David Paysant, Chief Growth & Commercial Officer, Momentum ME.The prospect of a ceasefire and ultimately sustained stability across the Middle East does more than ease geopolitical tension. It reopens something fundamental to both society and commerce: human connection at scale.
Importantly, during the conflict, consumption did not stop. Malls remained open (footfall decreased by approximately 15 per cent at Mall of the Emirates, for instance), travel retail continued to operate, and people still visited physical outlets. But behaviour shifted. Consumers became more functional, more cautious, and significantly less open to interaction – 66 per cent of UAE households reduced discretionary spending, while engagement dropped by an estimated 60 per cent.
In parallel
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