Key trends changing marketing to GCC youth

In this article, the first of a series, we shall highlight a trend every week and delve into its implications for marketing to this important target market.

Probably the single most defining aspect of this generation is the fact that they are not willing to accept the conformist silence of yesterday. There exists a strong need to be noticed and to express one’s views.

Self expression

This generation has something to say - and will go to extraordinary lengths to say it ; be it in the form of books, blogs, graffiti, or social networking sites such as Facebook. So to really hear what the youth have to say, you have to start listening in the right places.

Type the words ‘Saudi blog’ into Google and you will get more than 12 million results. Reading some of these blogs, what strikes one the most is the zeal with which these bloggers comment on both their day-to-day life as well as the wider state of the society they live in.

Many seem to be on a mission to highlight areas of change in society; others are intent on portraying what, according to them, is the correct image of Saudi Arabia to a Western world. Some are just content putting their day-to-day life out there for public consumption. Perhaps expectedly, along the way one comes across many pointers as to how to covertly read blogs that have been blocked by the authorities.

Increasingly, the streets of Jeddah are a haven for graffiti, so much so that the authorities have now made a graffiti park and are urging youngsters to release their creativity there instead of defacing the city.

Of similar interest are the movies and short documentaries now coming out of Saudi Arabia. It is paradoxical that a land with no cinemas is now spawning film directors, some of them women.

Self-expression is taking many forms in the life of the Arab youth today, whether it is wearing designer ‘haute couture’ abayas, or imprinting unique designs on mobile phones. Arab youth are intent on wearing their individuality on their sleeves. The way they are dressed conveys a strong message about who they are.

In such a scenario, brands can go a long way in shaping the user’s image and the ones that resonate with their desired self image are instantly lapped up. Ahmed, typical of our respondents, told our researchers: “Today it’s all about portraying an image. To be seen as cool you need to be turned out in the right manner, with cool accessories and brands that create the best impression.”

Fashion labels

Interestingly, this view is not limited to a choice of fashion labels or clothing brands. Even some fast moving consumer goods brands can enhance one’s image, for example Red Bull which is more than twice the price of the average cola is considered cool since its consumption depicts status.

The fact that youth today are tech savvy and quick to adopt ‘expression-enablers’ such as the internet and Bluetooth is of course no surprise. However, we need to ask what are the implications of this behaviour for marketers and how can they keep pace with the young in such times of rapid change.

You could say the writing is on the wall. Right from the way research is conducted to the conceptualisation of the brand experience, it is critical to engage the youth rather than merely bombard them with unidirectional messages.

The mantra today needs to be dialogue as opposed to discourse. Marketing campaigns need to engage this audience through an array of media which not only sends out the brand message, but have inbuilt mechanisms for obtaining consumer feedback and opinions.

Consumer-generated product and promotion designs can resonate strongly and go a long way in creating both engagement and endearment - and brands that aid self-expression will be the ones that create lasting emotional bonds with these young consumers.