Recently the Dubai office of TNS completed an exhaustive study of the minds of Arab youth – a segment that comprises over 50% of the region’s population. This study delved into their worlds and took an unbiased and in-depth look at how they are living, what they think and what brands are connecting with them and how. It used a much more natural approach, by meeting with them in their natural environment, amongst their friends and allowing them to video regular moments in their daily lives. The results were unbelievable…and below are just a few highlights
They are ALL-ABOUT fun, action, connecting, originality, guiltless spending and luxury brands. Luxury is the standard and they don’t see it as a splurge. It is simply the way it is…a guiltless purchase. The word Kashka is used to describe luxury, but it really means luxury and cool…which shows just how luxury is viewed.
They like:
· flirting and being naughty (still within reason under the cultural norms in the region)
· cheeky brands that use humor
· brands that connect with local role models –people they can connect with
It is all about connecting:
· They use and buy and do things that allow them to better connect and communicate with others; facebook, n-series phones (snap a pic and send)
· They are building networks more around common interests that vicinity and family, as was the tradition
