Asda’a finds youth wants action, as CEO is made MEPRA fellow
In a region they view as having drifted off course over the past decade, young Arabs say action on jobs, education, fighting terrorism and corruption is needed to steer the region in the right direction. Arab youth overwhelmingly support the reforms Saudi Arabia’s Crown Prince Mohammed Bin Salman is spearheading and view him as a strong leader who will shape the region over the next decade, according to the 10th annual Asda’a Burson-Marsteller Arab Youth Survey 2018.
The survey also reveals that the perception of global power in the region has shifted markedly, with a majority of Arab youth across the region now viewing the US as an adversary and Russia, instead, seen as the top non-Arab ally among young people.
The Arab Youth Survey is the largest survey of its kind of the Middle East’s largest demographic – its youth. For the 10th annual survey, international polling firm PSB Research conducted 3,500 face-toface interviews with men and women aged 18-24 in 16 Arab nations and territories, between January 21 and February 20, 2018.
The majority of young Arabs (55 per cent) said they believe the region has moved in the wrong direction over the past decade – a period stamped by the Arab Spring and the rise of Daesh. Pessimism is particularly pronounced in the Levant, where 85 percent say the region has moved in the wrong direction. Defeating terrorism, providing wellpaying jobs, better education and fighting corruption are all cited by youth as the main action areas to move things back on track over the next decade.
Sunil John, founder and CEO of Asda’a Burson- Marsteller and Middle East president of Burson Cohn & Wolfe, has been recognised by industry peers with a Middle East Public Relations Association (MEPRA) Fellowship.
John received his Fellowship from Ray Eglington, MEPRA Chair, during the fourth annual MEPRA Leadership Majlis held in Abu Dhabi, which brought together almost 200 industry professionals from more than 40 organisations.