What Gen Z in UAE and KSA Expect From Brands And Workplaces

A new global survey on customer engagement and workplace dynamics has revealed that Gen Z in the UAE and KSA place a higher emphasis on brand reputation, digital customer service, and flexible work arrangements than global averages. 

The survey, which was conducted by Genesys, a provider of artificial intelligence-powered experience orchestration, covered nearly 13,000 adults from four generations (boomers, Gen X, millennials, and Gen Z) across five regions and 21 countries during February and March 2024. 

One of its key findings is that 67 percent of Gen Z consumers in the UAE and KSA prioritize personalized experiences across various customer service channels. This is higher than the global average, and it suggests that businesses need to tailor their interactions to meet the individual needs of this group.  

The study also shows that this generation group places 11 percentage points more importance on brand reputation for customer support than the global average, indicating distinct regional expectations for service excellence. In addition to service quality, factors such as product quality at 85 percent and customer reviews at 75 percent play a significant role in shaping their preferences. 

The survey also highlights how Gen Z prefers to engage with digital, self-service, and personalized customer support. Their top priorities in customer service include total resolution of inquiries at 73 percent, and prompt service at 71 percent. 

These preferences underline the importance of businesses offering diverse communication channels, including social media, chatbots, and mobile apps, to meet customer demand. 67 percent of Gen Z and millennials in the region emphasize the need for support through their preferred channels, indicating a demand for variety in customer engagement methods. 

When it comes to workplace expectations, the survey shows that Gen Z employees in the UAE and KSA seek supportive work environments, flexible arrangements, and opportunities for professional growth.  

However, the survey indicates that expectations around professional development, fair compensation, and recognition fall short compared to the global average, with Gen Z in the region expressing slightly lower levels of satisfaction in these areas. 

In terms of specifics, 71 percent of Gen Z respondents in the Middle East expect strong training and development programs from their employers, while 69 percent prioritize diversity and inclusion initiatives. Additionally, 68 percent want their employers to demonstrate social responsibility and a commitment to sustainability.  

Support for work-life balance is also important, with 68 percent valuing this aspect, while 67 percent of respondents expect technology, particularly artificial intelligence, to enhance their job performance. 

Commenting on the survey, Sebastian Ballerini, VP of Strategic Growth EMEA at Genesys, said, “The survey insights demonstrate that Gen Z in the Middle East have different needs and demands when it comes to customer engagement and workplace standards. To give employers and consumers what they want, the results indicate that organizations need to focus on creating more personalized, digital experiences, and build supportive work environments to attract and retain this generation.”