Unlike capital-intensive or heavily polluting industries, where environmental impact is visible and direct, professional services firms have historically remained on the sidelines of ESG scrutiny. That is changing rapidly. The demand for ethical conduct, transparency, and accountability now extends to every sector that holds influence over business decisions. ESG is not just about reducing emissions or giving back to the community, it is about embedding responsibility into every layer of how an organization functions, communicates, and delivers value to stakeholders. 

Governance, one of the three core pillars of ESG, takes center stage in this industry. For firms tasked with issuing credit ratings, conducting valuations, advising on compliance, or protecting intellectual property, governance is not a separate set of rules; it is the foundation upon which trust is built. Clients rely on these companies to act as impartial stewards of truth, capable of delivering accurate insights and regulatory alignment without bias or manipulation. A failure in governance does not only damage one client relationship, it undermines the legitimacy of the entire industry.

Yet, governance is not only internal. The business intelligence sector is uniquely positioned to influence governance structures across the economy. By offering tools and services that promote compliance, transparency, and accountability, these firms extend the reach of good governance far beyond their own walls. They are enablers of ethical business, helping clients navigate evolving regulatory environments and build resilient, transparent organizations. In this sense, governance is both a deliverable and a standard to uphold.

The social pillar of ESG also plays a critical, if sometimes overlooked, role. These firms deal with sensitive data, reputational risk, and corporate disclosures. They help businesses understand the ethical footprint of potential partners or acquisitions. In doing so, they are directly shaping which companies are deemed credible, which projects receive funding, and which reputations are protected or dismantled. With such influence comes a social responsibility to ensure fairness, accuracy, and ethical boundaries in how data is sourced, analyzed, and shared.

Beyond their own operations, these companies are agents of social stability. Accurate credit information helps small businesses access finance. Fair valuations enable proper taxation and investment. Sound intellectual property advice protects innovation. Every service delivered in this space impacts a chain of decisions that ultimately affect jobs, investments, and communities. When the social component of ESG is taken seriously, it elevates the industry from service provider to societal actor.

The environmental aspect, though less visible, is not irrelevant. While these firms may not operate factories or fleets, they are increasingly being called upon to help clients identify and mitigate environmental risks. ESG-conscious clients expect partners who understand the language of climate risk, supply chain sustainability, and green finance. Those providing business intelligence must therefore develop competencies in assessing environmental data and integrating sustainability metrics into their advisory work. This shift is as much about relevance as it is about responsibility.

 ESG is also transforming client expectations. Global investors, international institutions, and even regulators are raising the bar for transparency and ethical behavior. Companies that once outsourced governance and compliance to check-the-box providers are now seeking partners who understand ESG as a strategic framework. They want advisors who can guide them through ESG disclosures, stakeholder communication, and impact measurement. The opportunity for the business intelligence industry is to evolve from reactive service delivery to proactive ESG leadership.

In markets like Lebanon, where regulatory systems are still maturing and informal practices remain common, the role of ESG-aligned firms is even more significant. They can serve as stabilizing forces in fragile business environments, offering credible information, risk assessment, and compliance guidance in a landscape often marked by ambiguity. Their ability to uphold ESG standards becomes not only a differentiator but a civic contribution to economic reform.

Some firms have already begun to internalize this opportunity. We at MASRI – a regional firm based in Beirut and Abu Dhabi – operating in credit information, risk governance, and valuation services, have signaled our commitment to transparency and ethical conduct through our longstanding reputation and consistent service delivery. While not marketing ourselves explicitly as an ESG-first firm, our track record suggests an understanding that trust must be earned, not claimed. The quiet integration of ESG principles, particularly in governance and risk advisory, offers a glimpse into how this industry can evolve without spectacle, but with substance.

Ultimately, ESG is not just a matter of ethical alignment or investor appeal. In the business intelligence and professional services world, it is a matter of operational relevance. As the landscape shifts, companies that fail to integrate ESG into their core offerings will find themselves outpaced by those who do. The future of this industry does not belong to firms with the most data, but to those with the most integrity.

By making ESG not a department but a discipline, the industry can move from a support function to a force for economic stability and ethical progress. In a world where every decision is a data point, every risk assessment a moral choice, and every report a public statement, that shift could not be more timely.

