In an increasingly global and diverse market, audiences are quick to recognise whether a brand’s message reflects genuine inclusion – or simply a well-packaged PR stunt. For businesses operating in the GCC, where cultural, linguistic, and generational diversity is part of everyday life, crafting inclusive storytelling isn’t just a social responsibility; it’s a strategic imperative.
Done right, inclusive storytelling builds brand trust, deepens emotional engagement, and widens reach. Done poorly, it risks alienating audiences, inviting backlash, or being dismissed as tokenism. So how do brands in the GCC tell stories that resonate authentically across cultures?
Understand who you’re speaking to – and with
The countries in this region are home to a unique blend of national identities and large expatriate populations. Most UAE expats are aware of the much-touted stat, that over 80% of the population are expats from around the world (this stat has been used since I first came to the UAE nearly 20 years ago, and is still shared today!) Saudi Arabia is also becoming increasingly global as Vision 2030 transforms its workforce and economy. This creates a rich tapestry of perspectives – but also demands nuance.
Brands must move away from one-size-fits-all messaging. Inclusive storytelling starts with research and listening. Who is your audience? What are their values, languages, and lived experiences? What cultural sensitivities or aspirations matter most? Involving local voices and communities in the creative process – whether through co-creation, focus groups, or influencer partnerships – is key to getting the tone and content right.
Go beyond symbolism
Representation matters, but it has to be meaningful. Using diverse models in a photoshoot without giving them a voice or story to tell is no longer enough. Audiences want substance.
For example, Nike’s Middle East campaigns have successfully celebrated local identity and women’s empowerment by featuring real athletes, such as Emirati figure skater Zahra Lari, in campaigns that break stereotypes while aligning with cultural values. The result? A narrative that feels empowering, relevant, and credible.
Meanwhile, STC’s (Saudi Telecom Company) ad campaigns often incorporate multi-generational family dynamics, regional dialects, and social values – creating stories that are both reflective and relatable to their Saudi audience.
Avoiding tokenism
Tokenism happens when brands include diverse characters or messages solely to appear inclusive, without truly understanding or respecting the communities they portray. To avoid this, storytelling needs to emphasise authentic narratives – reflecting real stories and values, not just surface-level traits.
Expo 2020 Dubai is a great example, where each participating country – including many from the Arab world – was given a platform to share their unique culture and achievements. The event didn’t merely ‘represent’ diversity; it celebrated it in full colour and complexity, allowing space for authentic narratives to unfold.
Smaller brands can adopt the same mindset by showcasing employee stories, engaging with community voices, or highlighting customers in their own words.
Actions speak louder than words
Credibility is built over time. Inclusive storytelling works best when it reflects what your brand is already doing – not just what it says it believes. For instance, if a company speaks about gender inclusion, it should also be transparent about its leadership diversity, family-friendly policies, or mentorship programmes for women.
Aramex, the UAE logistics firm, has regularly highlighted its efforts to build inclusive workplaces, not just in HR policies, but in how it celebrates team culture across its offices worldwide – often reflected in its internal and external campaigns.
Inclusion year-round
Make inclusion a year-round priority. Don’t limit inclusive messaging to key calendar dates like International Women’s Day or Earth Day. When inclusion is only addressed during ‘awareness months’, it can feel opportunistic. Instead, weave inclusive values into your brand narrative consistently. From social media content to product packaging and CSR campaigns, storytelling should reflect the diversity of your audience, every day of the year.
In the GCC, where cultures, communities, and values intersect in dynamic ways, inclusive storytelling isn’t about ticking boxes, it’s about building genuine, long-lasting connections. When brands take the time to listen, reflect, and elevate real voices, they not only earn trust, they become part of the story. If you’d like some help deepening your involvement in the story, please do reach out to me sam@footstepcommunications.com
