Considering the way the youth across the middle east are behaving, it comes as a surprise that Saudi Arabia could well be the "trend setter" in the region. This applies not only to lifestyle but also social trends. In an insightful study of youth across the Middle East, carried out by global research firm TNS Global, titled "Shabab Tek", the emerging trends were brought out clearly and the pointers are clearly towards Saudi becoming a more liberal society and one that is most ready to embrace change.
consider the fact that probably the only graffiti park is in Saudi (Jeddah) and not in UAE ( considered the most liberal), the youth are willing to experiment and flirt with different cultures and challenge assumptions of their own. The study also found an inverse correlation to the amount of conservativeness imposed versus the willingness to preserve their culture. The more the external pressure to conform, the more the rebelliousness, as found in Saudi. While the UAE youth are free to do what they want ( well almost ! ), they tend to have more conservative views and are more inclined to preserve their own cultural heritage.
Shabab Tek followed 80 "future-shapers", youth who had high social currency and those who followed trends the most for more than four months and recorded very many details fo their lives through ethnographic research. This was compiled and analysed by a team which is well versed in the middle eastern dynamics. The team has identified trends - both social and cultural which will shape the future of the region. One of them is the emergence of a moderate Arab face. Also, women are demanding greater freedom from their families ( Emancipation of Eve), Greater need for self-expression among youth - as observed through blogs, websites and other means of communication ( mobile phones included).
The study should be of interest not only to marketing professionals, but also to anyone who is interested in following how societies shape and move forwards. For sure, this study opened my eyes about Saudi arabia and opened my eyes to a new way of looking at the Arab world. What one is seeing is the birth of a new complex Arab identity and one which will alter the course of the future in many ways.
1 comment:
sabith Mia,
Whereas i do agree that saudi is rapidly changing itself and that its youth may be, at least in part, seeking a new change , i do not beleive for once , knowing what conservative forces rule that country, that it would ever be as free and liberated as the west.
Saudis are still an oppressed and conservative lot , being ruled under the Banner of ISLAM and age old monarchy. Its record of Human rights abuse and violations still make it to international news bulletins Frequently.
And i beleive, not witout evidence, that no population on earth can ever emanicipate itself without granting itself suffiecient Doses of Freedom and Free spirits.
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