Music is indeed still an undervalued, yet essential tool for brand communication. Consumers spend 31% of their media time with audio, yet brands, on average, allocate only around 9% of their media budget to audio. For many businesses, it’s much less than this. This creates a huge missed opportunity: research shows that brands with music that fits their values are almost twice as likely to be recalled than those with the wrong music or no music at all.  The reason?  Many marketers still consider music an afterthought, focusing on what customers see, not what they hear, when interacting with their brand.

Businesses that have been successful with audio branding have results to show for it. Think Playstation, TikTok, Netflix, and McDonalds. Not only do customers remember their iconic sounds decades after first hearing them, but the music often still generates emotions and memories long after their initial interactions. 

In the GCC at large, how are brands waking up to music or sound when it comes to integrating it in their brands?

The GCC region is unique in that less than a decade ago, most brands didn’t leverage audio branding at all. The few exceptions are big names like Majid Al Futtaim, Emirates and others who have owned unique, recognizable audio assets for several decades. Fast forward to today and the equation has been flipped, with brands in this region now at the forefront of the global sonic branding industry.

Our clients now have a clear desire to build a holistic brand experience in sound and music, going beyond the concept of just a jingle or sonic logo. Music is now seen as a strategic tool that covers every touchpoint: marketing materials and advertising, phone lines, UX/UI sounds, apps and products, events and sponsorships, retail spaces, offices and experiences.  Today’s GCC marketers now have a deep, thorough understanding of the power of music, and are leveraging it to build complete sonic universes for their brands.

There is often a mismatch about music and sounds in communication. Anything from not paying the rights, to not knowing about the procedures, or as in the case of AbdelHalim Hafez and Timbaland/Jay Z, issues about how music is being used “ethically”. How can you help brands with all these different angles?

MassiveMusic’s role is twofold. Firstly, to make the world sound better by helping brands source and create the most culturally and creatively relevant music, to meet their objectives and connect with consumers. Secondly, to facilitate interaction between the world of brands and the music industry.

We advise clients on rights management and a healthy approach to copyright, working with independent artists and global stars, timelines and budgets for music, and more. We are a 360 degree music agency for brands with the right in-house talent to solve almost any challenge. The biggest challenge we face are clients either coming to us too late in the process to solve issues they have already created for themselves, such as going on air with a song they didn’t pay the rights for, or being unwilling to explore options in music as they have a fixed idea in mind, which is difficultly feasible. My advice to any marketers in music: start thinking about it early, get the experts involved right away, and trust their experience!

The definition of noise is “any unwanted sound”. Oddly this can include anything and everything. How does one deal with differences in taste, specifically in the GCC where culture and heritage is different from one country to another or even among regions within the same country?

The GCC is a fascinating part of the world in which to work in music, because of its extensive cultural diversity and its unique relationship to heritage and history, which often arises in music work. When creating a sonic identity or music for a campaign, we are often faced with the same challenge: how can we create something with broad, international appeal that also accurately reflects the history and culture of the brand and its home country. This means experimenting with new fusions of genres and musical techniques, bringing local instruments into electronic or western orchestral compositions for example – or the other way around. The same applies when licensing existing music for content: we must always carefully consider who the content is targeted at and what the heritage of that specific piece of music is for those audiences.

Massive Music has been in the region for three years, can you tell us more about your trajectory, and also aims and goals for the future?

When we set up MassiveMusic Dubai in 2022, our      offer      to the MENA region had      two primary goals. The first: to play a part in building the region’s music industry, and particularly the sonic branding industry, which at the time was still nascent with only a handful of local companies and little understanding      of the purpose of this kind of work on the client side. The second: to become regional leaders in this field and build the MassiveMusic reputation      as a reference of qualitative and effective work for regional brands. After nearly three years of hard work promoting the importance of good, strategic music, and involving our MassiveMusic team in a multitude of client and partner initiatives across the region, I’m proud to say that we have come far in realising these initial goals. For three years in a row, we have won top sonic branding awards at the region’s leading show, the Transform Awards, taken on a wealth of      clients across industries     , and helped to build a competitive, ever-growing music agency industry for the region. Our future is bright, too, with plans for further expansion to new regional markets, to further support local talent to grow their skillset and work portfolio, and to continue to promote excellence in sound for the brands who are still to benefit from the power of sound.

