The rise of the conscious consumer in the Middle East

The rise of the conscious consumer in the Middle East

We are at a turning point in history, in more ways than one. A growing wave of conscious consumerism is sweeping across global markets and appears to be here to stay.

Conscious consumers are people who care about the socio-environmental impact of their actions and purchases. It's a group that consists of people of all ages, cultures and nationanlities but above all is driven in a large part by Gen Z and Millennials.

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These generations have grown up with the knowledge that we live in a world at serious risk – whether from climate change, food and water scarcity, pollution, biodiversity loss and so on. They understand the issues and accept it is now their responsibly to somehow fix them.

They have also grown up in a digital world, comfortable wielding the power