Mention the Middle East to anyone around the world and two images appear: one is a camel caravan in the desert led by Bedouin travellers. And the other is armed conflict, violence and strife.
For those of us living in the Gulf in general and in the UAE in particular, our daily lives paint a totally different picture. The oil-rich economies of the region have set a course towards modernity, so much so that our cities are now the backdrop of sci-fi movies.
But are the psychs evolving as fast? Are traditions thriving or are aspirations for modernity ruling the day? In other words, what do consumers want for themselves in the future?
With its “Future of the UAE” project, OMD sought out the answers to these questions.
Thanks to the oil income, the transformation of the country, starting even before its formation in 1971, has been as profound as it’s been rapid. But what does this mean for the population?
Emiratis have not only had to contend with the growing influx of expatriates but also the rapid transformation of their landscape, lifestyles and influences.
According to research conducted by Dr. Rima Sabban of Zayed University on the influence of modernity on traditional values in GCC communities, countries that are growing faster have higher concerns about losing the traditional touch.
Yet, it also found that the majority of Emirati youth are adept at balancing modernity and traditional values. Modernity in the Arab world is less about mindsets and intellectual change, as it is in the West, and more about lifestyles.
She argues that the system created in the UAE allows people to coexist and balance through modernity. It is about saying ‘I am modern, I use the latest technology and follow trends, but I respect elders and I meet up with my family every Friday’.
Certain aspects of lifestyles reflect a change and the embracing of more modern attitudes, like delayed marriage and parenthood, to allow women to study and work. According to our study, the optimal age to marry is 31 years, while the first child is expected at the age of 33.
This doesn’t mean the importance of the family is dented but with 43 per cent of women in the workforce, its composition and running are obviously evolving. With many residents living in multi-generational households, the influence of family members remains strong, particularly in major life decisions.
Even if the younger generations and Asian expats show the greatest trust for unknown reviewers and advisers online, the very large majority seeks the advice of relatives and friends much more, with 42 per cent involving family and 31 per cent seeking the advice of friends. Less than 2 per cent use third-party reviews or independent advisers.
While popular belief would have it otherwise, women are just as assertive as men in making these decisions, with a third seeking no one else’s advice.
We are at a crossroads, with traditional beliefs being challenged and often questioned. Our survey has shown that one in two residents believe degrees will no longer be worthwhile investments. Even the long-term viability of large companies in the next decade is being questioned by 53 per cent, with entrepreneurs and start-ups being the biggest creators of jobs.
Job security, interestingly, ranks higher as a priority than a large income, something that may reflect the growing economic uncertainty in the region. For decades, Emiratis have sought employment in the public sector for many reasons, including job security.
The government has long been trying to push UAE nationals into the private sector with limited success. One reason seems to be that becoming an employee isn’t as exciting as being the boss.
Our survey shows that for three in five Emiratis, being self-employed will prove more attractive a proposition than working for a big company in the future. Half of residents can also see a time when most jobs will be created by new entrepreneurs.
Yet, only 15 per cent of UAE residents see themselves starting their own business in the next two years, one of many paradoxes identified by the Future of the UAE survey. It seems that being a self-employed entrepreneur is one of those grand aspirations for many people in the UAE, as a way to address a tricky work-life balance, but one that is not for the short term or maybe even more for others to accomplish.
Modernity is also often expressed in technological terms and the UAE is doing very well in this aspect. The country ranks eighth globally for availability of the latest technology — ahead of Japan, Netherlands and Germany.
Consumers certainly expect more of this still and even look forward to it, as 82 per cent of UAE residents believe it will contribute positively to society. For the majority of residents technological devices aren’t not only ‘wants’, many have become ‘needs’.
We’re moving at a faster pace than the global average when it comes to mobile adoption. If a quarter of the UAE population is using their computer to shop once a day or more frequently, 32 per cent of them do so on a mobile phone.
Malls and shops are not relics of the past yet but current ‘physical’ retailers risk losing market share to online retailers if they do not begin to deliver multiple channel experiences.
The UAE may be a patchwork of cultures and lifestyles but its residents are united in their optimism, ambition and search for a better future. If few are willing to let go of their roots, most wish for more control over their destiny.
It’s certainly a sign of maturity.
The writer is a Senior Director — Planning at OMD UAE.
