The Saudi Gen Z consumer: not just buyers, but market makers

Everyone in MENA is chasing the Saudi Gen Z consumer, but how many brands truly get them? This isn’t just another young demographic—it’s a $100B+ spending powerhouse reshaping industries, culture, and digital engagement at an unprecedented scale.

Here’s what makes them different:

??? They don’t just buy, they curate & document

• 50% of Saudi Gen Z prefers brands that align with their personal identity (Google MENA, 2023).
• They don’t just consume; they review, document, and influence. Beauty, travel, tech—everything gets social validation before and after purchase.

?? Social-first, but not just any social

• TikTok, Snapchat, and Instagram dominate, and long-form YouTube vlogs are coming back in trend.
• 80% discover brands via social platforms, but 90% rely on peer recommendations and influencers before making a decision (BCG, 2023).

?? Cash is over. Digital wallets & BNPL are in.

• Apple Pay, STC Pay, and Tabby/Tamara BNPL (Buy Now, Pay Later) are exploding.
• 60% of Saudi Gen Z prefers digital payments, signaling a complete behavioral shift from previous generations (SAMA, 2023).

?? Gaming is bigger than TV

• Saudi Arabia is the largest gaming market in MENA, valued at over $1B.
• 61% of Saudi Gen Z plays video games weekly, and brands that embed themselves in this ecosystem (think esports, in-game activations) will win big.

?? Audio & podcasts: the new cultural authority

• Gen Z Saudi spends 50% more time on podcasts than Gen X (Ipsos, 2023).
• They crave long-form, deep-dive content—a shift from snackable, viral clips to meaningful conversations with context.

?? Experiential consumption: if it’s not an experience, it’s forgettable

• They don’t just buy products; they buy experiences. Sephora’s Sephoria event in Dubai? A perfect case study.
• Travel, concerts, fashion pop-ups, immersive brand activations—these are the new storefronts.
• Brand loyalty now comes from IRL experiences + digital documentation. If they love it, they’ll post it. If they post it, they influence.

?? Hyper-local, yet fully global: the identity shift

• Proudly Saudi, yet deeply global. They rep Vision 2030, Riyadh Season, AlUla, and Diriyah E-Prix. They celebrate local craftsmanship and international trends in equal measure—curating a lifestyle that blends the best of both worlds.
• International tourism boom—Saudi Gen Z is driving outbound travel, exploring Japan, Korea, and Europe, and bringing those influences back home.
• Multilingual, culturally fluid, but fiercely proud—they embrace K-pop while also leading a revival of traditional Saudi aesthetics in fashion and music.

?? Beyond consumption: they’re redefining work & wealth

• Side hustles, freelancing, and the creator economy are not just trends—they’re necessities.
• 1 in 3 Gen Z Saudis wants to start their own business rather than work a 9-5 (BCG, 2024).
• Crypto, stocks, and alternative assets are gaining traction—this is the most financially aware generation Saudi has seen.

So, What Does This Mean for Brands?

? Drop the traditional marketing playbook. This is an audience that rejects mass messaging in favor of hyper-personalization.

? Think experiential, not transactional. If your brand isn’t offering an IRL experience worth documenting, it’s missing out.

? Understand that the audience is also the marketer. They create the trends, they document their lives, and they drive the next big thing.

? Respect the mix of global and local. This audience wants Adidas and traditional Saudi craftsmanship in the same wardrobe.