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Neha Ahmed

What does a Millennial Saudi Prince mean for the future of a nation?

Shifting Sands – The Changing Face of Saudi Arabia

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What does a Millennial Saudi Prince mean for the future of a nation?It’s a question we’ve pondered for a while as it could mean seismic changes for Saudi Arabia. Having conducted an in-depth study it appears big changes – and opportunities – do lie ahead and now’s the time for brands and businesses to take…

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The Future of Luxury – A Radical Redefinition

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Last month, we were lucky enough to snag tickets to Selfridges’ sold-out event ‘The Flipside’ – a multi-sensory exhibition featuring 8 unique installations, each showcasing a different artistic and creatively challenging interpretation of ‘radical’ luxury.  Unlike the traditional and obvious associations of ‘high quality’ or ‘expensive’, each ‘world’ displayed artistic and out-of-the-box perceptions of luxury…

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Are we spending our money wisely? – A Conversation with Dan Ariely

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“In behavioural economics, there are two important questions; how do you reduce friction, and how do you make good behaviour the ‘easier one’?” explained Dan Ariely, the renowned behavioural economist and Professor of Psychology and Behavioural Economics at Duke University. Ariely defines friction as things that add steps to a process.  A very simple example involves the…

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Baby, You Can Drive My Car

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Most famous for its ultra-conservative laws and culture, The Kingdom of Saudi Arabia (KSA) recently announced a new change that is still hard for the rest of the world to comprehend – the right for women to drive. This nation-wide lifting of the controversial ban will bring a dramatic change to the current status quo…

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