Consumer Lifestyles in the United Arab EmiratesConsumer Lifestyles|25 Feb 2014TOP FIVE CONSUMER TRENDSConsumer expectations grow for luxury products and servicesThe UAE is a rich melting pot of nationalities living in 7Emirates, with Abu Dhabi, Dubai and Sharjah the home to the lions share of the population. Well-heeled tourists rub shoulders with investors, Emiratis and migrant workers. Many people in the UAE like to spend on luxury whether it is a VIP ticket to an event, a limousine instead of a taxi, a gold class seat on the metro or a spa visit. Babies and children and pets are next in line to receive the same levels of luxury expected by the adults who have previously spent on themselves. Buying diamant adorned bridles for horses and collars for cats, and taking toddlers for spa days is catching on and proves that consumers that appreciate the finer things in life also want to provide it for their families and pets. A report inEmirates24/7 highlights how pets are enjoying their turn at the luxury UAE lifestyle: The get-away-weekend for the pet may not have been part of the usual tourism industry in the UAE so far, but judging by its success there was quite a demand for the facility.The caveat for this provision of luxury in all areas of life in the UAE, is that although consumers are willing to pay the price for something special, they expect quality in terms of products and services, and this can be a problem in the UAE, where customer service, brand knowledge and efficiency do not always match the expectations of discerning consumers. Those who can afford to spend more will only continue to do so if they feel they are receiving something extra. An article in The National in 2013 referred to problems with poor customer services in the UAE, highlighted as part of a conference in the UAE. The Chief Executive of a company that aims to improve the quality of customer care in the country commented: Customers expect better and better service every year and as a business you don't have a choice if you want to be successful, you have to be flexible and put the customer first. One expert commenting in Gulf News in 2013 about poor service, said: The problem is that on many occasions, the service staff dont really care. UAE residents complain on expat forums and via letter pages in the local press about their experience of poor service in the UAE, which extends to all areas of service and retail. Banks in particular are criticised, with Zawya reporting in 2013 that poor customer service was causing consumers to switch banks. There is an expectation that when they pay more, they expect more, and this is where they feel let down. Delivering a service and experience to match the high price tag is what consumers are looking for.Expats want a locally made taste of homeThe Telegraph quoted an expat in 2014 Why do the UAEs expats stay longer than they planned? The Global Professionals on the Move 2013 survey, points out that most people have an initial plan to stay abroad for three years, but that 65% stay abroad for six years, and the article attributes this to climate, tax free living and most importantly to the normal life that expats find when they arrive. People have preconceived ideas about what life in the UAE is like, but the reality for many expats, who choose to make the country their home, is that aside from the cost of living and the very hot summer temperatures, people can actually live a very comfortable normal life in the UAE. This is especially true of Dubai and Abu Dhabi and this means that people end up staying longer than expected. They make comparisons with their home country, and for many people the UAE comes out on top, and until that changes they will choose to stay on.For those expats that stay for many years, as opposed to a few, there are some home comforts that are craved. An article in Gulf News in 2013 highlights how expat expectations are high and Christmas time is no exception: The incongruity of converting an arid land into a favourable place for international-in-origin food manufacturers is the kind of business miracle that comes easy to the UAE. It takes a pinch of salt though, to wake up to the fact that expatriates now expect some of their favourite foods to be delivered to their doorsteps within minutes of being made a few miles away. With a variety of truly international foods artisanal and organic, ranging from cheese and cookies to chocolates being created across the country, it seems like Christmas before its time. Bringing a taste of home to expats is one way of smoothing out the transition from short term expat to long lifer and there appear to be no end to the possibilities offered and wished for. A Telegraph Expat blogger (2013) talks of ...a little slice of home, and that is an important point, as it highlights the fact that despite the length of time that expats may stay on, for most, they will eventually leave and in the meantime they still hanker after the reminders from home. That little slice of home is a sought after commodity, and due to the multicultural and multinational residents, the slice can come in a variety of forms.Affordable health care for allThere are a wide variety of health care options in the UAE, especially given the fact that the UAE has become popular with medical tourists in recent years, due to the ease with which the country can be accessed and its popularity as a tourist destination. A report in Gulf News in 2013 highlights how the Dubai Health Strategy 2013 25 incorporates a master plan aligned with the Dubai Strategic Plan 2015 to provide residents as well as visitors access to internationally recognised levels of healthcare and transform the emirate into a medical tourism hub. The article goes on to point out how these plans for medical tourism are now expected to be calibrated with the Dubai Expo 2020 infrastructure development, which will further help position it as a medical tourism destination of some standing. Thus, the country is making it clear that it intends to be a major player in the medical tourism arena.Whilst it is clear that targeting medical tourism will benefit residents too, some feel that there are identifiable holes in healthcare provision that need to be plugged to ensure that appropriate and focussed care is available for all members of the community. For example: there currently exists a dearth of specialist services for the elderly, and these are needed to address the growing elderly population and their associated specialist needs. Gulf News reported in 2013 how mobile geriatric clinics to provide services such as medical, physiotherapy and rehabilitation services, and that the number of elderly care centres were set to expand in Dubai. With a report in the Khaleej Times in 2012 stating that the number of elderly in the UAE was set to increase to 20% of the population by 2020, it is clear that specialist provision for this group will be more in demand. In terms of general health care in the UAE, The National reported in 2014 how the Dubai Health Authority were implementing various initiatives to better serve the health needs of the local population: The continuing expansion of Rashid Hospitals trauma unit, more primary care centres and the implementation of electronic medical records are all part of Dubai Health Authoritys ambitious plans for this year. The Authoritys Director General notes that prevention and health is much better than correction you prevent sickness, you save on money and time.Given the reported health problems such as obesity and diabetes, the time is right to focus on targeted health provision in the UAE, and whilst there is no denying that there are plenty of options for the discerning cosmetic surgery consumers, and that increasing the number of options for medical tourists also benefits the residents, more options are needed to address general health issues and provide the type of high quality care and assessment expected for the diverse mix of residents and their wildly varied pockets. Healthcare options that meet the needs of all consumers, not just those who can afford to pay for the best are needed. For example: an article in Gulf News in 2013 discussed the new low-cost health care centre planned at the site of the Pakistan Association in Dubai: The centre will provide low-cost medical care to patients who do not have medical insurance and who cannot afford medical treatment. The centre will also have provisions to provide free treatment for deserving cases. The consultation fees for patients who can afford to pay will be as low as Dh50. The latest initiative will require funding and sponsorship, and is expected to be operational in the second half of 2014. In addition to low-cost options, there is also a requirement for specific treatment and assessment options for health issues currently under represented, such as rehabilitation services. A report in The National in 2013 highlighted the shortage of rehabilitation services in the UAE, due to a lack of trained medical professionals and staff within field, and with a lack of home-grown talent being reported as a contributing factor to the problem.Spend or save?For many expats, a selling point of working in the UAE is the opportunity to live and work in a safe country that offers good facilities, and a fairly pleasant climate. The tax free salary allows for increased disposable income for many, and this means that saving is possible and in turn the possibility to enhance future financial stability. For many though, the reality is rather different and the fact of living in the UAE, and particularly Dubai and Abu Dhabi, means splashing out on a luxurious lifestyle and the short term gain it offers, rather than the long term laborious task of saving. Furthermore, there is an apparent need to keep up with the wealthy and the potentially crippling cost of accommodation, school fees and bills, all of which chip away at the disposable income that could be saved and invested for the future. One Dubai expat commented in an article in The National in 2013: The school fees are astronomical and the international package my husband receives now barely covers basic necessities. It seems we spend a lot more here on rent, schooling, food and utilities than we would at home. The UAE offers a fantastic lifestyle and a wonderfully safe environment for the children, but when it comes to saving as well, that is nigh on impossible. The article points out that for many people, having disposable income is a novelty, and the urge to spend it rather than save it is too strong. A Senior Associate at one Dubai financial company sums it up well: Few people disembark a plane at DXB and will walk straight into a financial advisers office and ask for help in saving for their future. Theres often a big temptation to spend in the first instance. It is our experience that people are sucked into this lifestyle and then they become savings averse. Many arrive in the UAE with good intentions of earning more and saving more, but the reality for many is different and with some scepticism of the relatively lightly regulated financial services industry that, in theory, allows anyone to set up as a financial advisor, there can be sharks circling those looking for advice. In 2011 Arabian Business reported that there was a ...backdrop of distrust on the part of local expats against the financial advisor industry and it is hard to see that much has changed in the meantime.The Wall Street Journal highlighted the problem of the need of expats to spend on luxurious lifestyle choices in 2013, quoting a study by YouGov the article pointed out that financial concerns and debt cause stress for UAE residents, and with the study by Standard Life suggesting that UAE expats have a less prudent approach