Unpacking the myths around Saudi youth

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Everyone knows the standard narrative about Saudi youth. Those under 35 represent around 65 per cent of the population; they’re tech-savvy, deeply embedded in the world of social media, and hungry for new experiences and opportunities. But for most, that’s where their boundary of knowledge ends.

Beyond that superficial understanding lies a complex mix of assumptions and misconceptions. Many insights run counter to popular assertions, busting the myth of digital fluency as cultural or familial detachment. Eighty-five per cent of Gen Alpha, for example, look up to their parents, compared with 49 per cent who look up to friends and siblings, and 21 per cent who look up to influencers.

“One of the most ‘damaging’ myths is that today’s Saudi youth have turned their backs on tradition; that modernity means leaving culture behind,” says Sabine Oneissy, senior manager of growth and innovation at Publicis Groupe Middle East. “But what we’ve found is the complete opposite. The past isn’t fading; it’s powering the future. Fifty-two per cent of Saudi youth balance between religious teaching and modern life. And when we asked how they want their generation to be remembered, the most common answer after the ‘AI generation’ was: ‘the guardians of Saudi heritage’. They’re blending heritage and innovation—proving that faith, family, and culture are not barriers to progress, they’re the foundation of it.”

The perpetuation of such a myth, as well as the wider misunderstanding of what motivates and inspires Saudi youth, has consequences for brand communication. Only 15 per cent of Saudi youth feel represented in advertising today, and many brands continue to import youth narratives from global markets, localising them superficially to the detriment of all, explains Jennifer Fischer, Publicis Groupe Middle East’s chief growth and innovation officer. 

In practical terms, that superficial localisation can include translation into Arabic and the casting of Saudis, yet the “underlying insights, humour, tensions, and cultural references don’t come from Saudi youth themselves,” says Fischer. “Young people can sense that immediately. There is also a tendency to speak at youth rather than with them. That can come across as patronising or inauthentic.” 

For a closer examination of these misconceptions, look no further than Gen Zers themselves. According to Hesah Althubaiti, manager of strategy and insights at Leo Burnett, brands speak to her generation as if they are a different species, rather than earning their trust by seamlessly being part of their lives. “Many brands assume Gen Z is all about trends, aesthetics, and social media hype,” adds Tina Mushahwar, senior executive of growth and innovation at Publicis Groupe Middle East. “In reality, we value purpose, inclusivity, and transparency. Authentic representation to me is about respecting culture while embracing a global mindset. It is also about showing real people and real values and actions that back up the message.”

The reality is that Saudi youth are shaping the kingdom’s transformation in real time, with ambition, creativity, and critical thinking, says Fischer. “When brands reduce them to stereotypes or trend checklists, it creates distance instead of connection. Closing the gap will require brands to slow down, listen more deeply, and build ideas rooted in lived youth experience rather than assumptions.”

In an attempt to bust these myths and provide real insights, Publicis Groupe and Snapchat joined forces to launch Youth Studio during the Athar Festival. With a mission to help brands better understand and engage with Gen Z and Gen Alpha across the GCC, the platform is backed by data, insights, and regional voices. 

“The Youth Studio was built precisely to address this disconnect between perception and reality,” explains Sanjana Soman, business director at Publicis Groupe Middle East. “Instead of relying on generic global frameworks, it starts with proprietary, region-built research designed specifically for Gen Z and Alpha in the Middle East.”

That research includes the Youth Uncliched Series, which tracks more than 100 data points across ages seven to 27 and is refreshed monthly. “But data alone isn’t enough,” adds Soman. “What makes the Youth Studio different is that youth voices are embedded directly into the process. With more than 400 Gen Z employees and 40 youth champions within Publicis Groupe, young people are actively shaping the questions we ask, the insights we prioritise, and the outputs we create.”

The idea is that, through modules like Code Compass and Brief Surgery, insights will be turned into “sharper briefs, stronger ideas, and culturally grounded experiences that feel believable in the real world,” says Soman. “Our strategic partnership with Snapchat adds another layer, giving access to real-time cultural signals, creators, and platform behaviours that reflect how youth actually express themselves.” 

