“Only as subjects can we speak. As objects, we remain voiceless—our beings defined and interpreted by others.”
—bell hooks*
*Written in lowercase as a stylistic and symbolic choice by the author to de-center her individual identity and emphasize the work instead.
In her book Talking Back, American author, scholar, and cultural critic bell hooks describes the journey of moving from silence to speech as one of transformative power. Engaging in this process of self-transformation—through writing, speaking, and participating in public discourse—not only shapes social and cultural identities but also reclaims narrative agency. This reclamation becomes a catalyst for active imagining and participation in shaping future possibilities.
The call for decolonizing futures aligns deeply with this process of coming to voice. By challenging dominant narratives, decolonizing futures brings forth perspectives that have long been overlooked, enabling communities to reclaim their stories and assert agency over their past, present, and future. Far from being separate acts, coming to voice and decolonizing futures are interconnected, creating pathways toward equitable and participatory futures.
In my process of wayfinding futures—both personally and professionally—anchoring myself in my ancestral wisdom and Saudi heritage is as essential as engaging with the works of futures studies predecessors. Experiencing firsthand how thinking about the future has become both a personal journey and a collective endeavor has instigated hope and responsibility in me. It has also fueled my desire to highlight this contextual futures vision as it unfolds.
In this two-part blog post, I explore the transformative changes occurring in Saudi Arabia through the lens of a leading Saudi contemporary artist. I also examine how art and culture are becoming powerful tools for engaging communities in shaping the nation’s future.
Ambitious Vision with Tangible Progress
In 2016, King Salman bin Abdulaziz Al Saud and Crown Prince Mohammed bin Salman introduced Vision 2030, a transformative roadmap designed to diversify the economy and modernize Saudi society. Beyond economic goals, it aimed to expand perceptions of what is possible for Saudis and the region. While initial reactions ranged from anticipation to skepticism, Vision 2030 has persistently reshaped expectations at home and abroad.
Grounded in Saudi Arabia’s unique regional and global strengths, Vision 2030 initiated comprehensive reforms and transformative projects to foster a “vibrant society, thriving economy, and ambitious nation.” These efforts have inspired citizens across all demographics to engage with their future in unprecedented ways.
According to the 2023 annual report, progress has been remarkable:
Female Workforce Participation
Achieved 35.5%, exceeding the 2030 target years ahead of schedule.
Homeownership Growth
Homeownership rates surpassed 60%, reflecting improved accessibility and economic empowerment.
Economic Diversification Success
Saudi Arabia is now among the top ten G20 countries for foreign direct investment inflows.
This milestone highlights significant strides in economic diversification and the Kingdom’s appeal to international investors.
These achievements demonstrate the tangible progress of Vision 2030 in reshaping Saudi Arabia’s economic and social landscape.
Yet, what makes Vision 2030 especially significant is its recognition of identity—rooted in the nation’s values, history, and aspirations—as a cornerstone of transformation. Here, art and culture take center stage as agents of this identity-driven change.
Art as a Mirror of Transformation
In preparing for this blog post, I encountered a range of critiques of Vision 2030, many of which focused on perceived shortcomings in areas such as women’s empowerment, tourism, and workforce development. These analyses often viewed this long-term plan through external frameworks that lacked cultural nuance. Vision 2030, however, cannot be fully understood without engaging with the unique relational dynamics of Saudi society.
Art, in particular, has long been a medium for exploring uncertainty and reimagining possibilities. The Copenhagen Institute for Futures Studies states, “Art is a lens through which we can explore uncertainty and examine both the need for and limitations of human agency in an increasingly complex future.” This aligns seamlessly with Saudi Arabia’s strategic focus on cultural investments, which position art, design, and culture as catalysts for futures thinking.
The work of contemporary Saudi artist Manal AlDowayan exemplifies these complexities of identity and transformation. Commissioned for the Venice Biennale 2024, Shifting Sand: a Battle Song, explores the profound societal shifts in the Kingdom, with a particular focus on the experiences of Saudi women. Through the intricate layering of text, visual elements, and soundscapes, AlDowayan creates a dynamic piece that challenges imposed narratives, while inviting audiences to engage with the evolving fabric of Saudi identity with criticality.
Drawing inspiration from her ongoing exploration of gender, culture, and collective memory, Shifting Sands employs metaphors and symbolism to connect personal and national stories. Her multi-layered installation uncovers the deep layers, systems, and worldviews of media representations of Saudi women. By layering these headlines over one another, she is obscuring the language and stripping it of its power.
Through participatory workshops involving more than 1,000 Saudi women, she places their statements, drawings, and contributions at the heart of the piece. These elements, displayed as clear, floating prints, assert a sense of belonging and agency while capturing the essence of what transpired in these private spaces. Together, these three layers offer a symbolic reflection on themes of visibility and invisibility, presence and absence, within collective narratives.
AlDowayan’s work challenges dominant narratives and underscores the importance of searching for truth amid media noise and external interpretations. By bringing women’s voices into the public domain, her art embodies the act of coming to voice, mirroring Saudi Arabia’s broader journey of reclaiming its narratives and shaping its preferred future. Her use of the desert rose as a metaphor transcends stereotypes of frailty and helplessness, symbolizing resilience not just for women but for the nation as a whole.
Looking ahead
Futures thinking thrives when it connects people to their past, challenges their present, and inspires bold visions of what lies ahead. While formal futures studies are still emerging as a profession in Saudi Arabia, the Kingdom’s investments in art, culture, and design have already positioned these sectors as vital tools for imagining futures possibilities.
In the second part of this blog post, I share how these creative investments can democratize futures thinking, foster futures literacy, and enable participatory transformation as Saudi Arabia steps into its preferred future.
©Heba Alhadyian, 2024
Heba partners with international companies and organizations to identify opportunities, solve problems, and co-create new ideas using an integrated approach of innovation, user experience, and foresight. As a futurist, Heba leverages design methods to contextualize emergent issues, spark conversations, and harness participatory decision-making. Currently, she is researching the strategic foresight scene in the GCC and using design strategy to highlight indigenous narratives, advance local futures literacy, and bridge professional dialogue using culturally informed futures.
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