Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.

1. A REPORT BY
JW T INTELLIGENCE
M ENA
GENERATION
BOLD
A REPORT BY
IN NOVATION GROUP
M ENA
E XECUTIVE SUMMARY

2. GENERATION BOLD 2TRENDS
INTRODUCTION

3. 3GENERATION BOLDINTRODUCTION
Daring and undaunted by the massive social
changes that have taken place in their lifetimes,
today’s 50+ consumers are wealthier, healthier
and can look forward to more productive years
than any similar age group in history.
Once dominated by a largely young consumer base, the Middle East and
North Africa (MENA) region is at a demographic tipping point. Over-50s in
the region are a growing force to be reckoned with, and are reinventing
cultural preconceptions about aging and retirement. While the wave of
retiring boomers in the West has been explored in detail, the dynamics
of this shift in the MENA region have not yet received adequate attention.
This is a group that refuses to be sidelined by younger generations.
That’s why we’ve called this study of contemporary MENA consumers
in their 50s and 60s: Generation BOLD.
Currently representing 12% of the population in MENA Arab countries,
this cohort is expected to grow by 42% from 2015 to 2025, yielding a
projected population size of approximately 53 million.1
Taken together,
Generation BOLD and its successor, Generation X, represent one-third
of the region’s population—a huge untapped market.
GENERATION BOLD
Lebanese fashion designer Elie Saab at the end of his SS14 collection show, Paris Fashion Week

4. GENERATION BOLD 4TRENDS
But it’s not just about their numbers. They are engaged, they are
numerous–and they are ready to spend. Globally, the over-50s will have
spending power worth $15 trillion by 2020, according to Euromonitor.2
Our work on Generation BOLD grows out of a global rebranding of
aging that J. Walter Thompson Intelligence calls “Retooling for an Aging
World.” In the 2014 report “The Elastic Generation,” our colleagues in
London investigated the new 50+ consumer in the United Kingdom.
While many of their findings translate globally, Generation BOLD
remains a different group with its own unique needs and identity.
Vastly improved life expectancy and health have created a generation
that is fitter and more energetic than their predecessors. While the
average person in the MENA region could expect to live to 65 in 1990-
1995, average lifespan is expected to increase from 71 today to 73 in
2020-2025, and to 75 a decade later.3
Shedding preconceived notions of what it means to be older, Generation
BOLD is intent on maintaining youthfulness, keen to add life to years, not
years to life. Rejecting traditional linear paths through aging, they are
skipping and revisiting life stages at will; dating, studying, travelling the
world, launching new businesses and much more.
“What we’re dealing with
here is a group of optimists
who still want so much out
of life both for themselves
and for others. That
means getting up off the
couch and finding fulfilling
experiences or new ways to
make that happen.”
Roy Haddad, Director WPP, MEA

5. INTRODUCTION
Born between 1946 and 1965 and currently aged 50 to 69, Generation
BOLD was shaped by the rise of Pan-Arabism, an ideology founded
on the concept of a unified Arab nation bound together by common
linguistic, cultural, and historical heritage. These 50-somethings
grew up during an era when governments emerged as key socio-
economic agents,4
when optimism and prosperity reigned, and when
consumerism and self-indulgence thrived. It was a time when family
structures were sacred and patriarchal contracts were set in place.
It was also the era when women dressed more liberally and when
timeless pop icons appeared on TV screens for the first time.5
Like their counterparts in the West, they are the first generation that
has had to parent upwards and downwards simultaneously. With
average life expectancy up by 50% from 1960,6
looking after aging
parents is a huge new burden. Gen BOLDers must often shoulder the
expenses for this, which may include vast sums spent on health care,
living expenses and professional caregivers.
Obligations toward children are also changing, as Gen BOLD’s offspring
no longer inevitably leave the nest. Today’s 30-somethings, burdened
by the rising cost of housing and consumer goods, are returning home,
often with families of their own in tow. They may even need extra
financial assistance from their parents, which can send Gen BOLDers back
into the job market. While Gen BOLDers may experience age discrimination
in conventional workplaces, rather than giving up, many are using their
decades of experience to go into business for themselves.
Gen BOLD is also rewriting the romantic playbook. Marriages are dissolving in
midlife—not solely because husbands are leaving their wives for women half
their age. Women are fueling a rising tide of divorce, asserting their rights and
refusing to let traditional expectations of marriage consign them to a lifetime
of unhappiness. Online dating is booming among the 50+ set and is no longer
seen as just for the young.
J. Walter Thompson MEA would like you to meet these contemporary
consumers who are smashing outmoded notions of how life should be
post-50 and post-60. We hope to persuade you that we need to change the
conversation around middle age and help realize the latent potential of the
50+ consumer, whose life trajectory is now sinuous rather than linear, filled
with energy and limitless beyond imagination. These consumers are ageless
and, yes, bold.
Meet Generation BOLD.
5GENERATION BOLD