RISE is an award-winning independent marketing and commercial services consultancy that creates, implements, and activates commercial opportunities for public and private clients. Since its inception in 2014, RISE has worked with clients across the Middle East, including Qiddiya, Savvy Games Group, NEOM, the Saudi Pro League (SPL), PepsiCo, the Saudi Tourism Authority, the Dubai Sports Council, and the Department of Culture and Tourism Abu Dhabi.  

“This acquisition marks an exciting new chapter for Elevate as we expand into one of the world’s most dynamic and rapidly growing sports markets,” said Al Guido, Chairman and CEO, Elevate. “RISE has built an incredible reputation for driving commercial success and delivering impactful brand activation campaigns across the Middle East, and we look forward to combining our global expertise with their deep regional insights to create even greater value for our clients.”

As part of this acquisition, RISE co-founders Seth Holmes and Tom Berrington will take on key leadership roles within Elevate, bringing their vision and strategic insight into the broader organization. Elevate will also welcome 60 RISE team members to its global roster of nearly 500 employees and maintain Elevate offices in Riyadh and Dubai.

“Joining forces with Elevate is a pivotal moment that will propel RISE onto the global stage,” said Tom Berrington, Managing Partner, RISE.  “We are particularly excited by the significant opportunities to scale our operations and contribute to the ambitious mega projects underway in the MENA region’s sport, culture, and entertainment industries. The synergy between our organisations makes this a powerful and strategic alignment.”

As its first major project under the Elevate umbrella, the team will support the San Francisco 49ers as its agency of record globally, including in the United Arab Emirates as part of the NFL’s Global Market Program, expanding the team’s fan base and corporate partnership footprint in the region, and growing interest in American and flag football.

Seth Holmes, Managing Partner, RISE, added: “With complementary strengths and a shared vision for the future, RISE and Elevate are a natural and strategic fit, creating a powerful alliance capable of delivering immense value to brands, rights holders, talent, and IP owners globally.  Together, we recognise the immense potential in the MENA region and are confident that our combined strengths position us to positively support the growth of sport, culture, and entertainment in the build-up to the 2034 FIFA World Cup™, and beyond.”

This move follows a period of significant growth for Elevate. Just last year, Elevate acquired SRI to form Elevate Talent, enabling the consultancy to assist its clients in sourcing exceptional leaders from across sports, entertainment, gaming, lifestyle brands, and media to meet the complex challenges of today’s consumer environment. As a direct result of this success, Sports Business Journal has once again nominated Elevate for its Best in Property Consulting, Sales, and Client Services Award for 2025, following Elevate’s victory in the category in 2023.

From innocent unboxings to slightly less innocent styling (I’ve seen too many dangling off Hermès Birkins) the toothy creatures are everywhere, regardless of your algorithmic preferences.  

Meet Labubu, the global phenomenon fuelling fan frenzies with every drop. With celebrity fans like BLACKPINK’s Lisa and Rihanna in tow, Labubu has evolved into a full-blown fashion statement. So, it was only a matter of time before a brand cashed in on the craze. 

Leveraging fandom to build brand equity isn’t new. But hijacking global trends for hype is no longer enough. Today, true connection lies in localization offering fan communities new, culturally rooted ways to experience the things they love. 

Beau Restaurant, no stranger to the UAE’s hyper-trending food scene, thanks to its viral Caviar and Chicken Nuggets, is tapping into Labubu-mania with a localised fan-first strategy.  

Enter the ‘Petit Meal’ a limited-edition, bougie boxed dinner that blends Dubai’s layered passions for fast food and curated fashion. Limited while stocks last, every box includes a Labubu toy, combining aesthetic appeal, luxury cues and a scarcity-driven drop model. An irresistible draw for the city’s trend chasers. 

With 33% of UAE residents identifying as fast-food frequenters, Beau is smartly fusing convenience culture with an unexpected food x fashion mash-up proving that localized, fandom-fuelled experiences can unlock both cultural and commercial value. 

And this isn’t a one-off. 

 With 81% of young people identifying as members of multiple fan communities and 25% part of five or more, brands are moving from momentary relevance to lasting affinity by cross-pollinating fan networks. Creating connections between the brand and community, and between communities themselves, unlocks powerful new pathways to brand growth. Our recent work with Disney+ embodied this approach, with activations in Saudi Arabia and the UAE that reimagined the streaming service’s iconic content through the lens of local food culture.  

 From Grey’s Anatomy Masabib and Moana Hanini inRiyadh’s U Walk, to Daredevil: Born Again and The Simpsons Sorbet Smoothies on Dubai’s Kite Beach. We offered fans a sensory way to experience the stories they love, alongside a series of immersive, fan-driven activations, designed not just to be consumed but co-created. 

