As Saudi Arabia embraces its ambitious Vision 2030, the nation is witnessing a wave of transformation that touches every aspect of life. In this article, we look at how the rapid shifts in social norms, financial behaviours, lifestyle preferences among others, are driving a new era of opportunities. In 2024, understanding these emerging trends is crucial for businesses aiming to thrive in a market that is becoming more dynamic by the day.
Social and Lifestyle Shifts: A New Era of Modern Living
Saudi Arabia’s social landscape is undergoing a remarkable shift, particularly among its younger generations. Gen Z is at the centre of this change, challenging traditional norms and redefining how Saudis socialize, live, and set trends. Today’s youth are blending tradition with modernity in ways that are reshaping the Kingdom’s “vibe”.
Imagine cafes not just as places to sip coffee but as vibrant social hubs where arcade games and international cuisines bring people together. These evolving spaces reflect the shift towards “connected living”—a lifestyle driven by efficiency, convenience, and modern values, while still grounded in cultural identity.
Key Fact: 60% of social conversations around lifestyle reflect positive attitudes towards new hobbies, with Saudi youth embracing activities that bridge old and new. (Source: Visionary Arabia 2024 Report)
Financial Literacy: Smarter Spending for a New Generation
Conversations on money and finance-related topics in Saudi Arabia saw a 67% increase between 2022 and 2023, and this trend continues to grow in 2024. Thanks to a growing focus on financial literacy, more Saudis are becoming savvy spenders, particularly when it comes to managing large expenses.
Tech-savvy consumers are using digital tools and banking apps to track their spending and invest in new ventures. The country’s push towards financial education, including new curricula in schools, is creating a generation that’s more aware of budgeting, saving, and investing wisely.
Key Fact: Financial literacy among adults in Saudi Arabia has improved, with recent estimates indicating that approximately 38% of adults possessed a basic understanding of financial concepts as of 2023. (World Exchanges Focus)
The Rise of Domestic Travel: Rediscovering Saudi Arabia
While Saudi travelers have long been known for their high international spending, a new trend is emerging—domestic travel. Saudis are increasingly exploring and adventuring within their own country, from the historic beauty of Al Ula to the natural wonders of Tabuk and Al Jouf. The younger generation, in particular, is leading this shift, with solo travel and adventure tourism gaining popularity.
This surge in local exploration is not just about leisure—it’s a testament to the growing pride in the Kingdom’s natural and cultural heritage, driven by national tourism initiatives.
Key Fact: Solo travel among Saudi youth has risen by 84%, with more young travelers exploring both local and international destinations. (Euromonitor)
Health and Wellness: A Holistic Approach
In 2024, health in Saudi Arabia is no longer just about physical appearance. The wellness movement has expanded to include mental health, fitness technology, and nutrition. Wearables like fitness trackers are becoming household essentials, “I have to do my steps” one would say. While conversations about mental well-being have surged in the wake of the COVID-19 pandemic.
This holistic approach to health is transforming how Saudis, particularly women, manage their well-being, both at home and through community-based activities like yoga and Pilates.
Key Fact: Health-related conversations in Saudi Arabia increased by 107% between 2020 and 2023, reflecting the growing importance of comprehensive wellness (Arab News).
Conclusion: Embracing Change for a Bright Future
As Saudi Arabia strides towards its Vision 2030 goals, the trends shaping 2024 offer businesses a glimpse into the future of the Kingdom. From the evolving social norms of its youth to the growing focus on financial literacy, domestic travel, and wellness, and much more, these shifts represent both challenges and opportunities. Understanding and adapting to these trends will be essential for businesses looking to stay ahead in Saudi Arabia’s fast-changing landscape.
References:
- “Visionary Arabia 2024” Sila x Awe Research Report
- “Financial Literacy in Saudi Arabia: Evolution and Impact”, World Exchanges Focus
- “Consumer Lifestyles in Saudi Arabia”, Euromonitor
- “Financial literacy boost in Saudi Arabia after new awareness campaigns agreed”, Arab News
