If you’re working in fintech in the Middle East today, you’ve probably heard a lot of talk about sustainability. It’s in investor meetings, strategy slides, and increasingly—customer expectations. But here’s the thing: sustainability means different things to different people. And how people respond to it varies more than you might think.
We recently carried out research across two very different markets: the UK and Saudi Arabia. We asked over 1,000 people how they feel about sustainability, what they associate it with, and what’s stopping them from doing more. The findings are worth paying attention to—especially for fintech players in the MENA region.
In Saudi Arabia, sustainability has been found to be more than the environment
Most people in Saudi Arabia linked sustainability not just to protecting the planet, but to ideas like national progress, future generations, and economic development. It’s a broader, more integrated view—likely influenced by big-picture programmes like Vision 2030.
Compare that to the UK, where people were more likely to talk about recycling, climate change, and personal consumption. Still important, but a narrower take.
So if you’re building fintech products that claim to be “sustainable” or “green,” context really matters. A carbon tracker might land well in the UK, but a rewards system linked to supporting local businesses or circular economies might resonate more in Saudi.
Being Optimistic will lead to action
One of the most encouraging things we saw in the data? People in KSA are more willing to make lifestyle changes in the name of sustainability—and a big part of that is because they feel hopeful about the future.
That sense of optimism is powerful. It makes people more open to trying new things. For fintechs, that’s an open door. Whether it’s tools to help users invest in ESG-compliant portfolios, budget in more climate-friendly ways, or simply understand their impact—there’s appetite.
Now’s the time to move from good intentions to smart product design.
Trust is key:
In the UK, there’s growing skepticism about whether companies are really doing what they say on sustainability. But in Saudi Arabia, trust is stronger—especially when companies work in alignment with government messaging and cultural expectations.
That trust is a privilege. And it comes with responsibility. If you’re in the MENA fintech space, you’ve got a chance to lead—not just by offering sustainable features, but by being transparent about how they work, what they deliver, and why they matter.
Sustainability isn’t just a trend—it’s becoming a filter people use to decide who to bank with, invest through, and stay loyal to. And in the MENA region, fintechs are well-positioned to step up.
People want tools that fit into their everyday lives. They want purpose and progress, not just promises. And they’re ready—especially in places like Saudi Arabia, where optimism and ambition go hand-in-hand.
So ask yourself: is your fintech brand just talking sustainability? Or is it helping people live it?
This research is a collaboration between CommUnique, Potentia Insights and Disrupt
To access the full research CLICK HERE
