<i>Women may not be making their influence felt in the Gulf workplace. But they are becoming a significant force in the retail sector.</i> <i>Shoppers look for bargains in Ajman. © Amy Leang/The National</i> Women in the Gulf account for less than one-fifth of the workforce, despite making up around half of the population. But there is one area where their influence is rising fast: as shoppers. Women account for $20 trillion of consumer spending globally, according to a study conducted by TNS Mena, a market research organisation. And female consumers in Saudi Arabia are becoming a major player in the retail sector, the study found. "Women are demanding respect in all aspects of their lives, especially in terms of expressing opinion, and being valued for what they do," says Steve Hamilton-Clark, chief executive of TNS . The study shows that husband and wife roles are evolving, as is female participation in areas like child development. "This change can be attributed to the awareness of women's rights influenced by religion, technology, TV, education, and career development," explains Mr Hamilton-Clark. Groups like the coalition of Active Leaders for Women's Advancement in the Near East (Alwane), an international coalition of activists, hope to further promote the status of women in the region. "We are delighted to have the opportunity to join this coalition and pledge to work tirelessly to create avenues for positive change," says Sameera Arbabi, a member of the Alwane UAE Committee. "Through Alwane we can highlight the problems that we face and inspire a renaissance in attitudes towards women in the UAE," she says. Women may only make up 20 per cent of the Gulf workforce now, but their numbers are set to increase, says Mr Hamilton-Clark. And companies must take note of their growing influence, he warns. "As the spending power of women increases, marketers too must acknowledge women as an important growing customer segment that need specific understanding and marketing strategies," he concluded.
