From global influence to local identity

In my two decades working across the MENA region’s media landscape, I’ve witnessed remarkable transformations in consumer behavior, but none quite as fascinating and fast as what we’re seeing in Saudi Arabia today.

The connection between global influence and local identity is reshaping the Saudi consumer in ways that demand our attention as marketers and business leaders.

The Kingdom’s ‘Saudi Vision 2030’ is continuing to cement a sense of national pride and empowering citizens to actively participate in building a diversified and prosperous economy. At the same time, it is encouraging international adoption and mentality.

This empowerment manifests directly in consumer behavior, fostering a preference for both local businesses and global brands that demonstrably understand and cater to their needs and aspirations. The ‘Vision 2030’ has accelerated digital transformation, and the emergence of a young, globally-aware yet locally-proud demographic that represents over 60% of the population.

When I first entered the media industry, Saudi consumers typically viewed global brands as the gold standard for quality and social status. Western influences dominated aspirational messaging. Today, we’re witnessing something more complex and infinitely more interesting – a new equilibrium where global consumption meets local identity.

Our proprietary data from the past 18 months showcases a compelling trend. While international brands maintain a presence, the growth rate of localized brands in sectors aligned with ‘Vision 2030’, such as technology, renewable energy solutions, and tourism-related services, has surged. This signifies a tangible shift towards supporting local innovation and economic growth.

This manifests in several key trends that our WPP Media MENA insights teams have been tracking closely:

The rise of “proud localism” as a consumption driver

Young Saudi consumers actively seek local products with pride. This isn’t merely patriotism but a conscious choice reflecting the growing recognition that domestic goods can compete on quality and innovation while adding authenticity and cultural relevance.

 Redefinition of luxury and status markers

Where Western luxury brands once monopolized status signaling; uniqueness, authenticity, and storytelling have now become central to purchasing decisions. Saudi brands in fashion, food, and fragrance now compete with global counterparts not just domestically but internationally.

 Bridging of tradition and modernity

Today’s Saudi consumer seeks experiences that blend the Kingdom’s rich heritage with contemporary innovations. This is evident in entertainment preferences, dining choices, beauty and fashion – where models that deliver modern content with an authentic Saudi spirit are thriving.

The evolved role of social media

Saudi consumers are among the world’s most digitally active, with average daily social media usage exceeding global benchmarks by nearly 40%. But what’s fascinating is how these platforms have transformed from windows to the wider world into stages for local cultural expression and commerce.

For brands and marketers, these shifts present both challenges and opportunities. The old playbook of importing global campaigns with minimal localization no longer suffices. Nor does superficial ‘Saudization’ that merely swaps imagery without deeper cultural understanding.

Success now requires authentic engagement with Saudi culture – not as a static artifact but as a living, evolving reality. It demands recognition that consumers increasingly expect brands to contribute meaningfully to the Kingdom’s cultural and economic development.

At WPP Media, we’ve responded by fundamentally rethinking our approach to the Saudi market.  We have integrated the Kingdom’s national objectives into our clients’ brand narrative. Showcased their contribution to economic diversification, social progress, and cultural enrichment. And we have invested in training and development programs for Saudi nationals, creating job opportunities and contributing to the Kingdom’s human capital development.

The Saudi consumer market is not just a market; it’s a global partner undergoing rapid progress. As the Kingdom continues its journey towards ‘Vision 2030’, brands that embrace this partnership, align their values with national objectives, and offer innovative and sustainable solutions will be best positioned to thrive.

The results speak for themselves. Campaigns that authentically bridge global best practices with genuine Saudi cultural resonance consistently outperform traditional approaches across all metrics – from awareness and engagement to conversion and loyalty.

As we look to the future, this balancing act between global influence and local identity will continue to evolve. For global brands, this means moving beyond seeing Saudi Arabia as simply another market to conquer and instead approaching it as a unique cultural context demanding genuine understanding and respect. For local brands, it means leveraging cultural authenticity while maintaining world-class standards in product quality and customer experience.

The brands and businesses that will succeed in this dynamic landscape will be those that recognize a fundamental truth: the Saudi consumer journey is not a straight line from tradition to modernity or from local to global, but rather a continuous navigation between these poles – creating something entirely new and distinctly Saudi in the process.

Originally published in Arabic in Campaign Middle East – Saudi Report 2025