Young Gulf Arabs more likely to boy­cott brands over pol­i­tics than their ME peers

8th ASDA’A Bur­son-Marsteller Arab Youth Sur­vey

Kuwait Times - - BUSINESS -

More than a third of young Arabs in the Gulf states - and al­most 60 per cent of youth in Saudi Ara­bia, the re­gion’s largest mar­ket - would con­sider boy­cotting a brand for po­lit­i­cal rea­sons, ac­cord­ing to a find­ing from the 2016 ASDA’A Bur­son-Marsteller Arab Youth Sur­vey. That is more than for Arab youth as whole, with 38 per cent of GCC youth say­ing they would boy­cott a brand, against 29 per cent for Arab youth across the re­gion. In the GCC states, 13 per cent say they would not boy­cott a brand, while 40 per cent said ‘maybe’, with the rest say­ing they did not know. In the Le­vant, only 21 per cent said they would boy­cott for po­lit­i­cal rea­sons, sim­i­lar to North Africa with 27 per cent. In Saudi Ara­bia, 57 per cent of young Arabs said they would boy­cott a brand, against just 8 per cent who said they would not.

Young Arabs are also con­scious of where their fa­vored brands hail from: 52 per cent of all young Arabs say a brand’s coun­try of ori­gin mat­ters to them, while 44 per­cent say it does not. This is most pro­nounced in GCC, where 58 per­cent say ori­gin does mat­ter, and least in Le­vant, where a sim­i­lar num­ber, 55 per cent, say it does not. “These find­ings re­veal that young Arabs re­ally think about where a brand comes from, not just in terms of per­ceived qual­ity, but also in terms of the pol­i­tics of the coun­try of ori­gin,” said Su­nil John, chief ex­ec­u­tive of ASDA’A Bur­son­Marsteller. “The Arab world, with its 200 mil­lion youth, is an in­creas­ingly im­por­tant mar­ket for to­day’s multi­na­tion­als, but in to­day’s glob­al­ized world, the power of that de­mo­graphic can see them shut out of large parts of this mar­ket over de­vel­op­ments be­yond their con­trol.”

US brands are the most pop­u­lar among Arabs as a whole, with 17 per cent putting the US at the top of a list of fa­vored coun­tries of ori­gin, fol­lowed by Ger­many, France, Ja­pan, Italy, China and South Korea. How­ever, while this view is pro­nounced in the GCC and North Africa (21 and 23 per­cent pre­fer US brands re­spec­tively) in the Le­vant US brands are viewed ex­tremely un­fa­vor­ably, com­ing 6thon the list with just 6 per­cent pick­ing US brands, putting them be­hind those from Ger­many, France, Ja­pan, China and Italy. This con­trast­ing view is borne out by a more pointed ques­tion, which asked: ‘What is your gen­eral at­ti­tude to­wards Amer­i­can brands?’ While the over­all fig­ure re­vealed 41 per­cent of young Arabs view US brands pos­i­tively, more than half of Gulf youth (54 per cent) have a fa­vor­able view of US brands, with 18 per cent hav­ing a neg­a­tive view, while only 23 per cent of young peo­ple in the Le­vant see US brands in a pos­i­tive light, with more than a third (36 per cent) view­ing US brands neg­a­tively.

Now in its eighth year, the ASDA’A Bur­son-Marsteller Arab Youth Sur­vey has es­tab­lished it­self as a key re­fer­ral source for busi­nesses and pol­i­cy­mak­ers in the re­gion and across the world.

For this year’s sur­vey, in­ter­na­tional polling firm Penn Schoen Ber­land (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 11 to Fe­bru­ary 22, 2016.

In-depth re­sults from the 8th An­nual ASDA’A Bur­son-Marsteller Arab Youth Sur­vey, in­clud­ing sur­vey high­lights and a white pa­per in Ara­bic and English, are avail­able on www.araby­outh­sur­vey.com.

Tan­don with Mazda Japanese En­gi­neers and the Mazda Kuwait ser­vice team

Newspapers in English

Newspapers from Kuwait

© PressReader. All rights reserved.