Manal Saleh 


• 75% say the brands they choose to buy or not buy say a lot about their values and priorities, up 14 points since 2021

• Trust and reputation among the top purchase considerations for 92% of consumers in Saudi Arabia

• Saudi Arabia demonstrates a less insular trust mindset than the global average, at 54% compared to 66%, ranking as the fourth least insular country

RIYADH, Saudi Arabia – October 27 2026 – The 2026 Edelman Trust Barometer Special Report: Brand Growth in an Insular World – Saudi Arabia Edition, finds that brand choice in Saudi Arabia is increasingly connected to consumers’ identity, values and sense of belonging, with trust also emerging as one of the most important factors in purchase decisions.

The report finds that 75% of respondents in Saudi Arabia say the brands they choose to buy or not buy say a lot about their values and priorities in life, up 14 points since 2021. Meanwhile, 77% say they feel a connection to people who use the same brands as they do, also up 14 points over the same period.

Trust is also a defining factor in brand choice. Ninety-two percent say trusting a brand is important or a critical deal breaker when it comes to the brands they buy or use, on par with having a good reputation (92%) and close to offering the best quality (93%). The findings also point to a strong social dimension to brand choice, with one in two (52%) respondents in Saudi Arabia saying they have stopped using brands because of peer pressure rather than their personal convictions, compared with 31% globally. Tied with India, this is the second-highest percentage recorded across all markets, underscoring the particularly strong influence of social circles on consumer behavior in the Kingdom.

Alex Salem, Chief Operating Officer, Edelman KSA, said: “Saudi Arabia is a market with high expectations of brands. What a brand represents is becoming as important as what it delivers, as consumers make choices that increasingly reflect their identity and values. Trust and relevance need to go hand in hand, and that starts with a deeper understanding of the people they serve. It means moving beyond being known to becoming a brand people actively choose to have in their lives."

Relevance in Saudi Arabia goes beyond pop culture

The report shows that building strong relevance with consumers in Saudi Arabia goes beyond simply showing up in pop culture or following the latest trends. Utility ranks highest among the factors that make a brand relevant at 93%, on average, encompassing the importance of being innovative and solving consumers’ problems and meeting their needs. Other dimensions of relevance also score strongly, including identity reflection at 89%, community connection at 87%, emotional resonance at 85%, and pop culture fluency at 82%.

Together, these findings show that relevance is not built through cultural presence alone. It also depends on a brand’s ability to deliver tangible value, reflect consumers’ identities and interests, and create experiences that connect more directly with their lives.

The report finds that 38% of respondents in Saudi Arabia say what people who are not paid by a brand say about it, including reviews, friends and online communities, has the biggest impact on their willingness to trust the brand, compared with 22% who say what the brand says about itself has the greatest impact. Unpaid voices also rank ahead of paid voices, independent organizations, and AI tools or assistants.

Saudi Arabia demonstrates a less insular mindset

In the wider market context, the report examines high insular trust mindsets: a state of mind where people are hesitant or unwilling to trust anyone who is different from them. Saudi Arabia is among the least insular-minded markets surveyed, with 54% exhibiting an insular trust mindset, compared with 66% globally.

This comparatively less insular trust mindset does not diminish the importance of local connection in brand choice. Seventy-seven percent of respondents in Saudi Arabia say it is important or a critical deal breaker that a brand is headquartered in their country, tied with China for the second-highest percentage globally.

About the Study
The 2026 Edelman Trust Barometer Special Report: Brand Growth in an Insular World is based on Edelman’s annual online survey, conducted for the eighth consecutive year. Fieldwork was conducted from April 23 to May 11, 2026, among 17,688 respondents across 15 countries, with approximately 1,200 respondents per country. The data is representative of the general population across age, gender and region within each country, and also representative of nationality in Saudi Arabia and the UAE.

-End-

END

https://www.edelman.com/sa/trust/2026/trust-barometer/special-report-brands

 

About Edelman

Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. Our 6,000 people in more than 60 offices deliver communications strategies that give our clients the confidence to lead and act with certainty, earning the trust of their stakeholders. The firm boasts an array of accolades, including PRWeek’s Agency Dynasty of the Past 25 Years and Global Agency of the Year (2023) and Cannes Lions Independent Agency of the Year for the Good Track (2024 & 2022). Recognized as a standout agency by AdAge (2023) and honored with multiple Cannes Lions, including Titanium, Grand Prix and seven Gold Lions since 2021, Edelman consistently sets the industry standard. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Smithfield (financial communications), and UEG (entertainment, sports and lifestyle).