to retirement planning, it is clear that something is not quite right. An advice article for the Expatwoman website by Zurich Insurance quoted research by HSBC: ...over half of the people in the UAE (53%) feel that they are either not prepared adequately or not prepared at all for retirement. The research also found that in the UAE, people have acknowledged the need to save for retirement, although (as with many other emerging markets with young age profiles), they are being held back from doing so due to the costs of day-to-day spending (46%).The National reported in 2013 on UAE banks lending at their fastest rate in two years and a similar article by The National in 2013 pointed out that: Personal loans to residents increased by Dh3.8 billion in June. Consider this alongside a survey by a price comparison website that reported that: hundreds of UAE residents saying they are having so much trouble making personal loan or mortgage payments that they are using credit card debt to do so and the fact that Gulf News reported in 2014 how loan growth had improved, it is apparent that consumers are spending, but whether they can afford to, is another matter. Al Bawaba reported in 2013 how UAE school fees put parents under so much pressure that some have to take out loans to pay or cause parents to pay late, the cost of living is, for some, the reason they need to take out a loan.Cash no longer kingThe UAE has traditionally been a country where cash is king, with many shoppers carrying cash to pay for groceries and shopping. A report in Gulf News in 2013 (quoting Value Partners) noted how cash accounted for around 85 per cent of consumer and retail payments globally. Although Gulf News reported in 2013 that the UAE is catching up with other countries in terms of heading towards digital payments, it reported that less than one third of payments were electronic. The shift away from cash has been slow in the UAE and in line with this; there is still a certain amount of mistrust of online shopping, which must be slowly eradicated. Consumers that are used to carrying cash and visiting shops regularly, and have previously had no other options, will need to be encouraged to turn to online shopping options. The report quotes a study undertaken by Mastercard that looked at cash payments as a proportion of transactions and found that the UAEs dependence on cash is shrinking faster in the UAE than in many markets around the world. This certainly suggests that as the dependence on cash reduces, so electronic payment methods will become the norm and as a result, confidence in online shopping could improve.Residents and tourists alike are familiar with the UAE as a shopping mecca, due to the proliferation of malls offering a vast array of international brands, but until recently there have been few options available for online shopping. The UAEs first online shopping mall (Tejuri.com) launched in early 2013, with ITP saying: The website, created following extensive research into the current purchasing behavior of the regional market and its growth potential, aligns retailer sales targets with consumer needs, according to Tejuri. Brands that register on the site are provided with a Web store in an online mall environment with operations, customer service and delivery supported by Tejuri. "The online shopping mall also uses a safe and trusted eCommerce platform and provides brands the opportunity to showcase their entire inventory, enabling smarter shopping opportunities for the consumer," said Tejuri. This is important, not least because it is reported to be the first e-shopping mall in the region, but because it is endorsed by the Department of Economic Development and this clear governmental backing demonstrates the importance being placed on this type of venture by the UAE. Retail has, for many years, played an important role in the success of the UAE, and online shopping is certainly the next step in offering consumers greater choice and convenience. The National reported in November 2013 how 1 million customers had visited the online mall since its launch in March of that year, indicating the potential for this mode of selling.The fact that tourists and residents alike consider mall shopping to be a leisure activity, especially during the summer months when air conditioned malls provide an opportunity to get out and about in the cool, it means that online shopping must offer convenience and appeal in other ways. For example, in other countries grocery shopping undertaken online is useful for those consumers who are short of time, but in the UAE, where many people have maids to help with the shopping, and where groceries are often bought regularly rather than with one large weekly shop, it requires thought on how to change the shopping habits of consumers and build trust in both the electronic payment system and the delivery systems required to support it. One Dubai resident commented on an article on online grocery shopping in the UAE in Gulf News in 2014: If we do shopping online, then what would these large supermarkets do? Would they be for visitors only?Generally, online shopping in other countries is perceived to be cheaper but this is not the case in the UAE and therefore consumers dont see much inducement to shop online. Until such time retailers start to compete for online customers, many will continue to shop the old fashioned way and continue to visit malls. Currently, many residents are not even aware that they have an option to buy what they want online, and many others are sceptical due to the common perception that customer service is poor and there is too much potential for fraud.CONSUMER SEGMENTATIONBabies and InfantsThe number of Babies and Infants (aged 0-2) reached 184,000 in 2012. This number was around 1.25 times the figure from 2000, with a small rise between 2005 to 2010 that reflects the boom time (154,000 rising to 177,000) and then a small reduction to 176,000 in 2011 due to the crash of 2008 which meant fewer people chose to start a family during this uncertain economic period and a number of expats also left the country. The number of Babies and Infants is expected to grow slightly to reach 189,000 by 2015.Many residents that choose to start a family, take advantage of the low cost of employing housemaids and other domestic services personnel, which for many is an affordable luxury that they would not be attainable in their home country. Many expats, for example, opt for living in accommodation that comes with built in maids quarters and then employ a maid or nanny from places like the Philippines, Sri Lanka and Nepal. Although the facilities to support families in the UAE are numerous, there are considerations for residents to remain mindful of prior to giving birth in the UAE. For example a story in Gulf News in 2013 highlights the problems caused by lack of awareness of marriage laws and the ramifications: according to UAE law, if a child is delivered less than 180 days from the date of the marriage certificate, the child will not be given a birth certificate, and the matter is referred to court. Many countries and cultures from where these expatriates relocate to the UAE do not require them to be married to have babies. But the UAE needs a valid marriage certificate to issue a birth certificate for a child being born in this jurisdiction.One Dubai resident comments on her counselling website, about the surprising dearth of parenting education programmes, despite the number of parents, but aside from this criticism, there are plenty of services directed towards young families, ranging from maternity services to nurseries and schools of all shapes and sizes.The internet is awash with questions and recommendations of nurseries in the UAE. Part of the problem is the variety, and the associated costs and the cultural differences. The Expatwoman website notes that choosing a nursery can be hard, and especially in Dubai, whereas The National pointed out in 2011 that based on the findings of the National Early Childhood Development Childcare Study: A shortage of government and workplace-sponsored nurseries leaves many working mothers struggling to balance the demands of home and career. A key problem is the lack of sponsored options, as opposed to private, and the fact that many people rely on unqualified childcare from their maids. One Emirati commented: more companies should have in-house childcare centres. If workplaces offered crches, and they were certified and regulated, I think mothers would be more inclined and more supported to work more.Emirates24/7 ran a story in 2012 looking at whether expensive nurseries were crucial: Nursery fees are calculated based on the number of days a child attends class. Our fees are calculated depending on how often they attend the nursery. It could be anywhere between three times a week to five, informed an attendant at a popular British nursery. The nurseries that are located towards Jumeriah are more popular and hence pinch the pocket more. A top British nursery in Al Safa charges AED10,000 for five days (per term), with their classes clocked between 7.30am to 12.30pm. And, if you want to keep them till 3pm, they charge AED12,250, reported a parent. With each term consisting of three months, the basic fee can be easily broken down to 3,333AED per month. This means that even a nanny would come cheaper, with the minimum spending at Dh1,500 for a well-trained one. Its this huge division in numbers thats encouraging many parents to keep their kids at home.The Explorer website discussed the pros and cons of homecare versus nurseries, with one working expat mum making the point that the nursery is a better option than the nanny that she initially opted for: The last thing you want is to feel that your child is bored or just being plonked in front of the TV while the person meant to be looking after them finishes the ironing. Placing Maggie in nursery meant that I was handing childcare over to a team of professionals, rather than a 'mummy substitute'. She got to mingle with other children, experience life outside the home environment, became comfortable with other adults, and grew more independent over time.' With some nurseries costing more than school fees for older children, the luxury comes at a price. The price is in part, due to the number of people wanting good quality childcare options, and the fact that this has enable a whole industry to be built up to support the need, particularly in Dubai and Abu Dhabi. A number of organisations such as EdArabi, Which? and Souqalmal provide reviews and guides. The National reported in 2013 how there were more than 300 nurseries and that improved regulations were needed. Nurseries will be urged to focus on early childhood education rather than just day care under an updated draft law approved by the federal CabinetBaby showers are very popular in the UAE, perhaps due to the number of expats who come from countries where these celebrations are the norm, such as the USA. Forums are full of suggestions for planning events, gift ideas and accessories/decorations. Time out Abu Dhabi and Dubai (2012) gave some ideas for professional parties, and Abu Dhabi Woman website (2012) offered ideas for baby showers on their forum page. As always in the UAE, many people spend a lot of money making these types of celebrations special. The founder of a company called Baby Bling commented in the 7-Days news (2012) : ...believes the UAE can rival kiddy chic hubs such as Los Angeles and New York. She goes on to say: Dubai definitely has more bling factor than LA - I go to the States and we are on another level," says Mohebi. The most extravagant item her Dubai store carries - a gold or platinum baby pacifier - has been snapped up by wealthy families