You’ve probably heard the phrase ‘content is king,’ but in an oversaturated market, ‘context’ is queen – because the storytellers shaping the narrative, many of them women, wield extraordinary influence and value.
Across the Gulf, women are increasingly shaping the media landscape, emerging as formidable storytellers, from editorial decision-making to digital brand storytelling.
But while progress is undeniable, true equity in media representation remains a work in progress. With International Women’s Day highlighting female achievements, it’s a great time to dive into how women-led storytelling is not only reshaping media but also driving serious business impact.
Women taking control of the narrative
Historically, female voices were often sidelined or kept behind the scenes. But with the digital revolution, those old barriers are coming down fast. Today, women in the Gulf are launching media ventures, building digital platforms, and creating content that really speaks to diverse audiences. For instance, a PwC report shows that 74 per cent of consumers expect brands to embrace diversity in their messaging – demonstrating that consumers value inclusivity and authenticity more than ever.
Women-led platforms are more than just cool hobbies or projects – they’re tapping into real trends and consumer interests. Such platforms – podcasts, social media profiles, video channels – offer fresh, relatable content that mirrors the everyday experiences of people in the region. With more women getting involved online, we’re seeing a shift in how brands communicate, making their messages more personal and genuine.
At Abu Dhabi Review (ADR), I’ve made it a key goal to understand our audience, ensuring we really connect with people, from answering DMs (and we get a lot), to gathering them at our community platform, ADR MEETS, to engage in their views and interests. Remaining authentic, with authority, is the name of the game and feels even more important because ADR is a female-owned business.
Game changers: Social media and online platforms
Let’s face it: social media has completely transformed how we share and consume stories. Platforms like Instagram, TikTok, and LinkedIn have given women an incredible chance to control their narratives and reach huge audiences. In the Gulf, where more than 80 per cent of the population is active on social media, this shift is massive.
My own platform offers a Western expat perspective of Abu Dhabi. I’m a British expat who has called Abu Dhabi home for over a decade, and it’s incredibly important that I ensure our content offers a unique blend of Western insights with local flavour, ranging from exploring hidden cultural gems, to sharing news of the biggest events in the capital. I’ve taken time to develop our engaging narrative style and improved our visuals to suit our audiences’ tastes. All of that has built a loyal following, proving that authenticity resonates no matter where you’re from.
You can also consider Huda Kattan. Based in Dubai, Huda has turned her passion for beauty into a global empire with Huda Beauty. Her Instagram and YouTube channels aren’t just about makeup tutorials – they’re a masterclass in building a personal brand that feels genuine and relatable. Her approach to storytelling, blending beauty tips with personal anecdotes, has set a new standard for how brands can engage with their audiences.
Then there’s Joelle Mardinian, a well-known beauty expert and television personality in the UAE. Joelle has built a digital presence that goes far beyond conventional beauty advice. By sharing behind-the-scenes glimpses of her entrepreneurial journey and personal experiences, she’s created a community where followers feel like they’re part of her world. Her candid, down-to-earth style makes her a relatable figure in a landscape that can sometimes feel too polished or distant.
Halima Jumani is a pioneering leader at Kibsons, drawing on 25 years of experience in finance and operations to transform grocery shopping for modern households. Recognising that busy female consumers often drive family purchasing decisions, she reimagined the traditional grocery model into a user-friendly online platform. Her vision eliminated the hassle of supermarket visits by delivering fresh, farm-to-table produce and household essentials straight to customers’ doors at competitive prices – with limited disruption to everyday life.
The digital ecosystem itself is bursting with options. Today, women in the region can choose from a wide array of platforms to tell their own – and others’ – stories. In addition to mainstream social networks, there’s a growing wave of podcasts, YouTube channels, in-app groups such as WhatsApp and Messenger where women are the administrators and can steer the conversation. There are now even business communications platforms, such as Microsoft Teams, that allow for deeper dives into topics ranging from lifestyle and culture to business and personal development.
Having variety means that every voice can find its perfect medium – whether it’s a quick Instagram reel, an in-depth podcast, or a live video chat – empowering women to connect with audiences in ways that feel authentic and dynamic.
These diverse platforms aren’t just changing the way content is consumed; they’re sparking real conversations. Women-led narratives are creating ripple effects that encourage more voices to join the dialogue, resulting in deeper engagement and stronger community ties. For brands, tuning into this trend isn’t just about keeping up with social media, it’s about aligning with a movement that values genuine connection and cultural resonance.
Why does this matter for business?
Women-led storytelling is more than just a creative pursuit, it’s a real business booster. In the Gulf, women are a major force behind purchasing decisions, driving up to 80 per cent of those decisions in many different sectors. This means that the way brands communicate with female audiences can directly impact their bottom line.
At Abu Dhabi Review, we have an 80 per cent female team ranging from the ages of 21-50, which we feel offers value to these decision-makers because we’ve taken time to truly understand and showcase what our audience is really after.
It’s worth considering that companies which mix gender and age diversity into their teams are 25 per cent more likely to outperform their competitors, according to research by McKinsey.
Diverse teams bring different perspectives, leading to more innovative and effective marketing campaigns. Yet, despite these strong numbers, leadership in the media is still largely male-dominated.
A report by the World Association of News Publishers highlights that women hold just 23 per cent of executive positions in global media organisations. This gap isn’t just about fairness anymore, it’s a missed opportunity for building stronger connections with their audiences, creating campaigns that truly hit home, and ultimately seeing better results.
Looking ahead and embracing change
So, what does the future look like? As the Gulf continues to evolve culturally and economically, there’s never been a better time to embrace a new narrative. For brands and media outlets, the challenge is to see beyond the old models and tap into the fresh perspectives that women are bringing to the table.
But this should be seen as a full shift and not just a trend. Brands that invest in genuine, women-led storytelling are not only staying relevant in today’s competitive market but are also setting themselves up for long-term success.
It’s a call to action: by empowering women in the media and giving them the platforms they deserve, companies can drive innovation, foster creativity, and ultimately capture a more engaged and loyal audience.
As both consumers and creators, women are a huge part of the market – so don’t ignore their voices. Whether you’re a startup or a well-established brand, aligning your messaging with authentic, diverse narratives isn’t just the right thing to do: it’s smart business.
As we celebrate International Women’s Day, (March 8) the message continues to resonate loud and clear: supporting and promoting women-led storytelling is a win-win. It’s about changing the conversation, driving better business outcomes, and setting the stage for a more inclusive future.
Follow us on
