On December 6, OMD hosted the Future of the UAE event at the Waldorf Astoria in Dubai. Throughout a series of talks and panels, the agency aimed to explore expectations and attitudes of consumers toward life in the UAE and its future.

During the talks, results of a 2,000-person face-to-face survey of UAE consumers were revealed, showing that 75 percent of residents consider respect, family and ethics to be the most important values, but what does that mean for brands?

Sustainability and ethics

  • 70 percent of residents feel positive toward initiatives that aim to help the environment

  • 57 percent are happy with brands’ sustainability efforts

  • 42 percent are more loyal when brands have sustainability efforts

  • 37 percent report positively altered brand image when a brand partakes in sustainability efforts

Although, 39 percent agree that they care more about affordable products than whether they are sourced ethically.

Choosing a brand

  • 64 percent choose a brand for quality

  • 61 percent for trust

  • 58 percent for value

  • 38 percent for reliability

  • 25 percent choose a brand based on a recommendation

  • 19 percent choose a brand for image

  • 9 percent choose a brand for heritage

Trust

  • The trust index for the UAE is 79 percent

*Trust index reflects the trust a country has in the four institutions of government, business, media and NGOs.

  • 88 percent of consumers in the Emirates trust in the UAE government

  • 82 percent trust in UAE businesses

  • 72 percent of UAE consumers trust a brand’s website

The first talk of the day was delivered by Fadi Maktabi, OMD UAE’s head of strategy, who said that there are some paradoxical elements to the UAE consumer that were discovered through the survey, like their desire to travel and shop luxury, but also, to rid themselves of debt.

In her talk on insights about the UAE consumer, senior director at OMD UAE, Farah Moumneh, shared what brands can do to reach consumers in the UAE.

According to Moumneh, based on insights gathered about the UAE’s consumers, brands need to:

  • be authentic, stay relevant and be inclusive, yet personal

  • embody the dream, reflect their ambition and be a part of that journey

  • inspire people to make health-conscious lifestyle changes

  • know consumers, stand for something that resonates with them and be open and honest

  • use tech to keep up with the pace of consumers, be part of their lives and provide utility