looking to lavish love and luxury on new arrivals.High cost of giving birth in the UAEWith many insurance companies used by expats in the UAE not covering maternity costs, or placing severe restrictions on the cover, it means that many women opt to give birth in their home country where the provision is cheaper or free. Home birthing is not allowed, and so the cost of giving birth in one of the hospitals is an important consideration for those who come from other countries that provide free options. The National reported in 2013 on the costs of birth in the UAE: A normal delivery at Dubai's City Hospital or Welcare Hospital with a two-day stay in a private room costs Dh11,000. But if your birth is an instrumental delivery (with forceps or vacuum), this can bump up your outlay to Dh13,400, while a Caesarean costs Dh22,500. Abu Dhabi's Corniche Hospital charges Dh10,000 for a normal delivery and from Dh10,000 to Dh14,000 for a Caesarean. At Sharjah's Al Zahra Hospital, prices start at Dh6,900 for a basic normal delivery package with a one-night stay. A three-night stay will set you back Dh10,350.For some, it's not just the hospital that's important, but also the exclusivity of the room. At Dubai's City Hospital, for instance, a four-day stay in the Royal Suite following a Caesarean can set you back Dh95,000 compared with Dh22,500 for a standard private room. Aside from the cost, there are also some cultural challenges associated with giving birth in a different country, with issues such as the husband not being allowed to be present in some hospitals. One director of a hospital in Ajman noted inEmirates24/7 in 2010 how pregnant women were choosing to come there from otheremiratesdue to the affordable maternity packages being offered. In 2011Emirates24/7 reported that Fujairah was the cheapest UAE emirate to have a baby delivered. Just days after the UAE's Ministry of Healths (MOH) formalised its decision to increase the fees for deliveries in government and MOH-affiliated hospitals by 100 per cent, toDh5500, the GMC Hospital in Fujairah is offering a maternity package for less than one fifth of the price. At GMC in Fujairah, it now costs Dh1,000 for a normal delivery and Dh3,000 for a C-Section, and the package is inclusive of a three-day stay in a private room. There are many blogs and postings on forums discussing the pros and cons of giving birth in the UAE, and many of the discussions come down to cost.Greater support for female workersThe National in 2013 identified the problem of a lack of support for working mothers: Parents who spend little time with their children because of long working hours may soon be able to get help from a new law likely to be recommended by the emirates government. As part of a month-long campaign, the Community Development Authority is asking parents what measures could be taken to boost interaction with their children.When the results are finalised the authority will issue a set of recommendations to the Dubai Executive Council. Laws such as longer statutory maternity leave were likely to be among the recommendations to the council. We also need to work on bridging the gap in technology information skills between the two generations, said the authoritys Huda Al Suwaidi.Many parents, especially women, admit that they are spending little quality time with their children but say that their jobs are making it difficult, said the authoritys Huda Al Suwaidi during a seminar held yesterday for employees of Rashid Hospital. Even those men who have multiple wives expect their spouses to contribute financially. I am a second wife but I am responsible for both me and my daughter financially. Even my husbands first wife is increasingly paying for her household, so I have no option but to work. The problems of striking a balance between work and home life mean that some women will resign in favour of caring for their children.The campaign, which hopes to get feedback from about 500 people in 10 government bodies, was launched after a survey on 403 Emirati students from public and private schools in grades 7 to 12 suggested a lack of parental supervision.Luxury baby marketBloomberg reported in 2013 how the luxury market for babies is back and this is certainly true in the UAE, which is home to many of the luxury brands for babies and kids. However, alongside this need for greater and greater luxury for every corner of the market, there is a trend for lower priced alternatives that has seen a growth in craft and flea markets. The National reported in 2013 how a baby market called Baby Bazaar in Dubai is the first of its kind to offer second hand goods: The first Baby Bazaar Market Day was held in Dubais Times Square Centre just over a year ago, and every month since then. Reasonably priced second-hand things in good condition toys, books, clothes, prams, highchairs, car seats, bouncers, cots, maternity clothing weighed down more than 26 tables the first month. Now, a year later, 70 tables have been booked for the Dubai event at the end of the month. A similar event followed in Abu Dhabi, and this type of event is certainly in line with a move towards certain residents wanting to reuse and recycle.KidsThe number of Kids (aged 3-8) reached 398,000 in 2012, around 4 times the figure from 2000. The rise in the number of Kids in the period 2005 to 2010 reflects the boom time, and has since been in decline and is projected to reach 358,000 in 2015. With the influx of expats between 2005 and 2010, but specifically up to the crash of 2008, many working expats that arrived during the boom period then had children during this time of plenty, and this pushed up the number of 3-8 year olds.Expat Briefing stated in 2013 that In terms of the cost of raising children abroad, the Middle Eastern countries tend to be among the most expensive, with 77% of expats in the UAE reporting an increase in childcare costs since relocating. This is certainly something corroborated almost daily by expats on forums and in coffee shops. The Gulf News reported in 2013 how education in the UAE was the fourth most expensive in the world. The UAEs stable political and economic environment, coupled with its favourable lifestyle for students, has made it the most attractive destination within this region for education, both for international students and for students from the neighbouring GCC and Middle Eastern markets, Rick Crossman, head of UAE retail banking and wealth management at HSBC Bank Middle East.One expat blogger noted that there are: ...a wide choice of nursery's, pre-schools, primary schools and secondary schools that follow international levels of teaching. The fact that there are many is true, but choosing one can be difficult for parents and the major hurdle is the cost. The Expatwoman website published the school fees for Dubai in 2013 2014, with one well known school charging AED47,559 for nursery and reception classes and AED95,199 for years 12-13.Gulf News reported in 2013 how there are 184 private schools in Abu Dhabi, with 14 different curricula offered (due to the different country systems made available for expats). The report stated how the age of admission had been changed to bring schools into line with international standards: Children below the age of three years and eight months in the emirate of Abu Dhabi can no longer be admitted to KG 1 from the start of the 2014-2015 academic year. A worrying report in The National in 2012 noted how schools with low tuition fees were closing, due to economic reasons and with public schools only available to locals, it meant that expat families on low incomes were being priced out of an acceptable education for their children. The problem was reported to be acute in Dubai, with seven schools having closed in the previous three years.The fact that many parents opt for private schools, means that additional costs for transport (generally school bus, as very few kids can walk or cycle to school), uniforms, trips and lunches add up to a huge bill each year. For expats it is crucial that they negotiate a contract that makes allowances for school fees, otherwise they are likely to be severely out of pocket. Gulf News reported in 2013 how parents were complaining about the cost of school uniform packages, which they say had doubled in price in some cases: The new school uniform package for the forthcoming academic year costs Dh765 for grades one to six, said a recent circular. It costs Dh1,000 with an optional schoolbag and a pair of shoes. The Expat arrivals website, provides an overview of the cost of schooling in Abu Dhabi, and suggests AED20,000 to AED50,000 for school fees and a further set of fees for transport, books, enrolment fees and uniforms. An article in Arabian Business in 2013, identifies the fact that Dubai schools cost more than UK universities, with one interviewee saying that the quality of education did not match the standard in countries like the UK: Theres something going badly wrong in the education here; its hugely expensive and its not delivering a UK quality education. This is an issue echoed by many in the UAE, and in some cases people are choosing to home school or to send their kids to other countries for their education.Out of school activities for kids cover the full range of options, from horse riding to skiing and piano lessons. Many expat children have a far greater opportunity to partake in organised activities than they would in their home countries, due to the wide variety of options available and the need for children to have things to occupy them inside when the weather is hot. Time Out, Expat Woman, school websites and numerous Facebook pages list a plethora of activities for kids in the UAE, with a concentration of activities in Dubai, Abu Dhabi and Sharjah.One expat pointed out how there is now the trend for more expat families to stay in the country during the hot summer months (instead of leaving the husbands working, while the wife and children escape the heat) and this has resulted in an increase in organised summer camps, targeting those children left in the UAE in the summer. Childrens parties are also big business, with no end to the way in which luxury can be sold to all age groups, and no end of opportunities for businesses to offer more and more spectacular options for parents looking to do bigger and better celebrations. The Xpress reported in 2012 on Spa Parties for kids: Manicures, pedicures, hair styling, braiding, make-up and body glitter ... this isnt a behind-the-scenes at Dubai Fashion Week, this is a regular weekend spa party for children, a concept thats the latest rage in town. Its a huge trend at the moment, says Colour Nail owner Dolly Smayra. Come Thursday evening and were booked with back-to-back kids spa parties going up to Saturday night. So many girls today want to feed their inner diva and now, heres their outlet. In a country that likes to have the biggest and best of everything, kids parties are only really limited by the imagination and the depth of pocket of those paying for it.The National reported in 2013 on a support group for mothers with autistic children: Ms Bhuptani, 47, wanted a network where parents could give support, share stories or simply lend a sympathetic ear to each other. I wanted to do something like this for ages because in Abu Dhabi, there really was no support for parents who discover they have a child with autism, she said. With one report in The National in 2013 stating that pupils with learning difficulties are being rejected from some schools due to the fact that the school wishes to maintain league table positions, it is a significant problem for parents. There are few options for parents in the UAE, and with some options being aimed at children with more severe needs, it