Due to excessive heat from the sun during the summer, some Doha-based building companies have implemented various forms of cooling technology to alleviate the extremely torrid climatic conditions. This can include creating optical phenomena such as shadows, as well as more expensive techniques like ventilation, coolants, refrigerants, cryogenics, and dehumidifiers. Discussions regarding temperature control have also been features of various scheduled events involving large crowds. There are other initiatives that attempt to counter the heat by altering working hours, weather alteration methods such as cloud seeding, and using whiter and brighter construction materials to increase the albedo effects. Nonetheless, despite these measures, Doha and other areas of Qatar could become uninhabitable for humans due to climate change by the 2070s.