UAE leads by example with youth-focused policies, HE Reem Al Hashimy tells audience at unveiling of 10th ASDA’A Burson-Marsteller Arab Youth Survey

May 13, 2018

UAE leads by example with youth-focused policies,
HE Reem Al Hashimy tells audience at unveiling of 10th ASDA’A
Burson-Marsteller Arab Youth Survey

Expert panelists debate 2018 findings of landmark Survey, underlining importance of insights into young peoplefz’s hopes, fears and aspirations
DUBAI, UAE; MAY 10, 2018: An expert panel discussed the findings of the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, released on Tuesday, underlining the importance of the insights gained from the study for the region’s governments, policymakers and business leaders.
Her Excellency Reem Al Hashimy, UAE Minister of State for International Cooperation, and Director General, Dubai Expo 2020 Bureau, welcomed the Survey’s finding that ‘the UAE remains the top country Arab youth want to live in and want their own countries to emulate’.
HE Al Hashimy noted that one of the most significant findings in this year’s Survey was the level of support for His Highness Prince Mohammed bin Salman among Arab Youth (63 percent of those surveyed) and particularly in Saudi Arabia (91 per cent), and his programme of economic and social development.
She went on to highlight the ambition of Arab youth, adding: “The UAE has launched a number of initiatives that activate hope among youth, which reiterates the desire of the government to open fresh opportunities for young people by working directly with them.”
HE Al Hashimy said it is the UAE’s strategy to integrate and engage with young people, and youth engagement was a priority for Expo 2020 Dubai. “Nearly 30 per cent of the employees Expo 2020 are below the age of 30. We have a department dedicated to youth affairs, Youth Connect, and to promoting Expo 2020 Dubai in schools and universities.Volunteering is another major part of Expo – and a major focus of our volunteers programme are young people.
Turki bin Abdullah Aldakhil, General Manager of Al Arabiya News Channel, said the finding that ‘Young Arabs see Saudi Crown Prince Mohammed bin Salman as a strong leader who will shape the next decade’ is very important because its shows that: “Arab youth believe in his role in fighting extremism. They see him as a one of them, someone who thinks like them, and as someone who has broken the stereotype of a rigid political leader.”
Aldakhil added, “It is not only His Highness’ development mindset that inspires youth but also because he wants to present the real Islam to the world, as many Arab youth were embarrassed to express their religion because of the way in which Daesh represented Islam.”
On the observation that an increasing number of Arab youth perceive the Arab Spring to have impacted the region negatively, Dalia Khorshid, former Investment Minister of Egypt, said the Arab Spring was a wave of change – and – “an expression of how youth wanted to dictate their future and create the environment they want”.
She said: “Egypt marked 2016 as the Year of Youth, when the government focused on listening to young people and discussing various issues. There are bound to be differences but it is healthy. The key aspect is to understand that youth aspire to make a difference, and with digital technology, things are going to change faster.”
Professor Tom Fletcher CMG, Visiting Professor of International Relations at NYUAD and Visiting Professor and Special Advisor, Emirates Diplomatic Academy, said the real challenge for governments anywhere is that young people globally are finding it harder to trust the generation in office to leave the world in a better shape than it is today – with the exception of some countries, such as the UAE and Saudi Arabia.
He added that “the magnetic quality of the UAE to attract people is a result of the opportunities that the nation creates”. He underpinned the need for “getting the education system right” to ensure that “women are not just behind the steering wheel of cars but also steering the boardrooms.”
Prof. Fletcher added: “What we learn from the digital age is that popularity is easy to gain, hard to hold on to and easier still to lose”, and it is important for leaders to “continue to deliver and take the people with them – thinking of the long-term”.

Read the full findings and expert insight and commentary on this year’s Survey at

About the Arab Youth Survey
The ASDA’A Burson-Marsteller Arab Youth Survey, launched in 2008, is the largest survey of its kind of the Middle East’s largest demographic – its youth. It provides governments, the private sector and civil society with insights into the hopes, concerns and aspirations of Arab youth. For the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, PSB Research, an international polling firm, conducted 3,500 face-to-face interviews with Arab national men and women aged 18-24 between January 21 and February 20, 2017, in the six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE), North Africa (Algeria, Egypt, Libya, Morocco, and Tunisia) the Levant (Iraq, Jordan, Lebanon and Palestinian Territories) and Yemen. The margin of error is +/-1.65%. In-depth results from the Survey, including a white paper in Arabic and English, are available on
About Burson Cohn & Wolfe
Burson Cohn & Wolfe (BCW) is one of the world’s largest, full-service, global communications agencies with deep expertise in digital and integrated communications, across all industry sectors. The agency combines expertise in digitally-driven, creative content and integrated communications – across the consumer, healthcare and technology sectors – with deep strength in public affairs, corporate reputation, crisis, and research and analytics. Burson Cohn & Wolfe is a network of more than 4,000 employees across 42 countries.
About ASDA’A Burson-Marsteller
Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy, with ten wholly-owned offices and seven affiliates across 15 countries in the Middle East and North Africa. The agency provides services to governments, multinational businesses and regional corporate clients and institutions, operating five specialist communication practices – Consumer & Healthcare, Corporate, Financial, Enterprise & Technology and Public Affairs. A digital, design and marketing subsidiary – Proof IC – and a full-service research insights agency – PSB Research Middle East – complete the offering.
About PSB Research:
PSB Research, 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 corporate, political 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 around the world, including in Washington D.C., New York, Seattle, Los Angeles, Denver, London, Hamburg, Madrid and Dubai, which are supported by in-house field capabilities and fully equipped to provide the complete creative solutions PSB clients need. More at

For further information, please contact:
Sunil John/ Margaret Flanagan
ASDA’A Burson-Marsteller
Dubai, UAE
T: 971 4 4507600