For years, global brands have entered Saudi Arabia with a simple playbook: translate the tagline, swap in local imagery, and assume what works elsewhere will work here. But as Saudi Arabia undergoes a seismic transformation under Vision 2030, this outdated approach is no longer enough. The Saudi consumer is evolving fast, and brands that fail to adapt risk being left behind.
Myth #1: Saudi consumers are one homogeneous group
One of the biggest misconceptions is treating Saudi Arabia as a single, huge market. The reality? The kingdom is a complex mix of regions, dialects and generational attitudes. What resonates in Riyadh may not land the same way in Jeddah or Dammam.
Adding to this complexity is the growing expat population. As Saudi Arabia continues to open up, its workforce is diversifying, and with it, consumer expectations are shifting. The traditional Saudi audience remains vital, but brands must also recognise the needs of a rising expat community that influences market trends.
Younger Saudis – many of whom have studied abroad or grown up consuming global media – are also redefining expectations, demanding more than just surface-level localisation. Successful brands don’t just translate; they trans-create, ensuring their messaging aligns with local humour, traditions, and values while still feeling fresh and modern.
Myth #2: Sports and entertainment are just side strategies
With Saudi Arabia investing heavily in sports and entertainment as part of Vision 2030, these industries are no longer just add-ons for marketers – they’re central to consumer engagement.
The Saudi Pro League’s rise, backed by high-profile player signings, has turned football from a passion into an economic powerhouse. Fans aren’t just spectators; they are highly engaged digital communities, shaping conversations and influencing brand perceptions.
And it’s not just local leagues – Saudi Arabia is set to host the FIFA World Cup in 2034, further cementing sports as a key pillar of its national transformation. This is a massive opportunity for brands, but only if they go beyond traditional sponsorships. Consumers expect brands to contribute meaningfully to the experience, whether through fan-driven content, localised storytelling or immersive digital activations.
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Myth #3: Local adaptation is optional
Brands that assume Saudi audiences will embrace global campaigns without adaptation are in for a wake-up call. The kingdom is experiencing a surge in national pride, with a renewed emphasis on Saudi-first narratives in everything from fashion to food to media.
Take the film industry as an example. Just a few years ago, cinemas were non-existent in Saudi. Today, locally produced films are competing with Hollywood blockbusters, reflecting a hunger for homegrown content. The same trend is playing out in advertising – consumers gravitate toward campaigns that feel authentically Saudi, not repurposed global ads with minor tweaks.
Myth #4: Digital is just an extension of traditional marketing
Many brands entering Saudi Arabia still treat digital platforms as secondary to traditional advertising. In reality, Saudi consumers are among the most digitally engaged in the world – and they expect brands to meet them where they are.
- Saudi Arabia has one of the highest social media penetration rates globally, with platforms like Snapchat, TikTok, and X (Twitter) dominating daily life.
- E-commerce is booming, fuelled by a digitally savvy population that expects seamless, mobile-first shopping experiences.
- Live shopping, social commerce, and interactive content are gaining traction, making it essential for brands to think beyond static digital ads.
The days of simply repurposing TV commercials for social media are over. To succeed in Saudi, brands must adopt a digital-first mindset, leveraging influencers, immersive storytelling, and real-time engagement strategies.
How brands can win in Saudi Arabia
So, what’s the key to breaking through?
1. Invest in deep cultural understanding: Move beyond demographics and understand the ‘why’ behind consumer behaviour.
2. Go beyond translation: Language matters, but cultural context matters more.
3. Leverage sports and entertainment: They are now mainstream platforms for engagement, not side activations.
4. Embrace national pride: Work with Saudi talent, creators, and communities to craft authentic narratives.
5. Think digital-first: Meet Saudi consumers on the platforms they engage with daily, and leverage interactive,
mobile-first experiences.
Saudi Arabia’s marketing landscape is changing at a record pace, and brands that evolve with it – rather than assume old strategies still work – will be the ones that thrive.
