Women employees reshape Saudi Arabia's labor market

Over the past five years, many dramatic shifts have taken place within Saudi Arabia, including the introduction of the kingdom’s first co-ed university, the multibillion-dollar King Abdullah Science and Technology University (known as KAUST). Also, there are now weekly exhibitions at galleries that have opened across the country, notable in a society where artistic expression has traditionally been kept private.

According to Reuters, the country has become the biggest per-capita user of YouTube in the world, with Saudi-produced comedy shows and stand-up being widely popular. The satirical video “No Woman, No Drive” — inspired by Bob Marley’s “No Woman, No Cry” — made by Saudi comedians to mock the driving ban on women recently went viral. While nearly 80% of the population work for the government, many of the country’s younger generation are opting for a more entrepreneurial path, becoming part of a growing number of technology incubators.

This increasingly tech- and social media-savvy culture has also paved the way for new activists to emerge. One example: Jeddah-based wealth manager Reem Asaad. After Asaad launched what is known as the “Lingerie Campaign” on Facebook to launch trainings for women to work in retail, King Abdullah signed a decree banning men from working in all lingerie and cosmetics shops.

The new law not only created tens of thousands of jobs for women, it also has helped boost sales for retailers, says Reema Bint Bandar Al Saud, CEO and president of Alfa International, which owns the license to Harvey Nichols Riyadh as well as the US clothing company Splendid. Al Saud also launched a luxury bag line called Baraboux designed specifically for working women.

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Women employees reshape Saudi Arabia’s labor market