6. 6GENERATION BOLDMETHODOLOGY
Generation BOLD are Middle East and North
African adults aged 50-69.
We focused on this group because of their growing strength in
numbers and their affluence, as well as their characteristics as
a group: they are confident, spirited and fearless. These qualities
also inspired our choice of name. The concept of “bold” reflects the
courage, tenacity and vivacity of this generation.
For this report, we conducted extensive desk research, in addition
to a quantitative survey across six key regional markets; Saudi
Arabia, UAE, Egypt, Morocco, Lebanon and Kuwait using SONAR™,
J. Walter Thompson’s proprietary online tool. In December 2014, we
surveyed 244 adults aged 50-69 (BOLDers) and 248 adults aged 35-49
(Generation X).
We ran eight in-depth discussions with five subjects in their 50s and
three in their 60s.
All data was correct at the time of writing in October 2015.
METHODOLOGY
Actor Mustafa Fahmy in Vodafone's commercial, Egypt

7. 7GENERATION BOLDBY NUMBERS
GENERATION BOLD
BY NUMBERS
They’re a sizeable segment…
They currently make up 12% of the MENA Arab countries’ population*
…and they’re expected to get bigger
Their numbers are projected to grow at a rate of 42% from 2015 to 2025*
They feel as young as ever…
63% enjoy life more than when they were younger and didn’t feel different
when they hit 50 or 60†
…but they worry about their wellness
57% and 51% believe that losing physical and mental agility is a primary
concern about life in old age‡
They are patriotic…
49% believe that their country has a leadership position in the region§
… but are concerned about their countries’ futures
68% worry about corruption and high unemployment, and 55% are
concerned about the poor quality of education§
They’re financially secure…
56% are financially satisfied with where they are today||
…but they’re not ready for retirement
Only 26% are financially prepared to ensure a comfortable retirement#
They are online…
70% use social media to look at what family and friends are doing and 63%
of Gen BOLD access the Internet daily§
… but they prefer direct interactions
42% still own and use a basic mobile phone (without Internet
connectivity feature)§
They are fans of the web…
33% use their smartphone to compare products features and prices online¶
… but they rarely shop online
52% prefer to deal with an actual person rather than using e-commerce§
They are hunting for adventures…
41% want to spend their retirement traveling and exploring the world†
… but can’t find experiences that cater to their needs
81% would like more experiences to help them live a fulfilling lifestyle†
Sources: * US Census Bureau. 2015. † J. Walter Thompson SONAR™. 2014. ‡ Nielsen. 2014. “The Age Gap.” § Strategy&/PwC. 2013. “Generations A: differences and similarities across the Arab generations.” || Towers Watson. 2013. “Savings and
Retirement Attitudes Survey MENA.” # Nielsen. 2011. “The Global Impact of an Aging World.” ¶ J. Walter Thompson MEA Disco Lab. 2015.

