Can Smarter Ads Break Gen Z’s Brand Resistance?
By Rajesh Verma, General Manager, Middle East, Epsilon
Young adults are fast becoming the region’s biggest internet users, making them a hot ticket for marketers – so why are brands failing to win them over?

The Arab region is characterised by the largest youth cohort it has ever seen – 60 percent of the population has not yet reached the age of 30 – alongside which countries like Bahrain benefit from the highest internet penetration in the world. However, these digital natives are switching off from brands, even being discouraged by their peers from following specific brands or buying certain products, a growing trend known as ‘de-influencing’.
Influencers in Dubai and Saudi Arabia have begun addressing the issue of overhyped beauty and luxury fashion products. Some creators are using their platforms to share honest reviews, highlighting when products do not meet expectations or are not worth the price. This is paired with a growing narrative among creators around conscious consumption and minimalism.
What worked for older generations isn’t breaking through for young adults. They are highly sceptical towards advertising, are quickly turned off by brands that are trying a hard sell, and can sniff out a brand that isn’t genuine or transparent. They also want more than creative messaging; they want to be heard and understood.
Brands therefore need to know what makes them tick. Are they drawn to socially conscious brands that prioritise ethics and financial prudence? Do their religious considerations steer their choices? Do they respond better to local and independent businesses, because it feels more personal?
If brands understand these lifestyle factors or interests, they can create personalised experiences – something which Gen Z wants – to drive long-term loyalty. Research from Genesys highlights this, with 67% of this demographic in the UAE and Saudi Arabia seeing personalised experiences across various customer service channels as a priority.
When they receive a message from a brand that perfectly addresses their needs, and at the right moment, the scepticism toward advertising begins to dissipate. The interaction becomes less about selling and more about forming connections built on understanding and relevance.
First-party data drives brand loyalty
This is where first-party data is so powerful. It provides brands with deep customer insights to truly understand their audience and deliver authentic, engaging experiences that align both the brand and consumers’ values.
Alshaya Group, a leading brand franchise partner in the region, is at the forefront of using first-party data to drive more personalised and meaningful consumer engagement. Its loyalty programme, Aura, is one of the largest of its kind in the Middle East and serves as a key source of first-party data, capturing detailed information on customer purchases and preferences across Alshaya’s diverse portfolio of brands.
By centralising and unifying data from Aura with digital interactions – such as app usage, website visits, and in-store behaviours – Alshaya can create a holistic, single view of each customer. This enables the operator to deliver hyper-personalised experiences, tailored campaigns, and relevant product recommendations at every stage of the shopper’s journey.
This data-driven strategy is especially effective in understanding and engaging Gen Z consumers. By using Aura’s insights, Alshaya can design campaigns, rewards, and even new brand experiences that speak directly to Gen Z’s preferences and behaviours, helping to build loyalty and drive growth in a highly competitive market.
Don’t be left behind
It’s not too late for brands to win over Gen Z in the Middle East. This generation is only growing in commercial influence and is still open to brands that genuinely understand and engage them.
To connect with this digitally native audience, brands need to build strong first-party data foundations by capturing insights from every touchpoint – online, in-store, and via mobile apps. This unified view of customer behaviour enables brands to deliver the personalisation Gen Z expects, from tailored recommendations to exclusive offers, all while ensuring a seamless experience across channels.
Retailers can be powerful partners in this process, helping brands connect the dots between digital and physical interactions. Take Landmark Group and its launch of Max Urb_n in India, a sub-brand specifically designed for the 17–24 age group, using campaigns that focused on self-expression, individuality, and authenticity – values that resonate deeply with Gen Z consumers. Without these kinds of rich insights, even the smartest campaigns risk missing the mark.
Remember that Gen Z are highly aware of their data’s worth and expect something meaningful in return, whether that’s personalised content, early access, or real rewards. When brands deliver on this, Gen Z respond with loyalty and advocacy, often recommending brands that “get” them to their networks.
Finally, building loyalty with Gen Z isn’t about one-off campaigns. We only have to look back at some of the ads during this year’s Ramadan to see that brands are still hanging onto one-off marketing campaigns to capture consumers, only to neglect to build something meaningful and long-lasting. Brands need to design evergreen experiences that reflect Gen Z’s evolving priorities – sustainability, individuality, and cultural relevance. Ongoing, data-driven engagement is what turns a fleeting interaction into a lasting relationship with this influential generation.