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Middle East & Africa

Key reading

Middle East

What Muslim consumers expect

Miles Young argues there are several important features that Western marketers should understand about the Muslim consumer. The standards that Muslim consumers expect from companies and brands are already the drivers of enlightened practice: brands should be sincere, honest, friendly and committed to improving life.

Why global brands are failing in Africa

From an African perspective, global brands are falling short on insights, knowledge and aspiration.

Luxury fashion goods and the young Arab generations

A focus on attitudes towards digital and luxury spending, comparing the US and the Middle East.

Once upon a time, in Egypt

Aiming for a methodology that will help identify the cultural factors that led to the 2011 uprising in Egypt.

Africa: How to navigate the retail distribution labyrinth

Nielsen on the challenges companies face in Africa, and the need to build an effective distribution strategy.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200