Article

Philippa Clayre
Philippa Clayre 16 November 2015

J. Walter Thompson's 10 Trends For MENA - 2015 Report

J. Walter Thompson MENA has released its much-anticipated full 10 Trends for MENA in 2015 report.

J. Walter Thompson MENA has released its much-anticipated full 10 Trends for MENA in 2015 report.



Authored by Mennah Ibrahim, Head of Brand Intelligence at J. Walter Thompson Middle East & Africa, the proprietary analysis includes a look at millennial value systems and the vivacious generation aged 50 plus.

Now in its third year of annual forecasting, the proprietary research and analysis uncovers significant shifts in consumer behavior in the region, and provides insights into the “what, where, how and why” of 10 key cultural trends that will impact society in the Middle East and North Africa in the future.

Game changing shifts looked at in the report include “Mashing Up Tradition”, “Benevolent Brands”, “Caring Tech”, “The Rise of Incognito”, “Bil Arabi” and “Buying Betterment”. The over-arching theme that sits at the heart of all 10 Trends identified for 2015 is betterment. MENA consumers are redefining all their priorities, perspectives and affiliations, expecting brands to step up with more responsibility than ever before.

 

Betterment is a huge driver in 2015. Brands must take action and glean relevant insights that support their businesses in creating future-ready initiatives. For the last three years, Ibrahim’s reports have identified and tracked how consumers in the region are not asking for, but demanding, highly personalized services and much more “good” to be put back into the community.

 

Technology and crowd-power are now viewed as rightful enablers to a more self-sustainable lifestyle. Going hand-in-hand with this perspective but sitting firmly on the flipside of the coin, Arabs have begun guarding their privacy more closely, which is a chilling consideration for brands that stand to lose potential social value from audiences not sharing their content.

 

With its keen focus on the region’s consumer, the 10 Trends for MENA in 2015 report also reflects the challenging world of the Millennial’s value system, discovering this cohort’s ideals around temporary ownership and experiential purchases versus traditional status markers.

 

In addition, the report explores the vivacious lives of a growing number of consumers aged 50-plus, who are wealthy and living with ageless sensibility, which places them as highly influential stakeholders in their communities. Foresight and planning have never been more important to brand owners, in our fast-changing times.

 

Our three annual JWT MENA Trend reports provide tremendous perspective, which helps brands understand not only where we are going, but where we have come from, as a region. This is hugely important when identifying how a brand can synchronize its strategy and its conversation with the increasingly allusive Arab consumer. Headed towards experimentation with a mix of new cultural elements, Arabs are replacing activism with altruism and taking a walk on the wild side in order to counter-act the monotony of life.

 

You can download the full report here

 

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