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You know, there’s something quite beautiful about witnessing a revolution that happens not in the streets but in our everyday behaviors. Digital finance in general, and payments in specific, in regions like North Africa, Levant, and Pakistan are doing just that—ushering in a transformation so quietly profound that it’s reshaping not just the way we pay, but the way we live. This transformation is particularly vital given the current financial challenges these regions face. With traditional banking systems often struggling in these regions, digital payments offer a stable, accessible alternative that provides hope and resilience in uncertain times. And I have to admit, I’m a bit of an advocate when it comes to this kind of change.

Maybe it’s because I was born and raised in Beirut, where I always dreamed of my city being part of the global tech, digital, and finance ecosystem. I aspired for Beirut to have the opportunities for tech and digital adoption that could make it thrive and connect us to the world. Growing up, I saw how people found creative ways to adapt and innovate, often out of necessity. Beirut is a place that embodies resilience, a city that has always looked forward, no matter what. And as I traveled and connected with people across the region—from frequent visits to Egypt, where I’ve fallen in love with the people and culture, to friends in Morocco, Tunisia, and Algeria—I realized that our aspirations are shared. We all want growth, opportunity, and a better future. We all want to see our communities thrive, and we want to put our region on the world stage where it deserves to be. I think of my friend Amal from Beirut, who dreams of expanding her small local bakery into a regional chain, or Ahmed left Dubai to return to his hometown of Cairo, with a dream of using digital tools to take his family’s business online, a factory that produces authentic Egyptian cotton. These are the aspirations that drive us, the ones that remind us why this transformation matters.

This isn’t just about payments. It’s about empowerment. It's about helping the grocer in Cairo finally break away from the burden of cash, about the young entrepreneur in Beirut being able to reach markets she never dreamed of tapping, and about the elderly uncle in Karachi no longer having to stand in line for hours to pay his bills. It’s about all of us—dreamers, thinkers, and doers—working together to push our region forward and stake our claim on the global financial map.

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The digital payment movement is not just a financial evolution; it’s a cultural one—bringing in a world of possibilities that can empower our communities.

The digital payment movement is not just a financial evolution; it’s a cultural one. One that brings in a world of possibilities—but only if we can effectively communicate the story. Because if people don’t see the value, they won’t embrace the change. And that’s where marketing comes in.

The Evolution of Emerging Markets

In the regions we’re talking about—North Africa, Levant, and Pakistan—cash hasn’t just been king; it’s been the emperor, the president, and the supreme ruler. And let’s be honest, part of the reason is that there’s something romantic about cash. There’s a sense of control, a tangibility that digital simply can’t replicate.

But here's the thing: the world is shifting. In Egypt, for instance, 88% of consumers in 2022 reported using at least one emerging payment method, from digital wallets to QR codes. That’s not just a number; that’s a cultural shift. The stubborn attachment to cash is starting to crumble, bit by bit, swipe by swipe.

But this shift doesn’t happen on its own. It requires a story that connects. I remember a shopkeeper I met in Casablanca, the one who sold me my first pair of Adidas Stan Smiths a few years ago, who told me how skeptical he was about digital payments. 'What if I lose the connection?' he said. 'What if the money just disappears?' Fair questions. He eventually folded, but it wasn't before a month-long pilot by a tech firm and a local bank, which included face-to-face engagement and incentives for his regular customers, finally convinced him. Now, he wouldn’t go back for anything. He said, “I get more customers who want the convenience. I didn’t realize how much I was missing.”

Me and my, then white, Stan Smith in Casablanca

Digital payments are helping small businesses become more resilient, providing transparency, and ultimately helping regions leapfrog into new possibilities. And it’s the human stories like that shopkeeper’s that make this evolution real. Marketing has the unique role of bridging the gap between unfamiliar tech and everyday comfort, weaving these individual stories into a tapestry of regional progress.

Catalysts for Change

Let’s get one thing straight: no one’s making this happen alone. Banks, entrepreneurs, startups, retailers, fintech, tech giants—everybody’s pulling together. Collaboration is no longer a nice-to-have; it’s the only way forward. And nowhere is this more true than in these emerging markets.

Imagine a collaboration between a global tech giant and a local bank in Jordan. On the surface, it’s just a new mobile wallet launch. But dig a little deeper, and you realize it’s not just about the tech; it’s about accessibility. It’s about giving people in underserved regions—people who have never had a bank account before—a way to access financial services for the first time.

This collaboration means more than numbers and adoption stats. It’s about seeing a smallholder farmer in rural Pakistan, cultivating wheat, getting access to payment systems, and suddenly, he can buy supplies directly without intermediaries taking a cut.

And partnerships aren’t only about tech or banks—they’re about community touchpoints. Retailers, neighborhood shops, delivery services—all of them working together to create a financial ecosystem that works for everyone. The human impact here is immense. Greater convenience, more financial literacy, and a sense of empowerment for ordinary people trying to carve out a better life. This is how we dream, and this is how we turn our aspirations into tangible growth.

