Environment and climate change a low priority for Young Arabs

ASDA’A Burson-Marsteller Arab Youth Survey 2016 says concerns over global climate change listed 26th out of 27 topics

Dubai, UAE – November 17, 2016: Global climate change ranks almost bottom of a list of concerns for young Arabs across the Middle East and North Africa, according to findings in the eighth annual ASDA’A Burson-Marsteller Arab Youth Survey 2016.

Of the 27 key issues raised in the Survey, concerns over “climate change and the environment” placed at 26, above only “personal debt”. “The rise of Daesh” resonated the most with young people and was listed as their top-most concern. Just 54 per cent of young Arabs cited “climate change and the environment” being of concern, compared with 77 per cent of respondents for “the rise of Daesh”.

In the shadow of the 22nd Session of the Conference of Parties to the United Nations Framework Convention on Climate Change (COP22), held in Marrakech, Morocco, from November 7-18, 2016, the Survey’s findings suggest the UN still has much to do to encourage Arab Youth throughout the Middle East to become engaged with the environmental agenda.

The Survey shows a marked geographic variation over the level of concern: in the GCC, for example, 51 per cent of young Arabs said they were not concerned about the environment and climate change. In North Africa, however, youth appear to be more more engaged on the issue, as 65 per cent of young people there expressed concern over the issue. In the COP22 host country, 70 per cent of young Moroccans said climate change was a concern.

Arab youth are also ambivalent about their leaderships’ ability to tackle climate change. When asked how confident they were in their national government’s ability to deal with climate change, the percentage of young people in the GCC who expressed belief in their country’s leadership was very high, at 78 per cent, against 50 per cent for all Arabs, and just 36 per cent for young Arabs in North Africa and 29 per cent for youth in the Levant.

“It is clearly worrying that young Arabs put such a low priority on climate change – something that has the potential to have a major impact on the Arab world,” said Sunil John, Founder and CEO of ASDA’A Burson-Marsteller. “From the Sahara encroaching on farmland in North Africa; this year’s heatwave in Iraq and the huge carbon footprints of GCC states, climate change and threats to the environment pose a very real danger to the region’s future.

“While it is encouraging that youth in North Africa are taking the issue seriously, more needs to be done to get the message across to young people in the wealthier Gulf states that climate change is a serious issue that needs to be addressed.”

Now in its eighth year, the ASDA’A Burson-Marsteller Arab Youth Survey has established itself as a key referral source for businesses and policymakers across the world.

For the 2016 survey, international polling firm Penn Schoen Berland (PSB) conducted 3,500 face-to-face interviews with exclusively Arab national men and women aged 18-24 in the six Gulf Cooperation Council (GCC) countries of the UAE, Saudi Arabia, Qatar, Kuwait, Oman and Bahrain; as well as Iraq, Egypt, Jordan, Lebanon, Libya, Palestine, Tunisia, Morocco, Algeria and Yemen. The interviews were conducted from January 20 to February 12, 2016.

In-depth results from the eighth Annual ASDA’A Burson-Marsteller Arab Youth Survey 2016, including survey highlights and a White Paper in Arabic and English, are available at www.arabyouthsurvey.com.

About ASDA’A Burson-Marsteller:

Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy, with 11 fully owned offices and 10 affiliates across the Middle East and North Africa. A WPP company within the global Burson-Marsteller network, ASDA’A Burson-Marsteller is a member of the MENACOM Group. The agency provides services to governments, multinational businesses and regional corporate clients through its seven practices in the sectors of Technology, Finance, Healthcare, Energy & Environment as well as Consumer Marketing, Corporate Communications and Public Affairs. The firm’s services include reputation management, digital communications, media relation, media monitoring & analysis, design services and event management.

asdaabm.com

About Penn Schoen Berland:

Penn Schoen Berland (PSB), a member of Young & Rubicam Group and the WPP Group, is a global research-based consultancy that specialises in messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices in Washington, D.C., New York, London, Seattle, Los Angeles, Dubai, Singapore, Delhi, Madrid and Denver, which are supported by an in-house fielding capability and are fully equipped to provide the complete creative solutions PSB client needs.

psbresearch.com

For further information, please contact:

Margaret Flanagan / Iman Ahmed
ASDA’A Burson-Marsteller
Dubai, UAE
T: 971 4 450 7600
E: ays@bm.com
www.arabyouthsurvey.com

