Arab women are in the midst of rapid social change which includes aspirations to freedom, fun and self-expression, and understanding what motivates their spending is critical to marketers, said an expert.

Recent research in Saudi Arabia has uncovered that women are motivated by technology, education and media, said Steve Hamilton-Clark, CEO of TNS Mena, a leading global custom marketing research organisation.

They are now demanding respect in all aspects of their lives, fuelled by external pressures and trends, including the growth of nuclear families and an increasing desire to expand social networks, added Hamilton-Clark.

“Figures show that 29 per cent of women feel that technology provides an avenue for self-expression, 32 per cent believe it provides the power from information and knowledge, and 30 per cent enjoy the community aspect of online communications,” he aid.

Hamilton-Clark was citing the Arab As A Consumer (ARAC) study carried out by TNS.

The research among female consumers in Saudi Arabia unveiled the emergence of trends and new behaviours influenced by sweeping change in the region’s approach to education, an increasingly relaxed press censorship and the move towards empowering women.

He said that findings revealed that key aspirations are freedom, fun, self-expression, respect, acceptance of overt beauty, as well as an increasing lean towards health and wellbeing.

“The boundaries of traditional husband and wife roles have been redefined, the expectations of marriage have changed, educated women want to work, and then find that being a working mother is challenging,” he said.

The ARAC research revealed that 48 per cent of the participants feel that women in the workforce is an economic essential and 44 per cent rate having a job as an important influence on confidence levels and self-esteem, Hamilton-Clark explained.

“It seems that female consumers are embracing new relationships, adopting support systems, and creating lifestyles that reflect the individual personality. Overall, there is a new openness to alternate ways of keeping in touch and being connected,” he added.

Hamilton-Clark said that women spend more than $20 trillion, worldwide and that regional marketers must fast understand the rapid evolution in the habits and desires of the Arab woman.

“As the region witnesses the shift in buying behaviour, trends and channels, marketers need to be aware of what drives female consumers. We must remember that there is no cookie-cutter approach to marketing; we must go deeper and find out about each market segments to ensure their wants and needs are met,” he concluded. – TradeArabia News Service