Article

Philippa Clayre
Philippa Clayre 13 November 2015

Generation Bold Deep Dive

Whilst brands appear to be preoccupied with Millennials, J. Walter Thompson MENA sees huge potential in alternative consumer landscape.

J. Walter Thompson Middle East and North Africa (MENA) has released its Generation BOLD deep dive, authored by Mennah Ibrahim, featuring original analysis and key insights into the untapped yet tenacious Arab demographic of today’s 50+ age group, who are looking to have their needs met, with the spending power to match.

Engaged, numerous, and with financial influence, people born between 1946 and 1965 - which the agency has termed, Generation BOLD - currently represent 12% of MENA’s population and over the next 10 years, the US Census Bureau 2014 statistics expect that population to number approximately 53 million.

Whilst brands appear to be preoccupied with Millennial consumers, J. Walter Thompson MENA sees huge potential in this virtually ignored segment of the consumer landscape.

 

The report identifies the factors that set the stage for them to be so daring, as well as how they are influencing buying decisions across generations. It discusses ways to reach Generation BOLD through meaningful conversations that are honest, upfront, relevant and true. But don’t expect these consumers to be putting on their slippers and sitting in front of the television any time soon.

 

Shaped by the rise of Pan Arabism and having grown up with optimism and prosperity, this age bracket has a significant portion of its demographic that plans to start a new career. Young at heart, they are grabbing life with both hands. In our survey 20% said they are set on injecting some romance into their lives. Sixty three percent state they access the internet every day, and 83% can’t imagine life without it!

 

Mennah Ibrahim, Director of J. Walter Thompson Intelligence MENA and MENA Director of the Innovation Group, commented, “We went out to meet these contemporary consumers who are smashing outmoded notions of how one should live life beyond the 50+ milestone and found the opportunities for brands across multiple sectors, is astonishing.”

 

“We identified four key typologies and discovered the perception that Generation BOLD is tech-phobic, is completely incorrect. This is a forthright and vocal group who have a lot to offer as well as cash to spend, yet perceive that society views them as something of a burden.”

 

For this report, we conducted a quantitative survey across six key markets, KSA, UAE, Egypt, Morocco, Lebanon and Kuwait using SONAR™, our online tool, in addition to extensive desk research.

 

Read the full report here

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more