 With the goal to connect Disney+ with young Saudi families and UAE youth, the brand handed over creative control, giving communities the freedom to tell the story through their own lens. The result? Fans queued around the block and the beach earning Disney+ cultural relevance and building emotional connections, that went beyond the buzz. 

 In a world where people now look to brands to create experience, the most successful ones aren’t just riding fandom they’re collaborating with it.  

 Brands that co-create with fan communities, while grounding their approach in local culture, are turning hype into sustained equity and relevance into long-term growth. 

Industries across the Gulf are pivoting from hydrocarbon dependence to knowledge-based economies, with sustainability as a cornerstone. This transition demands fundamentally new approaches to how organizations understand and influence stakeholder behavior and expectations.

Beyond Rational Appeals

GCC industries have historically approached ESG implementation through technical frameworks – sustainability reports filled with metrics and policy statements. While necessary, these approaches often fall short in driving meaningful behavioral change among consumers and business partners.

Leading Gulf corporations are now incorporating cognitive models that recognize how humans actually process sustainability information. Financial institutions are redesigning investment products based on how investors evaluate risk-return profiles for sustainable assets. Retail companies are reconfiguring store environments based on decision processes that guide sustainable purchasing. Energy companies are transforming communication strategies to reflect how communities process information about environmental impacts.

AI as Industrial Catalyst

The UAE and Saudi Arabia have established themselves as regional AI pioneers, with significant government-backed initiatives creating the infrastructure for cognitive-ESG integration. These initiatives aren’t developing AI and sustainability in parallel – they’re fundamentally interweaving them.

This integration is transforming industries. Retail environments employ cognitive mapping technologies that analyze consumer interactions with sustainable products in real-time.

Banking institutions utilize AI systems trained on regional behavioral data to design financial products that guide customers toward sustainable investments. Energy companies employ predictive modeling to design community engagement programs that align with local values.

The Collective Behavior Challenge

One significant obstacle to ESG implementation has been the gap between intentions and behaviors. Despite expressed support for sustainable practices, organizations and individuals often fail to translate these intentions into consistent actions.

Cognitive technologies deployed across GCC sectors are addressing this challenge by redesigning how organizations approach behavior change. Rather than simply providing information, these systems analyze the cognitive processes underlying collective action, allowing organizations to design interventions that work with natural decision processes.

The Multigenerational Business Ecosystem

What distinguishes the GCC’s approach is its recognition of unique regional business and social structures. Unlike Western markets built around individual consumer models, GCC markets function through complex family networks and community-based decision processes.

Smart industries are adapting accordingly. Banking institutions design sustainability programs that engage entire family business networks. Retail organizations develop messaging that targets specific members of family units who serve as environmental influencers. Real estate developers create community-centered sustainable environments that reflect how Gulf societies function rather than importing Western models.

Predictive Systems for Sustainable Development

The industrial applications are expanding rapidly. Behavioral prediction systems deployed across GCC municipalities can forecast how populations will respond to sustainability initiatives, allowing precise calibration of interventions.

These technologies enable industries to design sustainability programs as sophisticated systems of behavior change. Construction companies use these insights to design buildings that naturally encourage sustainable behaviors. Urban planners employ cognitive modeling to design public spaces that facilitate community engagement with environmental initiatives.

The Competitive Advantage

As ESG requirements intensify globally, GCC industries are positioning themselves at the forefront of a new approach to sustainable development – one built on sophisticated understanding of human cognition rather than purely technical solutions.

Organizations mastering this cognitive approach gain significant advantages: more effective stakeholder engagement, more consistent behavior change, more innovative product development, and ultimately more successful business models that thrive within planetary boundaries.

By integrating cognitive science, artificial intelligence, and sustainability imperatives, GCC industries aren’t just adapting to global ESG pressures – they’re pioneering new models of sustainable development that could reshape how industries worldwide approach the critical challenge of building truly sustainable economies.

This alignment is especially critical given the region’s booming retail potential. The UAE retail market is brimming with opportunities, with retail sales expected to reach USD 139 billion by 2028. According to Yardstick Marketing Management’s latest retail report – UAE – A Retail Destination, the sector contributes over 20% to Dubai’s GDP while employing 21% of the Emirati workforce. Even though a strong reputation and high production value may lead to traction in new markets, for global brands entering the GCC market with unique cultural and social norms, gaining a foothold necessitates agile adaptation. Nearly 80% of failed market entries stem from inadequate cultural adaptation, according to McKinsey's retail analysis.