8. GENERATION BOLD 8TRENDS
TYPOLOGIES

9. 9GENERATION BOLDTYPOLOGIES
Generation BOLD, complex and diverse,
refuses to be consigned to a box marked
“gray hair and slippers.” An analysis of our
MENA SONAR™ survey reveals four clusters
of traits that allow us to segment Generation
BOLD into four distinct groups: Traditionalists,
Adventurers, Self-Actualizers and Activists.
GENERATION BOLD
TYPOLOGIES
Top image: Dolce & Gabanna family ad
Bottom image: Portrait of Maxime Chaya

10. GENERATION BOLD 10TYPOLOGIES
37% – The Traditionalist
Although fewer Gen BOLDers are choosing traditional retirement, over
a third still prefer to spend their newly abundant leisure time just
sitting back and relaxing. Traditionalists, who have dedicated their
entire lives to their jobs, have no interest in starting second careers
or reinventing themselves, let alone changing the world. Nurturing
caregivers at heart, they devote themselves to spending time with or
looking after their grandchildren.
36% – The Adventurer
The Adventurer values the unknown and the unexplored. Today,
Gen BOLDers have a greater awareness of what’s out there, and
time on their hands to make up for a lifetime of missed adventure.
As their bucket lists grow longer, the globe-trotting Adventurers
dream of exploring the world, one destination at a time. A newfound
appreciation for experiences over possessions has made travel and
adventure their new status symbols.
17% – The Self-Actualizer
Motivated by financial need or personal pride, Gen BOLD Self-
Actualizers have no interest in slowing things down. Retirement
presents a fresh chance to leverage their years of experience by
trying out something new. For those who derive their identities from
work, exploring a new career or starting their own business is the
way to go. Those who crave continuous learning find that going
back to school keeps them mentally astute and gives them a sense
of purpose.
11% – The Activist
Activists are the movers and shakers of this generation and the agents
of change in their communities; the socially committed trailblazers
of our times. They are the caring contributors who start foundations,
support charities or fight for a worthy cause. On a mission to make
a difference, these legacy-seekers are motivated not by money or
status, but by the desire to leave their mark on the world.

11. 11GENERATION BOLDTYPOLOGIES
Gen BOLD Post-Retirement Activities (percent who plan to do the following)

12. 12GENERATION BOLDTYPOLOGIES

13. 13GENERATION BOLDTYPOLOGIES

14. GENERATION BOLD 14TRENDS
SAMPLE SECTOR

15. GENERATION BOLD 15TRAVEL AND LEISURE
As they reach retirement age, Gen BOLDers
have lost none of their zest for life—they
are seeking out new experiences, collecting
new interests and traveling to their dream
destinations.
Fancy sports car? Oversized mansion? Forget those—Gen BOLDers
are far less interested in high-end possessions than in experiential
luxuries. Brands should help them maximize their enjoyment by
promising fun and adventure, offering leisure opportunities, or simply
helping them discover and grow hidden passions.
Travel is a key focus, particularly for adventurous Gen BOLDers.
During our research, we met scuba divers, budding entrepreneurs,
adventure travelers, voracious activists, and more. While some Gen
BOLDers are happy to sit back and relax, others plan to carry on
working or start studying something new. This is the generation that
never stops developing.
TRAVEL AND LEISURE
There are countless opportunities for brands in the leisure space to
tap into Gen BOLD’s appetite for experience, discovery and learning.
Forget armchair afternoons spent watching reruns—Gen BOLD has
better things to do.
Etihad A380 lobby lounge social area. Image courtesy Etihad Airways

