School’s Back in Session: What Brands Can Learn from the Season That Just Ended

Picture this: It's August in Dubai. The heat is relentless, but the malls are buzzing. A mother scrolls through her phone while her seven-year-old tugs at her sleeve, pointing at colorful backpacks. Across the region, millions of similar scenes play out as families gear up for a new school year. This isn't just shopping, it's a cultural reset button that happens every year across MENA. And for brands willing to pay attention, it's a masterclass in consumer behavior, emotional marketing, and the art of being genuinely helpful