PowerPoint Presentation

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The Survey, which we have been producing for 8 years now, is now one of the most frequently cited pieces of research into this key demographic. In fact, the international reception to this years survey was unprecedented. We made front pages around the world in the Guardian, the Washington Post, the Sydney Morning Herald and of course, extensive coverage in the UAE and wider region. A highlight for me was when Sheikh Mohammed tweeted key findings to his six million followersAnd, on social media, our Arab Youth Survey hashtag originally targeted 5 million impressions this year. To date we have achieved more than 166 million.

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WHY WE DO THISPositioning: We are more than just an agency. We are an evidence-based communications consultancy

Benefits:Insights used by policy makers, businesses and the media

A genuine contributor to the global dialogue about the Middle East3

IMPACT: PRINT & DIGITAL4

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IMPACT: PRINT & DIGITAL

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IMPACT: BROADCAST6

IMPACT: SOCIAL MEDIA7

31,59510,499FACEBOOK FANSTWITTER FOLLOWERS

HH SHEIKH MOHAMMEDOne of our biggest successes has been the continuing support of HH Sheikh Mohammed bin Rashid al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. His patronage confers a degree of acceptance onto some of our more sensitive results, in a region where some media may be reluctant to publish things deemed controversial8

9AN OVERWHELMING MAJORITY OF YOUNG ARABS REJECT DAESH (ISIS) AND BELIEVE THE GROUP WILL FAIL TO ESTABLISH AN ISLAMIC STATE.1LACK OF JOBS AND OPPORTUNITIES IS SEEN AS THE NUMBER ONE RECRUITMENT DRIVER FOR DAESH. 2MANY YOUNG ARABS BELIEVE SUNNI-SHIA RELATIONS ARE DETERIORATING AND THAT RELIGION PLAYS TOO BIG OF A ROLE IN THE MIDDLE EAST. 3SAUDI ARABIA, UAE AND THE UNITED STATES ARE SEEN AS TOP ALLIES IN THE REGION WHILE IRANS INFLUENCE IS ON THE RISE. 4YOUNG ARABS ARE DIVIDED ON THE IRANIAN NUCLEAR DEAL AND THE SYRIAN CONFLICT.5TOP FINDINGS

10THE UAE IS VIEWED AS A MODEL COUNTRY THAT IS ECONOMICALLY SECURE, AND IS THE MOST FAVOURED NATION TO LIVE IN AND SET UP A BUSINESS.8FIVE YEARS AFTER FIGHTING FOR POLITICAL FREEDOM DURING THE ARAB SPRING, TODAY MOST YOUNG ARABS PRIORITISE STABILITY OVER DEMOCRACY.6ARAB YOUTH WANT THEIR LEADERS TO DO MORE TO IMPROVE THE PERSONAL FREEDOM AND HUMAN RIGHTS OF CITIZENS, PARTICULARLY WOMEN.7ARAB YOUTH ARE INCREASINGLY CONCERNED ABOUT FALLING OIL PRICES, BUT MOST STILL BELIEVE THEY ARE ENTITLED TO SUBSIDISED ENERGY.9MORE YOUNG ARABS GET THEIR DAILY NEWS ONLINE THAN FROM TV OR PRINT MEDIA. 10TOP FINDINGS

aDdITIONAL & EXCLUSIVE INSIGHTS+11

Now beyond the main findings, our Survey covers a number of topics in detail that are of great interest to other sectors but dont form part of our initial media blitz.

In the months since we released the Survey, some of these have become increasingly relevant.

Id like to take you through some of these, and explain a little how mining this data helps our clients, and of course, ourselves as an agency.

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ATTITUDES TowardsENTREPRENEURIALISM112

Now beyond the main findings, our Survey covers a number of topics in detail that are of great interest to other sectors but dont form part of our initial media blitz.

In the months since we released the Survey, some of these have become increasingly relevant.

Id like to take you through some of these, and explain a little how mining this data helps our clients, and of course, ourselves as an agency.

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THIS GENERATION IS MORE ENTREPRENEURIAL THAN ONE BEFOREDo you feel people in this generation are more likely to start a business than in previous generation?13

Over the past few years, innovation and entrepreneurship have emerged as the cornerstones of the UAEs strategy for the future.

So, this finding is favourite of mine, and one that we have presented to policymakers, businesses and organizations throughout the region, and one that shows that the message about entrepreneurship is deifinitely getting through.

This Generation is more entrepreneurial that the one before.

Young Arabs are increasingly positive about entrepreneurship with more than half believing members of this generation are more likely to start a business than the previous one.

