Chapter 3: The Demand-side Factors Driving Growth

The demand-side aspect of growth is complex, yet tends to be reported within a very simplistic narrative based upon assumptions that are dated and largely now invalid. As noted in Chapter 2, we can no longer make safe assumptions about who the consumer is, nor why they are involved in the field. We can now make few assumptions about the ‘games’ they are playing.

Further, the dominant narrative about the ‘aspirations of the emerging national middle class’ reveals little about the real background, purpose or intend of this group of parents. We know surprisingly little about parental choice and school decision-making, especially in the epicentres of growth such as Dubai. This is especially true of the ‘Tier-2’ cities, where the ‘locals’ dominate the scene.