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THE GROWING INFLUENCE OF WOMEN'S ECONOMIC POWER IN THE MIDDLE EAST
New research shows women in the Middle East are helping drive a global rise in women's spending power, yet many still feel misrepresented and misunderstood.
Despite $792 billion in global ad spend, nearly half of women worldwide say brands and businesses continue to miss the mark, attempting to engage them with outdated stereotypes and missing a huge opportunity with a powerful, complex, multi-dimensional consumer who holds two-thirds of the world's discretionary spend in their pockets.
The findings are part of The Collective® Economy: A Global Understanding of Women's Buying Power. The report leverages insights from 8,700 women across 10 countries, including Saudi Arabia and the UAE, exploring how women live, spend, and perceive the world, and highlights where brands are falling short.
In addition to capturing a holistic understanding of women's economic behaviors and attitudes, the report also introduces six new consumer personas that align diverse world views and shared experiences.
The Mindful Multi-tasker: balancing work, family, and wellbeing (regardless of motherhood)
balancing work, family, and wellbeing (regardless of motherhood) The Family-First Realist: grounded in practicality and long-term security
grounded in practicality and long-term security The Independent Striver : driven by growth, career, and financial autonomy
: driven by growth, career, and financial autonomy The Empowered Advocate: cares deeply about justice, visibility, and making change
cares deeply about justice, visibility, and making change The Global Dreamer: outward-facing, creative, and connected
outward-facing, creative, and connected The Creative Explorer: Defining life on their terms, and it has to mean something
'Women are telling us what matters to them and what doesn't,' said Thayer Lavielle, EVP and Managing Director of The Collective. 'And they clearly want products that support and reflect their lives, values, and priorities. This research provides a global pulse on how women perceive their marketing, by region, and where they believe brand marketers may be falling short. Through the six personas we have developed, The Collective® Economy is a blueprint for building stronger connections, greater impact and lasting growth.'
Spotlight on the Middle East
In Saudi Arabia and the UAE, women are navigating a blend of tradition and ambition, and they expect brands to reflect that balance.
In Saudi Arabia, 54% of women say family influences their daily decisions, and 52% are the main decision-makers for household purchases, guided by values like financial stability, health and personal growth. Yet 45% say brands don't understand them, and 49% say they don't feel empowered by how women are portrayed in advertising.
These women are navigating a blend of cultural tradition and modern ambition. Many fall into the study's Family-First Realist persona – practical, values-led, and responsible for others. They're not asking brands to ignore culture; they want them to see the bigger picture.
In the UAE, women are more likely to identify with the Empowered Advocate persona. 66% say family matters deeply in their decisions – the third-highest rate globally – but they also lead in education, careers, and caregiving roles. Over half (55%) are the primary decision-makers for purchasing in their home. Yet nearly half (48%) say brands don't understand them, and 41% do not feel empowered by the representation of women in marketing.
These are educated, digitally savvy consumers with high expectations. They want to see ambition and tradition reflected side by side, and expect brands to meet that standard.
Download the full report:
