Back pain rarely makes the morning briefing, yet it may be the most consequential health condition no one is treating as a strategic problem. The World Health Organization (WHO) estimates that 619 million people globally were living with low back pain in 2020 — a 60 per cent jump since 1990 — and projections in The Lancet Rheumatology forecast 843 million cases by 2050.

WHO classifies low back pain as the leading cause of disability worldwide, with around 70 per cent of years lost to back-pain disability falling in the 20-to-65 working-age band.

Most back pain does not require an operating theatre. The challenge is sorting the cases that genuinely benefit from surgery from the much larger group that does not.

Few institutions have spent more time on that question than Mayo Clinic, consistently ranked at the top of US hospital rankings for orthopaedics and neurosurgery. Dr Ahmad Nassr is an orthopaedic spine surgeon there. He spoke to us about what’s driving the burden, how the technology is shifting, and what patients should watch next.

Low back pain is the leading cause of disability worldwide. What’s behind this growing burden, and what does the picture look like in the UAE and wider Middle East?

Low back pain is the leading cause of years lived with disability globally, affecting hundreds of millions of people at any given time. The reasons are multifactorial, but several trends are consistent worldwide, including in the Middle East.

Populations are ageing, and spinal degeneration is cumulative. At the same time, rising rates of obesity and metabolic disease are accelerating disc degeneration and increasing mechanical stress on the spine.

We are also seeing more sedentary lifestyles, with prolonged sitting and reduced physical activity contributing to deconditioning of the musculature that supports the spine.

In regions like the UAE, these factors are often amplified by rapid urbanisation and lifestyle changes. The result is that patients are developing symptomatic spinal conditions earlier and living longer with them.

Importantly, most back pain still does not require surgery. Mayo Clinic takes a personalised approach to care, including identifying patients who will benefit from surgery.

Spine surgery still carries a perception of being highly invasive. How much has that reality changed?

The perception is outdated, but it hasn’t completely disappeared. Over the past decade, spine surgery has evolved significantly. Many procedures that once required large exposures can now be performed through more targeted, tissue-sparing approaches, resulting in shorter hospital stays and faster recovery.

That said, it’s important not to oversimplify this. Spine surgery is a surgical operation, and it should not be taken lightly. The more meaningful advancement is not just that procedures are less invasive, but that we are far more precise in determining who actually needs surgery — and who does not.

At Mayo Clinic, how are innovations like motion-preserving implants, robotics, and AI being integrated into everyday patient care?

At Mayo Clinic, new technologies are integrated when they provide clear value to patients. Motion-preserving implants are one example. Traditionally, many spinal conditions were treated with fusion, which eliminates motion at a segment of the spine.

Newer technologies aim to preserve motion while still addressing the underlying pathology.

These are not appropriate for every patient, but in selected cases, they may help maintain more normal spinal mechanics.

Robotics and advanced navigation have improved the accuracy and consistency of procedures such as spinal instrumentation, particularly in complex cases.

Artificial intelligence is an emerging tool in areas such as imaging interpretation, surgical planning, and outcome prediction. While still evolving, it has the potential to further refine how we match treatments to individual patients.

Ultimately, these are tools. The benefit comes from thoughtful application, not from the technology itself.

What sets Mayo Clinic’s approach to spine treatment apart from other institutions globally?

We are the largest integrated, not-for-profit medical group practice in the world. We specialise in complex cases.The defining feature is a patient-centered, multidisciplinary approach combined with a strong emphasis on appropriate care.

Patients are not directed toward surgery by default. In fact, the majority of patients we evaluate do not undergo an operation. A significant effort is made to identify the true source of symptoms and to pursue nonoperative care when appropriate.

When surgery is indicated, it is done with a clear objective and a focus on durable, long-term outcomes rather than short-term fixes. Care decisions are also made collaboratively across specialties, including orthopedic surgery, neurosurgery, pain medicine, and rehabilitation. This allows for a more comprehensive and balanced approach to treatment.

There is also a strong culture of evaluating outcomes and continuously refining care pathways based on data and experience.

What’s the next big shift in spine care that patients should be watching closely?

The next major shift is toward even more personalised and function-preserving care. There is also increasing focus on motion preservation and restoring more normal spinal function.

Looking further ahead, biologic therapies aimed at slowing or reversing disc degeneration are an area of active research and hold promise, although they are not yet ready for routine clinical use.

The overarching trend is precision. At Mayo Clinic, we focus on delivering the right treatment to the right patient at the right time.

Emirates SkyCargo has launched a new weekly freighter service to Toronto Pearson Airport, marking a significant step in strengthening air cargo links between Canada and the UAE.

The move is expected to boost cargo connectivity for Canadian businesses while supporting the continued growth of bilateral trade between the two nations.

The introduction of the freighter service aligns with Emirates SkyCargo’s broader strategy to expand its global network in response to evolving trade demands, an Emirates media report said.

