Majid Al-Futtaim, a leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa, and Asia, has unveiled the results of a neuroscience study designed to identify the most powerful drivers behind emotional attachment to urban developments and communities.
Conducted by Neurons Inc. and commissioned by Majid Al-Futtaim, the UAE-based study used electroencephalography (EEG) and eye tracking technology to measure how participants subconsciously as well as consciously responded to nearly 100 images of urban developments and landscapes from around the world. Over 1 million data points were then analyzed to determine the findings.
Neuroscientists found the elements of everyday human activity (a visual focus in 80 percent of the 10 best performing images), greenery (70 percent), artistic features (50 percent) and bright colors (50 percent) were the most powerful drivers of emotional engagement with destinations and environments.
An emphasis was put on greenery, which was naturally landscaped and positioned in a way that provided a sense of human scale and privacy. The first of its kind study also highlighted a subconscious preference for shades of blue and green in design and artistic features that people can interact with and embrace natural materials.
The strongest negative responses were recorded in images that displayed a visible lack of human interaction and natural landscapes. Dirt and damage were also shown to have an immediate negative and lasting impact on participants.
The announcement comes as the governments across the region continue to place significant emphasis on transformative policies and practices for the real estate sector in a bid to drive economic diversity.
Hawazen Esber, chief executive of Majid Al-Futtaim — communities, said: “Historically, researchers and developers have focused on the conscious drivers of preference for real estate design and development. In a testament to the region’s progressive take on the transformation of the real estate sector, our unique neuroscience research study enables a deeper understanding of what subconsciously drives emotional value and a sense of belonging for our customers and the wider community.”
He added: “The study helps us identify crucial elements that make for happy, healthy communities and become the foundation for how we bring our integrated retail, leisure and entertainment offering to design mixed-use destinations that drive holistic value for residents and surrounding communities.”
Majid Al-Futtaim harnesses neuroscience to empower mixed-use development agenda
Majid Al-Futtaim harnesses neuroscience to empower mixed-use development agenda
More crop per drop: NADEC and EF Polymer deploy breakthrough technology to cut agricultural water use by 40%
Following a strategic technology-scouting framework led by Universal Materials Incubator, the National Agricultural Development Company has entered into a partnership to launch large-scale field trials of EF Polymer, marking a significant step in deploying deep-technology solutions to strengthen the Kingdom’s food and water security.
The collaboration initiates field trials of EF Polymer’s proprietary solution — a 100 percent organic, biodegradable powder that performs like a “soil battery” upcycled from food waste. Engineered to address water scarcity in arid and semi-arid regions, the material can absorb up to 50 times its own weight in water and gradually release moisture directly to plant roots. This mechanism has the potential to reduce irrigation water use by up to 40 percent, while enhancing crop yield and long-term agricultural productivity.
Beyond water efficiency, EF Polymer improves nutrient retention by minimizing fertilizer leaching, thereby reducing overall fertilizer requirements. After approximately one year in the soil, the material fully biodegrades into organic carbon, organic matter, and trace nutrients such as magnesium, calcium, and nitrogen — contributing directly to improved soil health and long-term fertility.
The solution is affordable, easy to apply, and suitable for a wide range of crops, making it viable both for individual farmers and for industrial-scale agricultural operations such as NADEC’s.
EF Polymer has already achieved significant commercial adoption across multiple global markets, including Japan, the US, India and Turkiye, where it is actively used by farmers and agribusiness operators to improve water efficiency, soil health, and crop resilience under varying climatic conditions.
Its organic credentials are certified by OMRI and Ecocert, reinforcing its alignment with sustainable and regenerative agricultural practices.
The stakes for this alliance are high. By 2030, global freshwater demand is projected to exceed supply by 40 percent. In Saudi Arabia, the challenge is localized but intense: the agricultural sector alone consumes approximately 11.4 billion cubic meters of water annually. This partnership underscores NADEC’s commitment to adopting innovative, scalable technologies that conserve natural resources while supporting resilient food systems across the Kingdom.
Mohamed Al-Rajhi, VP of supply chain sector at NADEC, said: “Strategic agriculture today requires a long-term commitment to soil health and resource circularity. NADEC is leading the shift toward regenerative practices that restore our natural capital rather than merely consuming it. By diversifying our crop portfolio and investing in closed-loop nutrient management, we are insulating our operations against global price volatility and environmental shifts.”
“We are aggressively deploying AI-driven irrigation systems and satellite-based crop monitoring to optimize every drop of water and every hectare of land. This strategic pivot toward agri-digitization allows us to mitigate climate risks in real-time while significantly reducing our carbon footprint. Our commitment to sustainability is our greatest competitive advantage, ensuring that NADEC remains the cornerstone of the Middle East’s agri-food sector for decades to come. These trials focus on strategic scalable crops like wheat and olive trees to ensure the future of the Kingdom’s food security is both sustainable and locally rooted,” he added.
Strategic trial milestones:
- Wheat: Trials have commenced to demonstrate water retention in this water-intensive crop.
- Olive and blueberry: Specialized testing is scheduled for March to evaluate yield improvements and nutrient efficiency.
This collaboration supports Saudi Vision 2030 goals of reducing non-renewable groundwater use by 90 percent.