There has been a significant shift in regional consumer behavior that necessitates the re-evaluation of traditional marketing approaches. The modern consumer operates in a hybrid shopping environment where digital and physical experiences seamlessly merge. Beyond the impact of macroeconomic factors, trends influencing the retail market include shifts in shopping patterns and rapid adoption of digital solutions. Notably, 89% of retail shoppers now use digital tools during their purchases. The retail landscape in the UAE, with its digitally savvy consumers, seasonal nuances, and preference for hyper-relevant messaging, demands a more strategic approach. The UAE dominates globally with 99% social media adoption, with social shopping platforms like TikTok Shop and Instagram Checkout becoming essential sales channels, requiring brands to develop omnichannel strategies that bridge online engagement with offline fulfillment.

According to research by NielsenIQ, shoppers in the UAE are more willing to switch stores in pursuit of deals. They also show a slightly stronger preference for specific brands, indicating that while promotions drive behavior, brand loyalty and trust remain crucial factors in purchasing decisions. In contrast, the Saudi market sees higher promotion intensity and greater promotional efficiency, suggesting that brands are strategically leveraging discounts to boost sales while keeping costs in check. Temporary price cuts continue to be the most common form of promotion in the country. These intricacies demand market-specific approaches rather than blanket regional strategies.

While many brands approach the GCC as a monolithic market, the region is characterized by distinct consumer segments, each requiring tailored approaches. Bain & Company reports that Dubai millennials will represent 40% of the global luxury goods market by 2025, while Kantar's 2024 FMCG data shows Saudi families dominate 44% of category spending, with bulk purchases accounting for 51% of the volume share and promotion-driven stockpiling as observed in 68% of households, defining purchase behaviors.

Successful market entry demands comprehensive pre-market intelligence. For brands eyeing entry into the region, it is important to undertake pre-launch cultural audits. These must go beyond surface-level translation to identify core values that drive consumer behavior. Competitor gap analysis is equally critical, particularly for seasonal campaigns during peak periods like Eid and the Dubai Shopping Festival, when consumer spending traditionally witnesses significant spikes. Strategic localization also extends to content and regulatory compliance. Messaging that emphasizes innovation and exclusivity resonates in Dubai, while Riyadh consumers prefer family-oriented value propositions.

The GCC’s retail evolution demands more than transactional insights. As the GCC’s retail landscape continues to evolve, it is essential for brands to go beyond knowing what consumers buy. They must understand how they shop, what influences their decisions, and how to align offerings to local values. Brands that understand this will not just gain market share but also earn lasting loyalty in one of the world's most dynamic retail markets.

The event, initiated by Seventh Decimal, will bring together a diverse audience from across the Gulf Cooperation Council (GCC) countries, including representatives from Saudi Arabia, UAE, Kuwait, Qatar, Oman, and Bahrain. Attendees will include local and regional media owners, advertisers, media agencies, and global Adtech providers.

The summit aims to provide a platform for advertisers and agencies to address the opportunities and challenges of the OOH sector in the region. With a mission to foster collaboration among stakeholders and gain insights into advertisers needs, the event seeks to drive growth and innovation within the industry.

Engaging Content and Expert Speakers

The summit will be opened by the World Out of Home Organization President Mr. Tom Goddard who said “I am really excited about participating in the GCC OOH industry Summit in Dubai and to updating the attendees on all the great things that are happening in our Channel, which is enjoying a true renaissance Globally.”

The event will also feature insights from speakers representing multinational and local brands who will share their expertise on the latest research, technologies, and strategic models driving the OOH sector forward. Topics will range from cutting-edge advertising technologies to strategies for maximizing impact in the evolving OOH landscape.

For registration and program details, visit: https://www.seventhdecimal.com/GCC-OOH-Summit-Registration

At the end of each month, here at Netizency, we delve into the ever-evolving world of social media and online platforms in the Gulf. Our goal? To shine a spotlight on the key trends that matter and dissect the conversations making waves. To achieve this, we've curated a set of keywords in both Arabic and English that encapsulate discussions relevant to the region's main industries. These keywords are then sorted based on the frequency of mentions, allowing us to analyze the discourse across social and online media throughout the entire month.

