"Yalla" is an attitude among Millennials in the Middle East and North Africa who want to effect change.

As JWT MENA explain in their new 10 Trends for 2014 report, consumers in the Middle East and North Africa are working en masse to effect change in the region. Powering this trend are DIY-minded Millennials, who approach problems with a “yalla” attitude (Arabic slang for “Let’s move it”) and an entrepreneurial drive with which they steer creatively around roadblocks. Explains Habib Haddad, CEO of startup-news site Wamda: “[Yalla] is the power of doing things with an attitude of resilience, fast adaptation and informed improvisation under volatile conditions. Operating in this environment requires persistence, flexibility and a deep-rooted desire to change the status quo.”

Disillusioned with big institutions, Arab consumers are ready to abandon old approaches to country or regional issues, according to a JWT MENA survey of 1,128 adults conducted in Saudi Arabia, UAE, Qatar, Egypt, Morocco and Lebanon using SONAR™, JWT’s proprietary online tool. As more consumers claim their rights by tapping into the power of the crowd, brands will benefit from supporting this passionate cohort. And increasingly, consumers will expect brands to do their share: 88 percent of respondents say they are interested in buying from companies that work toward real change.