It’s night in Dubai, but the nightlife is just getting started. Cars whiz past, leaving trails of red taillights; glassy high-rises throw off golden hues; and people walk on pristine, well-lit sidewalks. And below, the Sheikh Zayed Road lies painted in a mix of yellows, reds, blues, and greens, reflecting the hubbub of the night. It’s visually striking, yes, but it still isn’t the gloss of skyscraper ads or celebrity sponsorships that capture the Gulf’s consumers anymore. Instead, it’s the story behind the product, behind what people see and feel; it’s the promise of wellness, belonging, or sustainability that sparks loyalty.
In countless cafés from Manama to Muscat, people not only have conversations about what to buy but also why they buy it. In 2025, Gulf marketing has moved beyond campaigns and clicks, weaving brands into the daily rhythm of people’s lives. And just behind the neon billboards and bright storefronts lining the streets, one after the other, lies a deeper and important shift. One that’s grounded in data, digital infrastructure, and the way consumers now experience brands every day. This is a sneak peek into the current marketing landscape across the Gulf.
Current Landscape of Gulf Marketing
Like the rest of the world, digital advertising in the Gulf Cooperation Council (GCC) is growing rapidly. MarkNtel Advisors reports that the GCC digital advertising market is set to increase at a CAGR of 9.42% from 2024 to 2030. This data pivots on improving digital infrastructure, high-speed internet, mobile connectivity, and more reliable broadbands across Saudi Arabia, Qatar, the UAE, and other GCC countries. Today, brands realize that to stay competitive in a highly saturated market, they must not just roll out the same kind of ads back to back but offer a seamless digital experience to people.
In 2025, consumers in Saudi Arabia and the UAE are becoming more perceptive of what they want to purchase and indulge in. A recent Deloitte report finds that consumers, at the least, expect values-based messaging, authenticity, trust, and smooth online customer touchpoints. When it comes to food, fashion, and beauty, people nowadays tend to not only buy what’s locally available but also see if the product aligns with their beliefs, relevance, and responsibility. They prefer to make mindful purchases based on value and usability, not giving into the hype of a product because of some good graphics and smart marketing.
Meanwhile, Gulf brands continue increasing their expenses on digital ads. As per an IAB MENA report, countries across the MENA region spent almost $6.95 billion on digital ads in 2024 alone, a 19.8% increase from the previous year. That jump shows both a growing audience as well as a conscious choice to using social commerce, video, and other immersive formats like augmented reality (AR) and virtual reality (VR).
Trends Shaping Success in Gulf Brands Today
To stay ahead, marketers in the Gulf must master the following three overlapping trends:
- Data-Driven Personalization – Most brands today gather required data from consumers’ digital behaviours, allowing them to personalize content and offers in real time. Campaigns that once spoke to everyone but no one in particular now speak to specific segments: Saudi youth, luxury shoppers in Qatar, and health-conscious individuals in the UAE.
- Purpose and Values Over Profit – Marketing in the Gulf increasingly reflects regional and national strategies like Vision 2030 in Saudi Arabia, Kuwait’s cultural investment, and the UAE’s sustainability goals. And in doing so, consumers take notice of those brands that contribute to social, environmental, or cultural efforts more often than most.
- Immersive Experiences – Static content on social media gets boring fast. Consumers now expect more from brands like, engaging with shoppable videos, interactive livestreams, AR filters, and mobile shopping. The brands that invest in immersive storytelling will naturally attract the right crowd, a loyal base, and premium positioning.
Stories that Capture the Market
For example, Zainab’s fruit-based desserts business tailored its brand message around Ramadan earlier this year in 2025. Instead of marking standard discount promotions, the campaign focused on “well-being,” “healthier consumptions during Iftar,” “family blessings,” and “nutrient-rich portions.” According to a YovGov Ramadan 2025 consumer report, people’s behaviour during the holy month shows spikes in local connection, charitable values, nutritious alternatives, healthier fasting, and online shopping. Zainab, too, saw a 30% rise in conversion from being actively present and driving content for her small business on social media during that time.
Meanwhile, in Riyadh, an online luxury fashion brand redesigned its online storefront and product lines for “subtle elegance,” a minimalist style, skilled workmanship, and with fewer logos. Studies in the UAE and Saudi Arabia reveal that the younger, more educated generation of consumers today prefer a refined, timeless luxury rather than flashy displays. And that shift forced marketers in the Gulf to change their visuals, tone, and even influencer choices to match current consumer preferences.
What Marketers Must Embrace in 2026
Brands in the Gulf must lean into human connection, progressive strategy, and competitive innovation if they ever want to grow and evolve, match consumer preferences, and stay competitive in the industry. In 2026, brands should:
- Invest in Communication – They mustn’t just show what they sell; they must show why it matters to people’s lives, beliefs, and cultures. Brands that integrate values into their core identity stand out better and adapt quickly.
- Tell Stories Via Experience – Brands need to use immersive technology, mixed digital formats, and influencer-driven commerce to create new experiences rather than the same ad styles from aeons ago. Let consumers co-create the narrative alongside brands.
- Act on Data, But Respect Trust – Brands can use analytics to personalize their content while also protecting their privacy. A brand might use AI-driven tools, but it must also ensure ethical data practices to maintain credibility.
- Align Purpose with Product – Corporate Social Responsibility (CSR) is brands voluntarily balancing economic goals with societal and environmental well-being. Sustainability, culture, heritage, women’s empowerment, and local impact aren’t just some CSR add-ons a brand incorporates into its business operations. Instead, these are initiatives shaping what transparent marketing should actually look like to build long-term loyalty.
The Road Ahead
Today, many small and large businesses and brands like Zainab’s stand as perfect examples in showing how marketing in the Gulf no longer wins by reach alone, but rather by resonance. In a region rich in youth and vibrant in culture, ambition, and tradition, it’s those marketers who combine competitive creativity with genuine dedication who become successful. The Gulf doesn’t just shop anymore; it dreams, brings people together, and demands relevance. Marketers who understand that, adapt to it, and lead with both heart and strategy, will be the very ones who will go on to change what consumer loyalty looks like in 2026 and beyond.
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