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IWD 2025: How women are navigating the evolving landscape of UAE media

"Traditional attitudes toward gender roles persist, yet there is a growing shift as progressive policies and innovative corporate practices begin to take hold," says Olivia Trognon, Media Director, Havas Middle East.

Olivia Trognon on International Women Day 2025: “The UAE’s media industry stands at a crossroads”

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


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the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.