Saudi Arabia’s Gen Z is challenging some of the assumptions that shape the global conversation around young consumers, with local identity, gaming, creators and AI increasingly influencing how brands earn attention. Scarlett Fielding, Associate Director – Strategy at UM KSA, says Saudi youth are showing a stronger preference for homegrown brands while treating gaming as a major social environment and GenAI as an emerging tool for product discovery. In this interview, Fielding discusses how brands across the GCC are adapting their media strategies, why cultural relevance cannot be manufactured, and how creators, immersive experiences and AI are reshaping the path to Gen Z consumers.
What patterns are we seeing in the GCC that differ from the global Gen Z narrative?
Global narratives often portray Gen Z as brand-agnostic, hyper-focused on eco-anxiety, and detached from traditional institutions. In Saudi Arabia, the reality looks very different:
While global Gen Z often gravitates toward international disruptors, Saudi Gen Z prioritizes local identity. 83% of young Saudis favor “Made in Saudi” brands, and 95% of affluent 18–34-year-olds actively support local enterprises. This homegrown loyalty translates into an expectation that brands must naturally embody modern Saudi values, integrating seamlessly with an evolving lifestyle that honors cultural continuity, halal-certified beauty, and modest fashion.
The most striking divergence is gaming. With 73% of Saudi youth playing weekly, gaming functions as the primary digital town square. Crucially, female gamers in KSA are significantly more engaged than global counterparts, driving a massive surge in competitive play and esports interest. This ecosystem is being institutionalized on a national scale. Rather than just hosting sporadic tournaments, Saudi Arabia is embedding esports and entertainment into the very fabric of the country through mega-projects like Qiddiya, a dedicated entertainment city building permanent, high-tech amusement and mixed-reality zones.
Finally, the Saudi shopping journey has evolved into active AI-assisted discovery. Younger Saudis are offloading the mental labor of shopping, with 58% of consumers replacing traditional search with GenAI for product recommendations.
What has shifted in the media/channel mix for Gen Z campaigns in the GCC over the past year?
Over the past year, the KSA media mix has shifted decisively from traditional broadcast reach toward high-intimacy, creator-led environments where brands actively participate in Gen Z’s daily conversations.
Snapchat now functions as Saudi Arabia’s daily social infrastructure, reaching over 25 million unique users, where peer-to-peer word-of-mouth dominates. Native creator content on Snapchat consistently outperforms polished brand statics, driving significantly higher viewing completion and audience action. Crucially, brands are moving beyond static feeds to engage users contextually, specifically through Snapchat’s new “Promoted Places” Map ads. By turning the Snap Map into an interactive discovery tool with 3D pins and AR lenses, brands seamlessly embed themselves into how Gen Z organically navigates, explores, and talks about their physical cities.
Concurrently, TikTok has evolved into Gen Z’s default search engine for product reviews, recipe hacks, and authentic styling inspiration. To capture this engagement, marketers are replacing over-scripted celebrity drops with creator strategies, pairing lead talent with mid-and-micro influencers who bring genuine community trust and regional dialect precision.
Beyond mobile feeds, living room screens and physical environments are being dynamically reimagined. With OTT platforms like Shahid dominating home viewing, brands are moving past standard ad breaks toward In-Content Integration (ICI), using AI to digitally embed 3D products and virtual billboards directly into active storylines. Meanwhile, Out-of-Home media has transformed into immersive digital landmarks at destination venues like Boulevard City, specifically designed to spark organic social sharing and seamlessly bridge offline mobility with online social proof.
Which regional brands would a spokesperson point to as doing this well or poorly?
Brands that win with GCC Gen Z embed themselves into the culture rather than interrupting it. Mastercard, for example, built cultural relevance during the 2025 Esports World Cup in Riyadh by launching a bespoke version of the Mastercard Gamer Academy. Rather than relying on generic gaming banners, the brand collaborated with G2 Esports to mentor ten successful applicants on pursuing professional careers in the esports industry, giving young talent practical exposure to the professional esports ecosystem like fireside chats and interactive engagements. In fashion, Adidas delivered a masterclass in local design by collaborating with Kawthar Alhoraish (Kaf by Kaf) to create athletic wear that authentically blended traditional Saudi motifs and modest silhouettes.
Lay’s proved that aligning with regional rhythms is essential. They turned their packs into entry points by letting fans scan QR codes on Lay’s bags to enter for pitch-side experiences and World Cup tickets. By running cinematic spots and social edits featuring Saudi football stars, like Salem Al-Dawsari and current national team players, they anchored the campaign in local hero culture. Similarly, Samsung MENA has built a highly effective creator ecosystem with its “Galaxy Circle.” By treating local talent (like Saudi artist Lamia Al-Malki) as genuine co-collaborators for TikTok missions, they embedded their “Flippin Possible” narrative into youth culture rather than relying solely on a globalized brand narrative.
Conversely, GCC youth are also quick to recognize when cultural relevance feels superficial; brands must address real local behaviors to build cultural equity. Attempts to manufacture relatability backfire. Simply importing Western internet slang does not always translate naturally and highlights the disconnect from regional dialects. A one-size-fits-all Gulf strategy can also fall short – applying creative developed for one Gulf market directly to another can overlook the distinct visual codes, cultural nuances and lifestyle behaviours of each market. Finally, Gen Z is rejecting the hard sell; because they use social platforms as search engines for authentic peer reviews, they immediately scroll past TV-style ads operating as organic content.
