Attracting Gen Z To Neom City: Challenges and Strategies for Tapping Into the Future of Saudi Arabia

Saudi Arabia’s Neom City is the world’s largest megacity project, but how can it attract the attention of a younger generation? #Genz is becoming increasingly important in the global marketplace, so understanding their mindset and what appeals to them is key. In this article, we look at the challenges of trying to bring Gen Z to Neom City, as well as strategies that could be used to make it more attractive. We’ll also explore the road map for success in this endeavor and how it could pay off for Saudi Arabia in the long run.

Introduction

The Neom project, announced by Saudi Arabia’s Crown Prince Mohammad bin Salman in 2017, aims to build a futuristic city from scratch in the northwest of the country. The project, which has been dubbed “the world’s most ambitious project,” promises to be a hub for advanced technology and industry, as well as a center for culture and entertainment. However, there are still many questions about how to make the project a success and promote it to the world. In order to make the project a successful, it is important to attract and engage the younger generations, particularly Gen Z.

What is the Neom Project?

Neom aims to become a hub for advanced technology and industry, as well as a center for culture and entertainment. The project, which is expected to attract $500 billion in investment, will create over a million jobs. The Neom project covers an area of 26,500 square kilometers, spanning the borders of Saudi Arabia, Egypt and Jordan.

Promoting Neom

The Neom project has the potential to become a global destination, but it will require a concerted effort to promote it to a wider audience. Here are a few suggestions for promoting Neom:

1. Develop a strong brand identity: Neom should be positioned as a unique and innovative destination that is different from any other cities in the region. A strong brand identity will help to attract tourists, investors, and residents. The brand identity should be created to be sustainable for long period of time. For a city to be strong, there should be strong belonging feeling among its residents and visitors. Neom unlike other metropolitan city will lack the historical background behind it and the PR and the marketing team should compensate for the absence of the city history by creating a preset flow experience. Such experience will give Neom an edge in comparison with other cities. Technological development and location are strong USP but ,in my opinion, Neom should represent more than that! Neom should be the white canvas for everyone! There was a time that people were fleeing to the US to achieve the “American Dream” and at present many move to Dubai to experience the “Sunny Tax-Free Haven”. What if Neom becomes the “White Canvas City”? The Babylon of the modern era!
2. Leverage digital marketing: Neom should take more advantage of new digital marketing channels such as metaverse, search engine optimization (SEO), advertising to reach a wider audience. Investing in the Metaverse is a great move by the Neom authority and if it is used right, then such a tool could be a key attraction to the city. What is holding the city regulators from starting registering businesses and operating in the Metaverse? What if Neom, until it is fully executed, operates in the Metaverse with full functional authority? From establishing business to banking? It will be like living in Cyber Neom. A Neom without borders!
3. Host events and conferences: Neom should host events and conferences to attract business leaders, investors, and tourists online and offline. These events will showcase the city’s potential and provide an opportunity for attendees to experience the city firsthand. Not all events should be to promote the city, some events should be to host like-minded thinkers and discuss hot topics. The key is to relate the city to the different aspect it represents. The city should use the events for more than media and showcase of the city. It should be kept in mind that Neom is a city and not a real estate project! The Neom Authority should utilize the Metaverse to create a flow of traffic toward the city even if it is in the cyberspace.
4. Partner with influencers and media: Neom should partner with more influencers and media outlets to create content that promotes the city and its offerings.
5. Emphasize sustainability: Neom should highlight its commitment to sustainable development, which will appeal to environmentally conscious tourists and investors.

Current Missing Elements in the Neom Approach

Despite the ambitious plans for the Neom project, there are several missing elements that need to be addressed in order to promote it effectively. These include:

1. Lack of infrastructure understanding: The development of infrastructure, such as transportation networks, housing, and public services, is essential for the success of the Neom project. Without these basic elements, it will be difficult to attract residents and businesses to the city. For Example, “The Line” team has not been able to communicate the vision of the project effectively. On the website, a flying girl is roaming around a fantasy city! There should be more projection of the city itself than just a short futuristic vision. Let people see it to believe it!
2. Limited understanding of the project: Again, there is currently limited understanding of the Neom project among the public, which may make it more difficult to attract residents and businesses at this early stage.
3. Lack of clear regulations: The Neom project is a new concept, and it needs clear regulations, laws and governance structures to attract international investors and businesses. This should be one of the early pillars to be announced and set from the start. The money flow where there are opportunities but also ease and clear regulations. What we love about the city is that it represents a new vision, but it is not clear yet how to be part of that vision. What are the regulations that will govern the city-life, law, immigration and finance?

