The world is changing, and so are the ways governments communicate. For Saudi Arabia this is particularly true because, with 60 per cent of the population under 30, we are a young nation with many outward-looking, talented and aspirational Gen Z members of society. Young Saudis are active in their communities, confident in their culture and eager to share their stories with the world.
For those charged with sharing these stories, communication isn’t just about new platforms or new tools, it’s about connecting audiences through their shared values, common dreams, familiar perspectives and life experiences.
These connections are not only made among Saudis and expats in the Kingdom; increasingly, we are seeing international audiences wanting to understand more about what life is really like in Saudi Arabia as the positive impacts of Saudi Vision 2030 are steadily coming to fruition across multiple dimensions of everyday life.
Fundamentally, the pace and intensity of these people-to-people connections being forged domestically and internationally, coupled with increased curiosity and openness about learning more about Saudi Arabia, mean that we need to rethink the rules of engagement in government marketing and communications. And that calls for rewriting the playbook, too.
For too long, government communications and marketing have centred around persuasion – using one-way communication to sell an idea, a new initiative or a brand. But that top-down playbook is less effective now.
As a globally connected cohort, Gen Z’s perspective extends beyond their immediate surroundings, demanding a different sort of conversation that is authentic, transparent, relatable and engaging. And nowhere can this be seen more than on digital channels.
This generation is more likely to trust a friend’s Instagram story, a short-form video from someone they relate to, or an honest reflection than a polished statement distributed through official channels.
In fact, 92 per cent of Gen Z respondents in a recent survey said they prioritise authenticity over things such as wealth and fame. Approximately 56 per cent of them say they don’t trust brands and 40 per cent of them look for reviews from influencers before making a decision on a product or on an offer.
So how does this translate to designing effective government communications? Gen Z is a generation that embraces many identities; it’s not simply about nationality. It’s about their jobs and their hobbies, their family and social lives, and it’s about connecting with those around the world who share those identities and who similarly want to be in charge of their own narratives.
At the strategic level, we need to understand these interests and values through effective market research and to leverage them in our communications approach to foster engagement.
At the tactical level, government communications are no longer about broadcasting information from a central podium, but about bottom-up storytelling. We need to harness the credibility and creativity of real people to tell their stories, connect with our audiences and engage them in dialogue so that they can make up their own minds. This shift is transforming every aspect of how we communicate.
At the Quality of Life Programme, we recognise that the way we communicate with younger audiences must be different. We’re drawing on that very Gen Z interest in shared identities – jobs, hobbies, families, friends and experiences – with a marketing approach that embraces people-to-people, human-to-human campaigns.
We don’t tell people what life is like in Saudi Arabia, we ask our talented creatives, sportspeople and entrepreneurs to tell their authentic stories themselves, because their stories make up the wider Saudi story in all its nuance, complexity and depth.
The success of this approach is clear. Our campaigns engage young Saudi talent to help tell their stories about their experiences in arts, culture, heritage, sports and community development to raise awareness about the Kingdom’s growing cultural and entertainment landscape.
Their stories are personal and focus on how their passions are fostered, their dreams realised and their social lives enhanced by an increasingly engaging and vibrant society. The impact can be felt domestically and internationally.
We are encouraging more young people to participate in these activities to improve their own quality of life and build connections, while also shifting global perceptions about the quality of life in Saudi Arabia.
What we are seeing is the dawn of a new era in government communications – one when authenticity, transparency and real human connection take centre stage. The old methods of top-down messaging are giving way to more inclusive, relatable and interactive forms of storytelling.
If we are to successfully engage with the younger generation, we must be prepared to embrace these changes fully. In other words, communication is not merely a business industry any more.
It’s an industry where success is defined by a solid understanding of other areas such as psychology, sociology and anthropology that focus on understanding people, societies and generations.
By Khalid Bin Asakir, Chief Marketing and Communications Officer, Quality of Life Programme, Vision 2030
