In our second annual forecast of MENA trends for the near future, economic uncertainty, social tension and a hyper-connected progressive Arab are at the center of many of our trends. Our report highlights how in our transitional times, these progressive cohorts are taking on the responsibility of shaping their own futures, leveraging crowd-power and technology as the enablers of self-sustainable lifestyles. We also spotlight how businesses are responding to their pull, in an increasingly assertive consumer landscape.
JWT MENA’s 10 Trends for 2014 report is a result of quantitative, qualitative and desk research conducted by Brand Intelligence MENA throughout the year and specifically for this report.
Trends don’t happen in isolation. They tend to intersect and work in tandem with each other, as you’ll see here. Our future trend forecasts in the coming years will be extensions or outgrowths of our current day trends; after all, trends with real significance can’t be assigned to just one calendar year. At the beginning of each trend in the full report, you’ll see a heat map indicating how developed or not the trend particularly is across our six key MENA markets and which demographic it is trending among. At the end of each trend, you’ll see a graphic showing which of our other trends it intersects with. The trends we explore here, which we believe will have significant weight and momentum, indicate shifts that are likely to be with us for a while.