Findings From 7th Annual ASDA’A Burson-Marsteller Arab Youth Survey Released

  • Arab youth see the rise of ISIS as the biggest obstacle facing the region
  • Youth are keen to start their own business as concerns about unemployment continue
  • The UAE remains the most popular country to live in and emulate and Saudi Arabia is viewed as the region’s biggest ally
  • Many view the Arabic language as central to their identity but believe it is losing its value to English

Dubai, UAE, April 21, 2015 – Confidence among Arab youth that the Arab Spring would bring positive change across the region is declining and as a result they are uncertain whether democracy could ever work in the Middle East. This is the headline finding of the 7th Annual ASDA’A Burson-Marsteller Arab Youth Survey released today.

“In an increasingly complex world, the annual ASDA’A Burson-Marsteller Arab Youth Survey provides a critical window into that region’s most important resource – its youth,” said Donald A. Baer, Worldwide Chair and CEO, Burson-Marsteller. “It is our belief that the insights gathered from the survey can help inform policy and decision-making of governments and the private sector.”

When asked whether they agree or disagree with the statement “democracy will never work in the region,” 39 percent of Arab youth agree it will never work, 36 percent think it could work while the remaining 25 percent are unsure. Conflicting views on democracy are further highlighted when youth are asked to name the biggest obstacles facing the region, with just 15 percent citing lack of democracy, down from 38 percent in 2014, 43 percent in 2013 and 41 percent in 2012. In 2011, “living in a democracy” was the most important desire for 92 percent of Arab youth polled.

Similarly, confidence among youth that the Arab Spring would bring positive change across the region is declining. In 2015, just 38 percent agree that the Arab world is better off following the Arab Spring, compared to 54 percent in 2014, 70 percent in 2013, and 72 percent in 2012.

“The Arab Youth Survey is an annual initiative of ASDA’A Burson-Marsteller, the Middle East’s leading public relations consultancy,” said Jeremy Galbraith, CEO, Burson-Marsteller EMEA and Global Chief Strategy Officer. “The seventh edition of the survey was developed to provide reliable data and insights into the attitudes and aspirations of the region’s 200 million-strong youth population. The MENA market is known for having an extraordinarily young demographic, with 60 percent of its population below the age of 25,” Galbraith added.

International polling firm Penn Schoen Berland (PSB) completed the largest survey to date for the seventh-annual edition. 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 20th to February 12th, 2015.

The rise of ISIS is seen as the biggest obstacle facing the region and fewer than half of Arab youth are confident their national government can deal with it. The rise of ISIS – also known as Daesh, the self-proclaimed Islamic State of Iraq and Levant – is a major concern for Arab youth with nearly three in four (73 percent) concerned with the extremist group’s growing influence and almost two in five (37 percent) citing it as the biggest obstacle facing the region. At the same time, fewer than half (47 percent) are confident their national government can deal with this new threat.

As unemployment remains a major concern in the region, many young Arabs are keen to start their own business. When asked to comment on how concerned they are about unemployment, the majority (81 percent) say they are “concerned.” Regional governments, concerned about unemployment rates, are encouraging more citizens to enter the private sector or establish their own businesses. The survey sees positive trends in this area. Nearly two in five (39 percent) young Arabs are looking to start a business within the next five years, with technology and retail being the most popular sectors.

When asked to suggest what national governments should do to further encourage entrepreneurship, one third (32 percent) say they should encourage affordable lending. They cite improving available training and education (26 percent) as the second most pressing measure followed by reducing regulation and red tape (19 percent).

While youth view the Arabic language as central to their national identity, many believe it is losing its value and converse more in English. Three in four (73 percent) agree that the Arabic language is central to their identity, meanwhile almost half (47 percent) believe it is losing its value and one in three (34 percent) disagree. Significantly, 36 percent of young Arabs use English more than Arabic on a daily basis. The phenomenon is particularly prevalent in the GCC where 56 percent say they use English more than Arabic, versus 24 percent in non-GCC countries.

The UAE remains the country that most Arab youth would like to live in and is seen as a model for their country to emulate for the fourth year running. When asked to name a country anywhere in the world where they would like to live, Arab youth cite the UAE as their top choice for the fourth year running ahead of 20 other countries, including the United States, Germany and Canada.

Likewise, when asked to think about which country they would most like their home country to emulate, almost a quarter (22 percent) consider the UAE as a model nation, followed by the United States (15 percent) and Germany (11 percent), Canada and France also feature in the top five (8 percent each). The UAE is the only Arab country in the top five choices identified by Arab youth.

Saudi Arabia is seen as the top ally in the region, followed by the United States and the United Arab Emirates. When asked to think about their country’s biggest ally, Arab youth cite Saudi Arabia for the fourth year running. The US and the UAE are close second and third choices at 23 and 22 percent, respectively.

Commenting on the survey, Jay Leveton, CEO of PSB, said: “We understand the value of evidence-based insights, in a region where research is often limited. The findings of our survey provide public and private sector organizations with data and analysis to help them make more informed decision-making and public policy formation.”

Sunil John, CEO of ASDA’A Burson-Marsteller, said: “The ASDA’A Burson-Marsteller Arab Youth Survey serves as a barometer not only of the ever-evolving aspirations of Arab youth but also of the overarching social, political and economic trends that define the Arab world. Our approach to understand the Arab world’s unique dynamics through the eyes of its youth has also made the Survey’s results relevant – and often the only authoritative referral source in the region.

“We hope that the findings of the Survey, which we share in the public domain as part of our social responsibility, will further add to the constructive dialogue about the hopes and aspirations of Arab youth,” John concluded.

In-depth results from the 7th Annual ASDA’A Burson-Marsteller Arab Youth Survey, including survey highlights and a white paper in Arabic and English, are available on


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.

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, Hong Kong, Los Angeles, San Francisco, Dubai, Beijing, Austin and Denver, which are supported by an in-house fielding capability and are fully equipped to provide the complete creative solutions PSB clients need.

For further information, please contact:
Iman Ahmed/Claire Valdini
ASDA’A Burson-Marsteller
Dubai, UAE
Tel: 971-4-4507600