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

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