Gen Z Demographics

This article’s real focus is on Generation Z, which is the demographic cohort born between 1997 and 2012. Gen Z makes up around almost third of the global population. As Saudi Arabia looks to the future, one of its key priorities is attracting Gen Z to Neom City. This new city, located in the northwest of the country, is being billed as a major hub for innovation and development for the new generations.?

Attracting Gen Z to Neom is important for several reasons:

1. Demographic shift: Gen Z is the largest generation in the workforce, and attracting them can help to boost the city’s economy and workforce.
2. Sustainability: Gen Z is highly interested in social and environmental issues, and they are more likely to be attracted to a city that is committed to sustainable development.
3. Innovation and technology: Gen Z is highly connected and tech-savvy, and they expect to have access to the latest technologies. Attracting Gen Z can help to create a smart and connected city that drives innovation and technology.
4. Diverse perspectives: Gen Z is more diverse and globally minded than previous generations. Attracting them can help to create a more inclusive and cosmopolitan city.
5. Experiences: Gen Z values experiences and looks for places to live that offer a diverse range of cultural and entertainment options. Attracting Gen Z can help to create a more vibrant and exciting city.
6. Future Investment: Attracting Gen Z can also bring future investment opportunities for the city as they are the future leaders, entrepreneurs and decision-makers.

Understanding Gen Z’s Perception of Neom City

In order to tap into the future of Saudi Arabia, it is important to understand Gen Z’s perception of Neom City. This can be a challenge, as Gen Z is a notoriously difficult group to market to. They are digital natives who have grown up in a world of constant change and disruption. As such, they are highly skeptical of traditional marketing techniques and require a more authentic and personalized approach.

Here are some key insights into how Gen Z views Neom City:

-They see it as a safe haven from the problems of the world. In a region that is often associated with terrorism and conflict, Neom City offers them a sense of safety and security.

-They see it as a place where they can be themselves. In a region where social norms are often restrictive, Neom City offers them a sense of freedom and acceptance.

-They see it as an opportunity to make a difference. In a region that is often associated with poverty and inequality, Neom City offers them the chance to be part of something that is making positive change.

Ways to attract Gen Z

Here are a few suggestions for ways to attract Gen Z to Neom:

1. Emphasize sustainability: Gen Z is highly interested in social and environmental issues, and they are more likely to be attracted to a city that is committed to sustainable development.
2. Leverage technology: Gen Z is highly connected and tech-savvy, and they expect to have access to the latest technologies. Neom should leverage technology to create a smart and connected city that appeals to this demographic.
3. Offer diverse job opportunities: Gen Z values work-life balance and career development opportunities. Neom should offer a diverse range of job opportunities, including in advanced technology and sustainability sectors, to attract this demographic. Neom should innovate the work-life balance.

1. Create a vibrant culture and entertainment scene: Gen Z values experiences and looks for places to live that offer a diverse range of cultural and entertainment options. Neom should create a vibrant culture and entertainment scene that appeals to this demographic.
2. Promote diversity and inclusivity: Gen Z is more diverse and globally minded than previous generations. Neom should promote diversity and inclusivity to attract this demographic.
3. Target Gen Zers' sense of adventure. Neom City is situated in a remote location, and it offers a range of outdoor activities such as hiking and camping. This could be a great way to appeal to Gen Zers who are looking for something different from the traditional city experience.

Challenges In Attracting Gen Z

Despite the potential of Neom to attract Gen Z, there are several challenges that need to be addressed. These include:

1. Lack of awareness: Many members of Gen Z may not be aware of the Neom project and its offerings. This can make it more difficult to attract them to the city.
2. Perceptions of Saudi Arabia: Some members of Gen Z may have negative perceptions of Saudi Arabia, which could make it more difficult to attract them to the city.
3. Limited job opportunities: Gen Z values career development opportunities and work-life balance. Limited job opportunities in the city may make it difficult to attract them.
4. Limited social and entertainment options: Gen Z values experiences and looks for places to live that offer a diverse range of cultural and entertainment options. Limited options in Neom may make it difficult to attract them.
5. Limited understanding of the culture and values of Gen Z: Lack of understanding of the culture and values of Gen Z may make it difficult to design the city to meet their needs and expectations.
6. In addition, Gen Z is known for being skeptical of authority figures and institutions.

