JWT and Tunisiana to speak at ESOMAR Best of MENAP 2013 Post Arab Spring Consumer in Tunisia "The Social Individualist"
4 March 2013
Beirut, Lebanon (1 March 2013) — JWT MENA's Head of Planning, Hubert Boulos and JWT North Africa's Planning Director, Hazem Kaddour will present a paper at ESOMAR's Best of MENAP 2013 on 5 March at 10:15 in collaboration with Tunisiana, Tunisia's leading mobile operator. "The Social Individualist" will look at the new mindset that best describes Tunisians after the Arab Springs.
The need for a fresh look at the Tunisian consumer became apparent after so much had been written about the Arab Spring but all from a socio-political angle. Very few articles had tried to understand the change in consumer behavior and need states. There was no clear point of view on what had really changed from that standpoint. Hazem Kaddour commented "We did notice that after the revolution, everyone became a politician; everyone has his or her own truth to tell and wanted others to share it. There was a rising need not only to be heard, but to be the one that everybody listens to and follows."
In association with Tunisiana, JWT conducted research in October 2012 to identify the new dynamics that were driving consumers and their behaviour. The research was led by the JWT Tunis team and focused on Tunisians, the birth place of the Arab Springs. The researched polled 551 adults and additionally operated 25 focus groups on adults and young adults.
The results of the October 2012 research highlighted the rise of a new mindset, The Social Individualist, or the quest to be different whilst being socially recognized by the group. Where before the revolution attitudes were entirely based on sticking to the group, the revolution had created a paradigm shift: people were now striving to build their own individuality. Yet this very own individuality could not live without the group. Hubert Boulos clarifies the point noting, “The “Social Individualist” as a consumer is indeed a very rich paradox which brands and communications can leverage extensively in Tunisia and most probably beyond across the MENA region. This is definitely something new and it carries huge potential.” Additionally JWT's research findings have shown that the mindset has also spread amongst religious conservatives who increasingly believe religion to be an individual matter.
Conclusions marketers can draw from the report are clear and for telecommunication brands in particular, which can now leverage the enormous potential of not only empowering a consumer's individuality, but enabling those same individuals to shine within their wider communities.
More information on how to hear the JWT presentation at ESOMAR Best of MENAP 2013 can be found on the ESOMAR website, or follow @JWTMEA for live updates on the day.
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kraft, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
JWT Middle East and Africa is one of the leading communication agencies in the MEA region with 27 offices in 24 markets. JWT MEA is structured to deliver communication based business solutions across all channels needed to deliver the marketing plan driven by a matrix that combines the strength of its competencies and the know how of its practices. For more information, please visit us www.jwt.com/mea and follow us @jwtmea.