Why Saudis Are Redefining Ambition

There’s a lingering assumption in some corners of the world that Saudis are not eager to work—that they prefer comfort over competition, status over skill. But anyone who has spent time in today’s Saudi Arabia knows how outdated that idea has become.

Saudi Arabia is without doubt a society in motion, where ambition is not only rising, but being redefined. Saudis, especially those under 35, are stepping into new sectors, launching startups, building personal brands, and learning to navigate a professional landscape still catching up with their momentum.

Walk into any co-working space in Riyadh or Jeddah, and you’ll see it. Young Saudis in smart-casual clothes toggling between English and Arabic as they pitch ideas, manage social media accounts, or negotiate with clients over WhatsApp. The drive is there. What’s still in flux is the system around them.

A cousin of mine in his late twenties left a public sector job to start his own logistics company. His father—a retired military officer—was baffled.
“Why leave stability?” he asked.
My cousin replied, “Because I want to build something I own.”

That exchange reflects a broader generational shift. The old model prioritized job security, pensions, and government ties. The new one values purpose, ownership, and flexibility.

But the system hasn’t fully caught up. Many Saudis still face hurdles when trying to work outside traditional paths. Private sector jobs are increasing, but norms around hiring, promotion, and pay remain uneven. Entrepreneurship is encouraged, but access to capital and mentorship can be inconsistent. And while the state is investing heavily in training and upskilling, workplace culture takes more than policy to shift.

Still, the transformation is visible. Ten years ago, it was rare to see Saudis working in cafés, retail shops, or private offices. Today, it’s common—and not just out of necessity. Many young people take pride in earning their own income, even when it comes with long hours and modest pay.

I met a university student in Jazan who works part-time at a local fast-food chain. When I asked why, he said, “I don’t want to wait. I want to learn now.”

There’s also a growing interest in creative and digital fields—content creation, graphic design, coding, fashion, music. For a long time, these were seen as hobbies, not careers. Now, they’re becoming legitimate paths to success. Some of the most visible Saudi entrepreneurs today are not in finance or oil; they’re in lifestyle brands, online education, and independent media.

A friend in the Eastern Province started a photography business with her sister. “People used to say it’s not a real job,” she told me. “Now they ask for advice.” Stories like hers are no longer rare.

There’s also the rise of freelance culture. Many Saudis are navigating multiple jobs at once—some out of financial need, others out of ambition. They manage digital portfolios, tutor online, sell products through Instagram, or write code for international clients. It’s a quiet but powerful shift in how work is understood.

Of course, not everyone is thriving. Gaps remain—between aspiration and access, between effort and outcome. Some feel the weight of family expectations; others, the burden of comparison. But what’s undeniable is that Saudis are working harder than they are often given credit for—and they are working differently.

What used to be seen as a reluctance to enter the workforce was often a reflection of how the system was structured, with the public sector dominating and private jobs seen as unstable or inappropriate. That perception is changing—especially among young women, who are now entering the labor market in record numbers. They’re not just filling roles; they’re shaping them.

Work in Saudi Arabia is no longer just about income. For many, it’s about dignity, growth, and identity. It’s about contributing to something larger—or building something of their own.

The ambition is real. The energy is there. The challenge now is to ensure the structures around them—education, mentorship, workplace culture—can keep up.

Anyone still asking whether Saudis want to work is asking the wrong question. The better question is: how can we recognize and support the kind of work they’re already doing?

Because in Saudi Arabia today, ambition is not lacking—it’s evolving.

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