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Saudi focus: the soft force of Saudi creativity, by Extend’s Ghassan Kassabji

Why marketing agencies in Saudi Arabia must hire more women

By Ghassan Kassabji, chief growth officer, Extend
Saudi women are today more engaged in society, government and business. They are also taking on more creative roles than ever before, a testament to how times are changing in Saudi Arabia.
A key Vision 2030 objective is to increase women’s participation in the workforce to 30 per cent.

Saudi Arabia achieved this objective in 2020; female participation in the kingdom’s workforce rose to 33 per cent at the end of 2020, from 19 per cent in 2016, according to data from the General Authority for Statistics.

This participation rate will further increase, given equal access to higher education locally and globally. More Saudi women are graduating than ever befor


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