Beyond the stats: the real story of young Saudi women in the creative industry

Campaign ME

07-03-2025

As an Arab woman, I have always been inspired by stories of women in Saudi Arabia and our region breaking barriers. The pursuit of equal rights and access has always felt deeply personal, with every step forward representing a long overdue correction to history.
This is why, from a distance, I watched with excitement as Saudi Arabia's Vision 2030 promised transformation. The headlines were loud and refreshing, and how could they not be? Women were achieving more than ever, breaking records, and joining the workforce in huge numbers. Their participation jumped from 17 per cent in 2016 to 34.5 per cent in 2022, surpassing even the country's own targets.
At the time, I thought I understood what this progress looked like. I imagined a slow, steady shift, with change happening step by step.
But when I stepped into my role at Publicis Communications KSA, working alongside incredible teams of young Saudi women, mentoring some, and engaging with many more across the creative industry, I realised how different, and much more powerful, the reality was.
The expectation: a cautious shift in Saudi Arabia?
I expected gradual change. Young Saudi women stepping carefully into new roles, testing the waters with quiet determination.
I expected hesitation, with women cautiously earning their place as they balanced ambition with cultural expectations.
I expected limitations, with working hours shaped by unspoken rules, parental expectations, and an invisible ceiling that kept growth within predefined limits.
I believed ambition would exist, but I assumed it would be restrained, shaped by older societal norms.
I anticipated a preference for safe ideas, with a tendency to tone down bold creativity.
I thought workplaces would still be figuring out how to integrate this influx of female talent, especially in traditionally male-dominated creative spaces. It would be a period of adjustment, where both women and their colleagues learned to adapt together.
The refreshing reality in Saudi Arabia: a movement in full force
Instead, I see young Saudi women moving with confidence. They are not waiting for, or seeking permission. They have already secured their seats at the table.
They are driven by an intense desire to build, create, and prove their capabilities, not just to others but to themselves. Almost every young woman I meet speaks about her career as a personal mission, not just a professional path.
Ideas I once thought would be considered bold are embraced with excitement, and pushed further.
When challenges arise, they don't choose to take the easy way out. Even when doing something for the first time, they take ownership, push through, and learn.
They speak up with confidence, not because they are fearless, but because they refuse to let fear define their journey.
They assertively negotiate appraisals and performance scores, demanding fairness not as a favor, but as a right.
They are creating a culture of empowerment and generosity, where knowledge is shared, credit is given, and success is celebrated collectively.
One missing piece: women in leadership as the norm
Despite this strength and the presence of incredible women in leadership positions within the creative industry in Saudi Arabia, including in our Groupe, I still often hear, 'It is surprising to see you, a woman in leadership, especially in our industry.'
Which shows that, progress had been made, yet female leadership remained an exception rather than the norm.
What young Saudi women need – and deserve – in every workplace
Through conversations, experiences, and reflections, here's what I have learned from them:
They are not asking if they can lead. They are asking when.
Young Saudi women are ambitious and ready. The industry must go beyond inclusion and actively invest in their leadership development so that women in senior roles become the norm, not a rarity. They want to be valued for their skills, not treated as a diversity checkbox.
They know their worth and refuse to be recognised simply for representation. Workplaces must consistently offer real opportunities to lead, make decisions, and drive impact. Education is a magic word.
Young Saudi women do not take their careers for granted. Because these opportunities haven't always been available, they approach their careers with passion, not obligation. They are lifelong learners, constantly pushing to grow. They need and deserve learning and development opportunities that match their ambition.| Even the most fearless women experience self-doubt.
Imposter syndrome is real, and just like women everywhere, Saudi women face moments of self-doubt. Workplaces must create cultures that empower them to take risks, speak up, and own their success. They don't just want a seat at the table. They want to redesign it.
They are here to challenge norms, redefine the creative industry, and set new standards. The industry must embrace their bold thinking, amplify their voices, and ensure they have real influence in shaping the future of the creative industry.
By Dina El-Dessouky, Head of Strategy & Insights, Publicis Communications, KSA