16. 16GENERATION BOLDTRAVEL AND LEISURE
MedMiles TVC campaign by Bankmed
Devouring Life
Gen BOLD has been struck with a bolt of wanderlust. According to our
research, 41% of this cohort are planning to spend their retirement
exploring the world and traveling. This generation wants to see more
of the world, something one might normally associate with younger
generations. But gap years weren’t mainstream when they were young,
and travel wasn’t available for everyone, so many are making up for a
lifetime of missed adventure.
As this cohort’s bucket lists get longer, brands should whet Gen
BOLD’s appetite for discovery, allowing them to broaden their minds
and explore new places, cultures and experiences. However, avoiding
age segregation is paramount: offer “Gen BOLD-friendly” as opposed
to “Gen BOLD-only” adventures—the latter will only offend and
alienate them. And with multigenerational travel on the rise, don’t
forget to accommodate travelers of all ages.
Travel as the new
status symbol

17. GENERATION BOLD 17TRAVEL AND LEISURE
Example: Bankmed’s MedMiles campaign features a married Gen BOLD
couple lying to their son about their whereabouts as they attempt to plan
a trip using the miles they’ve accumulated. This humorous series of ads
not only reflects this generation’s passion for traveling, but also showcases
a service that older cardholders can benefit from: a loyalty program
that allows them to redeem their accumulated miles against trips of
their choice.
Example: Middle East Airlines launched an ad in May 2015 celebrating its
70th anniversary with the tagline “old never, young forever.” The footage
uses the iconic image of the Lebanese cedar tree, which is the airline’s logo,
as a metaphor for valuing something that has lasted over time, emphasizing
that the brand is timeless. Resilience over time is a powerful symbol for
Gen BOLDers, who have witnessed tremendous change, often including war
and violence, over the past five or six decades.
“Old never, young forever” campaign by Middle East Airlines
MEA70th_CEDARWINGS_A4_ENG.pdf 1 2/13/15 5:22 PM

18. GENERATION BOLD 18TRAVEL AND LEISURE
Qatar Airlines Airbus A380 first class
Taking it Easy
Generation BOLDers no longer expect to rough it: key elements that
contribute to a good trip or leisure experience center around comfort.
The desire to travel with style and refinement is a requirement that
becomes increasingly pronounced with age, and Gen BOLD will
demand a high level of service: someone to carry bags, a car to the
airport, prepared meals. Gen BOLDers feel they have earned the right
to higher expectations and to spend money on themselves. Brands
should ensure easy, stress-free experiences followed by upscale
relaxation and pampering.

19. GENERATION BOLD 19TRAVEL AND LEISURE
Example: Qatar Airways’ latest Airbus A380 features eight first-
class suites with ultra-wide seats that double as beds, delivering the
upscale comfort that Gen BOLD craves. Not only does the carrier
emphasize its relaxing travel experience, it also offers travelers on-
board extras such as slippers and pajamas, as well as goodie bags
with products from brands such as Giorgio Armani and Christian Dior
that appeal to older travelers. Qatar Airways’ other carriers (which are
less extravagant, but equally comfortable) provide the same class-A
treatment that this cohort appreciates: basics such as toothbrushes
and toothpaste, razors and combs, in addition to lip balm, hand cream,
serums, eau de toilette and perfume by Salvatore Ferragamo and Dior.
Example: Abu Dhabi’s national airline Etihad understands that its older
customers want to enjoy a sensation of exclusivity and distinction
when they pay to travel first class, an experience which the airline has
rebranded as The Residence. The Residence service includes private
bathrooms with showers and a full fine dining and turndown service, as
Etihad’s customers expect similar service levels to in those of a five-
star hotel when they fly. In a campaign launched in March 2015, Etihad
depicts a groomed, refined older couple dining on board; the ad notes
the high-end brands and designers of the dinnerware (Bernardaud), the
glassware (Vera Wang), and the bed linen (Pratesi).
Experience The Residence by Etihad Airways, May 2015

