Rawad El Dahouk, Head of Strategy, TBWARAAD Saudi ArabiaDigital marketing in Saudi Arabia – a country defined by hyper-connectivity, high mobile penetration, rapidly evolving ICT infrastructure and a youthful population with strong purchasing power – was always destined to thrive.
As Vision 2030 gains momentum, the Kingdom is transforming into a dynamic global player, even amid global economic uncertainty. Confidence in the Kingdom is surging, and at the core of this optimism is Saudi Arabia’s largest demographic: Gen Z.
Accounting for nearly 40 per cent of the population, Saudi Gen Z is the Kingdom’s most diverse, educated and digitally fluent generation. They are highly aspirational, socially aware and deeply connected to the nation’s transformation.
What sets them apart is not just their digital fluency or global mindset, but their unshakeable belief in their role within Vision 2030. They don’t just observe change; they’re actively shaping it.
This belief system forms the lens through which they interpret the world and, consequently, how they interact with brands. For any brand hoping to win in Saudi, especially with Gen Z, old marketing playbooks must be discarded.
Familiar strategies won’t work on this generation, which – while sharing traits with global Gen Z – also carries unique cultural and national expectations.
Forget localisation. Speak to Saudi
One of the biggest shifts brands must understand is that traditional localisation no longer works. Saudi Gen Z is highly skeptical of advertising, yet extremely proud of their national identity. Content that looks like it was adapted from elsewhere simply won’t resonate.
Today, global and regional brands must create content that feels made for Saudi, ideally made in Saudi and, even better, made by Saudis.
This local-first, culturally rooted approach is the only way to gain authenticity and relevance. Anything less feels disingenuous to an audience that values realness above all.
Embrace constant change
Saudi Arabia is evolving at breakneck speed. The cultural landscape is shifting, traditions are being reinterpreted and new norms are being written in real time.
For brands, this means that yesterday’s insight might be irrelevant today. A trend embraced today could be a cliché by tomorrow.
Annual trend reports are no longer enough. Brands need to stay plugged into real-time cultural conversations, monitor national initiatives and remain agile. The Kingdom is in a state of flux, and success belongs to brands that are not only aware of this but excited by it.
Connect with personal values, but don’t ignore the Saudi vision
Saudi Gen Z, like their peers around the world, are drawn to brands that reflect their personal values: individuality, authenticity, innovation and inclusivity.
They want to feel seen and heard. But what makes this generation in Saudi unique is their deep alignment with national values and a shared vision for the future.
For brands, aligning with this national sentiment can build a powerful, emotional connection. Whether it’s supporting women’s empowerment, celebrating local arts and culture, backing entrepreneurship or championing sustainability – tapping into the national narrative creates longer-lasting impact.
Even seasonal activations around Ramadan, Eid or Saudi National Day – when done meaningfully – can reinforce community, tradition and social connection.
But there’s a caveat: Gen Z can detect inauthenticity instantly. Overpromising or opportunistic brand behaviour won’t go unnoticed – and won’t be forgiven.
The key is to commit to less, but commit wholeheartedly. Focus on fewer causes or moments, but invest in them deeply and consistently.
In short, the brands that thrive will be those that co-create Saudi Arabia’s future with its Gen Z youth – speaking their language, sharing their ambitions and moving at their pace – because the Kingdom isn’t just growth market; it’s marketing’s next frontier.
By Rawad El Dahouk, Head of Strategy, TBWA\RAAD Saudi Arabia
