S E X , S PA C E A N D SAUDI ARABIA
JWT has released its latest trends report for the MENA region. We highlight seven areas to watch
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:
“YouTube gives me the power to have a voice not only to express myself but to express what other women need and what they feel needs to change in our society.”
Rebranding KSA: Trend #04
With a target of attracting 1.5 million foreign visitors by 2020, Saudi Arabia’s cultural reforms and relaxed tourist visa laws are already attracting foreign investors, who find that the country’s unexplored territories add to its mystique. Virgin Group founder Sir Richard Branson said: “This is an incredibly exciting time in the country’s history, and I’ve always felt that there’s nothing like getting a first-hand impression.”
Mingling with the machine: Trend #07
According to Accenture, 82 per cent of UAE respondents cited the availability of AI anytime as a key reason they prefer it to human interaction. At the Future Investment Initiative in Saudi Arabia, a humanoid robot demonstrated her capacity for human expression and interaction. At GITEX Dubai, robo-cops keeping the peace and robo-surgeons performing surgery over 5G were a major highlight.
By women, for women: Trend #10
Women are using social media, girl-focused platforms and messages of empowerment to create content and solutions for women, by women. In Saudi Arabia, Google expects this content to rise by 75 per cent over 2016’s figures. Vlogger Njoud al Shammari said: “YouTube gives me the power to have a voice not only to express myself but to express what other women need and what they feel needs to change in our society.”
Interactive narratives: Trend #32
Brands are adding layers of interactivity to their narratives, enabling a two-way conversation where the consumer is in control. Affectiva, an Egyptian tech company specialising in emotional AI, introduced the concept of “reactive narratives,” dynamic stories that react to our emotions in real time by using facial recognition. Will personalised entertainment keep viewers hooked? Saudi Arabia has invested $1bn in Virgin Galactic, and Egyptian Mohammed Sallam is set to fly to the Red Planet as part of mission Mars One. With more Muslim astronauts travelling to space, Texas A&M University System plans to conduct research on halal food as part of its NASA program. “If there is a demand for halal food we will have research on it, to NASA requirements” said Mian Nadeem Riaz, NASA’s research and development director.
Humans as channels: Trend #69
Hyper-personalised diagnostic tools will soon become a powerful retail channel for health, beauty, nutrition and even fashion. These range from a genetic data analysis tool (DNAFit), which helps improve physical performance, to a silicon-based computer patch that can monitor everything, created at KAUST university in Saudi Arabia. Retailers and brands in MENA are beginning to forge ever closer links to consumers.
Rebranding sexual wellness: Trend #86
Sexual health is breaking out of its taboo status to become more aligned with health and wellbeing. The Muslimah Sex Manual: A Halal Guide to Mind Blowing Sex is the first such guide written by a Muslim woman for women, addressing many of the misconceptions passed down by cultural standing. The tide on sexuality is fundamentally turning, with wellness brands moving into the sexual health area.