Decoding the Saudi consumer: Ghassan Harfouche talks brand strategy

As Saudi Arabia undergoes rapid transformation under Vision 2030, the evolving relationship between consumers and brands is coming into sharper focus. In this interview, Ghassan Harfouche, group CEO of MCN MENAT and president of McCann Worldgroup APAC, discusses key findings from the firm’s latest research, The Truth about Saudi Arabia and Brands of Tomorrow.

Harfouche offers insights into changing consumer behaviours, the growing influence of digital platforms, and the cultural and economic shifts shaping the kingdom’s brand landscape.

The Truth about Saudi Arabia and Brands of Tomorrow identifies a significant shift in consumer trust. Could you elaborate on the methodology used to uncover these insights, and what surprised you most about the findings?

Partnering with The Economist and commissioning global proprietary research with McCann Truth Central, we brought ‘Truth Well Told’ insights to our clients on Saudi Arabia’s evolving landscape — bridging macroeconomic trends with on-the-ground consumer realities. The session not only unveiled key cultural, social, and economic shifts shaping Saudi Arabia, but also actionable insights to help build enduring brands. Some key transformative insights included:

Outside in: The perception gap between international views of Saudi Arabia and what Saudis think about their own country is a disparity stemming from western media portrayal, over generalisation, and a lack of nuanced understanding of the region; brands should own the role of closing this divide with authentic storytelling.

Global dreamweaver: In a world that comparably feels lack lustre about the future, Saudi Arabia has a role to play as weaver of dreams, with a strong 2030 vision and higher levels (69 per cent) of optimism and confidence in their own country’s vision, versus 25 per cent in the UK and 51 per cent in Japan. This forward-looking mindset creates opportunity for aspirational brand positioning that resonates globally.

Ready to travel? Saudi Arabia is increasingly seen as a major destination of promise, but the role that Saudi brands have to play in people’s lives across the world is a new frontier.

These actions don’t just look at how brands can merely participate in Saudi Arabia’s transformation but how they will help shape its trajectory as the kingdom reimagines its global role and relationship with consumers worldwide, earning their rightful power in culture, prominence in category and popularity in community.

Beyond the data, what were some of the key qualitative insights that emerged from the research that you feel are crucial for businesses to understand about the Saudi consumer?

There is an evident feeling of pride and positivity from the Saudi consumer. Against a global backdrop of economic challenge and shifting political tensions, the optimism, readiness, and clear vision define how the Saudi consumer is ready to embrace the future, implement clear pathways for economic success and grow the country’s burgeoning reputation as an international tourism destination. In addition, one of the most prominent and recurring themes was the blend of heritage with modernity: Saudi traditions meshing together with transformative technologies to create a new wave of culture open to the international community.

Brands that will truly flourish are those that authentically respect and navigate this delicate balance between honouring rich cultural legacy and embracing bold transformation.

Failure to grasp this insight, and they’ll miss the very essence of what makes the Saudi consumer journey so uniquely powerful in today’s global marketplace.

Vision 2030 is transforming the Saudi market. From your perspective, what are the most significant opportunities and challenges this initiative presents for businesses operating in the kingdom?

Without doubt, the sense of pride, momentum and ambition driving Saudi Arabia’s transformation is palpable: this is a real-time revolution with economic, social, cultural, and digital transformation, underpinned by significant investments cross-sector.

Increased connectivity through air travel, giga projects and a rising focus on eco-luxury resorts make the kingdom a premier destination, presenting vast opportunities for brands looking to engage both local and international audiences.

The one constant with consumers is that they are evolving at an extraordinary pace. Successful brands must adapt their strategies for an increasingly sophisticated local audience and through the lens of a global consumer whose exposure to Saudi Arabia is growing daily. The winning formula combines data-driven digital approaches with bold creative ideas that deliver genuine engagement.

As emerging sectors become major economic drivers, brands have compelling opportunities to pioneer in new spaces. This landscape rewards those bringing fresh creativity and product innovation while extending their reach to international audiences previously untapped in the Saudi context.

Saudi consumers are increasingly conscious and proud to support homegrown brands with 54 per cent actively choosing locally made products as an expression of national pride. The opportunity lies in a mix of international and local brands that are authentically embedded within Saudi culture and values and contribute meaningfully to Vision 2030’s goals.

The influence of digital media on consumer behaviour is a key finding in your study. How are Saudi consumers engaging with digital platforms, and what strategies should brands employ to effectively reach and connect with them in this digital age? 

Saudi Arabia has a young, digitally savvy population, with 63 per cent under 30, making it a highly mature digital market. Social media adoption is strong, with TikTok having the highest global reach at 138 per cent, and Snapchat widely used for social connections. Social networks surpass TV as a news source for Gen Z and Millennials, and 81 per cent of consumers prefer social media for product discovery, driving social commerce growth.

E-commerce thrives due to convenience, advanced digital payments, and fast logistics, with Q-commerce giants including Noon and Amazon dominating, and rapid delivery expectations.

For brands to succeed in this environment, digital strategy must go beyond surface-level engagement; combining data-driven creativity with genuine understanding of these increasingly sophisticated consumers — recognising their distinctive blend of cultural pride, ambition, and forward momentum — to develop connections that are both authentic and enduring. This deeper insight is what ultimately separates market leaders from competitors in this dynamic digital landscape.

Your research indicates an evolution in brand loyalty within Saudi Arabia. How do you see the role of brand purpose and values in building lasting relationships with Saudi consumers?

Saudi consumers are looking for something much deeper from the brands they choose to support. It’s no longer enough to simply offer a quality product — there’s a real expectation that brands will genuinely understand and respect Saudi values and culture.

When brands demonstrate real integrity, operate with transparency, and make meaningful investments in community building, Saudi consumers perceive them as active partners in the Kingdom’s transformation, creating a powerful foundation for long-term consumer relationships that transcend traditional notions of brand loyalty.

Talent development was identified as a key challenge. What are the most effective strategies for companies to address these challenges and ensure sustainable growth in the Saudi market?

A business’s long-term success hinges on sustained investment in its talent. Especially in a market such as Saudi Arabia, when experiencing this level of explosive growth and economic diversification, a company’s human capital strategy needs to match this ambitious trajectory.

The most successful approach would combine global expertise with deep local understanding. Companies that are thriving in Saudi Arabia aren’t just parachuting in international talent; they’re creating genuine knowledge transfer and building diverse teams that truly understand Saudi culture, consumer behaviour, and market nuances.

The real danger is superficial localisation efforts. Creating genuine community connections requires investing in talent development programmes that foster deep cultural understanding and long-term commitment to the kingdom’s transformation journey.

What are the most critical trends that businesses should be aware of when navigating the Saudi market, and what advice would you give to companies seeking to capitalise on the kingdom’s progress?

The market space in Saudi Arabia is highly competitive and businesses must lead with curiosity, not assumptions, navigating smartly and strategically to authentically build brands that will endure.

Success will depend on understanding the unique dynamics of the kingdom — embracing innovation, respecting local values, and playing an active role in the country’s transformation. Those that get it right will not only unlock commercial success but also contribute to shaping a prosperous, forward-thinking Saudi Arabia where ambition truly has no limits.