Deepanshi Tandon, Head of Brand, Edelman UAE In today’s complex global economy, the growth story is increasingly being written by brands that don’t just exist in markets, they embed themselves in culture. And in the Middle East, a region defined by cultural depth, generational transformation, and digital-first consumers, the playbook for brand growth is being rewritten.
The traditional approaches of mass advertising and static brand messages are no longer sufficient. In an era where trust, time, attention, and relevance can’t be bought or rented, they must be earned. Brands must become active participants in the cultural and community fabric of the regions they operate in.
This is especially true in the Middle East, where consumers are hyper-aware, culturally nuanced, and expect brands to show up authentically.
Localising global ambitions: The regional imperative
Global brands with ambitions to grow in the Middle East must confront a central truth: no two markets are the same.
What works in Dubai may not resonate in Riyadh, and what sparks engagement in Jeddah may fall flat in Kuwait. The diversity of languages, histories, regulatory environments, and media consumption habits in the Middle East demands more than adaptation, it requires transformation.
Take legacy brands like Dove, which consistently demonstrates how to deliver global ambition through local relevance. Or emerging GCC-born startups building cult-like followings by tapping into regional narratives around identity, ambition, and belonging. These brands are not just surviving; they’re growing because they’re culturally fluent and audience obsessed.
From message control to cultural participation
Today, social media isn’t just a distribution channel; it’s a cultural engine. Trends are born in seconds and scale across borders in minutes.
In the Middle East, platforms like TikTok and Instagram aren’t just used for entertainment, they’re where Gen Z forms opinions, discovers products, and mobilizes movements. This has blurred the lines between marketing and meaning. According to Edelman’s GenZ Lab, 70 per cent of Gen Zs always fact-check what brands say and will unfollow brands if they’re not truthful.
Commerce, too, has become cultural. Memes, creators, and hyper-niche moments now shape what people buy and why. The point of purchase is often the first interaction, not the last. Brands that co-create with creators, employees, and communities build cultural capital that translates into commercial value.
The trust dividend: beyond product to brand purpose
Earning trust today goes far beyond good advertising or CSR programs. Consumers in the region are increasingly forensic; they’re looking under the hood of brands and the parent companies that own them.
A brand’s values, supply chains, leadership, and stances on social issues are all under scrutiny. In the Middle East, where generational shifts are unlocking new expectations, trust isn’t a soft metric; it’s a strategic asset.
Brands that earn trust gain a multi-point benefit: stronger purchase intent, pricing power, and long-term equity. But trust isn’t confined to the product alone. As the gap between corporate and product brand narrows, consistency in values becomes paramount. Companies that show alignment across what they say, sell, and do are the ones that rise above.
Activating through experience and community
Experiential marketing is no longer about flashy events; it’s about forging emotional connections. Activations that celebrate local art, language, and storytelling traditions outperform generic brand installations. The region’s appetite for immersive and participatory experiences is huge but only when those experiences reflect the community’s aspirations and values.
Whether it’s turning a souq into a storytelling canvas, partnering with regional creators to launch a product, or embedding local languages and traditions into brand experiences, brands win when they reflect culture and, even better, when they help create it. Take, for instance, Louvre Abu Dhabi, which invited UAE-based SMEs to create unique products inspired by the museum’s iconic architecture, celebrating the country’s cultural heritage, strengthening national identity, and supporting the local creative economy.
The future-built brand is an active brand
The most effective brands of the future don’t wait to be relevant; they build relevance actively. They decode cultural shifts, stay close to their communities, and operate with earned-first thinking. They know that earned media drives AI search results, that creators are the new media planners, and that trust is the most undervalued economic force of our time.
In the Middle East, where tradition and innovation meet daily, the opportunity is massive but only for brands that lead with cultural fluency, local authenticity, and a commitment to earning their place in hearts, minds, and feeds.
It’s not about building brands people scroll past. It’s about building brands culture wants to follow.
By Deepanshi Tandon, Head of Brand, Edelman UAE.
