JWT MENA’s ‘Summer Voltage’ Report

In its latest deep dive into the world of Arab consumers, JWT MENA, part of the world’s best-known marketing communications brand, uncovers niche behavioural patterns that the region’s Millennials are utilizing, to drive progress both professionally and personally.

Millennials plan and make decisions much faster than older generations.  In the uncertain times the region is facing, JWT MENA’s Brand Intelligence team conducted research in 6 key markets to find out up-to-the-minute answers as to what exactly their dreams and aspirations are when it comes to forging their future?

Through a range of insightful “Would you rather …” questions, the findings highlighted in the report show that Arab Millennials are evolving beyond being mere ‘Material Collectors’ to ‘Experience Collectors’ where the journey is more interesting that the arrival point.  As a result, an ‘Experience Economy’, where Arab Millennials are seeking things that disrupt the status quo, or inspire them, is emerging. However these experiences are being mindfully chosen and not treated as mindless options.  To engage MENA’s Millennial therefore requires rethinking the paradigms of ‘experience’ because whilst this generation has the motivation and determination to make things happen, it does not have the financial means to do so.  

In what is perhaps a surprise result, the combined polls reveal Millennial Arab women showing a preference for pragmatic decision-making as opposed to impulsive reactions.  Other behavioural shifts identified in the report include the fact that this group of consumers is actively seeing out real emotional experiences, which provide stimulation rather than escape, due to the ‘emotional void’ of their digital world. 

JWT MENA’s  ‘Summer Voltage’ report can be found on Slideshare.