In recent years we have witnessed an influx of businesses and people from the Middle East and the rest of the world migrating to Saudi Arabia, making the Kingdom their new home. With the Saudi Government launching pivotal initiatives and projects under Vision 2030, the business landscape and society have been thriving, making the country an extremely attractive hub personally and professionally.
A strategic framework, Saudi Vision 2030, aims to diversify the economy, empower citizens and create a vibrant environment for both local and international investors, establishing Saudi Arabia as a global leader. For brands, this presents a unique opportunity for them to align their company with the national goals, fostering growth while contributing to the broader socio-economic transformation of the Kingdom.
VISION 2030 PILLARS
Businesses should initiate alignment with Vision 2030 by emphasising cultural relevance, sustainability, talent empowerment and innovation within their brand. To do this successfully in the era of Vision 2030, brands must first align their core values with one or more of the vision’s pillars: a vibrant society, a thriving economy and an ambitious nation. Under the three main pillars of Saudi Vision 2030 there are six strategic objectives: strengthen Islamic and national identity; offer a fulfilling and healthy life, grow and diversify the economy; increase employment; enhance government effectiveness; and enable social responsibility. By integrating these objectives into their companies’ business goals and models in the Kingdom, brands can position themselves as contributors to the national vision, earning the trust and loyalty of consumers, stakeholders and investors.
VIBRANT SOCIETY
The preservation and celebration of Saudi Arabia’s rich cultural heritage and traditions while fostering innovation and creativity is a pivotal mandate of Vision 2030. By embracing Saudi culture, national heritage and promoting social wellbeing through an enriched society, brands can play a pivotal role by launching locally relevant campaigns during key observances like Saudi Founding Day or during the Umrah season. A great example was the Saudi Airlines campaign ‘ProtecTasbih’ which won prizes at the Dubai Lynx Awards in 2024, but more importantly immersed itself culturally and religiously while promoting safe pilgrimage tourism in the Kingdom.
Additionally, brands can align themselves with initiatives such as the Quality-of-Life Programme, which aims to improve living standards by enabling culture, entertainment, sports and tourism to flourish in Saudi Arabia. The Quality-of-Life (QOL) programme has already initiated several partnerships with: UEFA for a talent scouts programme; Live Nation to enhance local entertainment; and Royal College of Arts in London for a traditional art works incubator initiative in partnership with Riyadh’s Royal Institute of Traditional Arts. Brands can launch similar initiatives or engage with existing ones to position themselves as active contributors to the wellbeing of Saudi society and culture.
Corporate social responsibility is a key component of Vision 2030, as it encourages businesses to contribute to societal wellbeing. This can include supporting health programmes, investing in community development projects, or partnering with non-profit organisations to address social challenges. Alternatively, a company could focus on environmental sustainability by organising tree-planting drives or reducing plastic waste in its operations – an alignment with Saudi Green Initiative (SGI). By engaging with initiatives within the QOL programme or SGI, brands can demonstrate their commitment to the vision’s goals while fostering goodwill among consumers.
THRIVING ECONOMY
Saudi Arabia is diversifying its economy, creating a conducive environment to support local investments and empowering citizens by creating job and training opportunities. This has led to many global and local brands such as Hyundai and Lucid Motors setting up manufacturing facilities while large to mid-sized corporations are opening local offices in Saudi Arabia. This shift has attracted top global talent and opened diverse job opportunities for Saudi nationals. Companies who support the Nitaqat programme to drive Saudisation or partner with the Tamheer programme via the HRDF to provide young graduates practical experience are contributing towards upskilling and empowering Saudi nationals, a key objective of Vision 2030. Brands can further amplify this by participating in and launching youth programmes at local conferences such as LEAP or the Misk Global Forum.
Vision 2030 places a strong emphasis on digital transformation as a driver of economic growth and the government has launched several initiatives to foster its growth. Tech brands such as Oracle, Alfanar and Zoom Communications are investing in Saudi Arabia’s digital transformation including cloud computing, AI and fintech, aligning with Vision 2030’s goal of fostering innovation and entrepreneurship.
While these are big investments, mid- to smaller-sized brands can also contribute to the Vision’s goal of Saudi being a leading digital hub by launching digital solutions and investing in the digital transformation of their products and services. Furthermore, brands can partner with local tech startups and participate in government-led digital initiatives to further demonstrate their commitment.
Aligning your brand with Vision 2030 is not just a strategic move – it is a transformative opportunity to contribute to Saudi Arabia’s future while achieving sustainable growth. By understanding and embracing the Vision’s pillars, your brand can become a meaningful participant in realising the ambitious goals of Vision 2030. In doing so, you not only secure your brand’s relevance in a changing landscape but also play a vital role in shaping a brighter future for Saudi Arabia and its people. Ultimately, aligning with Vision 2030 is a win-win: brands contribute to national progress while simultaneously strengthening their position in a dynamic and growing market.
By Komal Bajaj, Marketing and Communications Director, NEOM Green Hydrogen Company.
