The opportunity of the third billion

The global Muslim population is set to rise from 1.6 billion to 2.8 billion by 2050.  This is the world’s youngest and fastest growing consumer group.  But it remains untapped, even though Muslim audiences are increasingly calling for brands to respond to their needs. The key is to ensure their values are understood.

One third of Muslims are under 15. Two thirds of Muslims are under 30, which accounts for a staggering 1 billion people, more than 14 per cent of the global population. Muslims are also incredibly diverse and globally spread. More than 60% live in Asia. In 81 countries the Muslim population will soon exceed 1 million. Minority Muslim populations will add up to a sizeable 500 million people.

All of this makes it crucial for any brand or organisation serious about growth to engage with them effectively.

About Us

We are pioneering experts in understanding the deep needs of Muslim consumers. Our aim is to build strong authentic brands that empathise, appeal to, and engage with Muslim audiences across the globe today. We’ve won plenty of awards for our ground-breaking work. After all, our pioneering research and publications have led the industry in understanding Muslim consumers. Our clients includes well-known brands like Unilever, Nestle and American Express as well as newer names.

Our first study “Brands, Islam and the New Muslim Consumer” introduced the idea that faith and modernity go hand in hand. Our latest book “Generation M: Young Muslims Changing the World” brings to life the nuance, tensions and key characteristics of this audience for the first time ever.

We are based in key hubs where growth and trends in Muslim audiences are most exciting. At the same time, we leverage the global networks of Ogilvy & Mather and WPP or we can partner with your existing agencies in order to deliver our expertise. Working closely with our group specialists in communications disciplines as well as categories means that we have the deepest and most cutting edge insights to support your brand. All of this is pulled together by a team of passionate experts in the field of Muslim marketing. Our aim is to offer practical support, whatever your stage of Muslim consumer engagement.

How we can help

Our offerings are designed to support your organisation whether it be to offer initial understanding of this audience all the way through to bespoke consultancy and communications plans.  This includes:

Introducing the opportunity of the Muslim audiences to your organisation, focusing on key insights and understanding in order to build engagement

Deepening consumer, category and geographic insight. Whether it is your brand’s chosen sector that you wish to explore, or learn more about a key territory, we can immerse you into the world of Muslim audiences and their Muslim lifestyle

Developing bespoke services to ensure effective and sophisticated Muslim audience engagement. This is for any size organisation from start-ups that already have seed funding to larger businesses. We can guide you through new product and consumer development,  support your development through auditing your existing offering, research, strategic development as well as communications planning and delivery in all its aspects, including brand development, PR, digital, shopper marketing, social media and media planning. We work across all categories.

We also provide bespoke workshops to our clients.

So whether you’re a

* Global marketer seeking greater relevance in your existing Muslim markets

* Global marketer seeking to enter Muslim markets for the first time

* A regional marketer seeking to expand your horizons globally

* Or an existing Islamic brand seeking to deeper understand your current consumer base, we’ll be able to tailor research, analysis and expert brand-building guidance to your needs in any market or category.

Meet Generation M: the new Muslim consumer

Although the global Muslim population is vast and set to grow, our own research has identified one particular segment within it that is driving consumption. We call them the Muslim futurists, and they make up a whole new generation of Muslim consumers, Generation M. They have one defining paradigm: they believe that faith and modernity go hand in hand and there is no compromise or contradiction between the two.

Faithful, worldly, creative, optimistic and tech-savvy, this is a group that is digitally connected, not afraid of expressing themselves, proud of their Muslim identity and ready to engage with the world around them. They are brand conscious and loyal, and for them halal consumption is a badge of identity.

They are different from any other group because their faith affects everything. They want to see themselves reflected on their high streets and in the world around them, in values, products and communications.

It’s time for brands to wake up and respond.

We can help.

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