Global marketing communications agency J. Walter Thompson has released original research on the evolving female audience in the Middle East and North African (MENA) market. The insights, published in December 2016, were gathered as part of an ongoing international study into the world’s largest consumer group: women. Highlights include:
- Female Tribes: The report defined 15 new attitudinal profiles, called Female Tribes, which describe consumer lifestyle shifts across the region. Included were the Donna Drapers – the professional female entrepreneurs conquering the world of MENA start-ups; and the Arab Alphas – the women breaking social and cultural barriers and pioneering landscapes that were once only the privilege of Arab men. See our 2017: Look Ahead - Consumer Lifestyle report for more on the female power players of tomorrow.
- Rising Force: “The world, its economy and the cradles of business can no longer afford to neglect the needs of Arab women – siphoning them off into one statistical column rather than recognising their idiosyncrasies and nuances” said Mennah Ibrahim, MEA director of J. Walter Thompson Intelligence.
“If we look at this from a macro perspective, recognising that women’s economic power is continuing to grow around the world, and coupling it with data that confirms the Muslim segment is the fastest-growing economic segment globally, then it’s a slam-dunk strategy to be working on eyeing the Arab woman as a consumer with enormous potential for brands in the future,” she added.
For more on the evolving and nuanced MENA consumer, look out for Gen M: Millennial Muslim Entrepreneurs, publishing on January 23.