From Father’s Day to Eid Al Adha, Euro 2024, the US Presidential debate, and more, June was anything but dull. Amid all the buzz, the usual suspects—Electronics, Entertainment, and Education—still topped the charts in mentions and interactions, although Automotive managed to sneak into third place for interactions.

Top Themes

Electronics/Technology

Thanks to Apple’s 2024 Worldwide Developers Conference held from June 10–14, June saw a lively buzz in the Electronics and Technology dashboard. The brand unveiled a lineup of new features that not only caught the attention of mainstream media but also thrilled users in the GCC. Key announcements included macOS Sequoia, a significant evolution of Apple’s desktop OS, visionOS 2 featuring an Ultra-Wide Mac Virtual Display, and “Apple Intelligence,” a groundbreaking generative AI designed for iPhone, iPad, and Mac. The latter, particularly, drove high chatter as users posted about how this new personal AI would streamline daily tasks, discussing features like Writing Tools, Priority Notifications, Image Playground, and Genmoji (my personal favorite!). Genmoji allows users to create custom emojis using text prompts that can be seamlessly integrated into messages, shared as stickers, or used as Tapback reactions in the Messages app. There was a lot to talk about, and tech influencers wasted no time in sharing features reviews and answering their followers’ inquiries.

However, the buzz didn’t stop there! At #WWDC2024, Apple announced its collaboration with OpenAI to integrate ChatGPT into its ecosystem. This move elicited diverse reactions from users and drew the attention of Elon Musk. While many applauded the partnership for its potential to enhance user experience and drive technological innovation, concerns about data privacy, security risks, ethical implications of AI manipulation, potential job displacement, reliance on external AI providers, and regulatory hurdles were also voiced. Musk bluntly tweeted his concerns, stating, “If Apple integrates OpenAI at the OS level, then Apple devices will be banned at my companies. That is an unacceptable security violation. ”Skimming the replies to his tweet shows that users suggested he enter the smartphone market with an “X Phone,” potentially creating unexpected business opportunities.

Next up, if you're awaiting a package, prepare for it to be delivered by robots! Yes, you heard it right! Dubai Integrated Economic Zones Authority and Aramex began pilot testing for an autonomous robot delivery system at Dubai Silicon Oasis. UAE-based news outlets have picked up the story, highlighting how this project aims to enhance logistics efficiency and reduce carbon emissions. Users' feedback has been mixed, with some praising it as "amazing" and "the future is here," while others have used it as an opportunity to voice frustrations about delayed deliveries and customer service issues with Aramex.

Entertainment 

Posts from and about influencers consistently spark discussions across this category. From fashion trends and travel advice to event coverage, discount codes, daily vlogs, and more, they're everywhere you look. Not to their favor, however, the chatter peaked in June with users cheering on the UAE’s latest policy on influencer marketing. According to the Abu Dhabi Department of Economic Development, social media influencers operating in Abu Dhabi must now obtain licenses to conduct business within the UAE. Failure to comply could result in fines of up to Dh10,000. As a response, users have been quick to share the news, with comments ranging from “about time, too many wannabes cluttering the feed” to “Good move.” 

Saudi Arabia has truly embraced the ethos of “GO BIG” when it comes to entertainment in recent years. Therefore, it’s no surprise that its festivals consistently dominate the spotlight across this category. Jeddah Season 2024 exemplifies this spirit! It kicked off with a bang at the end of June, capturing interest across social media. Videos from the opening ceremony featuring drone displays, fireworks, visual presentations, and dynamic performances quickly went viral. Moreover, promotion of the Season has been widespread, involving media outlets, tourist accounts, Saudi users, celebrities, and influencers alike. Scheduled until mid-August, we expect the hype to continue in the coming months as well.

While analyzing the trending Entertainment stories during June, something unexpected caught our attention: the word “Banana” was prominently featured in this dashboard’s word cloud. Intrigued, we clicked on it to uncover the story behind this trend and pondered how simple, even silly, things manage to top the charts! It turns out that Banana is a game on Steam where players click on a banana picture. Persistent clicking can earn players rare bananas, which can be traded or sold on the Steam market for real money. This blend of simplicity and potential profit had gamers hooked, and the game has become one of the most-played games on Steam, rivaling major titles like Counter-Strike.

