In the wake of huge cultural shifts in recent years in Saudi Arabian society, and a rapidly expanding consumer landscape, a tech brand asked The Good Side to help unpack the country’s evolving youth culture to identify ways to connect.

We coupled an online community of young Saudis with a week-long ethnographic immersion in-market, to explore Saudi youth culture through the lenses of creativity, health, education and entrepreneurship.

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Our ethnographic work delivered rich cultural texture, including a series of short insight films bringing Saudi youth culture and younger audiences to life. The insights showcased new opportunities for our client, informing market growth and communications strategies.

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