How To Overcome Those Challenges

Here are a few suggestions for ways to overcome the challenges to attracting Gen Z to Neom:

1. Increase awareness: Neom should increase awareness of the project among Gen Z through targeted marketing and advertising campaigns. Gaming is one of the platforms that should be integrated in such an approach.
2. Address perceptions: Neom should address negative perceptions of Saudi Arabia by highlighting the city’s commitment to sustainability and inclusivity.
3. Offer diverse job opportunities: Neom should offer a diverse range of job opportunities, including in advanced technology and sustainability sectors, to attract Gen Z. One suggestion is offering global online free courses for future positions that will be in high demand in the city. That will create an excellent channel to create awareness and to attract young talents to move into the city.
4. Create a vibrant culture and entertainment scene: Neom should create a vibrant culture and entertainment scene that appeals to Gen Z.
5. Understand the culture and values of Gen Z: Neom should invest in understanding the culture and values of Gen Z and design the city to meet their needs and expectations.
6. It will be important for Neom City to create a narrative that is relatable and trustworthy about the authority figures and institutions. This can be done through social media influencers and other digital channels that allow for two-way communication.

How Neom Should Focus on Innovation and Entrepreneurship

1. Offer opportunities for innovation and creativity: This generation is all about thinking outside the box and coming up with new ideas. They are drawn to environments where they can be innovative and entrepreneurial. Neom City should offer incubators, accelerators, and coworking spaces that support startups and help bring new ideas to life.

2. Be sustainable: Sustainability is important to Gen Z-ers, who are often concerned about environmental issues. Neom City should be designed with sustainability in mind, from its buildings and infrastructure to the way it uses resources like energy and water. This will not only appeal to Gen Z-ers but also help position Neom City as a leading example of sustainable development.

3. Provide access to nature: In today’s digital world, Gen Z-ers crave?real-world experiences. Neom City should include plenty of green spaces and outdoor recreational areas, giving them a chance to escape the hustle and bustle of city life.

4. Embrace diversity: Gen Z-ers are looking for an inclusive environment where everyone is welcome. Neom City should strive to be a diverse and tolerant place that celebrates people from all backgrounds and walks of life.

By focusing on innovation and entrepreneurship, sustainability, access to nature, and diversity, Neom City can become an attractive destination for Gen Z-ers — as well as other entrepreneurs and business owners — who are looking for an exciting new place to call home.

Neom Investment in Education and Skills Development

As the Saudi government looks to invest in the future of the country, one area that is often highlighted is education and skills development. This is seen as a key way to attract young people to Neom City, as they will be looking for opportunities to learn and grow their skills.

There are a number of challenges that need to be addressed in order to make this a reality, however. Firstly, there is a lack of educational infrastructure in the city at present. This means that there should be more highlight to the number of schools and universities to cater for the influx of students that would be required.

Secondly, there is a need to develop a skilled workforce within Neom City. This will require training and development programmes to be put in place, so that locals can benefit from the opportunities that will be created.

Finally, it is important to ensure that the educational offerings in Neom City are of a high quality. This means attracting top teachers and professors, as well as offering competitive salaries and benefits.

By addressing these challenges, Neom City can become a hub for education and skills development in Saudi Arabia, which will ultimately help to attract more young people to the city.

Conclusion

The Neom project has the potential to become a global destination, but there are several missing elements that need to be addressed in order to promote it effectively. The lack of infrastructure, limited access to funding, political instability, limited understanding of the project, limited tourism and lack of regulations are some of the key challenges that need to be overcome for the successful development of Neom City. Also, Attracting Gen Z to Neom may pose certain challenges. However, by increasing awareness of the project, addressing the challenges that have been discussed will be crucial for attracting Gen Z as residents, businesses, and tourists to the city.

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