Education

Driven mainly by academic accounts and news outlets, there were several updates that fueled the Education discourse during June. One of the key highlights was Crimson Education, a global leader in education and technology, partnering with AstroLabs, the Gulf's top business expansion platform, to extend its operations to Saudi Arabia. There were several articles that delved into the details of this partnership, emphasizing that the launch of Crimson Education's new office in Riyadh underscores its commitment to serving Saudi students and facilitating access to top-tier education opportunities.

Additionally, several accounts highlighted the story of Grade 10 Dubai students at GEMS New Millennium School NMS who developed Aquatral, a tool designed to reduce the ocean's acidity caused by rising carbon dioxide levels. This device aims to help marine life, especially fish and coral reefs, by creating a friendlier environment in the ocean. The project, led by students Agnes Binosh, Tarana Hari Krishnan, and Alaina Manoj Mathew, involved research and collaboration with experts to improve the design and ensure its effectiveness. The students' dedication to protecting the environment and solving scientific problems has received praise by the online community, showcasing how young minds can make a difference.

A group of Grade 10 students in Dubai have developed a tool to make the ocean less harsh for marine life, from fish to coral reefs.

Finally, get ready to see education take a thrilling ride! There has been an uptick in discussions surrounding a new CSR initiative involving Miral, renowned for creating immersive destinations in Abu Dhabi, and Aldar Education, a leading education group in the UAE. Together, they have entered into an MoU to roll out impactful educational programs across 12 schools in Abu Dhabi under Aldar Education. These initiatives will include quarterly talks by industry experts aimed at inspiring and educating students, as well as bi-annual internship opportunities at Yas Island theme parks for students aged 16-18, providing practical experience in tourism and entertainment sectors, among others. 

That concludes this month’s recap! To stay in the loop with the latest social media trends, subscribe to our weekly newsletter and receive them directly in your inbox.

With a focus on elevating brand visibility and engagement across the region, Tim Hortons Middle East aims with the support of SSUP to redefine its social narrative and strengthen its market presence in the UAE, Qatar, and Oman. The company is targeting 500 stores across the Middle East by 2025, building upon its current presence of more than 300 stores across the region.

"This significant partnership underscores SSUP’s dedication to contributing to the regional creative landscape and pushing the boundaries of excellence," remarked Najib Sabbagh, CEO of SSUP. "We're brewing with excitement to partner up with Tim Hortons and stir up some fresh ideas that'll buzz louder than a morning espresso!"

As echoed by Hesham Almekkawi, CEO of Tim Hortons Middle East, “We were really impressed with the strategic competency, creativity, and passion demonstrated by SSUP in the agency pitch process and look forward to collaborating with this dynamic team to achieve multiple KPIs both on the customer and overall business side.”

This collaboration marks an important milestone for Tim Hortons GCC and SSUP, promising a fusion of creativity and forward-thinking vision. 

Well, this is the verdict of more than 175,000 entrepreneurs from 51 countries: based on their responses in the latest Global Entrepreneur Monitoring Index survey, the Gulf states have emerged as the top two destinations worldwide for their supportive environment for new business ventures.

Therefore, it is no surprise to learn that in the last year, the Dubai Chamber of Commerce recorded a 43% uptick in new business registration, and Abu Dhabi’s startup ecosystem is currently the 6th fastest-growing in the world. Meanwhile, Saudi Arabia saw a 33% increase in startup growth in 2023 and is leading the MENA region with a record-high USD 1.38 billion in venture funding. This phenomenal growth is especially impressive in the current global climate, which has seen a sharp decline in investor appetite for startups worldwide.

So, what is driving this growth and what does this mean for the future of our region?

UAE: The Middle East’s Startup Nation

First, let’s talk about the UAE, a country that has long been the preferred destination for aspiring entrepreneurs and venture capital in the Middle East. With its strategic location in regional commerce, the culture of entrepreneurship is embedded in the country’s DNA. A 2022 YouGov survey shows that nearly two-thirds of UAE residents would like to be self-employed or have their own business if given the choice.

The UAE is an international startup hub, drawing talents from across the globe. It is home to some of the world’s most successful tech and e-commerce startups, including Careem and Namshi. As of 2023, UAE-based startups accounted for more than half of all venture deals in the MENA region. Between 2020 and 2022, the emirate of Abu Dhabi generated over AED 14 billion (USD 3.8 billion) in ecosystem value – a 134% jump from the previous two-year period.

