IE Business School Admission Process Master in Market Research and Consumer Behavior Applicant : Marija Maksimovic G. Do you think that the lifestyle of the inhabitants of your town or city reflects behavior that is in line with the concept of sustainable development? In your opinion, what should be improved?

1. G. Do you think that the lifestyle
of the inhabitants of your town or
city reflects behavior that is in line
with the concept of sustainable
development? In your opinion,
what should be improved?
IE Admission Process
Marija Makisimović

2. My city - Belgrade
• Area:359.96 km2
• Population:1,166,763
• Density:3,241/km2
• Sustainability Awareness: ?

3. Facts time
Facts
Belgrade is situated on
confluence of two big
rivers Danube and Sava
Belgrade has 65 public
parks and 18 park-
forests
Some less
nice facts
Belgrade has no metro
1 out of 100 Belgraders
recycles
Belgrade has more then
300 illegal dumps
And a ’fun’fact:
When you type ’Belgrade
Maps Funny’ on Google
images this is what you find
among the first results

4. The trouble The problem The danger
The hope

5. What should be done?

7. Classrom
education
Media
Social
programs
• Building public awareness

8. Innovation in waste management
• Introduction of recycling system
• Incentives to renewable energy
Innovation in transport
• Introduction of bike sharing service
• Smarter and greener public transport
New technologies for greener city
• Creating apps that help people understand
and protect their environment

9. Investments Metro
Renewable
energy
projects
Know-how

11. New government project:
Belgrade waterfront
 Project between Serbian government and Emirates investor

12. The idea:
Belgrade Waterfront should create:
o An extension of the city, not an isolated district
o A riverside promenade with appealing attractions
o Attractive public spaces for residents and visitors
o New cultural jewels from historic buildings
o Distinct neighborhood communities
o A public realm with preference to pedestrians
o A city district that’s alive day and night
o A high-value center with a strong brand identity

13. Potential problems:
o The costal area is a natural resource – should it be
given to a single developer?
o Is there a public interest for this project?
o Shouldn’t we invest in metro first?
o Groundwater level is high – Will there be enough
space to make all the parking spots?
o What will happen to the city’s creative district
Savamala?
NGO Transparency Serbia:
"To this day, no expert with high credibility has stepped
up to interpret and advocate the idea of the Belgrade
Waterfront—instead, this is done by anonymous
persons on orders coming from political structures or
from abroad."

14. What do people think about it?

15. CAN DO IT
When we talk about environmental
awareness it’s always about the 3R model
Conclusion
I believe that
Belgraders first of all
need to learn. For this
purpose I would
symbolically introduce
my ’3E’ Model
Engage people
to contribute
Educate people
Empower the
change of people’s
mindset

16. Thank you for your attention
Marija Maksimovic
Pop Lukina street, Belgrade