“If you are building a ‘brand for tomorrow’ and portraying your brand as the ‘brand of choice’ for Gen Z then sustainability is not an option anymore, it is a must. In KSA pricing is a factor of consideration as customers don’t like to pay a premium or bear that extra cost when it comes to investing in a sustainable product. However, social responsibility is a big factor too and sustainability is a key trend to align with social causes and responsibly stand up to the situation to create a brand that will resonate with a youth-centric customer base”.