A recent report issued by the Edelman Foundation revealed that trust and reputation have become among the most prominent factors influencing consumers’ purchasing decisions in Saudi Arabia, as 92 percent of participants in an opinion poll confirmed the importance of these two factors when choosing brands, at a time when the relationship between consumption decisions, personal identity, and social values is increasing.
The Edelman Trust 2026 report, issued on Monday under the title “The Growth of Brands in a World Tend to Closed Trust,” showed that 75 percent of participants in Saudi Arabia believe that the brands whose products they choose to buy or abstain from largely reflect their values and priorities in life, an increase of 14 percentage points compared to 2021.
Also, 77 percent of participants reported that they feel there are common ties that bring them together with people who use the same brands, a similar increase of 14 percentage points over the past five years, indicative of the growing social and personal dimensions associated with consumer behavior.
According to the report, the percentage of consumers who consider trust in the brand an important or decisive factor in purchasing decisions reached 92 percent, which is the same percentage recorded by a good reputation, while the quality of products and services came first at 93 percent.
The report highlighted the increasing influence of social circles on Saudi consumer decisions, as 52 percent of participants said that they stopped using brands as a result of pressure from others, rather than based on their personal convictions, compared to a global average of 31 percent.
Saudi Arabia, equally with India, recorded the second highest percentage among the markets included in the survey in this index, which reflects the role that social relations and the opinions of those around them play in shaping attitudes towards brands.
Alex Salem, Chief Operating Officer at Edelman Saudi Arabia, said that the Saudi market is witnessing a rise in consumer expectations from brands, noting that the values the brand represents are becoming as important as the products and services it provides.
He added that building trust requires a deeper understanding of consumers' needs and identities, and moving from focusing on spreading the brand and introducing it to building a relationship that makes the consumer choose it with conviction to be part of his life.
Regarding the factors that enhance the Saudi consumer’s connection with brands, the results showed that the ability to innovate, solve problems, and meet needs came in first place at 93 percent.
Expressing the consumer's identity and values came in second place at 89 percent, followed by connection to his interests and community at 87 percent, and then the ability to provide enjoyable and emotionally impactful experiences through content and advertisements at 85 percent.
In contrast, the importance of keeping up with culture and trends reached 82 percent, indicating that consumers prioritize the practical value that brands provide, in addition to their ability to express their interests and identities.
These results reflect a shift in the standards of competition between companies, as advertising spread or association with prevailing trends is no longer sufficient to enhance the position of a brand, in light of the growing importance of innovation, quality of experience, and the ability to build long-term relationships with consumers.
The report revealed the increasing importance of personal recommendations and independent reviews in building trust in brands, as 38 percent of participants in Saudi Arabia considered that the opinions of people who do not receive financial compensation from the brand, including friends, published reviews, and electronic communities, represent the most influential factor in their willingness to trust it.
In contrast, 22 percent said that messages issued by the brand itself are the most influential in building trust.
Unpaid consumer reviews outperformed those of people who receive compensation from brands, as well as independent agencies and AI tools and aids.
These results highlight the importance of reputation, which is formed from actual consumer experiences, and the extent to which mutual recommendations influence purchasing decisions, compared to marketing messages that companies control in formulating and disseminating them.
At the level of social indicators related to trust, the report showed that Saudi Arabia was among the markets least inclined to what it described as “closedness in trust,” a concept that refers to individuals’ hesitation or reluctance to grant trust to people who differ from them in attitudes, values, or orientations.
The percentage of this indicator in Saudi Arabia reached 54 percent, compared to a global average of 66 percent, making the Kingdom ranked fourth among the markets least inclined to this pattern among the countries included in the survey.
Despite the relatively low level of closed-mindedness in trust, the results showed the continued importance of local connection in the preferences of Saudi consumers, as 77 percent of participants considered that the presence of the brand’s headquarters within the Kingdom represents an important or decisive factor when making purchasing decisions.
Saudi Arabia ranked, equally with China, in the second highest position globally in this index, which reflects the importance of local identity in shaping consumer preferences, even with relative openness to different brands and people.
The results of the report as a whole indicate that competition in the Saudi market is no longer limited to prices and quality, but rather includes the ability of companies to build trust, consolidate their reputation, and express the values of consumers, in addition to providing innovative products and services that respond to their actual needs.
The Soho Square tourist area in the Egyptian city of Sharm El-Sheikh is preparing to host a celebration of lighting Christmas decorations, on November 27, with the participation of the Lebanese artist Myriam Fares, the American band Sister Sledge, and the Lebanese DJ LJ, in an event aimed at attracting tourists and visitors with the start of the end-of-year holiday season.
The celebration comes within the annual program of entertainment events in “Soho Square,” which combines musical performances, artistic performances, and festive decorative lighting, as part of efforts to enhance tourism activity in Sharm El Sheikh during the winter season.
Myriam Fares leads the list of artists participating in the ceremony, along with the American band Sister Sledge, which is famous for its work in disco music, while the Lebanese DJ LJ performs a group of musical acts throughout the evening.
According to organizers, the celebration of lighting the Christmas decorations annually attracts at least 10,000 visitors of various nationalities, including guests of hotels and tourist resorts in Sharm El Sheikh, in addition to visitors to the city, amid expectations of a large public turnout for this year’s edition.
The event gains tourist importance as it coincides with the beginning of the winter holiday season, which witnesses a demand from Arab and foreign tourists to Sharm El Sheikh, benefiting from the moderate temperatures and the diversity of tourist and entertainment facilities on the Red Sea coast.
The event also aims to attract more visitors from the Kingdom of Saudi Arabia and the Gulf countries, at a time when Egyptian tourist destinations are seeking to diversify their entertainment programs and enhance their attractiveness during the end of the year holidays, by organizing concerts and events that bring together Arab and international artists.
“Soho Square” is one of the entertainment destinations in Sharm El Sheikh, as it includes a group of restaurants, cafes, commercial and entertainment facilities, and throughout the year it hosts events and artistic performances targeting tourists from various markets.
The November 27 celebration is scheduled to include the lighting of decorations and trees designated for the holiday season, in addition to a program of artistic and musical performances, marking the start of a series of festive activities taking place in the region during the last weeks of the year.
These events are part of the efforts of those in charge of “Soho Square” to enhance the region’s presence on the map of entertainment destinations in Sharm El Sheikh, and to contribute to stimulating tourism activity and spending related to hospitality, restaurants, and entertainment services during the winter season.
