Citizen-consumers across the Middle East and North Africa are far more focused on jobs, investment, and economic contribution when judging multinational corporations operating in their countries, according to a new Ipsos global report
“Globally, jobs and investment are at the top of people’s list for what they want from multinational corporations,” the report says, noting that this “self-interested view is particularly important in MENA,” a region largely made up of “economically developing markets.”
Ipsos found that while ethical conduct and worker treatment dominate expectations in North America and Europe, MENA audiences place significantly greater emphasis on whether foreign companies are “providing jobs through investment in our country” and “investing in our economy.”
MENA more pragmatic than punitive
Unlike Europe and Canada, where geopolitical tensions are translating into sharp reputational penalties for companies based in certain countries, MENA respondents appear more pragmatic in their assessments. The report shows that MENA markets generally maintain better trade relationships with Japan and China and display comparatively fewer negative perceptions of foreign firms This is particularly evident in perceptions of Chinese companies. While Ipsos notes that “Chinese companies provoke much more negative feedback than companies from other markets” globally, it adds that “the exception is MENA countries which are more likely to agree with positive statements.”
A similar pattern appears with Indian companies. Although they face skepticism in Europe, Ipsos found that APAC, MENA, and LATAM consumer-citizens are more likely to see the positives, especially around economic contribution and investment US firms face weaker environmental perceptions
American companies, however, struggle to convert economic presence into broader trust. While APAC and parts of MENA are more inclined to view US firms as a net positive, Ipsos warns that “US companies are perceived to be less concerned about the environment than companies from nearly any country”
Globally, the reputational damage to US firms is severe. Ipsos found that “the US has nearly twice as many respondents globally who rate their country’s relationship as poor as any other country,” with negative sentiment driven mainly by Europe and Canada. MENA, by contrast, does not exhibit the same level of hostility.
Local impact over global identity
Ipsos argues that for regions like MENA, multinational corporations can still take control of their reputations by focusing on tangible local outcomes rather than global branding. “Countering the turbulence generated by social, political, and economic stresses entails understanding the needs of target markets,” the report states, urging companies to become more “local” or at least “global,” rather than being defined solely by their home country.
In MENA, that mandate is clear. As long as multinational corporations deliver employment, capital, and economic growth, citizen-consumers appear more willing to look past geopolitical baggage—making the region one of the most opportunity-driven markets for global firms navigating an increasingly fractured world
