Two of the biggest demographic groups that most firms are trying to reach are Millennials and Gen Z. These two demographics have substantial purchasing power, are tech-savvy, and have a value-driven attitude. It is now essential for businesses to fully comprehend the group, develop strategies to reach a lucrative and expanding market, and set themselves up for future success. With more than 60% of its citizens under 30, the Middle East has one of the youngest populations in the world. Consumer behaviour is changing as a result of this generational shift, and brands hoping to have an influence in the area must comprehend Gen Z and Millennial consumers. Let’s understand how Omnis can help brand positioning in Middle East market.
Understand Gen Z and Millennial Shoppers
Millennials are those born between 1981 and 1996, and Gen Z are those born between 1997 and 2012. These two generations are tech-savvy, socially aware, hyper-connected, and culturally grounded. Despite their global perspective and online lifestyle, they have a strong regard for regional customs and values.
They are:
- Tech-first: The focus of these two demographics is not only on how simply sophisticated technology is but also on how it enhances their lives. Understanding this is also important to them.
- Driven by a purpose: They interact with brands that represent more than simply products.
- Proudly local: They want their lifestyle to be understood, their language to be spoken, and their culture respected by brands.
What Factors Do Brands Need to Consider When Targeting Millennials and Gen Z?
Targeting millennials and Gen Z is crucial when brands want global business expansion in the UAE. The brands must embrace their distinctive values and preferences that can make your strategy effective:
Connected Lifestyles
97.7% of millennials in the UAE and KSA use the internet every day. It indicates that omnichannel and hybrid services are probably of interest to them. By offering options like curbside delivery, click and collect, and buy online and pay in-store (BOPIS), retailers can leverage this to entice customers to visit their locations. Moreover, retailers should make sure that any new point-of-sale systems they implement can facilitate the installation of new apps and upgrades are enabled using the connected services.
Become Sales-Driven Using Digital and Social Media
To reach younger consumers like Millennials and Gen Z, the luxury goods industry has progressively adopted digital platforms and social media for global brand expansion in the Middle East. These customers favor brands that provide a smooth online purchasing experience because their preference is greatly affected by the information available on social media. Because of this, luxury sales online have been increasing at a CAGR of roughly 10% between 2020 and 2024, with brands like Louis Vuitton and Gucci increasing their online presence using this technique.
Offer Personalization
Today’s Gen Z and Millennial consumers in the Middle East demand that every brand engagement feel relevant and personal, including AI suggestions, WhatsApp chat assistance, personalized discounts, and interactive quizzes. They desire to feel appreciated, seen, and understood. For this, the brands need to curate geo-targeted content, real-time support, culturally contextualized offers, and more. If a brand is considering all these factors for these consumers, then only they will get convinced that the brand is listening and responding to their values. This not only builds trust but also makes customers loyal, turning engagement into sales.
How Does Omnis Connect Brands with Millennials & Gen Z?
We help brands establish and expand in the Middle East using techniques like:
Localized Branding
Our expert brand-building services in the UAE help brands curate culturally relevant campaigns and engage them through storytelling using Arabic narratives, effectively connecting the audience with the brands.
Market Insights
We offer market insights that are real and connect your brand with your target audience. This helps brands make a data-backed decision, enhancing engagement and long-term growth.
Influencer Marketing
Our expert brand-building services in Saudi Arabia help brands connect with local creators that Millennials and Gen Z follow. We search for those voices and communities that authentically amplify your brand in the Middle East.
Retail Expansion
We help brands build shopping experiences that match how people in the region actually shop today. Whatever way you are choosing to enter the market, like e-commerce, D2C, or physical retail, we build omnichannel strategies that support you in the UAE, Saudi Arabia, Qatar, and more.
Conclusion
Relying only on obsolete or oversimplified storylines is not enough. Speaking to this audience calls for a comprehensive, digitally native strategy that is tailored to the specifics of the area.It’s worth getting their attention, especially with so many influential people growing and succeeding in the region now and in the future. Thus, Omnis connects you with the best with strategy, empathy, and regional expertise.
Let’s plan your brand connection strategy.