Saudi Arabia has embarked upon an ambitious transformation journey. This transformation is not just limited to the economic sphere but is also spilling over into society, starting to redefine the Saudi people – creating a renaissance of sorts. In this session, we will touch upon which aspects of change are enthralling the Saudi people, what tensions and dilemmas these are creating, and how brands and categories can evolve to cope with these changes. Kantar has mined millions of social conversations as well as search data over a period of five years around the topics of change, using AI/ML and human intervention to come up with insights into what aspects of change are exciting the Saudi people and identified the ones that will shape the future dialogue in Saudi Arabia.
- How have aspects such as pride, well-being, self-expression, and the role of women evolved and manifested in the modern Saudi dialogue?
- What tensions are arising from the changes observed in these aspects, and how do these tensions manifest across different categories?
- In what ways can brands address these tensions to establish meaningful connections with their audiences?
