PR Measurement Summit 2016: Sunil John of ASDA'A Burson-Marsteller's Industry Insight Presentation
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Sunil John, CEO of ASDA'A Burson-Marsteller presented an industry insight on Stakeholder Analysis - The Arab Youth Survey last October 13th as part of the 2-day PR Measurement Summit held at the Address Dubai Marina, Dubai, UAE. The theme of the event was “Measurement in an Age of Integrated Communications”.
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PR Measurement Summit 2016: Sunil John of ASDA'A Burson-Marsteller's Industry Insight Presentation
- 3. vey #ArabYouthSurvey WHY WE DO THIS Positioning: We are more than just an agency. We are an evidence-based communications consultancy Benefits: Insights used by policy makers, businesses and the media A genuine contributor to the global dialogue about the Middle East 3
- 4. vey #ArabYouthSurvey IMPACT: PRINT & DIGITAL 4
- 5. vey #ArabYouthSurvey 5 IMPACT: PRINT & DIGITAL
- 7. vey #ArabYouthSurvey IMPACT: SOCIAL MEDIA 7 31,595 10,499 FACEBOOK FANS TWITTER FOLLOWERS
- 8. vey #ArabYouthSurvey HH SHEIKH MOHAMMED • One of our biggest successes has been the continuing support of HH Sheikh Mohammed bin Rashid al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. • His patronage confers a degree of acceptance onto some of our more sensitive results, in a region where some media may be reluctant to publish things deemed controversial 8
- 9. vey #ArabYouthSurvey 9 AN OVERWHELMING MAJORITY OF YOUNG ARABS REJECT DAESH (ISIS) AND BELIEVE THE GROUP WILL FAIL TO ESTABLISH AN ISLAMIC STATE. 1 LACK OF JOBS AND OPPORTUNITIES IS SEEN AS THE NUMBER ONE RECRUITMENT DRIVER FOR DAESH. 2 MANY YOUNG ARABS BELIEVE SUNNI-SHIA RELATIONS ARE DETERIORATING AND THAT RELIGION PLAYS TOO BIG OF A ROLE IN THE MIDDLE EAST. 3 SAUDI ARABIA, UAE AND THE UNITED STATES ARE SEEN AS TOP ALLIES IN THE REGION WHILE IRAN’S INFLUENCE IS ON THE RISE.4 YOUNG ARABS ARE DIVIDED ON THE IRANIAN NUCLEAR DEAL AND THE SYRIAN CONFLICT. 5 TOP FINDINGS
- 10. vey #ArabYouthSurvey 10 THE UAE IS VIEWED AS A MODEL COUNTRY THAT IS ECONOMICALLY SECURE, AND IS THE MOST FAVOURED NATION TO LIVE IN AND SET UP A BUSINESS. 8 FIVE YEARS AFTER FIGHTING FOR POLITICAL FREEDOM DURING THE ARAB SPRING, TODAY MOST YOUNG ARABS PRIORITISE STABILITY OVER DEMOCRACY. 6 ARAB YOUTH WANT THEIR LEADERS TO DO MORE TO IMPROVE THE PERSONAL FREEDOM AND HUMAN RIGHTS OF CITIZENS, PARTICULARLY WOMEN. 7ARAB YOUTH ARE INCREASINGLY CONCERNED ABOUT FALLING OIL PRICES, BUT MOST STILL BELIEVE THEY ARE ENTITLED TO SUBSIDISED ENERGY. 9 MORE YOUNG ARABS GET THEIR DAILY NEWS ONLINE THAN FROM TV OR PRINT MEDIA.10 TOP FINDINGS
- 13. vey #ArabYouthSurvey THIS GENERATION IS MORE ENTREPRENEURIAL THAN ONE BEFORE Do you feel people in this generation are more likely to start a business than in previous generation? 13
- 14. vey #ArabYouthSurvey POTENTIAL ENTREPRENEURS: 36 PER CENT OF YOUNG ARABS INTEND TO START A BUSINESS IN NEXT 5 YEARS Do you intend to start your own business within the next five years? 14 If intends to start: In which Arab country would you like to set up your business in?
- 15. vey #ArabYouthSurvey AFFORDABLE LENDING THE KEY TO BOOSTING ENTREPRENEURIALISM What should your government do to promote entrepreneurship? 15
- 17. vey #ArabYouthSurvey YOUNG ARABS AVOID DEBT Are you currently in debt? 17 What is the main reason for your debt? (GCC)
- 18. vey #ArabYouthSurvey YOUNG ARABS IN THE GCC CONSIDER THEMSELVES WELL-OFF Do you think you are well off/not well off 18
- 19. vey #ArabYouthSurvey GCC YOUTH ARE CONFIDENT ABOUT THEIR FINANCIAL FUTURE Are you confident about your financial future? 19
- 21. vey #ArabYouthSurvey US BRANDS APPEAL TO YOUNG GCC ARABS, BUT NOT TO LEVANT YOUTH Which brand country of origin is most appealing to you? 21
- 22. vey #ArabYouthSurvey GULF ARABS MORE LIKELY TO BOYCOTT BRANDS FOR POLITICAL REASONS Would you ever support the boycott of a brand for political reasons? 22
Editor's Notes
- (BACKGROUND SLIDE FOR VIDEO) The Survey, which we have been producing for 8 years now, is now one of the most frequently cited pieces of research into this key demographic. In fact, the international reception to this year’s survey was unprecedented. We made front pages around the world – in the Guardian, the Washington Post, the Sydney Morning Herald – and of course, extensive coverage in the UAE and wider region. A highlight for me was when Sheikh Mohammed tweeted key findings to his six million followers And, on social media, our Arab Youth Survey hashtag originally targeted 5 million impressions this year. To date we have achieved more than 166 million.
