How have consumers changed in Saudi Arabia in recent years?
You often hear how the Saudi consumer is either wary or excited about change. The truth is that Saudi consumers now widely expect change, but what they’re worried about is whether that change equates to progress for them, too. They’re asking themselves: ‘Is this going to bring me and my loved ones forward with it, or leave us behind?’ Brands must focus on bringing everyone along for the ride in both strategy and comms tonality. The key lies in making sure progress is happening from a Saudi perspective. We discovered that many Saudis aren’t upset by the new; they were upset about the idea of imported things that lacked an
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