The document summarizes significant events and changes that have paved the way for greater rights and opportunities for Saudi women over the past two decades. It notes that many brands have yet to capitalize fully on communication opportunities despite these changes. Nissan has started connecting with Saudi women by embracing a role as a confidence booster, though most brands still opt for safe messaging and there is room for brands to play a greater role in women's lives as societal shifts continue accelerating.

1. #SheDrives

2. SIGNIFICANT EVENTS PAVED
THE WAY FOR SAUDI WOMEN

3. 2013
1. For the first time, 30
women appointed in
the Shura Council
2. Women are allowed
to ride bicycles and
motorbikes
2006
20-member group of
female intellectuals
accompanied King
Abdullah to China
2009
Norah al-Fayez
became the first-ever
woman appointed to a
ministerial position
2011
King Abdullah grants
women right to vote
in 2015 local
elections
2015
Women can
elect and get
elected
2017
Driving ban for
women to be
lifted in June
2018
2005
Ministry of Labor
launches initiative to
employ as many as
200,000 women
2001
Separate civil identity
cards were first issued
for Saudi Women
2004
Rule #120 issued to
allow women the right to
work in any field of their
choice

4. THE INFLUENCE
OF GLOBALISATION
• Technology and social media
• Exposure to the outside world
• International education opportunities
• The rise of enlightened Islamic scholars

5. SAUDI ARABIA TODAY
F A C T S
S a u d i ’ s b i r t h r a t e
d e c r e a s e d d r a s t i c a l l y ,
p o t e n t i a l l y d u e t o
f a m i l y p l a n n i n g ,
t h e r i s e o f l i t e r a c y
a n d c h a n g i n g
e c o n o m i c r e a l i t i e s
3 4 % o f w o m e n a r e u n m a r r i e d ,
i n c l u d i n g t h o s e w h o a r e
d i v o r c e d o r w i d o w e d
D i v o r c e r a t e s i n c r e a s i n g
r a p i d l y , w i t h t h e d e c i s i o n
t o e n d t h e m a r r i a g e o f t e n
m a d e b y t h e w o m a n

6. SAUDI WOMEN
SETTING THE BAR HIGH
More women studying vs. men in KSA
Approximately 17,000 are completing
their Masters
Nearly 2,000 are pursuing their PhDs
Saudi women study all over the world
in 57 countries.
www.moe.gov.sa - uis.unesco.org/country/SA
S A U D I A R A B I A T O D A Y

7. S A U D I A R A B I A T O D A Y
A CATALYST
FOR ECONOMIC
PROSPERITY
Allowing women to drive is set to boost
economic growth, potentially adding about
$90bn by 2030
Saudi women no longer need permission
to start a business
40% of private wealth is owned by women in
KSA and this is expected to rise
Saudi women own over 15,000 companies
*Okaz, March 2017

8. CHANGES
SINCE THE DRIVING BAN
WAS LIFTED
Saudi women allowed to attend sporting events
Saudi General Directorate of passports posted
job listings for women and received 107,000
applications in one day
Saudi women no longer require permission to
start a business
Saudi women can enlist in the military

9. DESPITE THESE CHANGES,
BRANDS HAVE YET TO CAPITLIZE ON
COMMUNICATIONS OPPORTUNTIES

10. OPPOSING VIEWS = RISK AVERSE MARKETING
OVERLY
SAFE
MARKETING
E M E R G E N T
( N o w )
F i n d i n g j o b s
S e c u r i t y i n K S A
O w n i n g a h o m e
L u x u r i e s
S e l f - a c t u a l i z a t i o n
T R A D I T I O N A L
( a l w a y s )
G o d ’ s b l e s s i n g
G o o d h e a l t h
H u s b a n d / s t a b i l i t y
i n m a r r i a g e
K i d s s u c c e s s / g r a d u a t i o n
G i r l s g o o d m a r r i a g e
W e a l t h

11. I N S P I R A T I O N
C O M P A N I O N
K N O W L E D G E
P R O V I D E R
T H E J O K E R
‘Is able to bring out
my creative side’
‘Helps me become
an expert on the
topic’
‘Tells me that I can
let my hair down
once in a while’
BRANDS PLAY
A NUMBER
OF ROLES
I N T E L L I G E N T
P R O B L E M S O L V E R
‘Will show me how
to solve problems
without making me
feel inadequate’
P R O G R E S S I V E
E N A B L E R
C O M F O R T E R
C O N F I D E N C E
B O O S T E R
‘Enables me to
practically get
things done with no
or little fuss’
‘Reassures me that
I am doing the
right thing’
‘Makes me know
that I can and I will
seize the day ’
S U C C E S F U L
P A R T N E R
‘I get to think of the
brand as someone I
can always rely on –
will never fail me’

12. SO WHAT DOES BEING
ABLE TO DRIVE MEAN
FOR SAUDI WOMEN?

13. HOW NISSAN IS CONNECTING
WITH SAUDI WOMEN?

14. C O N F I D E N C E B O O S T E R

15. ‘MAKES ME KNOW THAT
I CAN AND WILL
SEIZE THE DAY’
C O N F I D E N C E B O O S T E R

16. 49 MIN POST
ANNOUNCEMENT

17. S E P 2 7 O C T 3 F E B 1

19. “I will feel confident
and empowered”
E M O T I O N A L
“I will be able to fully express
my identity, socialize and be counted”
S O C I A L
“I will have more control
over my daily life”
F U N C T I O N A L
FEMALES EXPECT THAT DRIVING WILL HAVE
A PROFOUND IMPACT ON THEIR LIVES

20. IN SUMMARY
1 2 3 4
MANY BRANDS
CONTINUE
TO OPT FOR
‘SAFE
COMMUNICATION
PLATFORMS’
THERE IS ROOM FOR
BRANDS TAKE ON A
‘ROLE’
IN THE LIVES
OF SAUDI WOMEN
NISSAN HAS STARTED
THE JOURNEY BUT
IT IS STILL THE
BEGINNING OF THE
ROAD…
THERE IS A SOCIETAL
SHIFT
IN THE ROLE SAUDI
WOMEN PLAY
…
AND IT’S
ACCELERATING

21. Special
Thanks +