In 2022, Emaar initiated the Emaar Innovation Challenge, a globally-recognized competition designed to inspire and engage startups worldwide. The goal is to harness their technological expertise and ingenuity in developing innovative solutions for construction and sustainability. These solutions are intended not only to benefit society and contribute to development but also to assist Emaar in achieving its Global Sustainable Development Goals. Through this challenge, Emaar sustainable innovation intentionally aims to foster sustainable innovation directed towards environmental sustainability, encouraging the generation of sustainability-oriented creative ideas and sustainable innovations.

With each iteration, the challenge garners hundreds of submissions, presenting innovative concepts from startups worldwide. These entries undergo meticulous evaluation and scoring by an Emaar panel, with 14 finalists chosen to participate in a live pitching session in Dubai. Through a rigorous assessment process, victors are selected based on their proficiency in novel technologies, commitment to environmentally conscious practices, and ability to devise creative solutions. The challenge underscores Emaar's dedication to fostering sustainable solutions and intentional sustainable innovation, aimed at preserving natural resources and achieving sustainability goals.