Saudi Arabia is transforming as a country. It is transforming as a market. Consequently, its consumers are transforming into one of the most connected and empowered groups in the world. Yet, we still see brands being detached from the market and taking its consumers for granted.
Today, such bad practices have been growing the cynicism towards brands, and if we are to look into historical data from other markets, like the UK and France, where brands have also been conducting similar malpractices for years, we can predict that in the near future brands may find themselves challenged to operate in a market full of consumers who are cynical towards them.
At one point in time, Saudis faced a si
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