Culture, a shared set of traditions, belief systems, and behaviors, is shaped by history, religion, ethnic identity, language, and nationality, among other factors. The Middle East consists of approximately 20 countries, with a variety of ethnic and linguistic groups and many different religions. Given the region’s diversity, a multitude of cultures co-exist, but hospitality and generosity are universal. While social restrictions across the region are giving way to more relaxed norms, generally, the society is considered more formal and more traditional than in the West. The young population, in particular, is playing a significant role in remaking culture. They are using avenues of expression, such as creating a new fashion heritage and using beauty as an avenue for showcasing creativity, to challenge and redefine societal norms. What is emerging is a unique blend of modern and traditional styles.
BIOHACKING THEIR BODIES
As a region that strives for everlasting youthfulness, consumers are turning to technology to enhance and optimize their health in order to reduce their biological age. From ice baths and saunas to fitness trackers, red-light therapy, and nootropics, Middle Eastern consumers are exploring a range of biohacking methods to enhance their physical and mental performance. In a constant endeavor for self-optimization, consumers are finding new ways to monitor their health in real time, aiming to enhance their cognitive function, productivity, creativity, and overall success in their professional lives. This biohacking thus represents a shift towards embracing technology and scientific advancements in order to unlock the full potential of the mind and body.
INCLUSIVE & WELCOMING
With expats finding new opportunities and choosing to migrate to Middle Eastern countries, the region is becoming home to a wide range of consumers from all over the world. As consumers advocate for more inclusivity across the board, branding, marketing, and advertising is being reshaped to include all body types, skin tones, and preferences. Businesses are thus recognizing the importance of representing the diverse identities of the region to foster a sense of belonging for all.
CUSTOMIZED & PERSONAL
Tailored products and services that cater to specific concerns and requirements are being increasingly favored in the region. Ranging from personalized meal plans that address specific dietary requirements to made-to-measure clothing that can be customized based on client’s preferences, consumers in the region are being drawn to brands that can cater to their individual needs. With consumers realizing that a one-size-fits-all strategy doesn’t work for them, they are prioritizing customized fitness plans, tailored supplements, and skin-specific beauty and wellness products.
DEEPLY-ROOTED IN TRADITION
Revisiting ancient practices, rituals, and remedies that worked centuries ago, Middle Eastern consumers are channeling a back-to-basics approach and revival of ancestral practices. From indigenous ingredients to age-old treatments, there’s a palpable resurgence of interest in the way their ancestors used to live that make them relevant to the modern lifestyles of today. From the incorporation of traditional ingredients in cooking to the application of natural products on the skin, expect a blend of tradition, technology, and modernism to pave the way for a new way of living that addresses overall health and well-being at its core.
GLOCALLY INSPIRED
Marrying local culture with global trends, Middle Eastern consumers are choosing to adopt fusion lifestyles that enable them to draw the best of various cultures and make them their own. As a region that is positioning itself as a multicultural hub, consumers are being influenced by a diverse range of international influences while still celebrating and preserving Middle Eastern roots. With social media and technology playing a significant role in the cultural exchange, everything from fashion and food to music and art is being blended to acknowledge what is happening globally and also showcase and celebrate what makes the region unique.
EMBRACING NATURE & NATURALE
As Middle Eastern consumers seek out ways to incorporate more natural, organic, and clean products into their daily lives, there is a shift towards authenticity as they seek to align with their truest selves. In a bid to celebrate their core identities, there is a newfound appreciation for embracing all things natural and clean. Ranging from subtler cosmetic enhancements and organic food to toxic/paraben free home cleaning products and cruelty-free makeup and cosmetics, anticipate a gravitation towards holistic well-being and sustainable living.
