Next generation balances tradition and progress

The study involved in-depth ethnographic research amongst young people in Saudi Arabia, UAE and Kuwait.

Arab women seek more freedom

The results show that young women of this generation are looking for greater freedom of choice, both in their professional and their personal lives.

'When it comes to a choice of life-partners, young women across the Arab world are willing to wait for the right man to get married to.'

'They are looking to overcome the gender stereotypes and are seeking greater participation from their partners when building a family', says Tammy Jalboukh, head of Tawaasul, TNS' consumer connect unit.

This is a dramatic shift in the way societies in the Arab world are shaping up and the way in which the perceived gender balance is being re-adjusted.

Nationalism in the Middle East

Nationalism may be a fading force in the Western world, but not in the Middle East. The youth of today are increasingly becoming more nationalistic and taking pride in their culture and where they belong.

While Western media and lifestyle brands have re-shaped the consumer landscape of the region, young Arab citizens seem to be very conscious of the need to preserve their national heritage, language and culture.

All of those questioned had a high regard for the ruler of Dubai, whom they see as a visionary. In fact, national figures in both KSA and the UAE scored highly for reputation.

Success symbols

The outward symbols of success have become important for the youth of today, whilst they feel the previous generation was more content with their lot, the survey shows.

There is a great urge to stand out from the crowd and be noticed. This trend is noticeable in the rapid growth of luxury brands across the region and the high spontaneous recall that these brands have.

The trend towards achieving a greater sense of balance in their lives is also evident in the fact that young men often wish to portray a softer image of themselves.

Young Arab women nowadays clearly expect their men to be sensitive and ready to recognise a right to their personal aspirations. The women aspire to have a greater say in the running of the household and have ambitions which are much more far reaching than those of the previous generation.

These are trends that are reflected in the advertising and marketing pushes seen in the region's media. Companies are setting out to capture the aspirations of this key market with initiatives that target how this group see themselves in the context of contemporary culture.

Modern identity

With such changing social dynamics there is also a changing portrayal of Arab stereotypes. Young Gulf Arabs are presenting a more global and moderate image of themselves.

Today's icons are modern, sophisticated and in tune with the world around them; and are not intimidated by the West or Western culture. They are able to blend the best from both worlds and yet retain a unique identity.

When questioned the respondents acknowledged that the traditional macho image of the Arab male no longer holds true. And this is reflected in the social sphere; in the form of casting for TV and cinema ads, and the celebrities who were rated as the most popular.

Transitional society

The survey shows that these societies are already in a transitory phase. Western values and ideas have swept across the region, and most young people are aware of them; but there is the maturity, the self confidence, to produce a strong enough counter movement to preserve much that is traditional and conservative.

One can safely say that the youth of today are consciously striking a balance between what they want and what is expected of them.