The Metaverse will play a pivotal role for CEOs over the next two years

Some 90% of industry leaders in Saudi Arabia and 82% in the UAE believe the Metaverse will play an important role in their plans for the next two years, according to a survey.

For the first time, Deloitte’s 2023 Global Marketing Trends report offers insight into the priorities and concerns of brands in Saudi Arabia and the UAE.

Hussein M Dajani, Deloitte Digital Partner, said: “This survey provides valuable insight into the current state of marketing in the Middle East, and what brands are prioritizing as they look to the future. We are pleased to see a strong focus on sustainability, creative transformation, and Adopt emerging technologies to drive growth and customer engagement.”

Sustainability is a focus

Sustainability is a key focus area for Brand Guardians surveyed in the region, as consumers today value efforts related to improving the sustainability of internal practices, promoting sustainable products and services, and building long-term sustainability commitments.

64% of company leaders in Saudi Arabia highlight their internal sustainability practices in marketing. Additionally, more than half of the leaders surveyed (56 percent) expressed their commitment to long-term sustainability initiatives.

In the UAE, 56% of company leaders are taking steps to underpin their marketing strategies with a long-term sustainable business commitment. Additionally, 54% of company leaders believe their marketing strategies should include more sustainable products and services.

Emerging Technologies

Beyond sustainability, Deloitte’s findings suggest that company leaders in the region are also setting their sights on emerging technologies such as the Metaverse.

Dajani added: “This highlights the importance of staying ahead and embracing the latest technology to remain competitive in the market. Findings show that high-growth brands are more likely to foster a creative environment and that complex technology is the main reason why brands do not participate in the Metaverse Difficulty of implementation.”— trade arab news agency