As Saudi Arabia stands as a testament to rapid socio-economic shifts, understanding these dynamics is crucial for businesses and PR agencies aiming to connect with this vibrant and evolving market.

1. The Youth Boom: A Market on the Move

As it relates to Saudi consumer trends in the Kingdom, the youth aren’t just the future; they’re the present. With a staggering 70% of the population under the age of 30, it’s a demographic tidal wave that’s reshaping the consumer landscape. This is a country where the median age hovers around 31 years, a stark contrast to aging populations in many Western countries.

In a nation where smartphones are as common as dates at a market, we’re seeing a tech-savvy generation driving demand. About 95% of Saudis use the internet, and the majority are glued to social media. This isn’t just a market; it’s a digital realm where trends are set at the speed of a tweet.

Generation Alpha may still be in school, but their impact is felt in the market. With family sizes averaging around 5.7 members, Saudi households are buzzing hubs where kids’ preferences are major market movers.

2. Urbanization: The City Beckons

Saudi Arabia is urbanizing at a breakneck pace. Over 84% of the population now resides in urban areas, a shift that has turned cities into melting pots of consumer activity. This urban tide is not just about numbers; it’s about a lifestyle transformation.

In cities like Riyadh and Jeddah, life’s a whirlwind of activity. The urban lifestyle has spurred a surge in demand for consumer goods and services. From 24-hour convenience stores to bustling shopping malls, the cityscape is a canvas of consumerism.

The rural landscape isn’t left behind in this urban exodus. As young people move to cities, rural areas are evolving, shifting from traditional markets to more modern, albeit slower-paced consumer havens.

3. Living Longer, Living Differently

Saudi Arabia’s life expectancy has soared to around 75 years, a testament to improved healthcare and living standards. This longer lifespan isn’t just a random Saudi consumer trends or a demographic detail; it’s reshaping consumer priorities.

The mature population, often overlooked, is a burgeoning market. With better health and increased longevity, this demographic is actively participating in the consumer world, from travel to technology.

Today’s Saudi seniors are breaking stereotypes. They’re more active, more engaged, and embracing modern trends, from fitness regimes to online shopping.

4. Economic Prosperity: Fueling Consumer Growth

Saudi Arabia’s GDP per capita stands impressively at over $20,000, signaling a population with substantial purchasing power. This economic backdrop is a catalyst for consumerism, allowing for diverse market segments to flourish.

In a land where luxury cars are as common as sand dunes, the affluent consumer is a key market segment. High-end brands find a welcoming home in Saudi Arabia, where luxury is not just a purchase but a lifestyle.

The expanding middle class, with its aspirations and increasing disposable income, is the backbone of the consumer market. They’re the ones driving demand for quality products, education, and better living standards – making it one of the many important Saudi consumer trends.

A Market in Motion with Saudi Consumer Trends

Saudi Arabia’s consumer market is as dynamic as its shifting sands. From tech-hungry youths to affluent consumers, the market’s diversity is its strength. Understanding these trends is vital for any business or PR agency looking to make a mark in the Gulf’s thriving landscape.

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A whopping 46% of Gen Zs have got themselves a full- or part-time gig on top of their main jobs, according to a new survey by Deloitte. And it’s not just Gen Z. Millennials aren’t far behind, sitting at 37%.

This global snapshot of young hustlers was captured in Deloitte’s 2023 Gen Z and Millennial Survey, with a staggering 14,483 Gen Zs and 8,373 millennials, from 44 countries, weighing in.

And it seems the hustle culture is on the rise. Compared to last year, 3% more of Gen Z and 4% more millennials are juggling secondary jobs.

“Gen Zs and Millennials are picking up side gigs as they struggle to keep their heads above water,” Michele Parmelee, global people and purpose leader at Deloitte, told CNBC Make It.

A variety of gigs have gained popularity – selling products or services online, food delivery, ride-hailing, or even becoming an influencer. For many, the hustle isn’t just about the money. It’s also a way to monetize their hobbies, unplug from the daily grind, expand their network, and in some cases, pick up new skills for a career pivot.

