Today's Edition
A. SREENIVASA REDDY (ABU DHABI)
Overwhelming majority of business leaders and consumers believe the UAE will emerge in a stronger competitive position and trust the government to protect the business environment, according to a Publicis Groupe survey based on interviews with more than 60 business leaders and over 300 consumers.
The Resilience Business Pulse report indicates that confidence in the UAE remains robust, with 100% of surveyed leaders expressing confidence in the country’s trajectory and 94% trusting the government’s ability to safeguard the business environment.
About 78% of respondents said the UAE is likely to emerge in a stronger competitive position, while 56% would recommend the country as an investment destination.
Bassel Kakish, CEO of Publicis Groupe Middle East & Turkiye, said the findings reflect more than sentiment. “Every single leader expressed confidence in the country’s trajectory. That is not a sentiment; it is a signal,” he said, adding that such conviction is “the foundation on which recovery accelerates".
The report highlights that the UAE market is “recalibrating rather than retreating,” with demand shifting across channels and categories rather than disappearing altogether. While 72% of leaders reported some level of demand decline, 17% said demand is growing and another 17% said it is changing in shape rather than falling.
Jennifer Fischer, Chief Innovation and Growth Officer at Publicis Groupe MENA, said the findings point to a reality on the ground that is “more resilient and more dynamic” than the negative headlines suggest.
Businesses are also continuing to invest despite disruption. Only 8% of companies fully paused marketing activity, while 38% reallocated spending internally without reducing overall budgets, signalling a shift toward efficiency and measurable returns.
The study notes that brands are prioritising relevance and utility, with younger consumers in particular expecting practical support, reliability and calm, transparent communication.
At the same time, the report underscores that the present situation is accelerating structural shifts already underway, including the move toward digital commerce, performance-driven media and AI-enabled decision-making.
“The picture that emerged is more resilient and more dynamic than the headlines suggest,” Fischer said, noting that the insights reflect a market adapting in real time rather than pulling back.
