Why brands must speak to Gen Z (especially in the gulf)

• Understanding Gulf Gen Z: statistics and psychographics every brand must know

• Gen Z statistics: a rising power you can't ignore

Gen Z now makes up over 30% of the Middle East’s population, and their influence is only growing.
Gen Z technology statistics reveal they spend an average of 7+ hours online daily; for them, social media isn’t an accessory; it’s a way of life. Platforms like TikTok, Snapchat, and Instagram aren’t just entertainment; they’re where Gen Z discovers brands, trends, and even life advice.

And let’s not forget: they wield significant purchasing power, often influencing family spending decisions and long-term brand loyalty.

• Gen Z psychographics: what makes them tick?

Unlike Millennials, Gen Z consumers are wired differently and smarter about their choices:

1. Digital natives: they’ve never known a world without smartphones, social media, and instant access to information.

2. Value-driven: Success for Gen Z is about how authentically they can express themselves through their choices, style, and even the brands they align with that prioritize sustainability, social responsibility, and realness. They have a sharp radar for fake marketing, and they aren't afraid to call it out. Authenticity isn't a bonus; it's a basic requirement.

3. Craving IRL (in real life) experiences: despite living online, Gen Z deeply values immersive, real-world interactions. Think pop-up events, brand activations, and community-building, not just digital ads.

How to market to Gen Z in the Gulf

• Use Gen Z slang & authentic communication

Brands like Namshi, Noon, and Sephora Middle East use relatable content infused with Gen Z slang without sounding cringey; they have successfully tapped into this by using relatable, meme-friendly marketing.

• Leverage Gen Z brand loyalty through trust

Events, pop-up shops, and brand collabs that offer real-world experiences (think Dubai Mall activations) create emotional loyalty beyond the screen. Forget massive celebrity endorsements. Gulf Gen Z trusts micro-influencers and relatable content creators more than billboard ads.

• Embrace Gen Z marketing trends

1. Short-form video content (TikTok, Reels, YouTube Shorts)

2. Interactive experiences (AR filters, gamification)

3. Personalization & self-expression (Allow Gen Z to customize, remix, or co-create products)

• Focus on Gen Z’s idea of success

For Gulf Gen Z, success isn’t just wealth, it’s about purpose, flexibility, and digital entrepreneurship. Brands that highlight career growth, mental health, and work-life balance resonate more.

• Why luxury brands should target Gen Z in the Gulf

Luxury isn’t dying; it's evolving.
Luxury brands are now realizing that Gen Z wants luxury but only if it feels personal and meaningful.
Exclusive drops, sustainable sourcing, and IRL experiences are how brands like Dior and Balenciaga are building Gen Z brand loyalty across the Gulf.

In fact, a recent Gen Z report from McKinsey found that Gen Z in the UAE and Saudi Arabia define luxury success less by price tags and more by individuality and emotional connection.
It's not just "buying a brand," it's "becoming the brand."

If you want to unlock Gen Z loyalty, stop marketing at them and start building with them.
Gen Z in the Gulf respects brands that:

• Empower self-expression.

• Offer real-world community experiences.

• Use digital platforms wisely (TikTok, Instagram, Snapchat, not just TV ads).

• Stand for something meaningful.

• Feel like a "friend," not a corporation.

The key to Gen Z is simple but challenging:
Be real. Be bold. Be there.

Brands that understand this and act on it are not just selling products. They’re building movements.

Gen Z is reshaping consumer behavior in the Gulf. Brands that speak their language, earn their trust, and align with their values will dominate the market.

Are you ready to adapt? The future belongs to those who listen to Gen Z.

Download our Gen Z content guide for insider tips, trends, and strategies to create content that clicks, converts, and goes viral.