The New Heirs to the Kingdom

The past year has seen a flurry of reforms in the Kingdom of Saudi Arabia. With more to come, this is an overdue call to action for brands: embrace the urgent and visionary voices of Saudi aspiration or risk being left behind

Since the release of the progressive 2030 Vision Statement last year, Saudi leadership has announced a series of social and economic reform initiatives. They represent a single-minded and ambitious intent to modernise the conservative Kingdom, attract much-needed foreign investment and prepare the economy for a diversified, post-oil future.

You will be familiar with the landmark social reforms. The decree in September 2017 rescinding the ban on women driving was met with global media attention and praise. From next year, women will be allowed into stadiums for the first time and this is only the beginning. The government is also expected to reverse bans on cinemas and mixed-gender celebrations.