About a quarter of Gen Zs and millennials take up side jobs to learn and network, with nearly as many using it as a hobby or to switch off.

But let’s be real. The money matters. For 38% of Gen Z and 46% of millennials, financial concerns are the primary driver for picking up another job.

The survey’s data underscores a growing issue – the cost of living. It’s the top worry for millennials and Gen Z, with over half living paycheck-to-paycheck, a 5% uptick from the previous year.

With inflation rates stubbornly high – hitting 4.9% annually in the U.S. and a massive 10.1% in the U.K. – young folks are feeling the squeeze. Side jobs are a way to soften the blow, but it’s not the only strategy. Delaying milestones like home ownership and starting families, and opting for secondhand items are also part of the game plan.

“Economic worries are putting a damper on Gen Zs’ and millennials’ future planning, causing them to push back major life decisions,” Parmelee said.

Despite the storm clouds, there’s a glimmer of hope. 44% of Gen Z and 35% of millennials believe they’re heading for a financial upturn soon.

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T-Mobile plans to “supercharge” Mint with its resources and apply Mint’s successful marketing formula to other parts of T-Mobile.

Reynolds joked about his mother’s last-minute bid for Mint Mobile and said that T-Mobile’s 5G network would benefit Mint Mobile customers.

T-Mobile will continue Mint’s $15 per month pricing, and Mint will continue to use T-Mobile’s network. Mint founders David Glickman and Rizwan Kassim will operate the brands as a mostly separate business unit.

The deal is expected to close later this year.

Celebrity-Influencer Marketing Done Right

Celebrity and influencer marketing played a significant role in helping close the deal between T-Mobile and Mint Mobile. Mint Mobile, founded in 2016, initially struggled to gain traction in the competitive cell phone service market. However, Ryan Reynolds, who became a part-owner and creative director in 2019, helped to drive Mint Mobile’s growth through his involvement in its marketing campaigns.

Reynolds’ playful and irreverent approach to advertising resonated with consumers, helping Mint Mobile to gain a loyal following. Reynolds appeared in numerous ads for the company, standing in front of a mint-green background and delivering humorous sales pitches. His involvement helped to distinguish Mint Mobile from other cell phone service providers and attract a younger demographic.

Additionally, Reynolds leveraged his significant social media following to promote Mint Mobile, sharing photos and videos on Instagram and Twitter that highlighted the company’s unique offerings and value proposition. His celebrity status and influence helped to raise awareness of the brand and drive customer acquisition.

Ryan’s Impact on Mint Mobile

In the first year after Reynolds became a part-owner and creative director, Mint Mobile’s revenue grew by 50%.

Additionally, according to a survey conducted by Morning Consult in 2020, Mint Mobile was the second-most recognized brand among consumers who had seen a celebrity endorsement in the previous year, after only Beats by Dre.

Furthermore, Reynolds’ social media presence has been credited with helping to raise awareness of Mint Mobile and drive customer acquisition. As of March 2023, Reynolds has over 50 million followers on Instagram and over 16 million followers on Twitter. His posts about Mint Mobile have garnered thousands of likes and shares, helping to amplify the brand’s reach and visibility.

While these indicators do not provide a comprehensive picture of the impact of celebrity and influencer marketing on Mint Mobile’s growth, they suggest that Reynolds’ involvement played a significant role in the company’s success.

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In 2023, PR teams should embrace these four trends to make the year a success:

Executive Social Media Management

The CEO and other executives are the public face of the company and play a key role in its brand image. Having a robust and authentic executive social media presence can humanize the brand and make the company feel accessible and relatable.

In 2023, LinkedIn influencers will become more popular and PR teams should promote other members of the C-suite as subject matter experts on social media.

Monitoring Competitor Activity

Keeping track of competitors can provide insight into market trends and allow the PR team to differentiate their company’s strategy.

