The Middle East is one of the youngest regions in the world which presents a unique opportunity to connect with a generation that is already redefining culture, creativity and consumption. In markets like the UAE and Saudi Arabia, Gen Z now represents a cultural majority rather than a niche audience with the UAE alone representing nearly 50 per cent of the population, making youth culture a dominant force shaping market behaviour.
Legacy marketing models, such as static ads, one-size-fits-all launches, and top-down campaigns, are quickly losing traction. To stay relevant, brands must meet this generation where they are. That means being present in lifestyle spaces, delivering meaningful experiences,
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
