Brand apathy rising among UAE consumers, study shows

Almost two-thirds (65 per cent) of UAE's consumers and 61 per cent of the UAE’s Gen Z population don't pay attention to the brands they’re buying — as long as the product meets their needs, a study showed.

- Somshankar Bandyopadhyay

New research by SAP Emarsys in association with Deloitte has revealed increasing brand apathy among UAE consumers. According to the study, 67 per cent of all consumers in the UAE have switched to own-label alternatives because they are more affordable.

Interestingly, despite this heightened indifference to brands in general, a significant proportion of UAE consumers (68 per cent) still actively advocate for their favourite brands in public.

According to The Global Consumer Products Engagement Report by SAP Emarsys, we have entered the 'Engagement Era,' in which brands must establish a robust data foundation across their entire business in order to thrive. Embracing Al-driven, omnichannel strategies is critical for transforming fragmented data into actionable insights, building long-term relationships, and achieving true customer loyalty and lifetime value, experts say.