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.
Director Enterprise Marketing | Digital Marketing | B2B Marketing | Key Account Management | Brand Marketing | B2C Marketing | MarTech | Market Research | Analytics | Demand Generation
3 周The influence of #SaudiGenZ is undeniable! Their love for digital payments and social media means businesses must adapt to engage this powerful group. Creating authentic, personalized experiences is key. Brands that align with their values and aspirations can forge genuine connections. By understanding #SaudiGenZ and meeting them on their terms, companies can build lasting relationships that drive real impact in the market