MENA's consumers search for emotional connection, not features

Consumers across the Middle East and North Africa (MENA) are finding the purchasing process more challenging than ever, with nearly half reporting that making a purchase is harder today than it was five years ago. New research from Google's MENA consumer insights study reveals that an overwhelming number of options and competing touchpoints leave shoppers stuck in the "messy middle" of their decision-making journey.

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There isn't a radical difference between anything on the market today. What is differentiating is how to engage with the customer emotionally, so they connect with your brand.

In this complex landscape, emotional triggers are increasingly outweighing product features. The study indicates that for brands, winning customer loyalty hinges less on product specifications and more on cultivating meaningful connections. This shift is forcing manufacturers to rethink their strategies, focusing on how to engage consumers emotionally to build brand affinity.

John Hardy, CEO of Panasonic Middle East & Africa, agrees with this assessment, stating, "There isn't a radical difference between anything on the market today. What is differentiating is how to engage with the customer emotionally, so they connect with your brand." He notes that consumers today want immediate solutions to their problems, expecting brands to clearly articulate how they will address issues.

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They want you to tell them, this is what I'm going to do to fix it

Looking ahead, Hardy expressed a cautiously optimistic outlook for the MENA region. Panasonic is forecasting double-digit growth for the fiscal year, despite earlier disruptions to supply and demand caused by geopolitical events. While acknowledging that rising logistics costs are pushing manufacturers toward price increases, Hardy stated that Panasonic is currently focusing on adjusting promotional activities rather than implementing formal price hikes. "We haven't specifically at this moment in time increase price. And looking at how can we do something else to minimise the impact on the consumer," he said.

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We haven't specifically at this moment in time increase price. And looking at how can we do something else to minimise the impact on the consumer.