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Consumer Lifestyle
Published: 16 Nov 2015

Generation Bold: MENA Boomers

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Growing numbers of boomers from the Middle East and North Africa are skipping and revisiting life stages at will

A cohort of 50- to 69-year-olds from the Middle East and North Africa is challenging convention by seeking out new experiences and behaving more like millennials (aged 21 to 34).

International ad agency JWT has dubbed them Generation Bold, after its 2015 survey found them "skipping and revisiting life stages at will, dating, studying, travelling the world, launching new businesses and much more". The agency pulled out four key mindsets from within this generation, based on a survey of 244 individuals from Saudi Arabia, the UAE, Egypt, Morocco, Lebanon and Kuwait, alongside eight in-depth interviews.

  • Traditionalists: This family-focused subgroup, which makes up the largest group at 37%, is happy to just relax and spend time with their grandchildren.
  • Adventurers: A similarly sized segment, Adventurers are more outward-looking, having discovered a "newfound appreciation for experiences over possessions". They are keen to travel and explore the world.

  • Self-Actualisers: This smaller segment of 17% isn't slowing down and is busy starting new businesses or careers. Some are re-entering education.

  • Activists: The smallest subgroup (accounting for 11% of Generation Bold) is driven by the desire to give something back to the community. Its members want to "leave their mark on the world" by starting foundations, supporting charities or "fighting for a worthy cause".

For more on progressive attitudes to old age, see New Attitudes to Ageing. For the latest on new demographic models, see Dissolving Demographics, part of our reporting from SXSWi 2015.

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