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Ideas Strategy2022-06-28

Report: Why western marketers need to start speaking to Muslim audiences.

Jameel Amini

Download the full report here: Why western marketers need to start speaking to Muslim audiences.

It’s no secret there’s long been a stigma around Muslims. If you live in the western world, you’ve no doubt seen the actions of a few amplified as representative of the whole in western media, and the knock-on effects felt through each fibre of society. As a result, as marketers, where our brands talk a big game around diversity and inclusion, we seemingly prefer to avoid contentious topics that make us uncomfortable. 

Yet, given the value there is to be gained - both morally and financially - marketing to Muslims might be one of the most straightforward, advantageous and inclusive paths to growth for many brands.

So why should marketers care? 

For one, Islam is the world’s fastest growing religion, with Pew Research forecasting it to grow from 1.9 billion followers today, to over 3 billion by 2060. 

And with volume comes spending power.

Even during the pandemic, Muslims globally spent a collective US$2.2 trillion in 2021, which is set to grow an additional 9.1% in 2022, and potentially reach over US$2.8 trillion by 2025. In the UK alone, a phenomenal 5.2% of UK spending comes from just 3% of the UK population, and Muslims remain the fastest growing demographic. In this report, Essence's Jameel Amini explains why marketers should do more to appeal to Muslim audiences, and reap the moral and financial rewards.

  • Islam is the world's fastest-growing religion, and Muslims will become an increasingly important group in commercial decision-making.

  • Brands need to evolve to incorporate the needs of Muslim living; for example, by offering alcohol-free options and modest fashion choices.

  • Certain channels, such as OOH, cinema, radio and online, are more likely to attract Muslim audiences, and wise investments can capture the attention of many like-minded customers.