Brand choices of the young and the stressless

Brand choices of the young and the stressless


TNS's 'Shabab Tek' survey offers marketers' valuable insight into the lives of the Gulf's carefree, fun-seeking youth.


The kids are alright

Apr 15, 2008 Adam Grundey


The Dubai office of research agency TNS recently completed its Shabab Tek survey, an exhaustive look into the minds of Arab youth - a segment that makes up more than 50 percent of the region's population. The agency spent four months delving into the lives of 80 "future shapers" in Riyadh, Jeddah, Dubai and Kuwait - 40 men and 40 women aged 16 to 25 - carrying out what Ambrish Chaudry, account manager at TNS, describes as, "real on-the-street research," rather than the traditional method of focus groups and questionnaires.

"We called it Shabab Tek because 'shabab' means 'youth' and we feel that technology is the key difference between this generation and previous generations," says Chaudry. "It's a major catalyst of change. It's allowing them to connect to the outside world and to each other. They are no longer passive consumers."

Perhaps the most important part of the project took place before the main body of research began: Identifying the right people to participate.

"This isn't a study of the mainstream of society. We're looking at cutting-edge people," says Tammy Jalboukh, head of TNS's consumer connections unit, Tawaasul. "And obviously, we had tools to be sure that these people are actually in a position to influence society. They had to be innovative and into new things, but they also had to have the social currency to make sure that whatever they're into gets passed on."


Having selected the participants, TNS proceeded to spend some quality time with them. First, researchers went to their houses to see them in their home environments (without parental supervision) and get a feel for their possessions and media habits. Then participants were asked to nominate a place for the next meeting and to bring a friend (or several) along with them. The third step was a creative focus group where participants were asked to give their views on various adverts and media clippings.

In between times, each participant was given a camera and asked to record some of their "cool moments." This, says Chaudry, offered much rich material.

"We've got videos, for example, of guys on the streets of Kuwait hitting on women in the next car. It's as intimate as that. It's a glimpse of Arab youth that has never been seen before. We've identified the key trends in their lives and how things are going to change in the future, we've identified which ads and brands really connect with them. And we've brought a very human touch to the research."

Five lifestyle themes emerge. "For each of these themes, we identified how they are manifested in their lifestyles and which brands have managed to - and could - capitalize on each theme," Jalboukh says.

1. Living life king-size

LIFESTYLE: "This is a hugely optimistic generation," says Jalboukh. "They're constantly looking on the bright side of life." Having grown up in relatively stable times, and in comfortable economic situations, the youth of the Gulf are fun-junkies, focused on the present. "They're very high-energy," she continues. "Adventure sports are huge. They're really into exploration and excitement." And they have the money to indulge in their hobbies, as most are supported by their parents. Kids in the Gulf are marrying later than previous generations, leading to prolonged adolescence in which their only concern is keeping themselves entertained.

Aside from the adrenaline rush of stunt driving on the streets of Riyadh or jet-skiing off the coast of Jumeirah, "king-size" living also manifests itself in less energetic ways. Shopping malls, coffee shops and fast-food restaurants are all central to the daily lives of youth in the Gulf. Overseas travel is much more common for this generation, too, in its constant search for variety.

This "on-the-go" mentality means it's hard for advertisers to capture their attention, however. "These aren't the type of people who'll say, 'Oh, my show's on at 8.30. I have to be home to watch it.' They'll watch it their way and in their own time," says Chaudry. Probably by downloading it.

And even when they are watching TV shows at scheduled times, they'll skip the ads. "They channel surf all the time. 'Why would I waste time watching ads?' they ask," Jalboukh says. "That's why it's important to engage them, rather than just putting your message across."

BRANDS: Brands whose messaging is energetic score highly with Gulf youth. Young men are obsessed with cars and car accessories (4WDs are favourites) - and several cited a Chevy ad (where a guy uses the car to beat up attackers) as memorable. Playstations are ubiquitous in their houses. In the FMCG category, brands like Mountain Dew, Pepsi and Snickers are popular.

2. Seeking status

LIFESTYLE: "Probably more than any other part of the world, status and luxury is a big thing for youth here," says Chaudry. "'Kashka' means 'luxury,' but it also means 'cool.' That tells you a lot about their mindset."

Whereas their Western counterparts mainly see high-end luxury brands as something for older, richer people, Arab youth see them as the cutting-edge of what's cool. Money, the research found, is seen as essential for happiness. Men and women alike keep up to date with the latest fashions, through magazines and TV shows, and will judge each other on what they wear and what they own.

"Men, when they look at a girl, will check out what handbag she has," Jalboukh says. "Then they'll go to the showroom and see if it's original or not."

