Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. Over-50s in the region are a growing force to be reckoned with, and are reinventing cultural preconceptions about aging and retirement. While the wave of retiring boomers in the West has been explored in detail, the dynamics of this shift in the MENA region have not yet received adequate attention.
This is a group that refuses to be sidelined by younger generations. That’s why we’ve called this study of contemporary MENA consumers in their 50s and 60s: Generation BOLD.
For this report, we conducted extensive desk research, in addition to a quantitative survey across six key regional markets; Saudi Arabia, UAE, Egypt, Morocco, Lebanon and Kuwait using SONAR™, J. Walter Thompson’s proprietary online tool. In December 2014, we surveyed 244 adults aged 50-69 (BOLDers) and 248 adults aged 35-49 (Generation X).
We ran eight in-depth discussions with five subjects in their 50s and three in their 60s.