Makings of an empowered future

Emirati Gen Z women are seeking collaborative, culturally diverse and creatively enriching workplaces.

The UAE ranks first in the MENA region and 74^th globally in the World Economic Forum’s 2024 Global Gender Gap Report, which benchmarks progress towards gender parity. Over the past few years, the UAE has made significant progress regarding representation of women in the workforce by prioritising hiring of women in key leadership roles, opening up newer avenues for career growth and by putting in place policies advocating gender equity best practices.

Overall, the share of women in the workforce stands at 34.6% in 2024, up from 32.5% in 2023, indicated a report by the Emirates Businesswomen Council. The same report also stated over 2,000 new businesses have been launched by Emirati women during the first half of 2024, accounting for approximately 22% of all new businesses registered in the UAE during this period.

From sitting on boards to pursuing a career in STEM, from fuelling innovation through pathbreaking ideas to running impactful businesses, Emirati women are making a difference in every conceivable field.

Yet, despite these milestones, attaining gender equity, especially at the leadership level, seems like a long road, with only 7% of board seats held by women in the GCC versus 20% globally, stated a 2023 Bain & Company report. Data also indicates that organisations tend to reach a “tipping point” in their journey towards gender equity when women represent at least 30% of the total workforce. The effect is more significant when women hold over 30% of the leadership roles.  

A lot is already being done to create gender balanced workplaces in the UAE. Back in 2015 the UAE established a Gender Balance Council to reduce the gender gap in the government sector. A decade on, the UAE is the only country in the MENA region to achieve full gender parity in parliament. Not just the public sector, in the private sector too family and diversified businesses are making a genuine impact. Take the example of Easa Saleh Al Gurg Group where three women – Dr Raja, Maryam and Muna Easa Al Gurg sit on the board.

Shifting the balance in retail

As more and more Emirati women are entering the private sector, including retail and F&B, they are bringing cultural and skill-based diversity into the workforce. Interestingly, many young Emirati women are choosing roles that lean towards creativity.

So, what are the possible perks of embarking on a career in retail?

“Retail is where customer insights, innovative ideas and strategic execution come together to create meaningful experiences,” responded one of Amazon’s Emirati employees Hanan Abdulla, Marketing Manager Consumables, Retail UAE & KSA. “I can channel my enthusiasm into building impactful campaigns and marketing strategies that truly resonate with our customers. The opportunity to work in such an innovative environment has been a key factor in my decision to pursue a career in retail.”

Notably, Abdulla received the Nafis Award this year, which honours exceptional Emirati talents who have achieved distinguished success in their roles within the private sector. “Winning the Nafis Award was a testament to my hard work and dedication, and the incredible support I’ve received at Amazon,” she said.

Changing the mindset

While significant strides have been made, cultural challenges persist. Take the example of another Emirati employee Meera Jassim, Graphic Designer at Nando’s UAE. When she expressed her keenness to pursue a career as a graphic designer, her family could not comprehend the scope of such a role. “‘That’s it’ – they would exclaim, because they did not fully understand the potential and the scope of my work,” Jassim shared.

A self-confessed foodie, Jassim added that the sheer opportunity to communicate the essence of food and culture through visual design peppered with strategic thinking excites her. “Developing a food campaign isn’t as easy as it might seem. It goes beyond the tagline and creative; it involves creating something that will truly resonate with our audience, encouraging them to dine with us time and again. And I feel motivated by this unique challenge that helps me to blend my passion for design with my love for food. In addition, working for an iconic food brand like Nando’s makes the job even more exciting and challenging.”

Beyond ticking the box

While hiring Emirati women in the workforce is a good starting point, a lot more needs to be done to ensure greater integration, a diverse yet harmonised company culture and retention of talent. For this, a collaborative work environment, exchange of ideas and mentorship, among other things are crucial.

In this context, Abdulla stated, “As Emirati women, we are constantly motivated and encouraged by our leadership to excel in our careers. The government has played a crucial role in supporting Emirati women’s success through a variety of initiatives, actions and policies. As a result, the progress has been remarkable too. Now, private sector entities like Amazon continue to raise the bar on diversity and inclusion by offering a supportive environment where innovation and collaboration are at the forefront, providing the ideal setting for both personal growth and professional achievement.”

On her part, Jassim opined that over time, a lot of things have changed and today most people, including Emiratis understand and respect diverse career choices, which go beyond studying medicine or engineering. Similarly, organisations also release the potential of untapped Emirati talents. “For instance, I feel proud to work for a global company that encourages me to add my Emirati values and aesthetics while learning more about global F&B trends.”

Towards an equitable future

While a lot has been achieved, the journey towards a genuinely empowered and equitable future continues. Meanwhile, here are three interesting findings from Oliver Wyman’s ‘Women at Work’ survey to understand what women, including Emirati women, seek in workplaces.

• Financial reward is the top motivator for women in the UAE, with 78% prioritising it over flexible work.
• Women in the UAE are twice as likely to lead gender-balanced teams as their male counterparts.
• Tackling exclusion is key to motivating a diverse workforce, and – 63% of UAE women have experienced it.

In summation, asked to define empowerment, Abdulla said, “To me, empowerment is about having the confidence and resources to make decisions that shape my life and positively impact others. It means being enabled to seize every chance to learn, collaborate and lead, knowing that I have the support, knowledge and opportunities to grow and succeed.”

For Jassim, empowerment means the ability to not only choose a career path but work relentlessly to achieve one’s goals, keeping alive the spirit to excel.