VisualGPS Creative Trends Culture UAE’s Consumers of Tomorrow

By anticipating the rise of evolving consumer values and visualising consumers’ changing purchase drivers across the emirates and beyond. Getty Images’ VisualGPS research reveals how changing values around mental health, climate change and the cost of living crises are shaping consumers of tomorrow.   

Meet three key consumer groups on the rise—Joy Maxxers, Self‑Care Strategists and the Creative Frugalists—and explore the visuals that speak to them. 

Getty Images' VisualGPS research highlights the importance of simple, daily joys as an antidote to worries about the future where six in 10 UAE consumers find thinking about the future makes them anxious. Meet the Joy Maxxers. 70% of UAE consumers agree that with many aspects of life feeling serious they want to lighten the mood now more than ever. For example, the annual Dubai Summer Surprises Festival combines shopping with joy and entertainment, and the popularity of this annual shopping and leisure festival keeps growing.¹ In Abu Dhabi, the fourth edition of the Abu Dhabi Maritime Heritage Festival celebrates the history of Emirati culture through workshops, live performances and food experiences.^2,3 In addition, the growing chocolate market points to a culture where gifting and small everyday luxuries are priorities.⁴ 
 
To evoke more fun and joy in visuals, consider serendipitous moments from daily life that depict humour. Explore quirky angles and compositions such as Dutch angles, POVs, maximalist or immersive framing to bring a visual sense of fun. Or indulge in whimsical shapes and graphic elements to bring a sense of play to your data visualisations.

The pandemic spotlighted the importance of self‑care and recent VisualGPS research shows this has continued. In the UAE, the size of the health and wellness market is expected to rise to more than 13 billion USD by the year 2029.⁵ Self‑Care Strategists are increasing with 69% of consumers in the UAE now saying they try to take steps to improve their health and wellbeing and 60% proactively taking care of themselves by initiating health and wellness habits.  
 
Research from VML shows that global consumers are cutting back on nonessential spending with health/wellness being the only exception.⁶ In response, brands’ visual searches for "longevity" have increased by 71% at Getty Images, as they lean into consumers’ focus on living longer and healthier lives. Visuals that highlight healthy aging and proactive care for all will resonate with Self‑Care Strategists. Showing the benefits of your product or service for a healthy life in visuals will connect.

Living a greener life comes with fiscal challenges, especially in times of economic crisis. 87% of consumers in the UAE say they would practice living a sustainable lifestyle if it cost the same or less than what they are paying today. However, Getty Images’ VisualGPS research shows there is an emerging group of consumers—Creative Frugalists—who are finding ways to manage their consumption with financial and eco‑benefits. 74% of consumers in the UAE say they recycle, repurpose or donate items they no longer use. In the UAE, slow fashion currently is particularly important to younger generations.⁷ Visuals that highlight repurposing, recycling and upcycling or resourcefulness and quality over excess will appeal to Creative Frugalists.  
 
So, to inspire the UAE’s consumers of tomorrow, prioritise visuals that show evolving values driving their decisionmaking—joy, creative resourcefulness, quality over excess or health improvement.

Sources
[1] UAE Stories
[2] Yalla Abu Dhabi Life
[3] Abu Dhabi Media Office
[4] Radad International
[5] Sapience
[6] VML
[7] Sapience