Deloitte report sheds light on Middle East marketing trends

Dubai, United Arab Emirates – 21 February 2023: Deloitte released its 2023 Global Marketing Trends report, providing for the first time insights into the priorities and concerns of brands in Saudi Arabia and the United Arab Emirates. The report covers the findings of a Deloitte survey conducted in June 2022, which indentifies sustainability and the metaverse among the most prominent marketing themes in the region. 

Deloitte Digital Partner, Hussein M. Dajani said, "This survey provides valuable insights into the current state of marketing in the Middle East and the priorities for brands as they look to the future. We are encouraged to see a strong focus on sustainability, creative transformations, and the adoption of emerging technologies to drive growth and customer engagement."

Sustainability is a key focus area for the surveyed brand guardians in the region, as consumers today value efforts related to improving the sustainability of internal practices, the promotion of sustainable products and service offerings, as well as establishing long-term sustainability commitments. 

64% of company leaders in Saudi Arabia are highlighting their internal sustainability practices in their marketing efforts. Additionally, over half of the  surveyed leaders (56%) expressed their commitment to long-term sustainability initiatives. 

While in the United Arab Emiates, 56% of company leaders are taking steps to solidify their marketing strategies through long-term sustainability business commitments. Additionally, 54% of company leaders believe their marketing strategies should incorporate more sustainable products and service offerings. 

In addition to sustainability, the Deloitte findings indicate that company leaders in the region also have their sights set on emerging technologies. A remarkable 90% of leaders in Saudi Arabia believe the metaverse will play a significant role in their brand strategy in the next two years. While in the UAE, 82% of leaders think that the metaverse will be a crucial part of their brand strategies also over next couple of years. 

Dajani added, “This highlights the importance of staying ahead of the curve and embracing the latest technologies to remain competitive in the market. The findings show that high-growth brands are more likely to foster a creative environment, while the main reason cited by brands for not engaging in the metaverse is the difficulty of complex technology implementations.”

For a more comprehensive view on the current state of marketing in Saudi Arbaia and the United Arab emirates, please visit: Deloitte.com

About Deloitte & Touche (M.E.) LLP:

Deloitte & Touche (M.E.) LLP (“DME”) is the affiliate for the territories of the Middle East and Cyprus of Deloitte NSE LLP (“NSE”), a UK limited liability partnership and member firm of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”).

DME is a leading professional services firm established in the Middle East region with uninterrupted presence since 1926. DME’s presence in the Middle East region is established through its affiliated independent legal entities, which are licensed to operate and to provide services under the applicable laws and regulations of the relevant country. DME’s affiliates and related entities cannot oblige each other and/or DME, and when providing services, each affiliate and related entity engages directly and independently with its own clients and shall only be liable for its own acts or omissions and not those of any other affiliate.DME provides audit and assurance, consulting, financial advisory, risk advisory and tax, services through 29 offices in 15 countries with more than 5,900 partners, directors and staff. 

About Deloitte:

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