The question, of course, is whether Youth Studio will provide insights that truly challenge brand assumptions—or whether it risks becoming another curated framework that translates youth culture on brands’ terms rather than the youths’ own. After all, youth subcultures evolve faster than most research can keep up with, raising the concern that even continuously updated research can struggle to keep pace with the speed, fluidity, and contradictions of youth culture as it is actually lived.

It’s an assertion that Oneissy disputes. “What makes the Youth Studio different is that it’s not a static report: it’s a living system that is constantly updated,” she says. “Our research doesn’t sit on a shelf; it’s refreshed continuously through new waves of data, real youth voices, and cultural signals we track with our partner Snap. Every month, we capture new shifts—from how youth use AI for self-growth, to how they redefine success or express identity online. It’s built with youth, not just about them—and that’s why it evolves as fast as they do.”

Given Snapchat’s penetration across the Gulf—it reaches more than 75 million daily active users across the GCC—partnering with the platform makes strategic sense for Publicis Groupe, offering access to scale, behavioural data, and real-time cultural signals at a regional level. And yet, despite such penetration and a wealth of real-time data, brands continue to misunderstand the region’s youth. Why?

“While brands have access to more signals than ever, the challenge is interpreting those signals through the lens of how youth actually behave on Snapchat,” replies Rasha El-Ghoussaini, head of agency at Snap Inc MENA. “Most platform data reflects what is happening. Youth Studio helps explain why it is happening and what it means for brands. On Snapchat, where we reach over 90 per cent of 13 to 34-year-olds in Saudi Arabia and one in three young adults in the UAE, youth behaviour is highly contextual, and that context is often missed.”

For example, a lens, phrase, or creative style may look like a trend, but on Snapchat it often reflects a specific mood or a close-friend interaction, explains El-Ghoussaini. Without understanding the context, brands risk reacting to surface-level patterns rather than the underlying behaviour. The Youth Uncliched Series reveals this clearly,  adds El-Ghoussaini, with young people balancing multiple identities at once. 

For example, 52 per cent of young people value both religious teachings and modern life, and 57 per cent want to preserve Arabic in everyday conversation. As a consequence, says El-Ghoussaini, “their behaviour cannot be interpreted at face value.” Another factor that is often overlooked is that youth are not a single cohort.

“Even within Saudi Arabia’s 13 to 34 audience, we see distinct groups: students, creators, young families, young professionals, each using the platform differently. A single insight rarely applies to everyone,” explains El-Ghoussaini. Cultural signals on Snapchat also move faster than traditional brand processes, which is one of the reasons why Youth Studio was created—to help close this gap by offering deeper context around youth behaviour on Snapchat. 

It is hoped that Youth Studio will contribute not only to a greater understanding of the region’s youth, but of the platforms they use. Many brands, for example, still apply a broadcast mindset to Snapchat—a platform built for private, close-friend communication. As El-Ghoussaini states, young people “create content for people they know, not for large audiences.” This affects tone, format length, and the level of polish expected. Another common misinterpretation is around creation. 

On Snapchat, creative expression is spontaneous and rooted in everyday moments. As such, over-produced content often feels out of place, says El-Ghoussaini. The Youth Uncliched Series reinforces this: young Saudis express themselves through a mix of formats—63 per cent blend traditional appearance with fashion, filters, and avatars—and want brands to match that natural, in-the-moment style. 

“They respond when content reflects the context they’re in: school stress, family routines, Ramadan evenings, downtime with friends,” she explains. “Youth Studio translates these behaviours into clear guidance so brands can create work that aligns with how young people actually use the platform.”

Whether they will or not is another matter. Despite a wealth of behavioural data, many brands still struggle to turn insight into meaningful action. It’s a gap that young people themselves are quick to call out, with a glaring mismatch between what brands say they understand and how they actually behave.

“Stop trying to talk at us, start listening to us,” says Mushahwar. “We want brands that understand our values and act on them. Be real, be consistent, and show us you care about more than just selling. We care about what you do, not just what you say. Back up your campaigns with real impact, whether it’s sustainability, inclusivity, or community support. We notice when it’s performative.”