The Multi-Middle East – Targeting consumers in a complex marketing landscape

Neither a continent nor a country, The Middle East is a term given to a region made up of 17 countries. The region comprises of 450 million people and growing at one of the fastest growth rates in the world, the Middle East is a prized market for most brands due to the large base of youth population that exists here. Almost 50% of the regions population is under the age of 25 with 35% being under the age of 18. This poses a huge potential opportunity for a dynamic future market. The challenges alongside remain job creation, education and channelling youth potential towards economic prosperity.

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