How do Middle Eastern Millennials differ from their Western counterparts?

By Chantal Bordet, Brand Development Director and Emanuela Seminara, Strategist, at BrandMe.

What sets Middle Eastern Millennials and Gen Zs apart from their western counterparts? Are they fundamentally different or converging in their lifestyles, aspirations and brand expectations? What will it take for brands to recruit them and keep them engaged?

In a fast-changing society, steeped in reassuring traditions, institutions and a powerful sense of family, the established collective spirit is being increasingly challenged by young consumers who display rebellious and self- driven ambitions. These attributes go hand in hand with a desire for a kinder world, a more sustainable planet, a sharing spirit and a strong sense of commitment to their community.?

They feel a sense of loyalty to their elders and pride in their local roots whilst embracing internationalism. They also feel a great pull towards more progressive international brands that display attitude and personality and engage them at an individual and emotional level. This pull is fed by their adoption of social media, their exposure to global culture and their need for escapism. They are tech driven and gluttons for entertainment and new experiences. Finally, health awareness is much more prevalent and not just as a response to the pandemic. Whilst food sharing will remain central to family life, we are witnessing growth in the fat- and sugar- reduced, plant-based and organic segments. It is clear that many of these drivers are shared with young western consumers, so how are brands responding?

Conscious consumption is increasingly taking a driving position, as focusing on wellness, buying less processed products and ingredients, and seeking healthier recipes in and out of the home, are all emergent themes in Middle Eastern markets. Also, around 9 in 10 adults in the Middle East say they are willing to take personal action on sustainability issues (Mastercard, 2021) and this has been seen in the rise of demand in food brands that are organic or locally sourced.?

Being environmentally-conscious is a growing trend in the Middle East. For many, it is starting to be a lifestyle shift. Consumers are no longer passive to this shift and whilst green washing and price sensitivity are still high, there are indications that consumers are willing to pay more for something that benefits the planet and their personal health.?

Around 71% of Middle Eastern respondents have become healthier during the pandemic (PWC, 2021). Even chains like Starbucks in Saudi Arabia and the UAE are including vegan meat options, like the ‘No-Meat’ beef wrap. Sabeeka is a Saudi-based brand made with dates and nuts, aimed at providing ‘clean energy on the go’ to capture the current demands of physical wellbeing and local ingredients. Customers are also looking for ingredients that are better for them, more nutritional and more natural. Even subscription boxes, like Farmbox (UAE), help customers curate home-cooked meals with organic ingredients, sourced from local farms.?

Supporting local brands and communities is also important.?

The WoMen at Work by the Al Zamil Saudi family aims to empower women to take leading roles in planning, managing and executing activities in the workplace. Local farms and plant-to-fork initiatives in the UAE, like Fruitful Day and Zero Waste Collective, are among the few that are changing the game in this space.

In GCC countries and especially among younger generations, customers are looking for retailers and companies that elevate local brands. However, younger consumers have a higher awareness of international trends, retailers and western brands. We are increasingly witnessing local brands incorporating different world flavours, diversifying fashion and creating new cuisines, while maintaining an appreciation for local craftsmanship.

Homegrown Market is a concept store in Jeddah that supports and showcases local businesses and Arabian talent in all industries, from fashion and beauty to home and food brands. There is a greater appreciation for more crafted brands that capture heritage and local flair. Time Out recently hosted a market in Dubai where the best chefs of Dubai opened pop-ups to celebrate innovative young chefs bringing international flavours. This event also ushers in another trend that many brands will need to keep up with: digital connectivity and the need for entertainment. Offering escapism through technology and entertainment will be key to getting customers’ attention.?

Whether driven by eco-awareness, health, individual ambition, community spirit, local pride, escapism, technology or international discovery, the younger generations often display contradictory aspirations and can be hard to ‘pin down’. They are turning to brands to elevate their experiences and offer tangible added value. The brands of the future will need to be brave to recruit; willing to revisit their valuable heritage to grab the attention of hyper-informed consumers. As they look for stimulating experiences that reflect their own values, brands will need to be bolder to resonate. They will need to be more clearly differentiated, single minded and emotive to be seen, to appeal and be remembered.?