April 2017

Procter & Gamble to Collaborate with Smart Dubai Office on Happiness Agenda Research and Training

Procter & Gamble (P&G) and Smart Dubai Office (SDO) will partner together on a number of initiatives that will support the Emirate’s Happiness Agenda, using a science-based approach to measure and impact people’s happiness to support the city’s transformation. The collaboration between P&G and SDO will cover a number of initiatives, including training, research and development.

As part of the agreement, P&G and SDO will work together to deliver consumer experience training for both organizations. P&G will also support SDO by developing a methodology for launching concepts and initiatives in culturally-diverse marketplaces. SDO will help P&G implement happiness meters in P&G sites across various locations. The research collaboration will include the creation of a joint research tool, which will help assist both organizations to better understand what happiness means in a diverse, multicultural environment. P&G and SDO will also further explore opportunities for additional joint research and development projects.

“We are excited about how much we can potentially achieve through this great collaboration with Procter & Gamble,” said HE Dr Aisha Bint Butti Bin Bishr, Director-General of Smart Dubai Office. “P&G is a company that is famous for its approach in innovation, and there is a lot we can achieve for the people of Dubai and its Happiness Agenda, particularly in terms of creating frameworks that will support our understanding of happiness amongst the diverse cultures in Dubai.”

Dubai’s Happiness Agenda expands on traditional approaches for societal wellbeing and introduces requirements that meet individuals’ essential daily needs, which overall encompasses the Smart Dubai city experience. To achieve happiness at a city level, the Happiness Agenda sets forth a series of programs designed to discover, influence and satisfy individuals’ affective, basic, cognitive and deeper needs — the essential ingredients for happiness. The Happiness Agenda began with an in-depth and collaborative discovery process within the context of Dubai’s unique and diverse cultural climate.

“We have long understood the importance of consumer insights in terms of understanding their needs and desires,” said Julio Nemeth. President, Global Business Services at Procter & Gamble. “We are looking forward to leveraging our experience and know-how to support Dubai’s remarkable initiative to put happiness at the top of the national agenda. There is a lot we can both learn about the psychology of happiness and its impact on consumers in a diverse and multicultural environment like Dubai. I look forward to our engagement with the Smart Dubai Office.”