20. TRAVEL AND LEISURE
Trip4Real
Authentic Flair
Gen BOLD travelers are just as keen as any other age group to enjoy a
truly authentic experience at their destination of choice, sampling local
dishes and making local friends. Peer-to-peer start-ups, which thus far
have tended to focus on millennials, are missing the mark with older
consumers. Rewards will be reaped by those that re-appropriate this
model for a grown-up crowd, engineering more upscale experiences
that appeal to this age group.
Example: Following in the footsteps of Airbnb and OneFineStay, the
latest peer-to-peer travel offering making waves is Trip4Real, which
offers over 3,000 activities in 50 cities all around Spain. There are
many peer-to-peer travel companies that deliver upscale experiences
that appeal to Gen BOLD, but withTrip4Real, the key is in the sheer
diversity of its offerings—from the more predictable Rioja wine-
tastings to a nightlife crawl of Barcelona’s best underground music
venues led by a local DJ, or a weekend’s sailing trip around the Costa
Brava with a captain—and the ease and transparency with which such
experiences can be booked.
20GENERATION BOLD

21. GENERATION BOLD 21
Digital Trend Habits
Here’s something to challenge perceptions: data from J. Walter
Thompson MEA’s Disco Lab research tool shows that Gen BOLD
is increasingly using mobile phones to research and plan trips and
find travel deals and promotions. Digital is fully integrated into their
planning process, but they don’t yet make all their bookings online, so
they retain relationships with local travel agents who know them and
whom they trust.
The human touch is an important factor that empowers decision-
making for many members of Gen BOLD in all areas of their lives—
travel included. Brands will need to help guide Gen BOLD in making
digital travel bookings, while online brands will need to incorporate a
human element to increase trust within this group.
Example: Yamsafer, a Ramallah-based travel startup, is a hotel-
booking website and app that serves travelers visiting the Middle
East and Turkey. Although the service prides itself on promoting the
transition from offline to online bookings in the region, it also takes
into account consumers’ reluctance to make digital transactions. By
establishing “cardless bookings,” the startup allows users to make
online reservations and pay upon arrival, providing an alternative
method for Gen BOLDers who are not comfortable with making online
credit card payments.
Yamsafer app
TRAVEL AND LEISURE

22. About the Innovation Group MENA
The Innovation Group is J. Walter Thompson’s futurism, research and
innovation unit. It charts emerging and future trends, consumer change,
and innovation patterns—translating these into insight for brands. It offers
a suite of consultancy services, including bespoke research, presentations,
co-branded reports and workshops. It is also active in innovation,
partnering with brands to activate future trends within their framework and
execute new products and concepts. Its MENA Director is Mennah Ibrahim.
Lucie Greene is Worldwide Director of the Innovation Group.
About J. Walter Thompson Intelligence
The Innovation Group is part of J. Walter Thompson Intelligence, a platform
for global research, innovation and data analytics at J. Walter Thompson
Company, housing three key in-house practices: SONAR™, Analytics, and
the Innovation Group. SONAR™ is J. Walter Thompson’s research unit that
develops and exploits new quantitative and qualitative research techniques
to understand cultures, brands, and consumer motivation around the
world. It is led by Mark Truss, Worldwide Director of Brand Intelligence.
Analytics focuses on the innovative application of data and technology to
inform and inspire new marketing solutions. It offers a suite of bespoke
analytics tools and is led by Amy Avery, Head of Analytics, North America.
Mennah Ibrahim is MENA Director of J. Walter Thompson Intelligence.
The Innovation Group MENA
Mennah Ibrahim
MENA Director of the Innovation Group
mennah.ibrahim@jwt.com
Trends Strategist: Dana ElHassan
J. Walter Thompson SONAR™
Brittany Lewis
For more details about this report, please contact:
Mennah Ibrahim, MENA Director of the Innovation Group
mennah.ibrahim@jwt.com
Philippa Clayre, Head of Comms.
philippa.clayre@jwt.com
Cover imagery credits
Top image: Yousra. Photography by Lacombe Brigitte
Bottom image: Maxime Chaya