Badr Abbas, Emirates SkyCargo’s Divisional Senior Vice President, said, “Our freighter service to Toronto is an important milestone for Emirates SkyCargo as we continue to strategically expand our freighter fleet and network in line with evolving trade corridors. Exports from Canada to the UAE have been growing steadily in recent years, increasing 24 per cent year on year between 2023 and 2024 facilitated by direct air connectivity and strong bilateral trade relations.”

He added, “Our weekly freighter to Toronto further amplifies this positive momentum, providing Canadian businesses with an additional 100 tons of export capacity every week over and above belly hold cargo capacity on Emirates passenger flights. Additionally, the flight will also provide important connectivity between Canada and one of its largest trading partners, the EU, on the inbound segment with a stop at Amsterdam.”

Boost for Toronto Pearson’s cargo role

Toronto Pearson officials welcomed the new service, highlighting its importance to Canada’s logistics and trade ecosystem.

“The launch of Emirates’ freighter service to Toronto Pearson is a significant milestone for our airport,” said Kurush Minocher, Chief Commercial Officer, Toronto Pearson. “As Canada’s largest air cargo hub, handling approximately 45 per cent of the country’s total, we play a critical role in fueling the economy by connecting Canadian businesses to global markets. This new service provides shippers with direct, reliable access to one of the world’s most expansive cargo networks and reflects continued confidence in Toronto Pearson as a strategic gateway for global trade.”

Between Amsterdam and Toronto, the freighter flight will support main deck cargo capacity for the movement of pharmaceuticals, perishables, and other manufactured goods from the EU to Canada.

Emirates SkyCargo has played a key role in facilitating trade to and from Canada since the launch of passenger flights to Toronto in 2007. More recently, the airline has transported over 11,000 tonnes of export cargo from Canada since 2023.

Etihad Airways’ loyalty programme, Etihad Guest, has announced a sweeping set of enhancements aimed at rewarding its most loyal members, introducing discounted redemption fares and significantly lowering tier qualification thresholds.

The move is expected to provide greater flexibility and value for frequent flyers, particularly those holding Gold, Platinum and Emerald status, while also making it easier for members to maintain or upgrade their tier levels, an Etihad media report said.

Etihad Guest, known for its customer-focused rewards programme, has expanded the benefits tied to its Promo seats, special redemption fares available across the airline’s global network. These fares already offer fixed mileage rates, but premium-tier members will now receive additional savings.

Read more-Qatar Airways extends complimentary date changes until October 2026

Under the new structure, Gold, Platinum and Emerald members can enjoy discounts of up to 10 per cent on standard Promo seat fares, enhancing the value of their accumulated miles.

Mark Potter, MD of Etihad Guest at Etihad Airways, highlighted the importance of these changes, stating, “Etihad Guest strives to offer exceptional experiences and bespoke benefits exclusively for our members. The enhancements to our Promo seats are designed to offer even greater value to our most engaged members.”

He added, “Introducing exclusive discounts allows us to ensure our members enjoy greater value and more rewarding redemption opportunities, aligning with what our members appreciate the most.”

The discounted fares apply across Etihad’s growing route network, including recently announced destinations in Asia and Africa such as Dhaka, Shanghai, Accra and Lagos.

Lower tier thresholds bring greater flexibility

In a parallel development in March, Etihad Guest has also reduced its tier qualification requirements by 25% across all membership levels. The adjustment enables members to retain or upgrade their status with fewer Tier Miles than previously required.

The new thresholds came into effect on March 18, and are being applied automatically to all members worldwide, with no need for registration or additional steps. Members will continue to benefit from the reduced criteria within their existing 12-month qualification period and can achieve new status levels under the revised system until 31 March 2027.

According to the airline, the decision was made in response to recent travel disruptions that have affected members’ ability to meet previous requirements.

“The change recognises that many members have experienced disruptions to their travel plans in recent weeks and provides greater flexibility,” the airline noted.

Etihad Guest emphasised that the updates reflect its broader commitment to supporting customers while maintaining a competitive and rewarding loyalty programme.

Members can continue earning Tier Miles on Etihad flights as well as through select partner airlines. Miles can be redeemed for flights, hotel stays, holidays or products through the Etihad Guest Reward Shop.

For New Balance, grey is more than a colour choice, it has become one of the brand’s most recognisable signatures.

This May, the Boston-headquartered sportswear company is once again placing that identity at the centre of its annual Grey Days campaign, a month-long global celebration dedicated to the colour that has shaped New Balance’s design language for decades.

Beginning May 1, Grey Days will bring together special edition product launches, athlete-led storytelling and community experiences across multiple markets.

In the UAE, the campaign will take on a local dimension through a neighbourhood-led activation at Alserkal Avenue.

