Trust Remains Critical as Relevance Emerges as a New Growth Engine for Brands in the UAE

91% Put Trust as One of the Top Purchase Decisions, While 88% Want Brands That Fit Into Their Lives 

Abu Dhabi, United Arab Emirates, 1 October 2026: Edelman today released the UAE edition of its 2026 Edelman Trust Barometer Special Report: Brand Growth in an Insular World, revealing that, out of the 15 markets surveyed, consumers in the Emirates are the most open to people with different values, backgrounds and perspectives. But when it comes to the brands they choose, personal relevance is becoming increasingly important. Consumers want brands to understand who they are, fit into their lives and reflect what matters to them, with that connection playing a growing role in what they ultimately choose to buy. 

Globally, 66% of people have an insular trust mindset, which means that they are hesitant or unwilling to trust people who are different from them. In the UAE, that figure falls to 45%, the lowest of all markets surveyed. While this openness gives 
brands greater opportunity to connect across different audiences and communities, consumers still expect brands to connect with them on a personal level. 

Trust remains central to how people choose brands. In the UAE, 91% of consumers say trust is important or a critical factor when making a purchase, putting it on par with quality and value for money. This shows that trust is not just about reputation. It has a direct role in whether people are willing to buy from a brand in the first place. 

“The UAE stands out as an open and diverse market, but consumers here still expect brands to earn a place in their lives. Trust gives people confidence in a brand, but relevance gives them a reason to choose it. Relevance is not about chasing every trend or cultural moment. It is about understanding what matters to people, what they need, and how a brand can genuinely fit into their everyday lives.” said Atrayee Choudhury, Account Director, Brand, Edelman UAE. 

The research also shows that relevance in the UAE is about more than culture or trends. On average, 90% say utility matters to making a brand relevant to them, while 88% point to whether a brand reflects who they are and 88% to whether it 
creates an emotional connection. 86% also value brands that understand the communities they care about, while 82% point to pop culture, on average. But many brands are still falling short. The biggest gap is around identity reflection, with a 21-point difference between what consumers say would make a brand relevant and how well they think brands are delivering today. In simple terms, people want brands to understand them better, not just target them more precisely. 

Choudhury added that “It is about understanding what matters to people and showing up in a way that feels useful and meaningful to them. Personalisation needs to go beyond serving a more targeted advertisement. People need to feel that the brand understands them.” 

Among UAE consumers with an insular mindset, only 24% say what a brand says about itself has the biggest impact on willingness to trust the brand. That rises to 38% when the message comes from people who are not paid by the brand, showing that reviews, recommendations and word of mouth carry more weight. 

Edelman’s research shows that growth increasingly depends on bringing trust and  relevance together. For brands in the UAE, that means understanding people beyond what they buy, building experiences that feel relevant to their lives and learning the credibility that gives consumers the confidence to choose them.

Contributed by

Edelman