ASDA'A Burson-Marsteller wins 'Middle East Consultancy of the Year' at Gold Standard Awards
Survey results based on face-to-face interviews with 3,000 Arab youth between the ages of 18 to 24 in 15 Arab nations
Dubai, UAE; April 7, 2013: His Excellency Mohamed Alabbar, Chairman of Emaar Properties, will lead a high-profile panel of speakers debating the findings of the fifth annual ASDA’A Burson-Marsteller Arab Youth Survey, the largest independent study of its kind of the region’s largest demographic, to be unveiled on Tuesday, April 9 in Dubai.
A ground-breaking initiative of ASDA’A Burson-Marsteller, the region’s leading public relations consultancy, the survey was conducted by international polling firm Penn Schoen Berland (PSB) through face-to-face interviews with 3,000 exclusively Arab national men and women aged 18-24.
The survey covered 15 countries – the largest to date since the annual study began in 2008 – including the six Gulf Cooperation Council countries (UAE, Saudi Arabia, Qatar, Kuwait, Oman and Bahrain), Iraq, Egypt, Jordan, Lebanon, Libya, Tunisia, and three new countries added this year: Morocco, Algeria and Yemen.
Joining Mr Alabbar on the panel at the evening launch will be Dr. Tarik Yousef, Chief Executive Officer, Silatech, Qatar; Dr Adel Al Toraifi, Editor-in-Chief, Asharq Al-Awsat and Al Majalla magazine; and Hassan Fattah, Editor-in-Chief, The National. The panel will be moderated by Nima Abu-Wardeh, Presenter, Middle East Business Report, BBC.
In front of an audience of local dignitaries and VIPs, the four experts will debate the implications of the findings for governments, the business community, the media and wider civil society, as well as the policy and decision-making changes needed to address the concerns of Arab youth.
Sunil John, Chief Executive Officer of ASDA’A Burson-Marsteller, said: “Every year ASDA’A Burson-Marsteller conducts the Arab Youth Survey because we understand how important it is to access reliable data here in the Middle East, where research into public opinion is often limited. This substantial investment in thought leadership, demonstrates our firm belief in the principle of evidence-based communications.”
“The Middle East and North Africa is much changed since the first Arab Youth Survey in late 2008, which is reflected in the findings every year,” John added. “In 2010-11, the highest priority of young Arabs was to live in a democratic country, and in the months that followed, the region witnessed an unprecedented outpouring of public opinion that defined the Arab Spring. But in 2012, after the uprisings, their top priority was being paid a fair wage and owning their own home.
“Our Arab Youth Survey has therefore become a barometer of how Middle East youth perceive the changes in their country and the wider region and of whether their aspirations are being met. There are some remarkable findings that can benefit policy makers as well as businesses in reaching out to the 200 million-strong youth population in the Arab region,” John said.
For the fifth edition of the survey, respondents were interviewed in-depth on subjects ranging from the political to the personal. Topics include the ongoing impact of the Arab Spring; economic and social concerns; attitudes towards democracy; foreign relations; personal values and beliefs, media consumption trends and social media habits.
The study sample, including exclusively nationals of each of the surveyed countries, was weighted to provide an accurate reflection of each nation’s geographic and socio-economic make-up.
A detailed White Paper on the findings of the fifth ASDA’A Burson-Marsteller Arab Youth Survey 2013 will be available from April 9 at the dedicated website www.arabyouthsurvey.com