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Youth involvement is a lever for socio-political and economic transformation, but its potential remains under-exploited in Tunisia and Egypt. Through social and intercultural marketing strategies, AIESEC seeks to mobilize these young people by integrating them into international initiatives. However, the effectiveness of these programs depends on an often delicate balance between adaptation to local contexts and alignment with a global dynamic. Here, we analyze AIESEC's commitment mechanisms and mobilization strategies, and their limitations, using strategic tools such as the SWOT, PESTEL and BCG matrices. This reflection highlights the challenges and opportunities of these initiatives, and suggests ways of optimizing them to strengthen the role of young people as key actors of change.
About the author
Asma Selmi, a third-year Management Sciences student at the Institut Supérieur de Gestion de Bizerte, stands out for her keen interest in strategic marketing and youth involvement. Passionate about the analysis of intercultural dynamics, she is exploring the levers of influence and involvement of the new generations.