When asked do you feel people in this generation are more likely to start a business than in previous generation? 54 per cent agreed, with youth in the GCC most enthusiastic at 62 per cent, against 54 per cent of North African youth and 44 per cent of youth in the Levant. 13

POTENTIAL ENTREPRENEURS: 36 PER CENT OF YOUNG ARABS INTEND TO START A BUSINESS IN NEXT 5 YEARSDo you intend to start your own business within the next five years?14If intends to start: In which Arab country would you like to set up your business in?

And, in the same vein, more than a third of young Arabs, 36 per cent, said that they themselves intend to start their own business in the next five years 37 percent of youth in the GCC, 39 percent in North Africa and 31 per cent in the Levant.Across the whole Middle East 34 per cent said they did not intend to launch their own business, while 30 per cent didnt know. We then asked potential entrepreneurs those that said they intended to set up their own business in the five years to say which Arab country they would like to set up a business in.24 percent of those youth cited the UAEFollowed by Saudi Arabia (18 percent)And Qatar (13 percent)

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AFFORDABLE LENDING THE KEY TO BOOSTING ENTREPRENEURIALISMWhat should your government do to promote entrepreneurship? 15

The last slide on entrepreneurs, and policymakers take note:

Young people believe governments can do more to support young entrepreneurs, with 39 per cent saying encouraging affordable lending should be made a priority; 25 per cent calling for education and training to be improved and made more available; and 19 per cent calling for government regulations and red tape to be cut.

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attitude towards financial future216

Now beyond the main findings, our Survey covers a number of topics in detail that are of great interest to other sectors but dont form part of our initial media blitz.

In the months since we released the Survey, some of these have become increasingly relevant.

Id like to take you through some of these, and explain a little how mining this data helps our clients, and of course, ourselves as an agency.

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YOUNG ARABS AVOID DEBTAre you currently in debt?17What is the main reason for your debt? (GCC)

Now this finding, on debt, is very interesting:

Young Arabs still have very low levels of personal debt. Asked if they were currently in debt, only 12 per-cent said they were, with 88 per cent not having any personal debts.

The breakdown was broadly similar by region, with young Arabs in the Levant having slightly more than average, at 14 per cent, with the GCC having 13 per cent and young people in North Africa having the least, at 9 per cent.

Those GCC youth who do have debt use it for car purchases, credit cards , marriage loans and student loans.

Whole strategies can be built around this one finding

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YOUNG ARABS IN THE GCC CONSIDER THEMSELVES WELL-OFFDo you think you are well off/not well off18

This is an example of some findings on attitudes to money that didnt make our Top Ten, but which are extremely relevant to our clients in financial services.

Young Arabs in the GCC are wealthy, and they know it.

In the GCC, 47 percent of young people think theyre well off, against just 5 percent who think theyre not with the rest saying theyre average

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GCC YOUTH ARE CONFIDENT ABOUT THEIR FINANCIAL FUTUREAre you confident about your financial future?19

In a similar vein, asked about their financial future, 74 per cent of GCC youth said they were confident about their financial future , with just 13 per cent in GCC saying they werent.

Now, using research from Visas Millennial Survey, we can actually put a figure to this confidence:

In the UAE, millennials will generate an average annual income of $40,000 by 2019.

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brand preferences320

Now beyond the main findings, our Survey covers a number of topics in detail that are of great interest to other sectors but dont form part of our initial media blitz.

In the months since we released the Survey, some of these have become increasingly relevant.

Id like to take you through some of these, and explain a little how mining this data helps our clients, and of course, ourselves as an agency.

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US BRANDS APPEAL TO YOUNG GCC ARABS, BUT NOT TO LEVANT YOUTHWhich brand country of origin is most appealing to you?21

And, finally, some findings we put together especially for todays event, and a subject I that I think will be of great interest to professional in our industry: Brands

In this slide we look at the whole Arab world, and can see some striking contrasts.

In the GCC and North Africa, US brands are the most appealing, cited by 21 per cent and 23 per cent of respondents respectively.

But in the Levant, that figure plummets to just six per cent.

European brands, we can see, have wide appeal across the whole Middle East. Far Eastern brands, though, are again defined by region and, dare I say it, affluence: Japanese brands are very popular in the GCC; while Chinese brands gain the most traction with Levant consumers. 21

GULF ARABS MORE LIKELY TO BOYCOTT BRANDS FOR POLITICAL REASONS

Would you ever support the boycott of a brand for political reasons? 22

Finally, asked: Would you ever support the boycott of a brand for political reasons? 38 per cent of young people in the Gulf said they would, compared with 27 per cent in the North Africa, and 21 per cent in the Levant.

In fact, in the Levant, 34 per cent of young Arabs said they would not, compared with just 13 per cent in the GCC.And this finding reinforces something weve actually seen here brands being boycotted in the Gulf for actions taken by parent companies abroad.

Across the Arab world there a lot of maybes on this question around 40 per cent perhaps suggesting it would depend very much on context. 22

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