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SAUDI ARABIA REPORT 2021
May 30, 2021
Qualitative
over quantitative UTURN says to really understand Saudi consumers, brands must look beyond data and pay more attention to the people behind the numbers
S
audi 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 similar malpractice with the generic content that was being promoted to them. Yet, with time, technology and connectivity, we saw the rise of empowered content creators, such as UTURN, Telfaz-11 and others, who have given the people of Saudi content made by people like them. Content that is relevant, relatable, meaningful, entertaining, useful, purposeful and engaging. Beyond content (of which Saudis are now the most advanced creators and consumers),