The Dubai programme will run from May 1 to May 10, inviting visitors to move through a series of community-focused spaces across Alserkal Avenue through what the company describes as a “neighbourhood hop”.

The origins of Grey

Grey first became part of New Balance’s design identity in the 1980s, when the brand introduced the colour as a practical option for urban runners.

While other sportswear brands embraced bright whites and neon tones, New Balance opted for grey footwear that blended more naturally with city landscapes and asphalt running routes.

Over time, that practical design decision evolved into one of the company’s most recognisable brand identifiers.

This year’s global Grey Days campaign features athletes and ambassadors including Sydney McLaughlin-Levrone, Darius Garland, Marvin Harrison Jr and Andrew Reynolds.

Musician Aminé also appears in the campaign, while Quincy Wilson narrates “The Origins of Grey”.

A neighbourhood activation in Dubai

At the centre of the Dubai experience is Gooder, which will serve as the main retail and community hub for the activation from May 2 to May 10.

Visitors will be able to shop the Grey Days apparel and footwear collection while attending skate performances from OLLIE’S S.K.A.T.E.

The venue will also host music sets from Karak Sounds, alongside limited-edition food and beverage collaborations with Ollie’s Pizza and DRVN Café.

UrArtU Gallery will host floral workshops on May 3 and May 10, while The Workshop DXB will offer custom screen-printing sessions on May 2 and May 9.

Nightjar Coffee Roasters will introduce curated Grey Days coffee experiences and limited-edition menu items during the campaign.

Meanwhile, CRANK will host weekend CRANK Shape classes across both weekends.

Extending beyond Dubai

The campaign will also expand across the region through Grey Runs in the UAE, Saudi Arabia and Qatar.

The runs are built around New Balance’s “Run Your Way” platform, which encourages participants of all levels to take part at their own pace.

In the UAE, the Grey Run will take place at Nightjar in Alserkal Avenue on May 10 at 6am, where participants will be able to refuel after the relay run.

Product drops throughout May

Grey Days will also introduce several product launches across the month.

On May 1, New Balance launched The Grey Shop featuring new and existing styles including the 204L, FuelCell Rebel v5 and 1080v15, alongside classic grey apparel.

On May 8, the company will release the ABZORB 2010.

On May 15, the ABZORB 2000 and ABZORB 5030 will launch.

On May 22, New Balance will release the ABZORB 1890.

The Grey Days collection will be available across New Balance stores, online and through select retailers in the UAE, Saudi Arabia and Kuwait.

According to New Balance, the company reported global sales of $9.2bn in 2025 and employs approximately 14,000 associates worldwide. The company has been operating independently since 1906.

Read: From global brand to local movement: Stuart Henwood on New Balance’s Middle East growth story

Majid Al Futtaim and Visa have released a joint white paper setting out how retailers can build consumer trust into digital commerce, as the UAE sees rapid adoption of mobile-first shopping and cashless payments.

The report, titled Building the Trusted Digital Economy of Retail, comes as around 80 per cent of payments in the UAE are now made digitally, underscoring a shift towards seamless, integrated retail experiences across online and physical channels.

The study found that 67 per cent of UAE consumers used their mobile phone in their most recent retail purchase, while 37 per cent complete online shopping directly on mobile devices, the highest rate globally. However, it warned that consumer expectations remain high, with nine out of ten shoppers willing to abandon even preferred brands after a single poor experience.

At the core of the report is a framework dubbed the “Trust Loop”, which focuses on three stages of the customer journey: relevance, authorisation and resolution.

It argues that trust is built when personalisation is meaningful, payments are secure and frictionless, and post-purchase processes such as refunds are reliable.

The companies said the next phase of e-commerce growth will depend less on new technologies and more on consistently embedding trust across the entire customer journey.

Five key capabilities for retailers reveals Majid Al Futtaim-Visa whitepaper

To support this, the paper identifies five key capabilities for retailers: digital identity, secure credentials, consent-driven data sharing, interoperability across platforms and clear customer recourse mechanisms.

The collaboration reflects increasing alignment between retailers and payment providers. Majid Al Futtaim contributes consumer data and retail infrastructure across its physical and digital ecosystem, while Visa provides payment processing and fraud prevention capabilities. Visa said it has invested more than $3.3bn in artificial intelligence and data over the past decade.

Within Majid Al Futtaim’s own operations, AI-driven personalisation in its SHARE loyalty platform has lifted click-through rates for targeted offers by 23 per cent, the report said.

Visa research cited in the paper also showed that 82 per cent of UAE consumers would shop online more frequently if one-click checkout were available, while about two-thirds would adopt biometric authentication.

Executives from both companies said markets such as the UAE are shaping global retail trends, with mobile and digital payments now central to the shopping experience.

They added that combining secure infrastructure with personalised retail environments could position the Gulf region to play a leading role in the future of digital commerce.