NEW MENA TRENDS 'WALLET WARS', 'HUMANS AS CHANNELS' AND 'INCLUSIVE E-COMMERCE' SPUR SIMILARITIES WITH THE WEST 2018 REPORT FROM J. WALTER THOMPSON'S INNOVATION GROUP MENAFORECASTS 100 TRENDS, DEPICTING REGION'S
J. Walter Thompson Middle East and Africa’s Innovation Group released its sixth annual consumer trends report, covering the MENA region for 2018. The “Future 100 Trends and Change to Watch in MENA” 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.
Authored by Mennah Ibrahim, MEA Director of the Innovation Group, the report is sliced into 10 main categories, including Retail. Each trend in the Future 100 MENA Report is part of a growing phenomenon; that Middle Eastern consumers are increasingly identifying themselves as ‘global citizens’. With the universal nature of digital networks, the region is experiencing a significant move towards a post-hipster world, bringing a new spin on parenthood, money and lifestyle matters overall.
Wallet wars:Trend #64
Following the breakout success of branded mobile payment apps from retailers such
as Starbucks, tech giants are scrambling to translate their e-commerce platforms into real-world payment control. If the Middle East captured its full digital potential, and made digital payments widespread, then the region could add USD 95 billion in GDP by 2020, according to a recent report by McKinsey.
Humans as channels:Trend #69
Hyper-personalized diagnostic tools will soon become a powerful retail channel for health, beauty, nutrition and even fashion - 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.
Inclusive e-commerce:Trend #68
Tech and data-driven businesses are introducing a new slickness to thrift shopping, using data to make the process painless,in a region where squeezes on household income are making budget maneuvers appealing. Innovative concepts are enticing consumers with offerings that appeal to cash-strapped consumers. Dabchyin Tunisia is a marketplace targeting 30% of Tunisian consumers who purchase pre-used clothing.
Commenting on the report, Mennah Ibrahim said: "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 retail."
To download the full report:https://jwtmea.com/F100mena2018/
ABOUT J. WALTER THOMPSON COMPANY
J. Walter Thompson Company was founded in1864 and has been making pioneering solutions that build enduring brands and business for more than 150 years. Today the company has evolved to include several global networks including J. Walter Thompson Worldwide, Mirum and Colloquial.In the Middle East and Africa, J. Walter Thompson is one of the leading communication agencies in the region with 27 offices in 24 markets.The MEA region is structured to deliver communication based business solutions across all channels needed to successfully deliver the marketing plan.For more information, please visit us www.jwt.com/mea and follow us @jwtmea
ABOUT THE INNOVATION GROUP
The Innovation Group is J. Walter Thompson’s futurism, research and innovation unit. It charts emerging and future global trends, consumer change, and innovation patterns - translating these into insight for brands. It offers a suite of consultancy services, including bespoke research, presentations, co-branded reports and workshops. It is also active in innovation, partnering with brands to activate future trends within their framework and executenew products and concepts. It is led by Lucie Greene, Worldwide Director of the Innovation Group. Mennah Ibrahim is Middle East Africa Director of the Innovation Group.
ABOUT J. WALTER THOMPSON INTELLIGENCE
The Innovation Group is part of J. Walter Thompson Intelligence, a platform for global research, innovation and data analytics at J. Walter Thompson Company, housing three key in-house practices: SONARTM, Analytics and the Innovation Group. SONARTM is J. Walter Thompson’s research unit that develops and exploits new quantitative and qualitative research techniques to understand cultures, brands and consumer motivation around the world. Analytics focuses on the innovative application of data and technology to inform and inspire new marketing solutions. It offers a suite of bespoke analytics tools. Mennah Ibrahim is Middle East Africa Director of Brand Intelligence and Data & Analytics.
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