- Now beyond the main findings, our Survey covers a number of topics in detail that are of great interest to other sectors but don’t form part of our initial ‘media blitz’. In the months since we released the Survey, some of these have become increasingly relevant. I’d like to take you through some of these, and explain a little how mining this data helps our clients, and of course, ourselves as an agency.
- Now beyond the main findings, our Survey covers a number of topics in detail that are of great interest to other sectors but don’t form part of our initial ‘media blitz’. In the months since we released the Survey, some of these have become increasingly relevant. I’d like to take you through some of these, and explain a little how mining this data helps our clients, and of course, ourselves as an agency.
- Over the past few years, innovation and entrepreneurship have emerged as the cornerstones of the UAE’s strategy for the future. So, this finding is favourite of mine, and one that we have presented to policymakers, businesses and organizations throughout the region, and one that shows that the message about entrepreneurship is deifinitely getting through. “This Generation is more entrepreneurial that the one before.” Young Arabs are increasingly positive about entrepreneurship with more than half believing members of this generation are more likely to start a business than the previous one. When asked “do you feel people in this generation are more likely to start a business than in previous generation?” 54 per cent agreed, with youth in the GCC most enthusiastic at 62 per cent, against 54 per cent of North African youth and 44 per cent of youth in the Levant.
- And, in the same vein, more than a third of young Arabs, 36 per cent, said that they themselves intend to start their own business in the next five years – 37 percent of youth in the GCC, 39 percent in North Africa and 31 per cent in the Levant. Across the whole Middle East 34 per cent said they did not intend to launch their own business, while 30 per cent didn’t know. We then asked potential entrepreneurs – those that said they intended to set up their own business in the five years – to say which Arab country they would like to set up a business in. 24 percent of those youth cited the UAE Followed by Saudi Arabia (18 percent) And Qatar (13 percent)
- The last slide on entrepreneurs, and policymakers take note: Young people believe governments can do more to support young entrepreneurs, with 39 per cent saying encouraging affordable lending should be made a priority; 25 per cent calling for education and training to be improved and made more available; and 19 per cent calling for government regulations and red tape to be cut.
- Now beyond the main findings, our Survey covers a number of topics in detail that are of great interest to other sectors but don’t form part of our initial ‘media blitz’. In the months since we released the Survey, some of these have become increasingly relevant. I’d like to take you through some of these, and explain a little how mining this data helps our clients, and of course, ourselves as an agency.
- Now this finding, on debt, is very interesting: Young Arabs still have very low levels of personal debt. Asked if they were currently in debt, only 12 per-cent said they were, with 88 per cent not having any personal debts. The breakdown was broadly similar by region, with young Arabs in the Levant having slightly more than average, at 14 per cent, with the GCC having 13 per cent and young people in North Africa having the least, at 9 per cent. Those GCC youth who do have debt use it for car purchases, credit cards , marriage loans and student loans. Whole strategies can be built around this one finding
- This is an example of some findings on attitudes to money that didn’t make our Top Ten, but which are extremely relevant to our clients in financial services. Young Arabs in the GCC are wealthy, and they know it. In the GCC, 47 percent of young people think they’re well off, against just 5 percent who think they’re not – with the rest saying they’re ‘average’
- In a similar vein, asked about their financial future, 74 per cent of GCC youth said they were confident about their financial future , with just 13 per cent in GCC saying they weren’t. Now, using research from Visa’s Millennial Survey, we can actually put a figure to this confidence: In the UAE, millennials will generate an average annual income of $40,000 by 2019.
- Now beyond the main findings, our Survey covers a number of topics in detail that are of great interest to other sectors but don’t form part of our initial ‘media blitz’. In the months since we released the Survey, some of these have become increasingly relevant. I’d like to take you through some of these, and explain a little how mining this data helps our clients, and of course, ourselves as an agency.
- And, finally, some findings we put together especially for today’s event, and a subject I that I think will be of great interest to professional in our industry: Brands In this slide we look at the whole Arab world, and can see some striking contrasts. In the GCC and North Africa, US brands are the most appealing, cited by 21 per cent and 23 per cent of respondents respectively. But in the Levant, that figure plummets to just six per cent. European brands, we can see, have wide appeal across the whole Middle East. Far Eastern brands, though, are again defined by region – and, dare I say it, affluence: Japanese brands are very popular in the GCC; while Chinese brands gain the most traction with Levant consumers.
- Finally, asked: Would you ever support the boycott of a brand for political reasons? 38 per cent of young people in the Gulf said they would, compared with 27 per cent in the North Africa, and 21 per cent in the Levant. In fact, in the Levant, 34 per cent of young Arabs said they would not, compared with just 13 per cent in the GCC. And this finding reinforces something we’ve actually seen here – brands being boycotted in the Gulf for actions taken by parent companies abroad. Across the Arab world there a lot of ‘maybes’ on this question – around 40 per cent – perhaps suggesting it would depend very much on context.