Women in today’s evolving media landscape in the UAE navigate a multifaceted terrain of challenges shaped by longstanding cultural norms and evolving corporate practices. While women in the region have made significant strides in education and professional participation, the path to leadership and career advancement remains riddled with obstacles—ones that are emblematic of broader discussions on diversity, equity, and inclusion (DEI) and gender equality.
A primary challenge is the deep-seated cultural expectation that a woman’s foremost duty is to her family. In the UAE, despite remarkable progress, there lingers a perception that professional ambition and career success for women must take a backseat to societal roles. This belief subtly influences hiring decisions, performance evaluations, and promotions, resulting in slower career trajectories and fewer leadership opportunities for women. Even when women demonstrate exceptional talent and dedication, they often find themselves overlooked for promotions due to outdated stereotypes about their long-term career commitment and availability.
This cultural bias is compounded by workplace structures that remain misaligned with the principles of meritocracy. Many media organisations still operate under traditional hierarchies where unconscious biases influence decision-making processes. A lack of clear, transparent promotion criteria and equitable evaluation standards further exacerbates the issue, making it harder for women to climb the corporate ladder at the same pace as their male counterparts. When career growth depends on informal networks and subjective assessments rather than measurable performance and potential, women—who may not always have access to these networks—are at a disadvantage.
Addressing these challenges requires a comprehensive reimagining of workplace policies and industry-wide norms. Companies in the UAE’s media sector must prioritise establishing clear, data-driven frameworks for promotions and leadership development. Implementing structured mentorship programs, leadership training, and sponsorship initiatives can help ensure that women receive the same growth opportunities as their male peers. These initiatives are not merely accommodations; they are strategic investments in human capital that reinforce the idea that leadership is earned through capability, not gender.
However, real change cannot come from the media industry alone—it must be a collective effort across industries and sectors. At the end of the day, the media industry is a service-orientated business, and unless clients, stakeholders, and partners also recognise and respect the role of women in leadership, progress will be limited. Clients and businesses must align with agencies’ policies on gender inclusivity, uphold fair evaluation practices, and support the contributions of women rather than perpetuate outdated expectations. Without a systematic shift across the board, the progress made within organisations will only be half the battle won.
The media industry also has a unique responsibility in shaping narratives and influencing perceptions. By actively promoting stories of women who have successfully broken barriers and advanced to leadership positions, the industry can challenge entrenched stereotypes and showcase the value of diverse leadership. These narratives should not only highlight individual success but also emphasise the structural changes needed to create an equitable playing field.
Equally important is the role of male allies in advancing gender equality. The journey toward a more inclusive workplace is a shared responsibility. When male leaders champion initiatives that support fair promotion practices and gender inclusivity, they set a compelling example for the entire organisation. Encouraging men to advocate for merit-based evaluations and career progression for their female colleagues ensures that success is measured by talent and dedication rather than conformity to traditional gender roles.
The UAE’s media industry stands at a crossroads, facing both significant challenges and promising opportunities. Traditional attitudes toward gender roles persist, yet there is a growing shift as progressive policies and innovative corporate practices begin to take hold.
For lasting change, industry leaders must collaborate with policymakers, educators, and business stakeholders to build an ecosystem that supports gender equity in career advancement, robust mentorship structures, and continuous dialogue. Only through such a collaborative effort can an environment be created where women thrive without having to sacrifice either personal fulfilment or professional ambition.
In conclusion, women in the UAE’s media industry face challenges rooted in entrenched cultural norms and rigid corporate structures that hinder their career growth. The lack of equitable promotion opportunities is a significant barrier to achieving gender equality. Addressing these issues requires systematic change not only within media organisations but also across industries, clients, and partners who engage with them.
By prioritising transparent promotion practices, fair evaluation metrics, and structured career support systems, organisations can unlock the full potential of female talent. Ultimately, reshaping the narrative around gender equality is not only a win for women—it is a vital driver of innovation, competitiveness, and long-term success for the entire region.
By Olivia Trognon, Media Director, Havas Middle East