can be very difficult, for expat parents in particular, to get the help they need. Middle East Health reported in 2011 on the problem of lack of services: Mental health needs and services for children and adolescents with special needs is a largely neglected area in the MENA region overall.Spas for 3 year old divas.The silly-looking clown, bouncy castles and the host singing the happy birthday song along with a Mickey Mouse are so pass.Emirates24/7 reported in 2013 how spa parties for little girls are the preferred option for chic 3 year old girls. Hard to believe though it may be, certain spas charge between AED110 and AED130 per child for manicure, pedicure, and make-up (basically all the things that the mothers would opt for themselves). Some organisers also include fashion shows and discos. For young girls, and especially those in Dubai, it is all about being pampered and glam just like their mothers. The fact that pets also get their own version of a spa treatment and bling accessories makes it inevitable that young children are sucked into the diva lifestyle.More schools needed by 2020A report in The National in 2013 noted how more private schools would be needed to cope with the expected influx of students to the region by 2020. The UAEs private education market is about the same size as Indias and Chinas combined. It is said that the number of students is likely to triple by 2020. Western-branded higher education institutions in the country are growing by 15 per cent a year, with the UAE hosting 37 international branch campuses the highest number in the world. The main issue with Dubai schools is actually getting a place. Oversubscription and the nightmare of waiting lists is something regularly discussed by stressed parents.TweenagersThe number of Tweens (aged 9-12) was at 308,000 in 2012, with this number being around 1.3 times the figure recorded in 2000. An upward trend between 2005 to 2010 reflects the boom time, since then a decline has been evident and the number of Tweenagers is projected to be 297,000 in 2015.The school day for most tweens involves a trip by car or bus to a private school. Generally, schools start around 8am and finish around 2pm, but there are differences within and between theemirates. Aside from the usual school trips and after school clubs, tween expats, life can be very different to their contemporaries in their native countries. One reporter in The National lamented on what it meant for her own daughter becoming a tween: Thanks to a few long-distance flights over the past year, my daughter now finds herself a member of the airline's Guest Silver programme. She even has her own card to prove it. And with just 12,000 or so more air miles to go (a snap when you are from Australia), it won't be long before she hits gold membership. Her taste in travel matches her new status. Gone are the days when she willingly travelled in economy, where leg room was never an issue for somebody so small, headphones were unnecessary because watching the movement on the TV screen was enough and the activity pack kept her amused for a good 15 minutes. Instead, she wants the five-star treatment when she flies - flat beds, food and snacks on demand, the occasional massage in her business-class seat and her Netbook and Nintendo DSi within easy reach. This may sound preposterous, but this type of story is very typical for children brought up in the UAE and particularly Dubai.An article in Gulf News in 2011 identifies the teenage and tweenage media moguls and their influence on their fan bases: These days it's not uncommon to find 14 year old's with their own fashion and perfume lines, which they're busy promoting, whilst holding down a day job as a Disney starlet or teen idol pop star. Despite their young age, the tweens seem to know what they like and in the UAE, many have the purchasing power (supplied by their parents) to fuel their wants and needs.Cosmetic surgery for TweensA worrying trend in The National in 2013 highlighted how cosmetic surgery for kids is on the rise: Children as young as 7 are visiting plastic surgeons during the school holidays for procedures ranging from liposuction to ear reshaping. Couple this with the fact that children are brand conscious, fashion conscious and plugged into the world via their computers and smart phones and it becomes apparent that children are offered choices and opportunities which were once only available to adults. The 7-Days reported in 2013 how one UAE surgeon claimed that fat kids were having bariatric surgery for obesity as young as 11 years old.The premature ageing of TweensGulf News reported in 2012 of the targeting of products, such as make up, that were once aimed at older children: A walk through any major mall in Dubai reveals a smattering of outlets catering to teens and tweens. What appears pink and pretty on the outside gives way to disturbing products on the inside. A popular American store for girlish accessories sells all kinds of make-up products targeted specifically at pre-teens. From rings that conceal a coloured gloss, to manicure kits, lipstick sets, and eyeshadow palettes, tweens are spoilt for choice.Another article in Gulf News in 2012 talks of the tough call for tweens and the embracing of adulthood. The frequent comment that kids are growing up more and more quickly, is certainly corroborated by a stroll around a mall in Dubai. Luxuries that were once targeted only at adults, have been repackaged for younger and younger children, and when young kids are attending spa parties and shopping for designer bikinis, it is clear that the blurring of the lines between the age milestones that were once steeped in meaning has, perhaps, disappeared forever.TeensThe number of Teens (aged 13-17) reached 406,000 in 2012, with this number being around double the figure from 2000, due to the increase in population during that period thanks to the boom times. The number of Teens is expected to remain constant to 2015 with a projection of 402,000.As one would expect, in a country where small kids are attending spa parties that mirror the pampering choices and luxury lifestyle of their parents, it is no surprise that the UAE teens are a fashion conscious, body conscious, internet savvy, media hungry bunch. Whether locals or expats, the teens love shopping and enjoying life. Gulf News reported in 2012 how the teens in the UAE spent 3 times the world average on fashion. Reporting on the findings of the Global Teen Insights Programme, Mena addition 2010, the UAE teens spent AED260 a month on fashion.Most teens in the UAE live with their families, and are probably very comfortable staying in a home where a housemaid, gardener and car cleaner are the norm, and where they are supported financially. Many UAE teens are well off, due to the financial position of their families and the fact that they are not required to make a contribution to the finances, which in any case, is difficult. Culturally, it can be more difficult for UAE teens to follow fashion in the way that Westerners do, but that does not stop them trying. The Kippreport referred to the UAE teens as the fashionistas of the Middle East in a 2010 report, and pointed out how they are ...pushing against conservative social norms, with more open abayas and well-styled locks of hair peeping through their hijabs.Aquarius Magazine ran an article in 2013 on the parenting of teenagers, and commented on whether the issues experienced by teens in the UAE are specific to the country. The counsellor commented: I think the more common issues in the UAE are those more applicable to expatriate lifestyle, such as adjusting to relocation, starting a new school, people leaving and friendships changing. Also, the high expectations of schools and the focus on pure academics rather than vocational skills and courses puts pressure on teens. On the whole though, the issues that teenagers come to me with in the UAE are in keeping with those that I would have encountered in the UK. This highlights an important point, in that there is a lot of pressure on the academic success of teens in the UAE. Anecdotal evidence sourced from some UAE expat teenagers points to the expectation that teens must go to university, and those that express interest in a vocational path are treated as oddities by their peers. For many expat teens, university attendance means relocating back to their native country, which in some cases is a country they have never lived in. Those expat kids born in the UAE may have never lived elsewhere and due to the fact that citizenship of the UAE is not granted to expats, it means that some kids will feel little affinity to the country that their parents consider to be home. Clearly this is not an issue that is specific only to teens, but it is perhaps felt more by this age group as they grapple with identity and questions of where they want to live after their schooling stops.Teens partake in adult pastimes and practices far earlier than they used to, as demonstrated by a report inEmirates24/7 in 2010 which identified how children as young as 14 are getting tattoos and in the process are helping a thriving unlicensed tattoo industry. The report points out that piercing was a previous trend and that tattooing has been growing in popularity, even though it is banned in places like Dubai: The thriving underground tattoo business in Dubai is worth millions with more than 100 professional tattoo artists operating in the emirate. Other reports highlight that drugs and smoking are popular with teens, with one study from 2013 showing that one in five teenage boys in the UAE smokes. Alcohol is also popular amongst expat teens, even though it is illegal; it is obtained via various methods. As an article in the Daily Mail pointed out in 2012, the lifestyle for expat teens can be hedonistic. One expat teen comments: ...the weekends are all about alcohol for expat teenagers here in theEmirates with pay-for-entry parties, often held in deserted, unfinished apartment blocks.In other countries, it would be normal for teens to get a part-time job to bring in some pocket money and start taking some fiscal responsibility, but in the UAE it is more difficult for teens to find work due to the labour laws that limit working to those with visa, work contract and labour card, and also the fact that the many of the jobs that would traditionally be done by teens to earn a bit of cash, such as mowing lawns, delivering papers and cleaning cars are jobs that are usually carried out by adult expats on very low wages. Often, these low paid jobs are the full time jobs for the workers that take them and this means that there are very few opportunities for teens to legally earn money for themselves outside of doing chores around the home, and even then, if the family has a housemaid (which is very common in the UAE), it makes it even less likely that a teen will find work around the home. A posting on a forum, from a UAE resident, answering a question from a lady moving to Abu Dhabi that asks about work for her teenager says: ....as far as jobs go, no I have never seen Westerners working in places you'd see them working back home in the US/Canada like restaurants or stores... those jobs are taken mostly by Filipinos or other people who are willing to work for a very low salary. I've never seen any Westerners/English speakers working as nannies, I as well as some of my friends babysit for other expats who don't need nannies though. She also has to have a workers visa to even get a job over here. I can talk to her if she'd like and introduce her to some of my friends once she gets over here, besides hanging out with friends there really isn't much for her to do if she isn't going to school, I'm afraid. Of course sightseeing, shopping, going