Publicis Groupe Middle East has launched Youth Studio, a first-of-its-kind hub designed to help brands better understand and engage with Gen Z and Gen Alpha (Gen ZAlpha) across the GCC. Developed in partnership with Snapchat, the exclusive strategic partner to the Youth Studio, the platform helps marketers move beyond stereotypes and uncover the real drivers shaping youth identity, creativity, and influence – backed by data, insights and real voices. Â
What the Data Reveals
The paradox generation: both/and, not either/or
• 52% value a balance between religious teachings and modern life (vs 23% embracing modern lifestyles)
• 57% want to preserve using Arabic in daily conversation (compared to 49% of Millennials)
• 85% of Gen Alpha look up to their parents (vs 49% to friends/siblings and only 21% to media influencers)
• 63% value a mix of expressing themselves through traditional appearance and fashion, filters and avatars (vs 20% who prefer only fashion/avatars)
AI natives who see technology as an unlock, not a threat
• 60% believe they learn the fastest with AI
• 43% believe AI has given them new possibilities they hadn’t imagined
What they want their generation remembered for:
1. “The Artificial-Intelligence & tech-innovation generation”
2. “The guardians of Saudi’s heritage in a modern world”
3. “The most globally connected & culturally open generation”
Success = legacy + learning + independence, not just salary
What “success” looks like to Saudi youth:
1. Making my family proud and continuing our legacy
2. Continuous learning and self-growth
3. Total independence, being able to live on my own terms
4. Earning a high salary
5. Starting my own business/side hustle
• 42% believe well-being is more important than career (vs 21% who believe career is more important)
• 45% want to balance passion and pay (vs 30% who’d prioritize passion alone)
49% of KSA Gen Zs value a mix of originality and trendiness compared to 30%
who follow trends and 20% who value uniqueness.
• 41% of KSA Gen Z feel conflicted between following their personal goals versus
meeting their family’s expectations.
• 39% of KSA Gen Z worry that expressing themselves in a modern way won’t
always be accepted by older generations, in comparison to 32% who are not
concerned and 29% who haven’t considered it.
Gen Alpha Insights:
• Top 3 Influences for KSA Gen Alpha:
o #1 Parents
o #2 Friend or Older Sibling
o #3 Influencers
• 59% of KSA Gen Alpha kids worry about not making friends or feeling left out.