Driving Trust

Trust. Without it, digital payments are just another risky idea floating around in the digital ether. In this region, trust is even more critical due to prior failures in financial systems, from banks collapsing to savings being wiped out. People need assurance that these new systems will not repeat the mistakes of the past. So how do we build it, especially in regions where people have been let down before—by systems, by governments, by promises that turned to dust?

Sponsorships offer a unique opportunity to build that trust. Not in the form of flashy campaigns, but by becoming a part of the community fabric. Think about the Cairo International Film Festival. It’s not just an event; it’s a cultural heartbeat. When a digital payments brand sponsors such an event, it’s not merely about getting a logo in front of people—it’s about aligning with something that people care about deeply.

Last summer, my daughter Ayla and I attended a local festival during the holidays, enjoying a beautiful evening together. As I tapped my Apple Watch to pay for tickets and snacks, I felt, just for a moment, like Tony Stark from Ironman. Suddenly, these payments are no longer abstract; they are woven into an experience we both cherish. The brand becomes a trusted part of a positive memory. Trust in a brand often grows on the sidelines of the game, between the roar of the crowd and the halftime break. It’s true. It’s those shared moments of pride and joy that can transform a logo into a symbol of reliability.

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Trust in a brand often grows on the sidelines of the game, between the roar of the crowd and the halftime break.

Sponsorships like these resonate with people because they go beyond transactions. They touch emotions. And emotion, my friends, is the bedrock of loyalty. When our region’s most celebrated cultural moments align with the accessibility and progress digital payments bring, we create a sense of ownership and pride that’s worth more than any marketing budget can buy.

Adding Value

Now, let’s talk about value. Not the kind you measure in dollars and cents, but the kind that’s built on genuine care and insight. That’s where value-in-kind marketing comes in. Because sometimes, the best way to create loyalty isn’t through discounts or incentives, but by giving people something far more meaningful—knowledge, insights, and a partnership in growth.

Take the example of a small business owner in Amman. He runs a chain of coffee shops, and he’s doing well, but he’s constantly facing one challenge: understanding his customers’ preferences better and how that directly impacts his bottom line. Enter a digital payments company with a VIK approach—they don’t just provide him with a payment system; they provide data insights that show him which times of day are busiest, which products sell the most, and which promotional offers actually bring customers back.

Armed with that information, he adjusts his business—opens earlier on weekends, promotes the items people already love, and gets rid of the ones that are underperforming. Suddenly, his profits go up by 20%. He reflects on it with a smile, feeling like he's finally understanding what his customers want, after so much time spent just guessing. That’s value creation. That’s what moves beyond mere transactions to actual partnership.

This is the part of marketing I love most. Because it’s about listening, understanding, and then making a difference. You’re not just handing someone a tool and walking away—you’re in it together. You’re saying, “We’ve got your back. Let’s grow together.” That’s what the best brands do—they create moments of empowerment that ripple outwards.

Building an Ecosystem

The future of digital payments isn’t about individual campaigns or one-off launches. It’s about building an ecosystem—a connected network that supports growth at every level. And that’s the challenge ahead for all of us, especially in the vibrant, potential-rich lands of North Africa, Levant, and Pakistan.

I often say that marketing is about making the unfamiliar familiar. It’s about taking something abstract, something people are a little afraid of, and turning it into something they trust and even love. That’s what we’re doing with digital payments in these emerging markets. It’s not just about getting rid of cash—it’s about creating something better in its place.

Imagine a community where digital payments are more than just a convenience—they are a tool for growth, literally. They help local artisans reach new markets and give young people the ability to buy goods online without the barriers their parents faced. This isn’t a vision of the far future—it’s happening now, bit by bit.

But it’s our role as marketers to make sure that people understand the story, that they feel the human impact behind the technology. We, the people, need to demand it. We need to highlight the mothers in Karachi who can save time buying groceries online, or the entrepreneurs in Alexandria who can secure seed funding because they now have transparent financial records. It’s our job to show how digital payments are a tool for empowerment—not just a shiny new app on a smartphone. We’re telling the story of how our dreams, our resilience, and our belief in a better future are manifesting into tangible, measurable change.

Empowerment

I won’t end this with a grand conclusion or a neat summary. Life doesn’t work like that, and neither does the future of digital payments. Instead, I’ll say this: we’re at the beginning of something extraordinary in these regions. This market's time is now! All of us professionals, dreamers, and thinkers from this region are working hard, putting in the effort, and helping build a new way of living—one where cash doesn’t control people, where access to financial systems is no longer a privilege but a right.

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Every transaction, every digital interaction is a step toward a world where individuals and communities have more control, more choice, and more opportunity.

The task ahead is to keep telling these stories, to keep building the trust, the connections, and the value that makes this transformation possible. And to never forget that, at its heart, this isn’t about technology—it’s about people. Empowerment is a word that gets thrown around too much, but in this case, it fits. Because every transaction, every digital interaction is a step toward a world where individuals and communities have more control, more choice, and more opportunity. And that, to me, is worth every effort.