to the beach, and stuff like that can occupy a lot of time too though.A report in Gulf News highlighted the problem, and the fact that some teens had not been paid when taking on work without a contract, and quoted the Ministry of Labour as saying: ..nobody is authorised to work without a labour contract or a labour card even if they are underage, and these conditions apply to both limited employment contracts and unlimited employment contracts..... school students, college and university students sponsored by the institute or sponsored by their parents are also allowed to work part-time under certain conditions, with a part-time work permit provided by the Ministry of Labour. The Ministry official also said: .... teenagers in the age group 15-18 years are allowed to work even with promotional companies, on obtaining a teenage work permit from the Labour Ministry.Psychology Today highlighted in 2012 the issue of eating disorders amongst Emirati teenagers: Alas, the Emirati healthcare system, while great at dealing with acute illness, says the physician, is not as good with long-term issues. She sent the patient to get some baseline lab work and referred her to both a psychologist and nutritionist/dietician. Now many months later, the patient has not made an appointment with the psychologist, has not returned to the pediatrics clinic as requested and still has not had her appointment with the nutritionist. Unlike in America, where pediatricians follow patients through their college years, there is no such protocol in the UAE. For many years teenagers were considered lost patients, whose needs were largely overlooked, says the pediatrician. Outside the U.S., health care of the adolescent has a very long way to go.Adult fun for teensThe luxury of visiting nightclubs is no longer exclusively for adults in Dubai, with the 7-days news demonstrating that there is really no limit to how adult fun can be remodelled for a different generation. In 2012 it reported how an alcohol free under 21s nightclub had opened in Dubai. The Marketing Manager for the club pointed out that teens want to experience nightclubs: ...why not give them that experience minus the reason they couldnt have it in the first place alcohol. She went on to say how the teens can expect the same luxury experienced by adults in the city. The evenings will be divided into two sessions to cater for the different tastes of age groups. We are catering to two different age groups. Rhythm from 6pm to 9.30pm for ages 12 to 15 and Rotate from 10pm to 2.30am is for ages 16 to 21. It is important to understand the maturity, interests and also music tastes of a 12-year-old are different to that of an 18-year-old.Fake Braces for teensA 2013 blog posting of a dental clinic in Dubai highlighted the status symbol of Asian teens fake braces. The article points out how the faux fashion braces are regarded as a status symbol in countries where orthodontics are considered a luxury. It is unclear whether this trend will catch on in the UAE, but it does draw attention to the fact that orthodontics are big business in the UAE, with adults and teens alike opting for braces in the search for a perfect smile.Young AdultsThe number of Young adults (aged 18-29) reached 2,082 million in 2012. This number being over 2.5 times the figure from 2000, with this number expected to drop to 1,583 million in 2015. The figure has been slowly dropping since its peak in 2010 of 2,433 million, as the influx of expat workers tailed off after the boom and bust of pre and post 2008.For those people that continue their education, there are limited University options in the UAE when compared to other countries, and although some UK, USA universities do have campuses in the UAE, the options for students are less and there is perhaps a feeling that gaining a degree in another country offers some benefit in terms of getting out of the country and also studying in a more traditional seat of learning. Many expat children therefore travel overseas for their education.A study undertaken by Plymouth University in 2013, which looked at higher education choices of expat children, showed that there was a desire for students to return to where they regarded as home to undertake their studies: The study found that the higher education choices of these expatriate children were most influenced by their need or desire to return to the place regarded as home; to study in the country where they intend to settle permanently; to live with, or be close to, siblings or extended members of their family; to minimize tuition, accommodation and general living costs; and to study in the location where they would feel most comfortable. For students leaving the UAE, rankings and institutional reputation were key determinants of choice of higher education institution. Students remaining in the UAE were far more likely to rely on word of mouth from family or friends. It is concluded that living an internationally mobile lifestyle has significant impacts on the choices made by expatriate children.A report in Gulf News in 2011 demonstrates that some Emiratis look at the matter of further education rather differently. The choice of international options now available means that locals can now opt to study close to home if they wish to, rather than having no choice but to travel: The university options existing today mean Emirati high school graduates can now pursue their studies up to the PhD level without leaving the country, so they can stay close to their families. This demonstrates that the expats and locals look at the matter in a different way, with the former looking to travel to their perceived home to study and the latter wishing to stay at home to study.A report in the Khaleej Times in 2013 highlighted the problem faced by young Emiratis looking for work and the fact that knowing someone played an important role in finding a job. Contrast this with the criticism in another article in The National in 2013 that suggests that the expectations of Emirati graduates are unrealistic and their view of education misplaced. Many young Emiratis see a degree as only a piece of paper that can get them a job or a promotion. Education is generally viewed as a means for that, and not as a learning experience that will increase their skills and make them more productive while working. The number of Emirati college students is increasing. In Dubai, for example, the number rose by 10 per cent last year to 20,619, according to a report published by Dubai's Knowledge and Human Development Authority.Citing a study by Gulf Talent, the article points out that 86% of male Emirati students and 66% of female students hope to work for the Government: We keep talking about Emiratisation and the need to engage citizens in the private sector, but we often neglect an important underlying issue: do we have enough skilled and competitive Emiratis to fill these positions?A report in The National in 2010, showed that marriage generally occurs during young adulthood. Citing statistics from the Statistical Yearbook of Abu Dhabi, the article considered the fact that one third of Emirati women had marriages that ended in divorce and the average age for Emirati women to marry was 25.8 years, as opposed to 26.5 years for men. Marriage figures from the Abu Dhabi Judicial Department were 25.3 for expat women and 26.6 for expat men. A report in Al Arabiya News in 2012 noted the problem with the rise in divorce and the drop in fertility in the UAE.Citing a study by Zayad University, which revealed that the UAE birth rate had declined to 2 children per family, and the age of marriage had increased, questions were raised over the: ..eroding family structure of the countrys generations. A study on Polygamy carried out at the UAE University/ Texas A&M University, points out that for Emirati women, the role of wife and mother is something that must be carried out alongside any workforce participation. The paper also refers to non-marriage and divorce as a major social problem. These type of changes, may be due to the exposure to Western ways through the influx of expats, the prevalence and power of the media and better opportunities for education. Regardless of the reasons, it is clear that the huge number of expats in the UAE is having an impact on the UAE.A report in The National in 2010 commented on how large Emirati families were reducing in number, quoting the study by the Abu Dhabi Department of Economic Development. Dr Meenaz Kassam, assistant professor of sociology at the American University of Sharjah, said: "Women today are highly educated," she said. "It's going to happen, in this generation in particular, family sizes are going to become smaller." This will clearly impact on Emiratisation plans for the national workforce.Dr Kassam, an Assistant Professor of Sociology at Sharjah University said in an article in The National in 2010 that: The large percentages of young people inArabsocieties have often been cited as a problem for the region.....[but] the high percentage of young people could prove a boon to the country and provide a "demographic dividend" if job creation was addressed and they were educated and trained properly. Reports in 2014 that the UAE plans to introduce military service for young male adults that have no high school education and are under 30 years. For women it is reported that military service will be optional. This will clearly increase the size of the countrys armed forces, but will also impact on education choices and subsequent employment of young adults.When luxuries become necessitiesAside from education and family life, unsurprisingly, young adults in the UAE also love their luxury items and are not averse to borrowing heavily to get what they want. A report in The National in 2011 demonstrated how both Emiratis and expats are prepared to over stretch themselves to keep up with their richer friends. An Emirati Relationship Manager at one leading bank in Dubai said: I had clients mostly in their twenties, at the beginning of their careers, who came in the bank and asked for personal loans to buy a AED500,000 luxury car when their salary was no more than AED14,000 a month. Vertu phones are highly demanded by young Emirati men as well. I had a client whose salary was AED8,000 per month who asked for a Dh30,000 personal loan to buy a signature Vertu phone. This doesn't apply to UAE nationals only. Professional Arabs and Europeans such as investors and managers are very interested in luxury products, especially real estate and sport cars. Most of our clients who ask for personal loans are men. I rarely deal with young women. This is significant because it demonstrates the importance placed on possessions, and that saving and thus waiting to purchase is simply not an option, and even though banks have become more careful when loaning money, and interest rates are more significant, the need for young adults to keep up with their friends and acquaintances extends beyond what some would regard as reasonable.Vocational education to address labour shortfallWhilst further education is a popular choice for expats and locals alike, vocational education is also now gaining popularity, particularly in terms of addressing a shortfall of skilled local labour. Although it is still seen as an alternative option for those that are not academically gifted, there are moves afoot to improve its standing and make it a viable choice for people, and one that addresses important workforce issues for the country. The New York Times reported on the subject in 2013: TheUnitedArabEmiratessuffers from chronic, structural weaknesses in boys education. A striking 25 percent of Emirati boys fail to complete high school, according to 2012 statistics from the