Insights to women’s needs in the Middle East Insights to women’s needs in the Middle East

Dubai-based author Carol Talbot is set to energise timely conversation among the region’s business sector at this month’s sixth upcoming Gulf Marketing Review: Marketing to Womenconference on 28th May, 2012.

Regional and international experts from both the private and public sectors are poised to take the stage at the conference in Dubai to share studies, research, trends, ideas and changes in terms of marketing to women.

Talbot advised that the Middle East is rich in opportunities, much of which is yet to be realised, appreciated and put to good use. “Understanding female consumers is fast becoming an essential to effective, sustainable marketing communications. As world economies experience a season of unprecedented transition the time is nigh for the many brave marketers looking for change to fast learn to look in new places for new answers to business and growth,” she said.

Talbot will chair the one day event, now in its sixth year.

Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research organisation, acknowledged that traditional structure and social norms are changing, with shifts seen in the young female population.

“Global figures suggest that women account for consumer spending worth USD 20 trillion and a recent study of the female consumer has revealed that women are indeed becoming a major retail influencer in the region,” Hamilton-Clark said.

Author Carol Tablot

He cited the Arab as a Consumer (ARAC) study carried out by TNS in Saudi Arabia, recently. The research among female consumers in the Kingdom revealed the emergence of new trends and behaviours. The key to social change for young women is the huge increase in educational opportunities, an increasingly relaxed press censorship and the empowerment of women.

“Indeed, findings show that while women currently represent 40% of the global workforce, this figure falls to just 20% in the Middle. In the UAE, women now make up as much as 65% of college enrolments and graduation. This is set to increase as active participation by women in learning, development and the workplace continues and thus positively spurs economic growth,” Hamilton-Clark added.

Dubai-based Westin Mina Seyahi Beach Resort & Marina is set to play host to the delegates from diverse business sectors. This year’s event is focused on advancing and unearthing fresh insights, new attitudes and behaviour of what women residing Middle East really want and need from brands.

“Events like this provide a platform for professionals to meet, collaborate and develop industry standards to ensure effective communications is in place,” Talbot concluded.

Carol will join Stuart Campbell-Morris (TNS), Vidya Rayappa (TNS), Marian Salzman (Author of Next: Trends for the near Future), Tina Chikhani (Unilever MENA), Amira Rashad (Yahoo! Maktoob MENA), Ahmad Yahya (Fonterra Brands MENA & CIS), Christina Loannidis (Aquitude), Eva Strich (Philips Healthcare ME), Jakob Sveen (Johnson & Johnson ME), Tammy Jalboukh (Johnson & Johnson ME), Preethi Mariappan (TBWA/RAAD) and Melanie Clancy (TBWA/RAAD).


Rushika Bhatia Editor

Rushika Bhatia is one of the region’s leading commentators on business and current affairs issues. She is the Editor of SME Advisor magazine - the flagship title of CPI Business. She is passionate about infographics – with special emphasis on data, research and statistics. Rushika has a Bachelor’s Degree from Indiana University, USA and is also CIMA qualified.

More in News
Robust growth for MENA region’s health care sector

The healthcare sector in the MENA region (Middle East and North Africa) is gearing for...