Two students from Marketing major presented at the International Conference on Advancing Sustainable Future (ICASF 2023), which was organized in Dubai in December 2023, and in line with COP28. In the presence and under the patronage of H.E. Sheikh Nahayan Mabarak Al Nahayan, Cabinet Member and Minister of Tolerance and Coexistence, the conference highlighted the importance of ‘Sustainable Futures and Technologies’. Our students, Maha Almarzooqi and Asma Alwahedi developed their research paper in the MKT437-Market reserach class, performing focus group discussion with Emirati youth, and tried to find out »What young Emirati believe needs to be done for environmental conservation?” which was also the title of their presentations. Their research suggest that understanding the role of young Emiratis in promoting sustainability highlights the potential for community-driven change. Congratulation to Maha and Asma for this interesting research and a great presentation.