Sex, Space And Saudi Arabia

JWT has released its latest trends report for the MENA region. We highlight seven areas to watch

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Innovation Group, the “futurism, research and innovation unit” of ad agency J. Walter Thompson Middle East and Africa, has released its “Future 100 Trends and Change to Watch in MENA” report for 2018.

In its sixth year, the annual report “captures key themes accelerating the pace of change for consumers in the fast and dynamic economies of Egypt, North Africa, Lebanon, Jordan, the Gulf and Saudi Arabia, spurring similarities with the West,” says the agency. It is authored by Mennah Ibrahim, MEA director of the Innovation Group.

In a statement, Ibrahim says: “Borders are collapsing at the touch of technology, causing much faster trend evolution and similarities with the West, as the Middle Eastern consumer increasingly identifies as a ‘global citizen’. Last year, I wrote about the growing demand for brands and lifestyle products to offer Muslim-centric options of diverse identity, social justice and social impact. Interestingly, these recurring themes, along with other emerging trends, are now flowing faster in the opposite direction. This East-to-West exchange is making those trends’ influences felt across consumer categories around the globe – even in space.”

Among other trends, the agency has highlighted:

Rebranding KSA: Trend #04