Knowledge and Human Development Authority in Dubai.Enabling the country to train its own people to undertake jobs previously undertaken by expats, and thus reduce the reliance on the expat workforce, would seem like a very sensible strategy in order to marshal a more sustainable economy. Making changes to the higher education choice for young adults, and equipping them with skills and training to enable them to compete against overseas workers, and to have greater choice in the job market is in line with the push for Emiratisation.Middle YouthThe number of Middle youth (aged 30-44) reached 3,716 million in 2012. This number being over 3.5 times the figure from 2000, with this number expected to jump to 4,066 million in 2015. This group is made up of a huge number of expats who have relocated to the UAE to take up a career, earn a tax-free salary, start a family, or try something new.Emirates24/7 presented the problem of an early mid-life crisis in an article in 2011. A researcher who interviewed 50 people between the ages of 25 and 35 said: It is about people feeling a frenetic need to get a job, make money and be successful quickly....It links to the demanding nature of people in their 20s and 30s who want it all. They are not happy with a mediocre, ploddy, conventional life. This is certainly pertinent for middle youth in the UAE, who are surrounded by opulence, have the opportunity to make money and compare themselves to their peers. A 31-year-old advertising executive comments: Times have changed, and the business world has become a lot more competitive. When you look around and see others doing better, you start doubting your abilities and lay blame on other factors that bog you down be it your family responsibilities, your college debt or your lack of job security. The generation before us had the luxury of leading an easier life, where peer pressure and the thirst to prove oneself was not as demanding. Today, its the case of the pressure piling on, leading to a volatile situation where something has got to give and in our case it is the psychological stability.An article inEmirates24/7 in 2013 identified how UAE planning ministry statistics showed that the age of marriage in the UAE was being pushed upwards with 60% of women unmarried over 30 years old in 2012 as opposed to 20% in 1995. A study by the UAE Marriage Fund suggests that increases in the cost of living and the cost of dowries could be to blame. The survey indicated that 87 per cent of respondents blamed high dowries for low marriage rates among Emiratis. A UAE female expat suggests that a career and independence can intimidate men. Also, after a certain age when one has lived independently and achieved high levels of success personally it is difficult to compromise on a certain way of life, this intimidates most men because deep down they are afraid to have an equal standing partner.For women they are more able than before to make choices, and to live independently which has a knock-on effect for marriage, children and careers. In the UAE, with its melting pot of cultures, it makes it possible for different expats and locals to see how others live and to make direct comparisons that would otherwise be difficult to make. One criticism is that it is difficult to meet potential relationship partners, due to the fact that for many the UAE is somewhere they pass through, and the transient nature makes it more challenging to meet people who might want a proper relationship. One female expat sums up the situation in Dubai rather well: Dubai is a stop gap city for most people. They come here to make quick tax free income, live the good life and go back. With such a mindset, everything is a stopgap: relationships, friendships, and jobs. It is very difficult to meet new people in Dubai especially if you move from another country. People here prefer exclusive groups and are not open to welcoming people in a social circle.For the 30-somethings who dont have children, living in the UAE is a paradise for those with disposable income. For those on a budget, it can be a challenge to find budget fun, but it is becoming more prevalent, as people tighten their belts in light of the world economy and those who foretell doom and gloom. The international press paint a picture of designer clad 30-somethings quaffing champagne and driving Porsches and to a degree, in Dubai at least, that is true. But the reality of life for this group is perhaps more mundane, with people simply doing what most 30-somethings do: work hard, play hard, find a partner, do the grocery shopping, pay the bills, cook dinner, try and save some money, meet friends, buy stuff that they want, and take vacations. Life can be lived on any budget, but for those that are well off, it can be done in style and Dubai and Abu Dhabi are good at providing plenty of options for those with money to burn.For those couples with children, if they can get past the crippling school fees and cost of housing, then they can party on with their childless friends. Having a live-in maid makes it easier to go out, as there is always a baby sitter available (and someone to walk the dog) and so the restrictions on going out that having children would normally place on parents, do not necessarily apply in the UAE. Domestic help certainly makes life easier for those who work hard, or have children, and this is, for some, is a big reason for living in the country rather than their home country, even though many expats still complain about the cons of living in the Middle East. The attraction of a tax free salary and a decent standard of living, and of course the weather, is a pull for many expats, particularly those from the middle youth group who are looking to improve their standard of living and provide for their families. One Dubai expat, aged 38, commented in The Independent in 2012: One thing I miss is culture. They're opening a Guggenheim and a Louvre in Abu Dhabi but what I miss is small boutique shops. I've been here seven years now; I love to think at some point I'll go back to the UK but looking at the property market, the financial market, the weather... it won't happen for a good few years yet and this is a sentiment echoed by many, many expats of the middle youth age group. Justifying leaving the UAE is difficult, and as a result they stay on.The HSBCs annual global study: The Future of Retirement: A New Reality in 2013, surveyed 1,000 people in the UAE and revealed that 46% are prevented from saving due to the cost of living: ...UAE residents also believe that they can put off their savings as late as the age of 37 and still expect to maintain the same standard of living they currently enjoy. The results show that UAE residents: ....tend to have a much bigger appetite for entrepreneurial activity in later years, as the second biggest aspiration for people in the UAE during retirement is to start a business, with more than half (51%) expressing the desire, compared to just 7% in the UK. The study also found that UAE residents also rely heavily on cash for their retirement, and this presents a problem when these cash savings are dipped into for lifes expenses.Expats choosing to stay longerArabian Business reported in 2013 how expats plan to stay in the UAE for longer: More than three-quarters of expatriates in the UAE believe theemiratesis the best country for opportunities, with over half indicating they expect to remain an expat for at another decade, a new survey has found. The Standard Life Western Expatriate Wealth Study of 200 expats in the UAE found 78% viewed the UAE as the ideal expat location way ahead of the UK (8%), Australia (6%) and Canada (5%). This is a significant change, as many expats who arrived in the boom time; saw themselves as staying only 3 years. Expat postings were seen as temporary, and a way to make some hard cash, but there has been a significant shift of opinion, with many expats feeling that they are better off staying in the UAE until something better comes along, due to the quality of life, the tax-free salary and, of course, the weather. Gulf Business commented on a study by Friends Provident International in 2013: Most UAE investors would prefer to spend an unexpected windfall on property or gold rather than save it towards a pension. The degree to which the expats manage to improve their financial stability, and plan for their future is open to debate, with many reports suggesting that saving and planning take a back seat to just living and buying non-essential luxuries. This lack of planning for the future is an issue that will not go away.Homesick expats look for ways to bring Christmas to the UAEThere is certainly no end of Christmas decorations, real Christmas trees, food, drink and gifts available to buy in the UAE and the Christmas period is embraced with gusto by the shopping outlets looking to cash in on expats who choose to spend the Christmas period in the country. A report in the National in 2013 showed how one enterprising business in Dubai is offering expats the one thing that is hard to come by in the desert a white Christmas. The winter effects company offers various snow packages to homes and businesses looking to create a winter feeling. On hearing that it is possible to carpet your garden in snow and create snowballs and snowmen in the desert, most expats will shrug and say anything is possible here, and that is the point really. Dubai, in particular, seems well equipped to offer anything that is desired and the wackier and out of context the better. Many expats, especially those with young families, crave a feel of home, and in many ways it is easier for them to bring home to the UAE, even if it comes at an exorbitant cost; AED20,000 will buy a homesick expat fir trees, snowmen and a machine for making falling snow. It is possible to put a price tag on missing home, and for some expats there is no limit to what they will pay.Mid-lifersThe number of Mid-lifers (aged 45-59) reached 1,146 million in 2012. This number is around 4 times the figure from 2000, with the increase being due to the influx of migrant workers of working age. The number is expected to jump to a projected 1,522 million in 2015, and certainly the winning of Expo2020 will see more workers head to the UAE and specifically Dubai and Abu Dhabi. With the Mid-lifers being established in their chosen career, they represent a particular type of experienced worker and managerial level staff that make up a very important tranche of the workforce. Mid-lifers may be looking to earn a tax free salary in order to boost their retirement, or be drawn by the promises of a safe and secure environment for their family.The Financial website This is Money ran an article in 2012 on over 50s and how they are fuelling a boom in self-employment. In the UAE, it is relatively easy to start a company, with many options available and this makes it an attractive option for those looking to set up by themselves. Furthermore, a report on Youtube by Staysure, reports that Brookfield GRS (a relocation specialist) carried out a study that found that one fifth of the people that moved abroad in 2012 were between 50 and 59, and with Prime Location listing the UAE as their most popular non EU location for people wishing to move abroad, with them reporting that searches of the property website showed an increase of 50% in searches for property in the UAE during the last 3 months of 2011.A posting on the International Schools Review website, that looks at potential issues for teachers gaining employment in the UAE, makes the point that it can be difficult for over 55s to be employed due to private schools deciding that their age limit was 55, despite the government upping the retirement age to 65: If a school wants a particular