In October 2023, the Middle East was at the forefront of global media, but this time it felt different. The power of social media has allowed news and current events to be shared in real time, shifting the influence from the giant media outlets, to the individuals on the ground. Since October 7th, we have seen global boycotts of brands like McDonald’s, Rare Beauty, and Starbucks which saw a 9% decrease in it’s share price due to statements made online.

Brand values are imperative, but acting on them is what really counts. Lama Ramadan mentioned in her op-ed  ‘brands have a promise and values, and it is during calamities that they lead by example, and in the process gain their audience’s support or lose their loyalty, possibly forever.’ We see the uplift in sales of Huda Beauty and Lush who are openly supporting the people of Palestine; consumers want to spend, but they want to spend consciously. Here in the Middle East, values which specifically recognise consumers’ brothers and sisters in neighbouring countries are more powerful than ever seen before. A region which has been so disregarded by big Western corporations is now seeing the true value of these consumers, and the contribution their spending had on the bottom line.

But how much does the war in Palestine really impact marketing and branding in the region for the year ahead? In my opinion, it flipped the script. We’ve seen all the fleeting trends, but I believe consumers, especially Gen Z through to Millennials, are more awake here than ever, and they’re spending in ways which align with their conscience on an unprecedented scale.

In 2024, in addition to values, these are my top areas to focus on to grow:

1) Tiktok. Tiktok was the #1 downloaded app in the UAE and Saudi Arabia in 2023 (source: Data.ai). The app most stereotyped for dancing is now a global powerhouse of information, with many using it over Google as their search engine. To build a brand, connect with your consumers, and showcase your personality, this app’s algorithm really does allow businesses and messages to grow with their most relevant audience

2) Early Adopters. The Middle East is known for being very trend-focussed, with people wanting the newest, hottest product before anyone else. Leaning towards these early adopters and driving that exclusivity is a way to build and market your brand in this region. Of course the product has to match expectations, but I find the market here is much more willing to try the smaller players out first, in the hope to say ‘I bought X before it was big’
 
3) Community. The Middle East has an incredible sense of community. Whether that be secular or geographic; people love to get together in person. In this region, smaller pop-ups and markets are extremely popular, with Eitsalat’s 9 day MOTB in Dubai’s Design District having it’s 11th season, and Ripe Market’s weekly events. The want to come together on a slower and lower scale is something really valued. Brands being a part of this can help to showcase their values, and also talk to the early adopters. Smaller scale doesn’t mean any less mighty…
 
4) Style vs. Substance. While social media is ingrained in our everyday lives, products ultimately mean nothing if they don’t perform. Brands big and small must find the right balance of having a beautiful product that visually appeals to their audience, and an output of that product that is worth talking about. ‘Products I love but hate the packaging’ is a growing trend within the makeup community. Hundreds of videos of people sharing simple design flaws which make me question the testing that was done before launch. Having a product that looks good is more important than ever; make sure it meets, or better beats, expectations.

The Middle East is an incredible market, and one that, until recently, has been slept on. If you get the balance of the above right, you’ll have an unstoppable brand, with some of the most loyal and committed consumers on the planet.