Explore Middle East’s rich culture, customs, and consumer behaviour to learn how your brand can effectively connect with local customers and succeed in the market
Middle East’s Culture, Customs & Consumer Behaviour
The Middle East is a culturally diverse region, comprising countries such as Saudi Arabia, Iran, Turkey, and the United Arab Emirates. The region is known for its rich cultural heritage, which is reflected in its customs and traditions. For instance, hospitality is a key aspect of Middle Eastern culture, and guests are often welcomed with warmth and generosity. Family is also an essential part of life, and respect for elders is highly valued. Additionally, Islam is the predominant religion in the region, and its principles influence many aspects of daily life.
When it comes to consumer behaviour in the Middle East, there are some notable trends. For instance, luxury brands are popular among consumers, who often view them as a symbol of status and wealth. In addition, social media plays a significant role in shaping consumer preferences, with many young people using platforms like Instagram and TikTok to discover new products and trends. Furthermore, there is a growing interest in sustainability and ethical consumerism, with consumers looking for brands that align with their values.
How translation and localisation can help you better engage with the local audience in the Middle East
Translation and localisation are essential for effectively engaging with the local audience in the Middle East. By adapting content to suit the linguistic and cultural nuances of your target market, brands can build trust and credibility with the customers, leading to increased engagement and brand loyalty.
Many Middle Eastern countries have their own dialects and nuances of the Arabic language, which must be taken into account when translating and localising content. Additionally, certain words and phrases may have different meanings or connotations depending on the context, making it essential to have a deep understanding of the language and culture of the target market.
Visuals and imagery are also essential aspects of localisation. Colours and symbols may be interpreted differently in the Middle East than in other parts of the world. For example, in Saudi Arabia, the colour green is associated with Islam and is considered a symbol of good luck, while in Iran, the colour is associated with nature and paradise. Similarly, certain symbols or images may have different cultural associations in the region, which must be taken into account when localising content.
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