Saudi Arabia continues to progress with a clear and ambitious vision for the future. At the heart of that ambition lay the Kingdom’s youth. A demographic powerhouse that holds enormous potential for the country’s progress, the youth signifies a vibrant and energetic segment of society that marketers want to maximise.
There is absolutely no doubt about the potential that exists for marketers. However, engaging the youth requires an approach that takes into consideration a variety of aspects, including but not limited to cultural sensitivities, digital preferences, and how to ride on evolving trends.
Digging into the insights
Today’s Saudi youth are more active participants in the building of the Kingdom. They are more aware, inquisitive, and connected to the world through technology than previous generations. An insightful and marked difference with older generations is that working in the private sector is desirable; this is a big shift in mindset. This type of outlook makes them less hesitant to express themselves and share their aspirations, goals, and concerns.
Brands need to demonstrate making a positive impact on society and the environment that aligns with this group’s values. Building trust and fostering a genuine connection with youth is key to successful marketing, where adaptability to change is key to staying relevant and striking the right insight with consumers.
Meaningful connections
Data and consumer studies have shown the role of social media in Saudi society, with a higher index towards the Saudi youth. That is a given, but creating meaningful connections has become more complex as Saudi youth are highly demanding of brands to reflect their own ambitions.
Localised storytelling content: Brand stories are becoming more critical to forge a connection. Crafting a compelling narrative that is built on cultural and highly localised insight is the foundation to creating a connection with the Saudi Youth. Think Arabic first; this is where the magic can come to life, where humour and traditions flow naturally.
Being authentic: Saudi youth value authenticity and transparency from brands. Being genuine in how and what is communicated will build a trusting relationship. Currently and specifically, this group is so connected that the values and behaviours of brands can easily be transpired.
Personalisation: With development in technology, personalisation is a key differentiator for brands when tailoring marketing messages to different segments within the youth demographic. Understand their preferences and behaviours to deliver personalised experiences.
Experiences that resonate
There are multiple avenues where consumers and brands are forging strong bonds, such as eSports/gaming, football, music, and the arts.
E-sports and gaming: Video gaming has become an integral part of youth culture in Saudi Arabia, offering entertainment, socialisation, and opportunities for competition and skill development. As the gaming industry continues to evolve globally, Saudi Arabia is expected to play an increasingly prominent role in the regional gaming landscape.
Music: Saudi Arabia is experiencing a period of transformation and growth, driven by social changes, technological advancements, and government initiatives. While challenges remain, the expanding music scene reflects the country’s evolving cultural landscape and the aspirations of its youthful population.
Arts: The intersection of arts and marketing in Saudi Arabia reflects the country’s evolving cultural landscape, growing creative economy, and aspirations for social and economic development. By leveraging innovative marketing strategies and embracing artistic expression, Saudi Arabia aims to position itself as a vibrant hub for arts and culture regionally and globally.
Football: football in Saudi Arabia is more than just a sport; it’s a source of national pride, community spirit, and excitement. With continued investment and support, football is poised to remain a cornerstone of Saudi Arabian sports culture for years to come. It also has cultural significance because it brings communities together and fosters a sense of unity and camaraderie.
By Reine Hammoud, General Manager, Boopin
