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

This 84-page report contains:

  • A look at the contextual drivers and cultural factors changing the 50+ cohort in the Middle East.
  • Generation BOLD by numbers: key statistics defining this group.
  • Original case study interviews of Gen BOLDers across the region.
  • Gen BOLD trends in well-being, shopping, travel and leisure, money, and fashion and beauty, with relevant examples from the MENA region.

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. Taken together, Generation BOLD and its successor, Generation X, represent one-third
of the region’s population—a huge untapped market.

Generation BOLD full report

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