Edelman has launch the first edition of The Arab Youth Outlook report, a product of the independent agency’s Gen Z Lab, which outlines conditions shaping the region’s youth’s outlook on investments, purchases and driving forces on their overall behaviour.
The report has surveyed more than 4,000 people aged 18-30 across 10 Arab countries, representing roughly 70 per cent of the Arab world’s population and 85 per cent of its combined GDP to offer brands and institutions actionable insights into opportunities with resonating with the demographic.
It highlights a generation that is learning, adapting and moving forward with confidence, even as they navigate shifting social norms, rapid technological change, geopolitical uncertainty and broader economic pressures.
“This research shows a generation that is not waiting for the future to happen to them, they are actively shaping it. Arab youth are both determined and optimistic, but they are also clear about the support they need to turn that optimism into progress,” said Nidaa Lone, Head of Abu Dhabi, Edelman Middle East.
A generation wrestling with real-world pressures, turns to technology
The findings underline the structural pressures shaping the day-to-day reality of young people across the region. From the sample surveyed, the three major concerns for Arab youth are cost of living (42 per cent), health and wellbeing ( 34 per cent) and job security (32 per cent).
Breaking through these concerns is access to technology. Arab youth feel most in control where they can act, through learning, adapting and defining who they are. Technology stands out as a major source of empowerment, with nearly two-thirds (68 per cent) saying they feel equipped to adapt to emerging technology, and many seeing it as a catalyst for learning, growth, and wellbeing. While health ranks as their second main concern, 62 per cent say they find it easy to take care of themselves.
Three in four (75 per cent) Arab youth say they are optimistic about their future, and 83 per cent want to be included in the decisions that shape it – signalling a generation whose confidence is matched by a desire for participation.
Generational expression
Arab youth find themselves to hold self-agency to a higher value than its predecessors. Shaping new lifestyles is a priority, as respondents say they are more likely to prioritise lifestyle and social choices, and freedom of expression and individuality than older generations.
The research also shows that optimism exists alongside very real economic and social pressures. While only around half of Arab youth say they find it easy to cover daily living expenses (54 per cent) and feel prepared to face a major financial challenge (55 per cent), confidence is far from universal. This reveals a divide beneath the surface, where financial security feels uneven across the generation.
Social pressures persist as well, with eight in ten (81 per cent) saying they have felt excluded or judged at least once, and 77 per cent saying they hide parts of themselves to avoid judgement.
Arab youth are ready for real support, mobility and empathy
Lone calls on institutions to act on the findings of the report, to turn respondents’s optimism into progress.
“This is a pivotal moment for institutions to step forward as partners, not just observers, and work with young people in the ways they desire to build the conditions for long-term stability and opportunity,” she said.
The report outlines the gaps between insitutions’ intentions and Arab youth’s needs. 8 in 10 feel young people are held back by systems that do not support their ambitions while only 6 out of 10 find institutions supportive
and believe they understand youth needs.
Those surveyed also note a divide in their ability to access opportunities beyond borders despite being willing to relocate, travel and experience life beyond the region’s borders. This issue may also stem from geopolitical tensions as 9 in 10 are affected by regional conflicts.
Opportunities for institutions to provide stability in terms of job security and physical and mental wellbeing are plentiful. Furthermore, fairness and equality are core qualities that youth expect brands and institutions to step up and showcase actionable change.
The full Arab Youth Outlook 2026 report explores these findings in greater depth, offering organisations a clearer understanding of the priorities, pressures and potential of Arab youth, and the opportunities to better support their future.
This report coincides with the official launch of Edelman’s Gen Z Lab in the Middle East, a dedicated regional platform helping brands, governments, and institutions understand and engage the next generation through data-driven insights and culturally grounded strategies.
