Business leaders in the UAE remain confident about the country’s growth prospects despite a recent period of regional disruption, according to a new report released by Publicis Groupe Middle East.
The Resilience Business Pulse report draws on insights from more than 60 senior executives, including CEOs, CMOs and general managers across sectors such as FMCG, hospitality, automotive, retail, energy, logistics and financial services. It also includes paid media intelligence and a consumer survey of more than 300 respondents.
The study found that all business leaders surveyed expressed confidence in the UAE’s future trajectory, while 94 per cent said they trust the government to protect the business environment. Around 78 per cent believe the country will emerge in a stronger competitive position, while 56 per cent said they would still recommend the UAE as an investment destination.
The report said that while businesses continue to face pressure, especially in supply chains and margins, consumer demand has shown resilience. It noted that 17 per cent of leaders reported demand growth, while another 17 per cent said demand had shifted rather than declined.
Supply chain disruption was cited as a major revenue pressure by 41 per cent of respondents, rising sharply to 77 per cent in the FMCG sector.
The findings also suggested that disruption has accelerated ongoing structural changes, including faster adoption of digital commerce, performance-driven media, AI-led efficiency and more value-focused consumer engagement.
According to the report, only 8 per cent of companies fully paused marketing activity, while 38 per cent reallocated spending internally without cutting overall investment. In the FMCG sector, this figure rose to 60 per cent.
Bassel Kakish, Chief Executive Officer of Publicis Groupe Middle East & Turkey, said, “We set out to build the Resilience Business Pulse to move beyond commentary and understand how business leaders were actually responding under pressure. What stands out most in these findings is the depth of conviction in the UAE itself. Every single leader expressed confidence in the country’s trajectory. That is not a sentiment; it is a signal. It reflects a market that continues to move forward, even under pressure. Confidence at this level, sustained through real disruption, is a strategic asset. It is the foundation on which recovery accelerates, and a clear indicator of how the next phase of business will take shape.”
Jennifer Fischer, Chief Innovation and Growth Officer, Publicis Groupe Middle East, added, “There is a significant gap between what international markets are saying about this region and what business leaders here are actually living. We wanted to capture the real story, at scale and at speed, and that is where AI made the difference. AI-powered interviews allowed us to reach sixty senior leaders in under ten days, with a depth of candour that traditional research methods rarely achieve. The picture that emerged is more resilient and more dynamic than the headlines suggest. We are genuinely grateful to every leader who took the time to participate and speak openly while managing through real pressure. That generosity is what gives this report its edge.”
