UAE consumers show brand apathy according to SAP Emarsys

UAE consumers show brand apathy according to SAP Emarsys

UAE consumers are increasingly disengaging from brands, according to new research by SAP Emarsys. In partnership with Deloitte, the study reveals that 65 percent of UAE consumers buy products without considering the brand at all. Additionally, 61 percent of Gen Z in the UAE echo this sentiment, focusing solely on whether the product meets their needs. Consequently, 76 percent of consumers have switched to more affordable, own-label alternatives,…