Young Gulf Arabs more likely to boycott brands over politics than their peers in the region

  • Finding from 8th ASDA’A Burson-Marsteller Arab Youth Survey says more than a third of young people in GCC would blacklist brands over political issues
  • Survey reveals US brands are the most favoured among young Arabs, although youth in Levant have a negative view on American goods

Dubai; UAE. 25th October, 2016: MORE than a third of young Arabs in the Gulf states – and almost 60 per cent of youth in Saudi Arabia, the region’s largest market – would consider boycotting a brand for political reasons, according to a finding from the 2016 ASDA’A Burson-Marsteller Arab Youth Survey.

That is more than for Arab youth as whole, with 38 per cent of GCC youth saying they would boycott a brand, against 29 per cent for Arab youth across the region. In the GCC states, 13 per cent say they would not boycott a brand, while 40 per cent said ‘maybe’, with the rest saying they did not know. In the Levant, only 21 per cent said they would boycott for political reasons, similar to North Africa with 27 per cent. In Saudi Arabia, 57 per cent of young Arabs said they would boycott a brand, against just 8 per cent who said they would not.

Young Arabs are also conscious of where their favoured brands hail from: 52 per cent of all young Arabs say a brand’s country of origin matters to them, while 44 per cent say it does not. This is most pronounced in GCC, where 58 per cent say origin does matter, and least in Levant, where a similar number, 55 per cent, say it does not.

“These findings reveal that young Arabs really think about where a brand comes from, not just in terms of perceived quality, but also in terms of the politics of the country of origin,” said Sunil John, chief executive of ASDA’A Burson-Marsteller. “The Arab world, with its 200 million youth, is an increasingly important market for today’s multinationals, but in today’s globalised world, the power of that demographic can see them shut out of large parts of this market over developments beyond their control.”

US brands are the most popular among Arabs as a whole, with 17 per cent putting the US at the top of a list of favoured countries of origin, followed by Germany, France, Japan, Italy, China and South Korea. However, while this view is pronounced in the GCC and North Africa (21 and 23 per cent prefer US brands respectively) in the Levant US brands are viewed extremely unfavorably, coming 6th on the list with just 6 per cent picking US brands, putting them behind those from Germany, France, Japan, China and Italy.

This contrasting view is borne out by a more pointed question, which asked: ‘What is your general attitude towards American brands?’ While the overall figure revealed 41 per cent of young Arabs view US brands positively, more than half of Gulf youth (54 per cent) have a favourable view of US brands, with 18 per cent having a negative view, while only 23 per cent of young people in the Levant see US brands in a positive light, with more than a third (36 per cent) viewing US brands negatively.
Now in its eighth year, the ASDA’A Burson-Marsteller Arab Youth Survey has established itself as a key referral source for businesses and policymakers in the region and across the world.

For this year’s survey, international polling firm Penn Schoen Berland (PSB) conducted 3,500 face-to-face interviews with exclusively Arab national men and women aged 18-24 in the six Gulf Cooperation Council (GCC) countries of the UAE, Saudi Arabia, Qatar, Kuwait, Oman and Bahrain; Iraq, Egypt, Jordan, Lebanon, Libya, Palestine, Tunisia, Morocco, Algeria and Yemen. The interviews were conducted from January 11 to February 22, 2016.

In-depth results from the 8th Annual ASDA’A Burson-Marsteller Arab Youth Survey, including survey highlights and a white paper in Arabic and English, are available on www.arabyouthsurvey.com

Note to Editors:

About ASDA’A Burson-Marsteller:
Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy, with 11 wholly-owned offices and 10 affiliates across the Middle East and North Africa. The agency provides services to governments, multinational businesses and regional corporate clients and institutions, operating five specialist communications practices and two subsidiary firms – Proof Integrated Communications, offering digital marketing services, and PSB Middle East for research projects. ASDA’A Burson-Marsteller is part of the global Burson-Marsteller network and a WPP company. asdaabm.com

About Penn Schoen Berland:
Penn Schoen Berland (PSB), a member of Young & Rubicam Group and the WPP Group, is a global research-based consultancy that specialises in messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices in Washington, D.C., New York, London, Seattle, Los Angeles, Dubai, Singapore, Delhi, Madrid and Denver, which are supported by an in-house fielding capability and are fully equipped to provide the complete creative solutions PSB client needs.
psbresearch.com

