Gen Z women in the Middle East face a unique set of social and cultural challenges as they transition from adolescence to young adulthood. Yet as digital natives, they’re exposed to the same influences and issues as their peers elsewhere. So, how can global brands connect with this audience?

Silicon Valley may be notorious for its boys’ club culture, but the Middle East’s start-up scene is booming thanks to the efforts of female entrepreneurs and scientists. What social and economic factors are leading these women into tech? And how can gender equality benefit their home countries?

Jordan-based podcast Eib is challenging narratives around gender, sexuality, and identity in the Middle East. In the Arab world, there’s a growing interest in hearing original stories around controversial issues, but embedded in cultural nuance and local traditions of oral storytelling.

Activists in the Middle East are using platforms such as TikTok and Instagram to circumvent social norms and government censorship and help educate Arab women on their bodies. Their much-needed work stands as a reminder of how people are using social media to learn about health.