Regional uncertainty is reshaping how consumers across the UAE engage, spend, travel, and make purchasing decisions. Developed for ABG’s first CMO Forum in the MENA region, this Ipsos study explores how consumer behavior is evolving under pressure, revealing a population that is not retreating, but recalibrating around value, control, trust, and digital engagement. Based on research conducted among 800 UAE residents, the report highlights how changing emotional and economic conditions are influencing both short-term purchasing decisions and longer-term behavioral shifts.
The report highlights several behavioral and strategic shifts now shaping the market:
- Social media usage increased by 55% during periods of instability
- 73% of consumers are prioritizing essential purchases
- 57% are switching to cheaper alternatives or value-focused options
- 85% are maintaining or increasing online shopping activity
- 60% are turning more toward local brands during uncertain periods
- Promotions and discounts remain major purchase drivers for consumers
- Word of mouth, brand trust, and digital engagement are playing a growing role in purchase decisions
- Consumers increasingly value transparency, relevance, and contextual sensitivity from influencers and brands
This first-edition transparency study offers a data-driven look at the evolving creator economy. The report also outlines key learnings for marketers, emphasizing the importance of value clarity, digital-first ecosystems, social validation, and communication strategies rooted in reassurance and relevance. Together, the findings offer a timely look at the structural shifts shaping consumer expectations, trust, and brand engagement across the UAE market.