For further information, please contact:
Abeer Al-Qadi / Iman Ahmed
ASDA’A Burson-Marsteller
Dubai, UAE
T: 971 4 4507600
Email: ays@bm.com
www.arabyouthsurvey.com

ASDA’A Burson-Marsteller Arab Youth Survey wins In2 SABRE EMEA Award for ‘Thought Leadership in PR’

  • Agency’s work for Ford’s ‘Warriors in Pink’ breast cancer awareness campaign also recognised by the world’s leading PR awards programme

Dubai, UAE, June 7, 2016: ASDA’A Burson-Marsteller, the leading public relations agency in the Middle East and North Africa, has been awarded the In2 SABRE EMEA Award for Thought Leadership in PR for its work on the Seventh Annual ASDA’A Burson-Marsteller Arab Youth Survey 2015. The agency was recognised at an awards ceremony in Berlin recently.

The SABRE Awards by The Holmes Report are the world’s biggest PR industry accolades.  The In2 SABREs recognise excellence in various categories of innovation and insight—with an emphasis on content creation—as well as PR agency management and marketing.

“Our thought leadership platform, the Arab Youth Survey, has been recognised as a pioneering initiative for the PR industry across Europe, the Middle East, and Africa” said Sunil John, founder and CEO of ASDA’A Burson-Marsteller. “The Survey has earned a reputation as a unique piece of work that adds a new dimension to the dialogue in and about the Middle East, providing a valuable insight for policymakers, businesses and civil society.  It is rewarding to see our hard work and investment in this major initiative recognised at the highest level by our peers in the PR industry.”

ASDA’A Burson-Marsteller also received a Certificate of Excellence in the Social Media – Collective category for its Warriors in Pink campaign for Ford Middle East. Warriors in Pink aims to support and maintain a long-term breast cancer awareness and early detection programme across the Middle East. The October 2015 campaign saw breast cancer survivors from the region becoming Models of Courage by taking part in an event to showcase the fundraising 2015 Warriors in Pink apparel and accessories range, inspiring other patients in their battles, and encouraging the region’s women to get regular check-ups.

For the 2015 survey, which the 2016 SABRE EMEA Awards recognised, international polling firm Penn Schoen Berland (PSB) conducted 3,500 face-to-face interviews with exclusively Arab national men and women aged 18-24 in the six Gulf Cooperation Council (GCC) countries of the UAE, Saudi Arabia, Qatar, Kuwait, Oman and Bahrain; as well as Iraq, Egypt, Jordan, Lebanon, Libya, Palestine, Tunisia, Morocco, Algeria and Yemen. The interviews were conducted from January 20 to February 12, 2015.

In-depth results from the 8th and most recent Annual ASDA’A Burson-Marsteller Arab Youth Survey, including survey highlights and a White Paper in Arabic and English, are available at www.arabyouthsurvey.com. The White Paper from the SABRE Award-winning 2015 Survey can also be downloaded from the website.

Note to Editors:

About ASDA’A Burson-Marsteller:

Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy, with 11 wholly-owned offices and 10 affiliates across the Middle East and North Africa.  The agency provides services to governments, multinational businesses and regional corporate clients and institutions, operating five specialist communications practices and two subsidiary firms – Proof Integrated Communications, offering digital marketing services, and PSB Middle East for research projects.  ASDA’A Burson-Marsteller is part of the global Burson-Marsteller network and a WPP company. asdaabm.com

For further information, please contact:

Margaret Flanagan / Iman Ahmed
ASDA’A Burson-Marsteller
Dubai, UAE
T: 971 4 4507600
E: ays@bm.com
www.arabyouthsurvey.com

Over 50% of young Arabs say this generation is more entrepreneurial than the one before, Arab Youth Survey finding reveals

  • 2016 ASDA’A Burson-Marsteller Arab Youth Survey also finds more than a third of young Arabs intend to start own business in next five years 
  • Young Arabs say governments can do more to encourage lending, provide training and cut red tape

Young Arabs are increasingly positive about entrepreneurship with more than half believing members of this generation are more likely to start a business than the previous one.

