Study Highlight: AI trust higher among Chinese public than in the West, Edelman poll finds

Edelman has launched the Arab Youth Outlook 2026, offering a look at the mindset of young people aged 18-30 across the Arab world. The report is the first dedicated piece of research from Edelman’s newly formed Gen Z Lab in the Middle East, built through a collaboration between Edelman and Edelman Data & Intelligence (DXI).

The study surveyed more than 4,000 young people across 10 Arab countries, representing roughly 70 per cent of the Arab world’s population and 85 per cent of its combined GDP. The report found that this generation is learning, adapting and moving forward with confidence, even as they navigate shifting social norms, rapid technological change, geopolitical uncertainty and broader economic pressures.

In a world of pressure, technology gives Arab youth agency
The findings highlight the pressures shaping young people’s daily lives across the region: health, finances, and job security top their concern list. But confidence rises where they have agency - in learning, adapting, and shaping their identity. Technology is a key enabler, with 68 per cent saying they’re ready to adapt to new tech and see it as a driver of growth, learning, and wellbeing.

Although health is their second biggest concern, 62 per cent say managing their wellbeing is easy. Optimism remains strong: 75 per cent are positive about their future, and 83 per cent want a say in the decisions that affect it, which means that this generation is both confident and eager to be involved, according to the study.

Institutional support makes the difference
The study said that institutional support is a key driver of youth optimism, including job opportunities, financial stability, and support for mental and physical health. More than three-quarters (83 per cent) say it’s hard to plan for the future without stability, highlighting the need for long-term frameworks. Optimism is significantly higher among those who feel institutions understand and support their needs.

Optimism persists, despite mounting economic and social pressures
The research also showed that optimism exists alongside very real economic and social pressures. While only around half of Arab youth say they find it easy to cover daily living expenses (54 per cent) and feel prepared to face a major financial challenge (55 per cent), confidence is far from universal. This reveals a divide beneath the surface, where financial security feels uneven across the generation. Social pressure is also widespread: 81 per cent have felt excluded or judged, and 77 per cent say they hide parts of themselves to avoid criticism.

Nidaa Lone, Head of Abu Dhabi, Edelman Middle East, said: "This research shows a generation that is not waiting for the future to happen to them, they are actively shaping it. Arab youth are both determined and optimistic, but they are also clear about the support they need to turn that optimism into progress. This is a pivotal moment for institutions to step forward as partners, not just observers, and work with young people in the ways they desire to build the conditions for long-term stability and opportunity."

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Gotion has promoted Benjamin Howes to Head of Global Public Relations, expanding his remit to oversee the company’s global PR strategy across Asia-Pacific, North America and Europe. Based in Shanghai, Howes leads global corporate communications, media relations and executive positioning, supporting Gotion’s international growth, manufacturing expansion and role in the global energy transition.

Howes joined the new energy solutions company in 2025 to direct its US corporate and public affairs, where he led national media engagement around Gotion’s US manufacturing footprint and government relations efforts. His work strengthens the company’s profile with tier-one media and key stakeholders during a period of expansion.

Prior to Gotion, Howes was a media advisor to Huawei founder Ren Zhengfei and served as spokesperson for Huawei CFO Meng Wanzhou during her extradition proceedings in Canada, leading international media engagement and strategic communications throughout the case. He brings close to two decades of experience across corporate communications, public affairs and strategic storytelling in the energy, technology and industrial sectors.

Omnicom Public Relations has announced a restructuring of its agencies. As confirmed to Telum Media, Ketchum is set to merge with Golin, where the combined agency will be led by Golin Chief Executive Matt Neale as CEO and Ketchum’s Tamara Norman as Global President.

The group's realignment also sees Porter Novelli integrating into FleishmanHillard as a dedicated brand. The new agency structure spans health and life sciences, technology, financial and professional services, social impact and ESG, as well as the public sector and public affairs. 

A portion of Porter Novelli's existing client portfolio - including U.S. public sector relations and other select clients - will continue to be served under the dedicated brand under FleishmanHillard.

The combined organisation will be led by an integrated executive leadership team, effective immediately, and will work closely with regional leaders across the Americas, EMEA, and APAC.

• J.J. Carter, Global President and Chief Executive Officer
• Patti Portnoy, Chief Financial Officer
• Lisa Moehlenkamp, Chief Operating Officer
• Jillian Janaczek, Chief Executive Officer, Americas
• Della Sweetman, Chief Strategy and Innovation Officer
• Mitch Germann, Chief Growth Officer
• Emily Frager, Chief Client Officer
• Sakima Johnson, Chief Integration Officer