Spotlight*Egypt: Views on Brand Engagement

In this edition of the Spotlight*Egypt series, we delve into how Egyptians engage with brands today. A majority (58%) prefer to connect with brands online, signaling a shift toward digital interaction. When it comes to actual engagement, word of mouth remains powerful; 26% say they’ve recommended a product or brand, while 24% have watched brand-related videos and 22% follow brands on social media. Social media emerges as the leading channel of interaction, especially among women, younger and more affluent consumers. Egyptians also believe their voices matter: 72% feel they can influence brand actions. And with values playing an increasingly central role in purchase decisions, 1 in 2 say they wouldn’t buy from a brand that isn’t socially responsible, even if they like the product.

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