We are proud to launch Generation M, Ogilvy Noor’s latest book written by the agency’s Vice President Shelina Janmohamed. The groundbreaking book looks at what it means to be a modern-day Muslim consumer. It is the first book of its kind to paint an intimate portrait of the attitudes, aspirations and cultures of a growing population for whom faith and modernity go hand in hand, and for whom consumption is a badge of identity.

Launched with an exclusive event at Sea Containers led by WPP’s CEO and Founder, Sir Martin Sorrell, and Ogilvy & Mather’s Worldwide CEO, John Seifert, the book underscores Ogilvy Noor’s global thought leadership around Muslim consumers. Ogilvy Noor’s vision around the notion of engaging with Muslim audiences through building businesses, products and brands that directly engage with Muslim consumers, is explored in detail throughout ‘Generation M’.

This understanding is vital for businesses and brands. The global Muslim population is expected to increase 73 per cent – from 1.6 billion in 2010, to 2.8 billion in 2050; by 2030 Muslims will make up 26.5 per cent of the global population and in 2050 will equal the number of Christians. The Islamic economy is estimated to be worth $2.6 trillion by 2020 with Islamic finance worth an additional $2.6 trillion.

It is Generation M in particular from among the global Muslim population that are driving change. Their youth, their growth and their economic power makes them one of the most important and exciting rising economic forces, with one third of Muslims today under fifteen and nearly two thirds under thirty.

As one of the 21st century’s most powerful economic forces, Shelina explains that the Muslim lifestyle which spans across all categories from food to travel to healthcare and more has resulted in a thriving Islamic economy. This is going hand in hand with a growing consumer concern about the values which brands and businesses are built on and convey.  Understanding Generation M’s values is key to engaging with them, and the book offers a deep exploration of those values and how to engage with them.

Find out more about the launch event here.