Monitoring competitors can uncover ways to move the company’s strategy forward.

Speaking Engagements

As in-person events return, speaking at industry conferences (such as GITEX Technology Week 2023, Arab Health 2023, LEAP 2023 and more) and panels can maximize executive exposure in the market.

Audiences are more engaged and attentive, making it a great opportunity to win their favor with a speaking session or hot take on a trending issue.

Reporting for ROI

Demonstrating the value of PR and marketing efforts is essential for justifying continued investment, especially during lean times.

PR teams should measure and optimize ROI by using tools like Google Analytics, Golin’s Relevance Radar and tools from Carma, Cision and more understand which companies are taking notice of their client’s achievements.

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There has been a massive shift in what the consumer wants over the last few months and you can no longer be complacent by doing what you’ve always done, particularly in the B2B landscape.

More than ever, you have to focus on anticipating your clients’ needs and unfortunately all the carefully thought-out and executed customer research done throughout 2019 is probably not much use anymore. Where you can, it might be worth giving your customer relationship surveys a much-needed update, since the pandemic has shone a harsh spotlight on the pressing problems customers need solved and shamelessly pushing your product will come off as obnoxious, tone deaf and insincere.

You have to be willing to listen to your customers, and you have to respond with empathy to connect with them better and to demonstrate that you can provide the products and services that genuinely meet their needs.

Obviously, this has to be done in line with your business strategies – you still need to grow. So, meeting your business goals while meeting your customers’ needs inside a new set of parameters can seem overwhelming. That’s why, in light of everything that has happened in 2020, your customer experience team should course correct as quickly as possible on evaluating your clients’ needs so the overall business strategy can pivot accordingly.

More than ever this needs to happen quickly – your clients are going to stay loyal to companies that can show they have the necessary changes under control. The quicker businesses can manage this adjustment, the quicker everyone can move forward with a clear vision, capitalising on opportunities as they arise.

Finally, you must find a way to connect with your customers on an individual level. This is more important than ever simply because of the toll the COVID19 pandemic has taken on all of us. For some it has been a daily struggle while for others it has been an inconvenience, but we have all been left the understanding of how important it is for us to connect.

There are couple of things to consider when doing this that will actually have the added advantage of benefitting your CX strategy.

First, you need to leverage all things digital. If this pandemic has taught businesses anything, it’s how quickly digital innovation can take place when it has to. Whether out of necessity or sheer convenience, the vast majority of companies have looked to digitise their core business model to keep it economically viable.

Secondly, this digitisation drive will add to your customers’ safety and overall sense of wellbeing when dealing with your business. All your efforts to promote safety across your products, services, and processes will not only put your customers at ease but their satisfaction is likely to increase as well.

Finally, revamping your processes will give you a fresh look at data and analytics. Moving forward, you will not have a choice but to be more proactive and nimbler while quickly anticipating your customer expectations and needs.

Quite simply, now is the time to update your data, technology, and systems to understand customers clearly and deliver better experiences. If you can do this quickly, you’re more likely to be the “new normal’s” next customer-experience leaders.

The post The Key Role CX will play When Pivoting your Brand After COVID19 appeared first on Joshua Mathias.

A UPS worker in California last week captured the first known footage of a Semi in action, rolling through Sunnyvale, California. The clip is brief, but revealing.

To read more, please click here.

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According to Ma, 47% of employees at Alibaba are women. He jokinly stated that it could even be at 51% because they acquired several companies with a strong women workforce.

33% of Management are women and 24% of Senior Managers are women. Ma proudly states that they have a woman CEO, a woman CFO, CPO and much more.

Ma further states that in order to be successful, the key is to empower people.

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Apple Founder and Former CEO Steve Jobs shares his unique and different approach to marketing and how this was used to build an almost bankrupt company into one of the largest companies in the world.

For Content Marketing, Digital Marketing & Public Relations, feel free to get in touch: http://joshuapmathias.com/contact/

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