25 November 2009
According to ASDA’A Burson-Marsteller, the leading public relations consultancy in the Middle East and North Africa (MENA) region, the findings of this survey of the attitudes of 2,000 nationals and Arab expatriates between the ages of 18 and 24 will be presented at a high-profile event in Dubai in early January. It will be followed by a dynamic panel discussion featuring eminent personalities from leading regional public and private sector institutions.
Fieldwork for the second ASDA’A Burson-Marsteller Arab Youth Survey is currently being completed by Penn, Schoen & Berland Associates, Inc. (PSB) in major metropolitan and select rural areas in the following Arab nations: Bahrain, Egypt, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia and the United Arab Emirates.
The study will track attitudes among the youth on subjects such as globalisation, national identity, culture and religion, lifestyle and technology. This year, the study will further explore attitudes among Arab youth towards local businesses and brands, impact on the economy from the financial crisis, media consumption habits including use of social media and travel to foreign and regional destinations.
“The first ASDA’A Burson-Marsteller Arab Youth Survey provided a range of significant observations about the values, opinions and preferences of young people in the Arab world,” said Joseph Ghossoub, chairman and chief executive officer of the MENACOM Group, parent of ASDA’A Burson-Marsteller. “The second survey, based on 2,000 face-to-face interviews, promises to offer even more in-depth insights. We are confident that the findings will prove extremely useful to governments, businesses and civil society organisations.”
“Here in the Middle East, where one in three people is between the ages of 15 and 24, understanding this vital demographic is more important than ever,” said Sunil John, CEO, ASDA’A Burson-Marsteller. “As the leading public relations consultancy in the MENA region, we continue to invest in generating original market insights, allowing us to better meet the needs of our clients and contributing to a wider dialogue about the future direction of the Arab world.”
