A generation striving for balance and fulfilment, Gen-Z in Saudi Arabia prioritizes being financially secure while seeking personal contentment and emotional well-being. They value hard work, problem-solving, and creativity, particularly those in higher income brackets who lean towards strategic thinking.
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Top-5 Priorities: Now
45%
Succeeding
in career
42%
Expanding knowledge
36%
Increasing
wealth
35%
Balancing
family life
33%
Achieving
self-dependence
44% from Dammam/Khobar, making it their 1st priority.
37% of women, making it their 3rd priority.
Growing as an entrepreneur
was lower on the current priority list (8th out of 10), selected by only 21% of respondents.
Saudi Arabia, with its massive Gen-Z population of 8 million, is strongly focusing on promoting a startup culture, particularly in the tech sector. The US $40 billion AI fund also aims to promote entrepreneurship.
Educating Gen-Z on the importance of entrepreneurship is an area where brands can support the government.
Vodafone Egypt’s “#ConnectedSheCan”
The campaign featured stories of women using digital tools to start businesses,
access education, and find jobs, aiming to reduce the gender gap in tech and promote self-reliance.
Top-5 Priorities: 10 Years
43%
Gaining
financial
security
41%
Feeling
fulfilled
and content
38%
Making a
positive
impact
36%
Becoming
an expert in
their fields
33%
Leading a
balanced
life
Key Takeaways
Long-Term Stability and Well-Being: The shift toward financial security and personal fulfillment reflects a move from external achievements to a balance of material and emotional well-being.
Evolving Values: Gen-Z is redefining success by focusing on balance, societal impact, and sustainability, moving beyond individualistic goals to embrace a broader, more mature perspective.
Spending Profile
67.6% of Gen Z are balanced spenders, expertly managing their finances to strike a harmonious balance between saving and spending.
But How Does Gen Z Balance Their Spending Between Enjoyment and Responsibility?
56.8% of Gen Z value both material possessions and memorable experiences, highlighting their desire for a well-rounded lifestyle. They enjoy tangible items as much as they cherish creating lasting memories.
While 20.4% prioritize possessions, and only 2% focus solely on experiences, most Gen Zers seek a mix rather than committing exclusively to one side.
Interestingly, 25.6% of men prioritize possessions more compared to 15.2% of women, reflecting a gender difference in material focus.
Examples of brand Interaction with balanced spender
Example: IKEA’s “Lagom” Campaign (Sweden)
IKEA’s “Lagom” campaign promoted a balanced lifestyle with products that are both affordable and stylish, appealing to Gen Z’s desire for mindful spending and responsible consumption. This resonated with Swedish Gen Z, who value sustainability and cost-effectiveness while managing their finances.
Example: Muji’s Minimalist Lifestyle Promotion (Japan)
Nordea launched the “Future Finance” campaign to engage Gen Z by promoting financial literacy through workshops. The campaign focused on helping young people balance savings with spending for both long-term goals and short-term enjoyment, using interactive digital tools to foster responsible financial habits.
Example: DNB’s “Dream Savers” Campaign (Norway)
Muji promoted simple, functional items that provide value without excess, aligning with Gen Z’s preference for quality over quantity. This approach tapped into Gen Z’s desire for meaningful possessions and a fulfilling lifestyle.
Balancing Global Trends with Local Identity:
What Drives Gen Z's Choices?
Understanding how Gen Z navigates the interplay between global influences and local traditions reveals valuable insights into their evolving identity.
41.4% of Gen Z successfully balance both global and local influences. Here’s what’s driving this blend:
Local Traditions vs. Global Trends: While only 2.2% of Gen Z fully embrace global trends, a significant 22% adhere completely to local traditions.
Blended Approach: 25% of Gen Z mostly follow local traditions but are open to global trends, Conversely, 8.6% primarily follow global trends but retain some local practices,
Cultural Integration: The tendency to integrate global and local aspects highlights Gen Z’s desire to stay connected with their heritage while adapting to a rapidly changing world.
This dual approach indicates that Gen Z values both their cultural heritage and the dynamic nature of global trends, striving for a balanced identity in a globalized context.
Example: Nando’s “Peri-Peri” Campaign (South Africa)
Nando’s, a South African brand, blends global and local influences by highlighting its South African heritage (Peri-Peri chicken and local spices) while using global humor and pop culture references in its marketing. The campaign appeals to Gen Z’s desire for both authenticity and global connectivity. Nando’s maintains a strong cultural identity while connecting with a globally aware audience, appealing to Gen Z’s blended approach to local and global influences.
How does Gen-Z distinguish themselves from the previous generation?
Digital Mastery: 48%
Tech fluency is the number 1 attribute the Gen-Z believe they’re better off than the older generation, making the digital “divide” a societal reality. Connecting with these digital natives and using them as tech enablers for the older generation should be a brand priority.
Social Media as News: 43%
Gen-Z has triggered this trend of using social media as the primary source of real-time, unfiltered news. This preference over traditional media is a lesson for brands to adapt and use social platforms for their brand stories and updates.
Evolving Views on Family: 42%
Individualism and delaying life events such as marriage represents shifting family dynamics for Gen-Z. Brands should balance tradition with these evolving values to align with this generation’s outlook.
Global Awareness: 37%
Embracing cultural diversity and global perspectives is another defining trait of Gen-Z. Brands that reflect diversity and broader worldviews in their messaging resonate stronger with this generation.
Mental Health Openness: 35%
Openness to discuss mental health is a cornerstone of Gen-Z’s identity, making conversations around well-being more mainstream. Brands that promote these discussions are more likely to connect with this generation on a deeper level.
Green Consciousness: 25%
Only 25% see environmental issues as a major generational divider, contrary to global trends. Brands need to be more vocal about environmental efforts to support the government’s initiatives like the Saudi Green Initiative.
