Branding muslim
Labelling religion? A new generation is redefining what it means to be modern and Muslim, according to the Brands, Islam And The New Muslim Consumer survey from Ogilvy & Mather/TNS.
The report claims to debunk many of the stereotypes surrounding Muslim attitudes towards brands and marketing communications. Halal labels, for example, while important to showcase certification, are no longer sufficient to persuade the ‘New Muslim Consumer’ that the company behind the product conducts its business in line with Islamic values.
“A market of 1.8 billion people that has scarcely been tapped, Muslim consumers offer enormous potential to businesses around the world – but only if their values are fully understood,” says Miles Young, global CEO, Ogilvy & Mather. “While there are vast and colorful differences among the populations surveyed, we identified behavioral trends and insights that would be valuable to marketers in developing meaningful relationships with this emerging global constituency.”
The report marks the launch of Ogilvy Noor, a global Islamic branding practice aiming to help brands better engage with Muslim consumers worldwide.
