With the rise of digital communication and social media platforms, brands are increasingly incentivised to connect with younger audiences—not only to sell products, but also to position themselves as part of younger consumers’ identities by shaping the narrative around youth in the region.

Many campaigns now prioritise authenticity and cultural nuance. Reports from across the region show that Gen Z consumers in the Middle East are demanding more from brands, gravitating towards those perceived as high-trust, sustainable and identity-driven. Surveys indicate that 83% prioritise transparency.

According to the ASDA’A BCW Arab Youth Survey, 65% of young people in GCC states, 58% in North Africa and 51% in the Levant say they would support boycotting brands that harm the environment. Global consumer data reflects a similar trend: around 60% say sustainability is an important factor in purchasing decisions, 57% say they are willing to change their buying habits, and 52% prefer products with less packaging.

Amr Kawashti, Co-founder and Managing Partner of In Your Show, notes that brands today are not selling products but are actively shaping how young people express themselves. “Especially in the Middle East, where youth culture is evolving very fast, I personally see this as both responsibility and opportunity,” he states.

“Through community feedback, UGC, and real conversations with customers, we aim to be a mirror of what young people already feel but might not always see represented. That means celebrating individuality, humor, local references, and even imperfections.”

Karim El Fiqi, SVP and Chief Marketing Officer for the Middle East and Africa at PepsiCo, said the Middle East is a predominantly young region, with youth strongly present across events, stadiums, gaming communities, social media platforms, university campuses and cultural gatherings.

He noted that it is therefore inevitable for brands to become part of this environment—not as narrators, but as participants in the experiences young people share. These interactions often take place through sports, music, entertainment and everyday social rituals.

“At a time when young people are driving major economic and cultural transformation across the region, the responsibility of a brand is to remain present through meaningful partnerships,” he said.

El Fiqi pointed to PepsiCo’s collaborations with the Saudi Pro League and the Saudi Women’s Premier League, as well as initiatives such as Doritos’ global “Long Live Triangles” campaign, which was activated in the Kingdom through partnerships with cultural platforms including Anghami and MDLBEAST Radio.

DISCERNING AUTHENTICITY

Young consumers are increasingly able to distinguish between genuine brand engagement and marketing that simply follows trends, according to Amira Mohamed, a 19-year-old marketing student.

“Young people can tell when brands are merely riding the wave of a trend and have little else to offer,” she said.

Mohamed noted that authenticity is reflected not only in marketing campaigns and social media presence, but also in the overall experience brands deliver to their customers.

“Now more than ever, many local brands are emerging in Egypt, particularly in fashion and beauty, and most are targeting Gen Z audiences,” she said. “With some of them, you can see a disregard or underestimation of their audiences simply because they are young. That can show up in very high prices for average quality, or a lack of care when dealing with customers.”

She added that brands seeking to stand out must take younger consumers seriously, moving beyond trend-driven marketing to deliver reliable service and high-quality products.

El Fiqi believes that young people across the Middle East have a strong instinct for authenticity, easily recognizing when something reflects their values and reality.

“Authentic representation today requires genuine participation. It often comes through collaboration with people who understand the cultural context firsthand,” he states. “That is why partnerships with local creators are so important. They understand the references, language, and experiences of their communities in ways brands alone cannot replicate.”

Kawashti emphasized the importance of authenticity, especially in a region as culturally layered as the Middle East. “Today’s youth grew up as a true “digital generation,” shaped by globalization, social media, and constant exposure to international culture. That access has made them more open-minded, & how differently they express themselves online and offline.”

“Authentic representation allows young people to feel globally connected without losing their local identity. Instead of copying trends, we try to translate them through a regional lens, highlighting everyday moments, street culture, and real personalities,” he adds, explaining that when brands balance authenticity with global awareness, they’re not just merely following culture, they are helping young people feel confident in shaping it themselves.

IDENTITY IN LANGUAGE

“A significant part of a brand’s identity can be shaped by the language used in its messaging,” Mohamed said. “Today, many brands prioritise English in their communication and branding in an effort to appeal to a global audience. However, in doing so, some overlook the importance of incorporating cultural elements that help them connect with local and regional communities.”

She explained that language choices have become more flexible than ever. Some brands use English or Arabic exclusively, while others adopt a mix of the two, or even Franco-Arabic—an informal, romanised system of writing Arabic dialects using Latin letters and numbers.

Regardless of the approach, Mohamed said brands must ensure their communication maintains a consistent and authentic voice that clearly conveys their message and sincerity.

“Language is a powerful reflection of identity in the region,” says Kawashti, noting that many young people naturally switch between Arabic and English, and that mix itself tells a story about modern Middle Eastern culture. 