The key finding from the Eighth Annual ASDA’A Burson-Marsteller Arab Youth Survey was unveiled by Sunil John, the founder and CEO of ASDA’A Burson-Marsteller and a panelist at the multi-stakeholder panel on Addressing Youth Unemployment at the Ta’atheer MENA Social Impact and CSR Forum, held in Dubai on May 22-23.

The Survey revealed that when asked “do you feel people in this generation are more likely to start a business than in previous generations,” 54 per cent agreed, with youth in the GCC most enthusiastic at 62 per cent, compared to 54 per cent of North African youth and 44 per cent of youth in the Levant.

In a separate response, the survey found that 36 per cent of young Arabs said they themselves intend to start their own business in the next five years – 37 percent of youth in the GCC, 39 percent in North Africa and 31 per cent in the Levant.

For the 2016 survey, international polling firm Penn Schoen Berland (PSB) conducted 3,500 face-to-face interviews with exclusively Arab national men and women aged 18-24 in the six Gulf Cooperation Council (GCC) countries of the UAE, Saudi Arabia, Qatar, Kuwait, Oman and Bahrain; Iraq, Egypt, Jordan, Lebanon, Libya, Palestine, Tunisia, Morocco, Algeria and Yemen. The interviews were conducted in the period January 11 to February 22, 2016.

Real estate, technology and retail were the top three sectors in which Arab youth would like to start a new business venture. Real estate is the preferred choice for a start-up in the Gulf states, where 24 per cent of youth said they would opt to launch a property-related company, whereas technology was the top choice for would-be entrepreneurs in the Levant (15 per cent) and North Africa (18 per cent).  Retail is the second most popular choice in Levant and North Africa for 15 per cent and 16 per cent of respondents respectively; however in the Gulf only 9 per cent would opt to start a retail operation.

Across the whole Middle East 34 per cent said they did not intend to launch their own business, while 30 per cent didn’t know.  Lack of financial resources to start a business was cited as the main reason overall, by 20 per cent of young people, however in the GCC only 8 percent believed they lacked the means to go it alone, while in North Africa, 37 percent saw this as the biggest hurdle.

Young Arabs believe governments can do more to support young entrepreneurs, with 39 per cent saying that encouraging affordable lending should be made a priority; 25 per cent calling for education and training to be improved and made more available; and 19 per cent asking for government regulations and red tape to be cut.

“These findings suggest governments in the Middle East have an excellent opportunity to really help kick-start an entrepreneurial culture in the region,” said Sunil John. “With the Arab world needing to provide 80 to 100 million jobs by 2020, according to the World Bank, this represents a rich resource of largely untapped talent who can help drive the Arab world’s transformation to knowledge-based economies, and provide the opportunities of the future.”

Now in its eighth year, the ASDA’A Burson-Marsteller Arab Youth Survey has established itself as a key referral source for businesses and policymakers across the world.

In-depth results from the 8th Annual ASDA’A Burson-Marsteller Arab Youth Survey, including survey highlights and a white paper in Arabic and English, are available on www.arabyouthsurvey.com

Note to Editors:

About ASDA’A Burson-Marsteller:

Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy, with 11 fully-owned offices and 10 affiliates across the Middle East and North Africa. A WPP company within the global Burson-Marsteller network, ASDA’A Burson-Marsteller is a member of the MENACOM Group. The agency provides services to governments, multinational businesses and regional corporate clients through its seven practices in the sectors of Technology, Finance, Healthcare, Energy & Environment as well as Consumer Marketing, Corporate Communications and Public Affairs. The firm’s services include reputation management, digital communications, media relation, media monitoring & analysis, design services and event management. asdaabm.com

About Penn Schoen Berland:

Penn Schoen Berland (PSB), a member of Young & Rubicam Group and the WPP Group, is a global research-based consultancy that specialises in messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices in Washington, D.C., New York, London, Seattle, Los Angeles, Dubai, Singapore, Delhi, Madrid and Denver, which are supported by an in-house fielding capability and are fully equipped to provide the complete creative solutions PSB client needs.psbresearch.com

For further information, please contact:

Sunil John/ Bashar Al Kadhi
ASDA’A Burson-Marsteller
Dubai, UAE

T: 971 4 4507600
E: ays@bm.com
www.arabyouthsurvey.com

Infographics 2016