Cultivating Sustainable Return Migration to Lebanon: Supporting Young Migrants Through Marketing Systems Amid Ongoing Conflict.

This article examines the migration dynamics of young Lebanese amid Lebanon's prolonged conflict, economic instability, and systemic corruption, focusing on the factors driving emigration and the obstacles preventing return. Using semistructured interviews with 32 Lebanese migrants across five continents, the study identifies key push factors such as insecurity, lack of job opportunities, deteriorating public services, and the 2020 Beirut port explosion, alongside pull factors including family ties, cultural identity, and favorable climate that motivate return. By adapting the Transformative Refugee Service Experience Framework and integrating marketing systems theory, the research proposes targeted public policy and managerial strategies—such as job placement programs, enhanced diaspora communication, community-based educational reforms, and the creation of business hubs in secure areas—to foster a hospitable environment encouraging young migrants' return. These findings offer actionable insights for Lebanon's peacebuilding and sustainable development efforts and suggest applicability to other conflict-affected regions facing similar sociopolitical challenges.