Over half of UAE women lead household spending as they balance career, caregiving

Al Etihad

3 days ago

26 June 2025 00:56
AMEINAH ALZEYOUDI (ABU DHABI)
More than half of women in the UAE are considered the primary decision-makers for most purchases in their homes, highlighting a trend that underscores the increasing spending power of women worldwide, according to a new report.
The report - The Collective Economy: A Global Understanding of Women's Buying Power - was based on a survey of more than 8,700 women across 10 countries, including the UAE. It aimed to explore how women live, spend, and perceive the world, while looking into market trends and where brands a falling short.
The study found that women drive 70% to 80% of all purchasing decisions globally - controlling an estimated $31.8 trillion in worldwide spending as of 2024. Yet, many companies continue to market using outdated approaches that ignore how women think, spend, and live.The UAE presents a compelling case study in this consumer landscape, the report said. Women in the country are highly educated, career-oriented, and deeply rooted in family life. They are navigating complex roles in society - balancing work, education, and caregiving - with many saying they control household purchases. Fifty-five percent of UAE women mostly make the decisions when it comes to these expenses at home, the report said. Despite this clear influence, 48% of Emirati women feel brands do not understand them. Additionally, 41% say they do not feel confident or empowered by how women are represented in marketing. This disconnect highlights the need for companies to shift their messaging and better reflect the real lives and values of women consumers.
What Matters to UAE Women According to the report, the top three values for women in the UAE are financial stability and security, health and wellbeing, and personal growth and ambition. When defining their identities as consumers, they cite education and knowledge, career and work identity, and their role as mothers or caregivers as most important.When shopping, women prioritise quality and durability, convenience and ease of use, and health and lifestyle benefits. These are discerning consumers who are thoughtful about their choices, and they expect brands to meet their high standards.Family also plays a critical role in the decision-making process, the survey found. About 66% of women in the UAE say family is central to their daily choices, making it one of the top countries globally in this regard. Emirati women often identify with the 'Empowered Advocate' persona, driven by purpose and responsibility while embracing both ambition and tradition, according to the study.
'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.'