Their extravagant spending, says Chaudry, is "guilt-free." They don't feel at all bad about pampering themselves, and flaunting your wealth with loud, glittery styles is de rigueur.

BRANDS: "When you talk to them about brands, the first thing they mention is luxury brands - really high-end stuff," says Chaudry. "They're extremely conscious of the trends. And if they can't afford the originals, they'll go to, say, Zara and get something in the same style."

This status-conscious behaviour is reflected in all sectors, he says. "We're not talking about the very rich here. It's going to be very important to brands in the future." Marketers need to give consumers a feeling of exclusivity and of being pampered. Mass-marketed goods hold little appeal.

Jalboukh cites Red Bull as a brand that - although it's operating in the unglamorous world of FMCG goods - has managed to tap into the status-seeking behaviour of Gulf youth. "They love the ads and the branding," she says. "But what really sells it is the price. It's a five- or six-dirham drink. So you're sending a message: 'I'm cooler.'

"There's so much you can do around status," she continues. "There's a strong opportunity for FMCG brands, which no one other than Red Bull seems to have taken."

3. Being in touch

LIFESTYLE: "They're never really alone. Even if they're not physically with someone," says Chaudry, "they're on Facebook or on the phone." There is a noticeable shift in this generation, TNS found, from hanging out with family and neighbors, to seeking out people with shared interests.

"Their networks are no longer to do with who they live with or around," Jalboukh says. "Technology means it's more to do with 'people who are like me.' And virtual communities allow them to find these people. If brands can tap into that mindset, they'll get lapped up."

Technology plays a vital role in the lives of Gulf youth. Their mobile phones are this generation's most prized possessions. Multifunctional devices like the Nokia N-series are extremely popular, as they give consumers the ability to do everything on-the-move. But they're not nerds, by any means. "It's all about emotion," Chaudry says. "It's not a geeky way of using technology, it's all about connecting. Anything that helps them communicate better will do well."

BRANDS: After fashion brands, tech gadgets are the next favourite with this generation. Mobile phones, digital cameras, iPods and laptops abound. Anything that combines aspects of these is bound to succeed. Nokia and Sony Ericsson seem to be leading the way, according to TNS.

4. Taking a chill pill

LIFESTYLE: Closely tied to "living life king-size," this theme confirms that the youth of the Gulf are constantly searching for fun. "They love practical jokes," says Jalboukh. "They love the whole idea of being a little bit naughty and getting away with it. They're just not willing to get bored. And the girls are just as naughty as the guys."

Even at home, they'll be doing several things at once, usually with a music channel on in the background. Guys may be playing Playstation or chatting online, while girls are likely to be hanging out with their friends and dancing along to the videos.

The rise of technology has made one teenage pastime in particular easier for this generation to indulge in: flirting. Dating and sex are no longer taboo topics for Gulf youth. Targeem, a particular form of flirting which involves getting your number to the object of your affection, used to involve throwing a crumpled piece of paper at them. Now, thanks to Bluetooth, Web cams and mobile phones there are many more innovative ways to succeed.

BRANDS: The constant need to be entertained means brand loyalty is an outdated concept for Gulf youth. A sense of humor will help marketers stay popular longer. Brands such as Red Bull and Twix are admired for their cheeky ads, while Nescafe and Coke are cited as brands that celebrate everyday moments. And brands that hint at flirting in their advertising also do well.
5. Wanting to stand out

LIFESTYLE: "It's a lot more individualistic than the collective society it was in previous generations," Chaudry says. "They want to add their unique touch and stand out from the herd." Today's youth want to have their opinions heard and be taken seriously by their peers and elders. Parents are no longer in complete control of their children.

Which isn't to say there's open rebellion. There is still, the research shows, an ongoing negotiation between generations. When in the presence of the older generation, Gulf youth tailor their behaviour accordingly. There is still a great deal of respect for their traditions. But subjects that were taboo with previous generations - such as drugs and sex - are openly discussed among peers. Many view Arab media as lacking integrity for its refusal to examine these subjects. And censorship of movies and TV shows makes them mad.

And when they're with their friends, there is serious competition to be the flashiest dresser, the most daring driver, the smoothest talking or the most fashionable. There is a noticeable trend toward customizing their clothes and their cars to make a personal statement.

BRANDS: "Brands need to tap into this idea of 'being my kind of people,'" says Jalboukh. "Brands and adverts that are associated with local role models do really well. That's why Barbican is so popular; because it talks directly to them."

Marketers, she says, need to start thinking about communicating to this generation as individuals, rather than a group. Brands that manage to speak directly to them are guaranteed success.