person in the middle east then they do have influence to hire staff who are over 60. I have been employed in several locations, Sharjah, Abu Dhabi, Qatar and Kuwait and I was 58 years of age when I started here. The Abu Dhabi and their providers last year employed hundreds of teachers who were over 60 years of age and now that the providers have just about gone they are still employing those that fit their needs.The 7-days ran an article in 2011 called The real midlife crisis and made the point that by the time people are in their 50s: ...the children are likely to have left home and be supporting themselves. Youre probably at the highest income level of your career at this point, and should really focus now on building your retirement assets to the maximum of your ability. This is likely to be the last opportunity to plan any sort of lifestyle for your golden years. It goes on to say that many people of that age in the UAE find themselves in a worse financial position in their 50s that they were in their 30s and it is simple to see how this could so easily be true in the UAE, where schooling is so costly and older children and young adults need ongoing financial support for further education and living costs, and there are likely to be frail parents at home too that need support. Gone are the days when the kids fly the coop at 18, the financial burden on 50 something parents extends well beyond that these days, and not least in the UAE where saving is made harder by the luxury lifestyle that is hard to avoid. The term Sandwich Generation coined by Dorothy Miller over 25 years ago, is highly relevant to mid-lifers in the UAE. In this case mid-lifers are sandwiched between dependents that are probably located in different countries, but despite the geographic disparity, the financial and emotional burden can be great, especially as a time when they should be carefully planning for their own futures.Cosmetic surgery for Mid-lifersA report inEmirates24/7 in 2013 on a study that revealed changes in the way women perceive their faces as they age: Women in their 20s, for example, see their nose and skin as highly desirable of change, while the skin around the eyes (periorbital region) is the primary cause of concern for women in their 30s and 40s. Women in their 50s, however, regard the jawline as a focal point. This is an important finding in a country that is awash with cosmetic surgery options as more and more women choose to go down this road.Adventrous mid-lifersThe mid-lifers who enjoy good health and have deep pockets can satisfy their need for adventure with foreign travel through bespoke trips that combine luxury and adventure. An article in Hotelier Middle East, in 2013 which looked at global travel spend by Asians, makes an interesting point about mid-lifers: Expansive mid-lifers, the growing numbers of adventurous over 50s travellers currently and for the first time the fastest growing and most affluent age group. These travellers seek new experiences yet demand services that respect their needs without labelling them as old.Late-lifersThe number of Late-Lifers (60 years plus) reached 100,000 in 2012. This number has doubled in size since 2000 and is expected to jump to 162,000 in 2015. This group is only a very small percentage of the total number of consumers and consists of both Nationals and non-Nationals. Expat Late-Lifers can only reside in the UAE if they continue working, invest in property or are sponsored by a family member with visa. Couple this with the fact that the National population is also small, and the result is that Late-Lifers make up a very small percentage of the total population. Despite the fact that the group is small, the ageing population is likely to create an increased burden on the younger generation and will have significant implications for the economy and health provision.The visa requirements for expats over 60 years of age require a yearly renewal as opposed to the normal 2 yearly renewal, (and this leads to increased costs for employers). The National (2013): Each time the visa expires, the Ministry of Interior may, at its discretion, continue to renew the employment visa for one more year until the employee reaches 65, although there may be some leeway, dependent upon the qualifications and expertise of the individual. There is also the fact that the UAE is an expensive place to retire for expats. According to a 2013 report in Gulf News, Dubai has the highest average property price in the world. Dubai residents are being priced out of the market as the cost of living rises. Therefore, with rents and property prices set to rise further, the UAE is not a cheap place for expats to live, let alone retire, particularly inEmiratessuch as Dubai and Abu Dhabi. A visa is required for those who invest in property, and for those that have their own business. The rules therefore impact on the number of later-lifers that are in a position to call it home. Clearly, some expats invest in property as part of their retirement plan and choose to stay in the UAE long term, but they are in the minority.Another issue that is likely to impact on the number of Late-Lifers is the recent ruling which states that expatriates earning less than AED20,000 (or monthly pay of AED19,000 plus 2 bedroom accommodation) will no longer be able to sponsor their parents. It is not uncommon for expat workers to sponsor their family members, including the older generation, to come and live with them and so those earning less than the criteria specified will now be prevented from doing so.The absence of seniors is very apparent to the casual observer, a quick look around the shopping malls and in the restaurants, in the cars and at the airport, will yield few sightings and points to the fact that the UAE is likely to remain a city for the young and middle aged for the foreseeable future.The older generation of Nationals are living in a rapidly changing country, which can leave them feeling like strangers in their own cities - The National (2013). A recent initiative by the Community Development Authority is aiming to make life easier for Dubais elderly population. At the October 2013 International Day for Older Persons held at the World Trade Centre in Dubai, the new Thukher cards for over 65s were announced by the Government. These senior citizen cards provide discounts on services and products, and priority on transactions at various authorities, which demonstrates that their needs are starting to be recognised, but it is clear that more can be done for this small but significant group.A report by The National in 2013 discussed the concern of the provision of mental health services for the Elderly in the UAE and Arabian Gulf. The minority status of the elderly in a country like the UAE where the citizens were already in the minority is referred to as a demographic imbalance and ....may have a detrimental impact on the psychological wellbeing of the Gulfs elderly. The article went on to discuss the problem of ageism, and the lack of specialist providers and clinicians to provide suitable care.In 2013 the UAE drafted a new law to protect the elderly. The aim of the new legislation was to address differences in care across theemiratesand to review the retirement age. Defining elderly as anyone over 60 years old, only 4% of Nationals are in the elderly category, but that this will increase to 6% (2017) and 11% (2032).In 2010 the UAE raised the retirement age from 60 to 65, which enabled expats to work for another 5 years. UAE nationals are entitled to pensions and end of service benefits, but provision for expats is still in the planning stage. The Abu Dhabi Government states: UAE nationals employed in both public and private sectors are eligible for retirement pensions after fulfilling the eligibility conditions set by Abu Dhabi Retirement Pensions and Benefits Fund. The contributions are: employee (5%), employer (15%), Government (6%). A report in The Telegraph in 2013 highlighted that the UAE planned to introduce a pension scheme for expats. One aim of this scheme is said to be to stop the flow of money from the country caused by some groups of workers sending a large percentage of their money home, and depriving the UAE economy of the funds. This means that currently, those expats who work and then retire in the UAE must have sufficient funds to support themselves, and have to make regular renewals of their residence visas as there is no opportunity for citizenship regardless of the length of stay or investment made. An expat blogger in The Telegraph commented in 2013 that ... citizenship would make it possible for long-term expats to retire in the country that they love. You hear stories of people whove lived here 40 or 50 years, and then have to leave at retirement age. The issues even more complex now expats can buy property; I cant tell you how strange it feels to own your own house, to invest in it, do it up, put your stamp on it, but to know that, ultimately and despite you owning it, it can never be a forever house because, one day, youll have to leave.A 2013 article in Reuters discusses the anxiety caused to UAE nationals following a call to naturalise some expats. The objections ranged from worries about the added expense - the UAE spends tens of billions of dollars each year on free education, healthcare, housing loans and grants for its estimated 1.4 million citizens - to whether naturalised citizens could ever become true Emiratis. This is an issue that will not be resolved easily, if ever, and so in the absence of a citizenship option for expats, it means that non-working Late-Lifers who choose to make the UAE home, must do so by their own means and without any state support.High tech Late-Lifers look for better health and well-being as they ageThe National (2013) reports that more than 85% of residents are online, and this fact together with the likelihood that tech savvy Late-Lifers are likely to make more use of social media and mobile technology in managing their health through apps and virtual methods. The Telegraph (2013) points to the explosion of technological innovation in the field of elderly care, and the UAE cannot be far behind the UK in harnessing technology to enhance the provision of care for this group. At a Cabinet retreat in 2013 to discuss health treatment in the UAE, it was reported that: Among the other announcements on Monday was an e-healthcare programme, with mobile health services to serve those in remote areas or patients with reduced mobility, particularly the elderly.Provision of health care and specialist services for Late-LifersConsumers in the this age segment are demanding better health care services, specialist travel services, nursing care, mental health facilities, and home care and support facilities to improve the quality of their life. The report in The National in 2013 which identified how a community centre for the elderly in Dubai was due to be updated as part of a number of plans aimed at older members of society, demonstrates the fact that the authorities are beginning to target the group: It is among many plans to enhance care for the elderly in the emirate, including a mobile geriatric clinic that will provide medical, physiotherapy and rehabilitation services. Plans for more elderly centres in Dubai are also in the works.The current health system is geared towards elective surgery and also medical tourism, and there is currently little in the way of palliative care and specialist services, such as mobile care and rehabilitation services for the care of the aged. These services will need to be ramped up to take account of the ageing population.Table 1 Consumer Segmentation and Population Data 2000, 2005, 2010, 2011, 2012, 2015200020052010201120122015