According to the World Bank, the UAE is ranked 16th in its Ease of Doing Business ranking, out of more than 190 countries – this is the highest in the MENA region. The UAE government is constantly looking for ways to boost its economic competitiveness with business-friendly policies: it allows 100% foreign ownership in most sectors, and recent federal reforms have further opened visa terms to make it easier for foreign talent to live and work. The country also boasts world-class physical and digital infrastructure, transparency in government procedures, and a well-functioning financial system.

Equally important is the government’s proactive approach to fostering robust startup ecosystems. The UAE aims to become home to 20 unicorns (startups valued at over USD $1 billion) by 2031 as part of its Entrepreneurial Nation vision. With strong financial and regulatory backing from the federal and local governments, initiatives such asDIFC’s Fintech Hive, DMCC’s Astro Labs, Dubai Internet City’s In5, and ADGM’s Hub71 have created a dynamic environment for aspiring entrepreneurs to network, collaborate, innovate, and bring their ideas to fruition.

Take Hub 71 for example. The Abu Dhabi-based incubator has partnered with world-leading investors and research institutions such as Mubadala Ventures, Sequoia, Microsoft, NYU Abu Dhabi, and Mohamed bin Zayed University of ArtificialIntelligence (MBZUAI) to assist early-stage digital asset and climate tech startups. Since its launch in 2019, Hub 71-onboarded startups have collectively raised more than USD 1 billion in global venture capital, and the incubator is investing a further USD 2 billion to build a Web3-focused accelerator program.

Saudi Arabia: Big Market, Greater Ambitions

If the UAE’s strength is its robust and globally connected ecosystems, Saudi Arabia’s advantage lies in its enormous domestic market and financial prowess.

The unique strengths of both economies are coming together to drive remarkable innovation and entrepreneurial growth and can significantly alter both the regional and global landscapes.

The Saudi government has ramped up support for startups in recent years. A good example is the Technology Development Financing Initiative, which offers loan guarantees for up to 90% of the funding for tech startups. A similar financing initiative is the Saudi Investment Bank’s Kafalah program, which has offered USD 53 billion in loan guarantees to more than 18,000 Small and Medium Enterprises (SMEs) since 2020. The Saudi authorities even established a government office dedicated to SMEs, which underscores their support for entrepreneurial ventures and private sector growth.

The country’s generous financial support to startups is also reflected in the sheer size of its venture funds. Just two weeks ago, Saudi Aramco allocated USD 4 billion to its global venture capital arm, Aramco Ventures, which now has an investment allocation of USD 7 billion.

The vast size of the Saudi domestic market provides a great environment for startups to test their products and services, especially in e-commerce and fintech. Tabby, a USD 1.5 billion fintech unicorn that provides “Buy Now, Pay Later” services to MENA-based e-commerce customers, recently relocated its headquarters from Dubai to Riyadh to focus on the booming Saudi market. Tamara, another Saudi-based fintech unicorn, secured USD 340 million in a Series C equity funding round last December to expand its operation in the Kingdom and across the region.

Who Are These Entrepreneurs?

We found that more than 3 in 4 of the UAE’s entrepreneurs are male. But female entrepreneurs are on the rise, with the number increasing by 20% over the past 5 years.

We also found that 4 in 5 of the UAE’s entrepreneurs are currently based in Dubai, but a growing number of them are making Abu Dhabi their home. This shift indicates that the increased effort Abu Dhabi has put into investing in tech incubators and startup ecosystems is paying off. We would expect this trend to continue.

Another interesting tidbit is education: we found that although 2 in 5 of the UAE’s entrepreneurs have a bachelor’s degree or above, more than half of them never went to university. Now, this is not to say that every kid aspiring to become Sam Altman should have the green light to drop out from college (even then, they would need to get into Stanford first). Rather, it shows that entrepreneurship is not necessarily correlated with formal education, and the most innovative minds can come from all backgrounds – a compelling reason for incubators and investors to think out of the box in their search for talent.

Looking Ahead

In any case, the future looks bright for startups in the GCC. The region’s rapid economic growth in recent years has attracted talents and investors from around the world, and the proactive government strategy in fostering entrepreneurship is bearing fruits. This thriving startup scene is set to contribute to GDP growth in these countries and attract further international investment. It also paves the way for homegrown startups to expand globally, creating and sustaining a multitude of job opportunities in the process.

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