Source: JWT website. Cover for the report.
J. Walter Thompson’s Middle East and Africa Innovation Group recently published their sixth yearly consumer trends report, focusing on the MENA region for 2018. Future 100 Trends and Change to Watch in MENA highlights the significant themes that are changing how consumers in Egypt, North Africa, Lebanon, Jordan, the Gulf, and Saudi Arabia live and consume.
A key takeaway from the Future 100 MENA Report is that Middle Eastern consumers are seeing themselves more as global citizens. Thanks to digital networks, the region is experiencing fresh perspectives on raising children, personal finances, and lifestyle choices.
Authored by Mennah Ibrahim, the MEA Director of the Innovation Group, the report is divided into ten categories: culture, tech & innovation, travel & hospitality, brands & marketing, food & drink, beauty, retail, health, lifestyle, and luxury.
Ibrahim noted that “technology is breaking down borders, speeding up trend development and creating more similarities with the West, as Middle Eastern consumers increasingly identify as ‘global citizens.’” She pointed out the growing demand for brands and lifestyle products to cater to Muslim consumers with options reflecting their identity, values of social justice, and desire for social impact. These themes, along with other developing trends, are now moving in the opposite direction, from East to West. This exchange is influencing consumer behavior worldwide.
Here are a few noteworthy trends from the report:
Trend No. 7: Mingling with the machine
Accenture reports that 82% of UAE respondents prefer interacting with AI over humans, primarily due to its constant availability. This preference for AI was evident at the Future Investment Initiative in Saudi Arabia, where a humanoid robot showcased its human-like expressions and interactions. Similarly, at GITEX Dubai, robotic police officers maintaining order and robotic surgeons performing operations remotely over 5G were major draws.
Trend No. 44: Halal space food
With Saudi Arabia investing US$1 billion in Virgin Galactic and Egyptian Mohammed Sallam slated to join the Mars One mission, space travel is attracting increasing interest in the region. This uptick in Muslim astronauts has prompted Texas A&M University System to explore halal food research as part of its NASA program. Mian Nadeem Riaz, NASA R&D director, confirmed, “If there is a demand for halal food we will have research on it, to NASA requirements.”
Trend No. 10: By women, for women
Women are leveraging social media, female-centric platforms, and empowering messages to generate content and solutions specifically for women. Google projects a 75% increase in such content in Saudi Arabia compared to 2016. Vlogger Njoud al Shammari shared, “YouTube gives me the power to have a voice not only to express myself but to express what other women need, and what they feel needs to change in our society.”
Trend No. 4: Rebranding KSA
Aiming to attract 1.5 million international visitors by 2020, Saudi Arabia’s cultural reforms and relaxed tourist visa regulations are piquing the interest of foreign investors. The allure of the country’s uncharted territories adds to its appeal. Sir Richard Branson, founder of Virgin Group, commented, “This is an incredibly exciting time in the country’s history, and I’ve always felt that there’s nothing like getting a firsthand impression.”
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