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Gama spoke to Wedyan Alahmadi, Head of Marketing at Halwani Bros.
Read the full interview in the next issue of Gama News.
What makes Gen Z so important, both globally and in Saudi Arabia?
Gen Z today represents around 25% of the world’s population – that’s about 2 billion people – and their spending power is expected to reach $12 trillion by 2030. They are the first generation born in a digital era. Around 98% already own smartphones, and they have access to the internet. They are very clear about their values: around 73% say they will buy from a brand that they share values with. And they influence around 40% of household purchases. So for marketers, their mindset matters. In Saudi Arabia, the importance increases even more. Around 70% of the population is under the age of 30, making it one of the youngest nations in the world. Nearly 100% of people have internet access, and we are excessive users of social media, including Snapchat, TikTok, Instagram. And we take big pride in our culture: around 80% want to keep their culture while portraying it in a modern way. That shapes what they expect from brands.
