Abstract:

The Middle East is one of the youngest regions in the world with about two thirds of the population under 25 years of age. Technology has brought winds of change to the Arab World and some would even say that in the preceding five years the Arab world has seen more change than in the fifty before it! Arab youth today are globally connected and able to express themselves like never before. In particular, tech-savvy trendsetting young individuals are breaking existing stereotypes in several unexpected ways and increasingly influencing future attitudes. Our paper presents a deep dive look at trendsetting youth in the Arabian Gulf and how they are driving change in society. We went beyond conventional research and generated insights thorough delivering a 'Live Consumer Experience' that would help marketers connect with these young consumers to create 'Engaging Marketing Strategies'