Dina El-Dessouky, Head of Strategy & Insights, Publicis Communications, KSAAs an Arab woman, I have always been inspired by stories of women in Saudi Arabia and our region breaking barriers. The pursuit of equal rights and access has always felt deeply personal, with every step forward representing a long overdue correction to history.
This is why, from a distance, I watched with excitement as Saudi Arabia’s Vision 2030 promised transformation. The headlines were loud and refreshing, and how could they not be? Women were achieving more than ever, breaking records, and joining the workforce in huge numbers. Their participation jumped from 17 per cent in 2016 to 34.5 per cent in 2022, surpassing even the country’s own targets.
At the time, I thought I understood what
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