32% neutral and only 6% skeptical.
• While Gen Z is often seen as the AI-savvy generation, manufacturing leaders view Millennials (45%) as equally adept, followed by Gen X (10%).

Most manufacturers have moved beyond the experimental phase, with 56% accelerating AI initiatives by investing in infrastructure and talent. Meanwhile, 29% have reached the transformative stage, where AI is fully integrated into operations.

AI driving workflow automation in manufacturing

Manufacturing leaders foresee AI delivering significant benefits, with 89% recognising AI automation as key to improving IT efficiency and digital experiences. Over the next three years, AI will be used in IT operations for:

• Workflow automation (80%)
• Automated remediation (69%)
• 24/7 support availability via chatbots (63%)
• Data-driven insights (60%)
• Anomaly detection (59%)

Gaps hindering AI adoption in manufacturing

Despite strong AI adoption momentum, the study identified three critical challenges preventing manufacturers from maximising AI’s benefits:

• Reality Gap: While 77% of manufacturers believe they are ahead of peers in AI adoption (including 25% who say they are significantly ahead), only 7% admit to lagging behind. This discrepancy suggests an overestimation of progress.
• Readiness Gap: Only 32% of manufacturing leaders say their company is fully prepared for AI adoption, ranking them behind most other sectors. Additionally, 67% cite AI’s immaturity as a barrier to scalable implementation.
• Data Gap: Although 87% recognize high-quality data as crucial for AI success, 69% are concerned about their data’s effectiveness, and only 42% rate their data as excellent in terms of completeness and accuracy. Furthermore, 42% see poor data quality as a hindrance to further AI investments. 

Addressing AI-related security and confidentiality risks

With 92% of manufacturing leaders concerned that AI could expose proprietary data in the public domain, data security remains a significant issue. The industry’s reliance on legacy systems makes it particularly vulnerable to breaches, reinforcing the need for robust cybersecurity strategies.

Overcoming AI challenges in manufacturing

Salman Ali, senior manager – Solution Engineering, GCC, at Riverbed, explained, “AI is transforming the manufacturing industry, offering significant benefits in terms of operational efficiencies, reducing costs, and the ability to innovate at a faster pace to maintain a competitive edge. However, for manufacturers to deliver substantial performance improvements and improve their AIOps initiatives, they must focus on the quality of their data. Our recent study reveals that 42% of manufacturing leaders are concerned about the effectiveness of their organization’s data for AI purposes. At Riverbed, we’re helping customers in this industry overcome this data challenge with our open, AI-powered observability platform, which provides practical AI that works and scales, enabling organizations to automate and drive efficiencies across their IT operations and achieve significant ROI from their IT investments and AIOps efforts.”

No calibration, no formatting, no ribbon fumbling, no trial & error, no waste - the new i7500 redefines the 76mm core premium printing experience in electronics, electrical, manufacturing and laboratory industries.

Fed up with old-school high-volume label printing? The new BradyPrinter i7500 reimagines 76mm core high precision label printing.

The identification specialist Brady Corporation’s new BradyPrinter i7500 for 76mm core label rolls automatically adjusts all of its settings when new consumables are loaded. Ready to print in just 40 seconds, the printer also removes all calibration waste by printing the first label right.

Set up, don’t touch?

The approach in most industries to high volume, high precision thermal heat transfer 76mm core (3’’ core) label printing to date has almost always been “set it up and don’t touch”. Crucial for traceability and compliance, yet excruciating to set up and calibrate, the 76mm core label printing experience has been a notorious pain point for many manufacturing, electronics, electrical and laboratory industries.

Watch the i7500 in video >>

Ready in 40 seconds

Not anymore. In a new proprietary printer model, global identification specialist Brady Corporation removed all label printing hassle to redefine the 76mm core label experience. “The new BradyPrinter i7500 does not require users to adjust sensors, heat settings, define label dimensions or waste labels in calibration”, says Ömer Adisen, product manager benchtop printers & software at Brady Corporation. “We call it LabelSense. The technology reduces the frustrating trial and error of manual printer calibration to print readiness in just 40 seconds. That includes loading Brady consumables, designed so they can only be loaded the right way.”