Babies/infants (aged 0-147154177176184189

2) ('000)

Kids (aged 3-8) ('000)309301441419398358

Tweens (aged 9-12) ('000)196188328318308297

Teens (aged 13-17) ('000)212226380394406402

Young adults (aged 18-7821,1252,4332,2702,0821,583

29) ('000)

Middle youth (aged 30-9831,2753,4113,5603,7164,066

44) ('000)

Mid-lifers (aged 45-59)2763789521,0401,1461,522

('000)

Later-lifers (aged 60+)50517886100162

('000)

Population: National2,9563,6978,2008,2648,3398,580

estimates at January

1st ('000)

- Population aged 0-14:7427331,1061,0811,057998

January 1st ('000)

- Population aged 15-2,1842,9347,0627,1507,2457,525

64: January 1st ('000)

- Population aged 65+:303032333657

January 1st ('000)

- Male population:1,9732,4886,1216,1626,2116,340

January 1st ('000)

- Female population:9831,2092,0792,1022,1282,240

January 1st ('000)

- Urban population ('000)2,3523,0296,8896,9637,0437,282

- Rural population ('000)6046691,3111,3011,2961,298

Birth rates (per '00017.415.79.610.110.29.8

population)

Death rates (per '0001.71.50.90.90.91.1

population)

Marriage rates (per2.83.21.81.81.81.8

'000 population)

Divorce rates (per '0000.70.80.50.50.50.5

population)

Source: National statistics, Euromonitor InternationalChart 1 Population Aged 15-64 Compared with Old-Age Dependency Ratio 2000-2020

Source: Euromonitor InternationalHOUSING AND HOUSEHOLDSHome OwnershipMuch is written and speculated about the property market in the UAE. The press focuses on Dubai and Abu Dhabi, as these cities have seen the most significant explosions in building during the last 10 years. Rarely a day goes by without the local or international press commenting on the housing industry in the UAE and whether a bubble exists or not. Residents are bombarded with the news of how the value of their home or their rent has increased (or plummeted). Certainly the focus tends to be on Dubai, as this has seen the biggest increases and drops in prices in recent years and it is a frequent topic of discussion between friends, colleagues and business associates. To what degree the lamenting of price increases over coffee becomes a self-fulfilling prophecy is difficult to quantify, but the topic is certainly hot in all corners of the UAE. In 2013, The National reports how the increases in property prices have exceeded the growth of salary and population numbers. The reality on the ground is that residents and new arrivals must go about their business and find accommodation amid the dire warnings of a bubble, with alarm bells that have been on standby for years. The pundits and commentators continue to grapple to be the ones to call the next crash or boom, and so it goes on.In the UAE there are still big differences between the differentEmirates, with Dubai, Abu Dhabi and Sharjah offering the most choice in new, modern accommodation for expats and nationals alike. The otherEmiratesdo offer some new housing stock of course, but are generally less populated and offer older housing of a more traditional construction. A recent report in The National in 2013 highlighted a number of new projects for the NorthernEmiratesthat had been approved, which included a new housing development in Ras Al Khaimah for local citizens, which is an Emirate of the UAE that has benefited from the extended highway from Dubai and Sharjah which should boost economic development. The media are now heralding many new mega projects planned for Dubai in light of the awarding of the Expo2020, and real estate projects will certainly be part of the plan. The degree, to which the otherEmiratesbenefit and experience an upturn, remains to be seen, and many people remain unconvinced of how something like the Expo will benefit them personally. But there is no doubt that there is a feeling of optimism in the UAE. One expat commented in October 2013 how Dubai had gone Expo Crazy, and going on to say ......our little city is doing precisely what it does best and thats to show itself off, to innovate, to take the best ideas and to think not just out of the box and but totally off the scale. Its totally aligned to the specifics of the job in hand.Historically it was not possible for non-Nationals to purchase property in the UAE, and with the change to the rules, and the massive number of properties designed to meet the buying needs of expats, the decision on whether to buy or rent came down to the length of time one expected to stay in the UAE and whether it was possible to get a mortgage. It is well known that rents in Dubai and Abu Dhabi are high, and for many people it places a huge drain on their finances. Renting more cheaply in otherEmiratesand commuting is an option that some choose, but the significant travel burden makes this less desirable for many people. When hearing of a friend choosing to move to another Emirate, some Expats will feel sympathy for their plight and worry for their friends having to travel so far and live so far away. Dubai, in particular, is thought by many to be the centre of everything worth doing and the thought of moving to another Emirate is a sign of things going wrong. The fact that most places are really not that far away is irrelevant; it is about not being in the thick of it anymore. Many of those expats that are renting will do their sums to see whether they would be better off buying, and for many the sums do work out in favour of purchase, but like many countries nowadays the ability to secure the mortgage depends on finding a cash deposit and this can be prohibitively large for many people.A report in Arabian Business in 2013 highlights how renters become purchasers: Property purchase prices also rose more than 30 percent in the first six months of the year. Meanwhile, the number of mortgages registered with the Dubai Land Department skyrocketed more than 46.1 percent in the first seven months of the year, from 1,632 during the same period last year to 2,385. The total value rose 65 percent from US$6.91bn to US$11.5bn. Mortgage rates have significantly fallen from levels as high as 9.75 percent in 2009 to 3.99 percent at most banks today. The problem with buying, as opposed to renting was seen in the crash of 2008 when expats lost their jobs and could not afford their mortgage payments, along with the fact that the prices dropped drastically and no one was buying. Remaining mindful of that historical fact is what stops some expats from ever considering buying in the UAE and the fact that many expats know someone who was left severely out of pocket through a rash property investment experience.For those that choose to rent, a big problem is the yearly discussion with landlords, or their representatives, wanting to increase prices beyond the specified limits. Stories abound of difficult landlords and lengthy discussions that end in disgruntled tenants opting to move elsewhere, sometimes on a yearly basis. Many people do no