“Arabic brings emotional depth, humor, and cultural familiarity, while English often represents global connection and aspiration,” he adds, explaining that instead of choosing one over the other, they treat language as a creative tool, sometimes blending both in the same campaign or piece of content. 

“This approach mirrors how youth actually communicate in their daily lives. When brands respect Arabic as a living, evolving language rather than something overly formal, it strengthens cultural confidence,” Kawashti says. “The goal is not to sound ‘international’ for the sake of it, but to create a voice that feels local, expressive, and naturally global at the same time.”

Similarly, El Fiqi said that language in the Middle East carries deep cultural meaning.

“Arabic reflects heritage, identity, and emotional connection, while English often represents international outlook and the openness of a generation that works, studies, and collaborates across borders.”

He noted that most young people move naturally between the two languages, and that brands must engage in ways that respect this balance. Arabic remains the foundation, carrying cultural memory, identity and pride, and serving as the language through which communities express who they are.

At the same time, the region’s large and growing expatriate youth population means English—and sometimes other languages—helps keep communication inclusive and relevant to diverse communities living and working there.

“In many ways, bilingual communication simply reflects how young people navigate their daily lives: deeply rooted locally yet globally connected. Ultimately, language is less about marketing and more about demonstrating that a brand understands the communities it is part of, and the identities young people are shaping.”

TECH AND INNOVATION

Mohamed notes that the integration of technology and digital platforms has naturally raised young consumers’ expectations of personalisation, speed and seamless interaction.

“Most emerging brands don’t have physical stores, so they rely heavily on their social media accounts and online shops, which need to be seamless and easy to navigate,” she said.

As a result, she explained, younger audiences have become increasingly accustomed to shopping online rather than visiting physical stores. This shift has led to higher expectations, including clear and user-friendly websites, fast communication with customer service, transparent shipping and return policies, and an overall focus on putting the customer first.

Karim El Fiqi notes that the pace of change across the Middle East—particularly in the Gulf—is remarkable, with new industries in sports, entertainment, technology and tourism emerging and young people at the centre of that transformation. As a result, expectations for innovation are high, and youth audiences are constantly seeking what is new.

“Responding to that expectation is twofold. First, there is a strong expectation that global innovation reaches the region at the same time it launches everywhere. Young consumers in the Middle East see new products and trends the moment they appear on social media, so speed and agility matter.”

He explained that PepsiCo’s scale allows it to bring many global innovations to the region quickly, ensuring the Middle East remains part of the same cultural and consumer conversation as the rest of the world.

At the same time, innovation must also be rooted locally, including through experiences and collaboration with young creators to stay close to cultural shifts across markets. “We also engage with young professionals and entrepreneurs through initiatives such as Tamakani and Youth Impact Studio, which allow us to stay closely connected to the perspectives and aspirations of the next generation.”

Similarly, Kawashti notes that youth expectations today are shaped by technology.  “They want relatable content, speed, interaction, and experiences that feel tailored to them.”

He explains that for them, innovation isn’t just about new tools, but rather creating a dialogue with the community. “We experiment with AI-driven creativity, interactive content, and personalized storytelling, but always grounded in local culture and humor. Personalization might come through limited drops & community-inspired designs.”

“At the same time, we try not to chase every trend blindly. Cultural relevance comes from understanding why a trend resonates locally, not just replicating what works elsewhere.”

FUTURE EVOLUTION

“Youth culture from the Middle East is already influencing conversations far beyond the region. Music, sports, digital creativity, and entrepreneurship are increasingly reaching global audiences,” states El Fiqi. 

He notes that in the coming decade, brands are likely to play a growing role as cultural partners within these ecosystems, creating platforms that enable young people to express their creativity and share their ideas globally.

“The narrative emerging from the region today is ambitious and self-assured. Our role is to listen to the next generation and support it,” he says. “Much of the creative energy shaping the future region is coming from young people themselves, and our responsibility is to help create the spaces where their ideas can grow and thrive.”

Looking ahead, Kawashti believes that over the next decade, Middle Eastern brands will continue a shift already underway, moving from followers of global culture to active contributors shaping it.

“We are working to build a strong regional voice while collaborating internationally, and global players are increasingly interested in creating work that feels genuinely relevant to the region,” he said. “Youth in the region are digitally native, entrepreneurial and culturally curious, which is pushing brands to become more community-driven platforms rather than traditional companies.”

“The future narrative will be co-created, where regional creativity and international platforms meet to produce culture that feels authentic, collaborative and genuinely rooted in the Middle East,” he added.