Women & the Economy

Women are already recognised as being enormously powerful and influential in the GCC and in the UAE in particular. Marketers who understand the region have grasped that female consumers are actually the core driving force behind the majority of purchasing decisions.

Study after study has demonstrated this to be the case, with women’s purchasing power extending well beyond generally accepted realms such as household products, groceries, children’s clothing, etc. A couple of traditionally sterotypical male sectors provide the perfect example - motor industry statistics assert that women influence 85% of automobile purchases, whilst in consumer electronics female consumers outspend men and influence 90% of purchases.

The overall evidence overwhelmingly confirms the need for marketers to cater to this reality.