"Sustainability starts with transparency," says Amar Nagaram - CEO and Co-founder of Virgio.With MENA’s growing population of approximately 570 million in 2024, there is an increasing recognition of the need to transition to more sustainable practices to ensure the long-term well-being of both people and the planet.
Research suggests that consumers are increasingly loyal to brands that prioritise sustainability, making sustainable marketing a strategic necessity for brands.
Older consumers in the MENA region are becoming more environmentally aware, with many engaging in sustainable behaviours like donating unwanted clothes. Meanwhile, Gen Z and millennials prioritise sustainability in fashion, with 40 per cent of Gen Z expecting that 75 per cent of their future purchases will
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