The inflation wave is hitting full force in the Middle East & North Africa region, at a time where the political scene is not holding strong grounds. Anxiety levels are surging. People are torn between their dreams and aspirations AND the need to sustain existing living standards, driven by their limited means. 'How are people reacting and coping differently or similarly across the region?' and 'How will this impact the business?'Building on last year's success in "Wallet" exploration in Egypt, the journey extends to KSA and Tunisia, aiming to draw a macro view through a comparative evaluation of spending patterns giving actionable and relevant insights that will help tailor both regional and market-centric strategies with special focus on KSA.