Efficient, flexible printing

The new BradyPrinter i7500 with LabelSense technology makes high precision 76mm core label printing a lot more intuitive, and efficient. There is no need to maintain multiple printers just to avoid the classic consumable and calibration hassle. “All optimal settings are already preloaded and the printer automatically recognises every Brady consumable. The i7500 offers considerable print flexibility by enabling users to switch from printed circuit board labels to rating plates, raised profile labels and cable sleeves, or between relevant specialised laboratory labels, in just 40 seconds. Even when loading the tiniest 3.18mm QR-coded labels, the i7500 prints the first label right, reducing waste and supporting sustainable label printing practices.”

Open core

In addition to auto-calibration, the BradyPrinter i7500 can print 76mm core labels from any manufacturer in manual mode. “When considering a switch to the new label printing experience provided by the BradyPrinter i7500, there is no need to devalue current label stock. The BradyPrinter i7500 can print any 76mm core labels, from any manufacturer, with great speed and precision.”

Software compatible

When combined with Brady Workstation label design, the software instantly recognises the dimensions of loaded Brady consumables for fast and intuitive label creation. Next to label design protection, Brady Workstation also includes an easy scan to print app and a data automation app to print labels at the right time with the right ERP-system data. The BradyPrinter i7500 supports print languages like ZPL, and can print labels via other label design software.

Premium printing redefined

“The new BradyPrinter i7500 defines a new premium high precision printing experience for 76mm core labels”, Ömer says. “Fully automated calibration enables printing on different consumables within 40 seconds. Supported by a clear user interface on a large on-board screen, the i7500 prints a wide range of labels without any hassle. We can provide a hands-on demo at your premises to show your teams just how intuitive label printing can be.”

Discover the BradyPrinter i7500 >>

Are you wondering how to choose the right label for your application? Download the free guide now >>

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Cleanova said it will strengthen its footprint in North America, EMEA, and other key markets.

Cleanova has acquired Micronics Engineered Filtration Group, a renowned manufacturer of filter media, filtration systems, and field services.

This strategic move enhances Cleanova’s portfolio, enabling it to deliver advanced solutions for a wide range of industrial applications while prioritising environmental protection and operational efficiency.

The acquisition marks Cleanova’s fourth major deal since its inception in 2023, following its purchase of Allied Filtration in January 2025.

Global growth

By integrating Micronics’ expertise in pressure and vacuum filtration, as well as its strong presence in air filtration, Cleanova said it will strengthen its footprint in North America, EMEA, and other key markets.

Chris Cummins, former Micronics executive, has been appointed CEO of Cleanova, bringing extensive industry experience to the role.

“Joining forces with Cleanova marks a pivotal moment for our business, positioning us for a new chapter of accelerated growth and innovation on a global scale. This strategic move will further enable our ongoing ambitions to expand our global reach and diversify our product offering while maintaining our commitment to delivering excellence to our customers,” said Cummins. 

Headquartered in Chattanooga, Tennessee, Micronics operates globally with facilities in the USA, UK, Canada, Mexico, Brazil, India, China, and Australia. Its portfolio includes well-known brands such as Micronics, Action Filtration, SOLAFT, and Filterfab, alongside its innovative vacuum filtration equipment and filter presses.

This acquisition aligns with Cleanova’s customer-centric approach and commitment to innovation, quality, and sustainability, the company said in a statement.

By combining Micronics’ upstream filtration capabilities with Cleanova’s leadership in liquid filtration, the company is well-positioned to meet the evolving needs of industrial customers worldwide.

Javaid Riaz, former Cleanova CEO and now member of the board of directors, said, “This announcement marks a significant milestone in Cleanova’s growth journey, propelling us into a new phase of geographical expansion and product diversification. We are excited to become one of the largest independent industrial filtration companies in the world.”

“Looking ahead, we will actively connect with customers, employees, and other stakeholders to communicate our vision for the expanded Cleanova group and our strategy to capitalise on future opportunities,” concluded Cummins.

Established in October 2023 and backed by pan-European private equity firm Px3 Partners, Cleanova brings together cutting-edge ideas and trusted filtration technology brands to deliver innovative solutions for cleaner environments. The company is dedicated to exceeding customer expectations in performance and cost-efficiency while contributing to a more sustainable future.

Cleanova’s portfolio includes a diverse range of renowned industrial filtration brands, such as Action Filtration, AeroPulse, AFT, Airpel, Allied, CPE, Dollinger, Filterfab, Micronics, NFM, Plenty, Roome, SFM, Shawndra, Sidco, SOLAFT, UPC, and Vokes. With a workforce of over 1,400 employees, Cleanova operates manufacturing facilities, sales offices, and service centres across the US, Canada, Mexico, England, Ireland, India, China, Brazil, Australia, and the Middle East.