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Modern Muslims - Flamingo Culture Breakfast
- 3. M O D E R N M U S L I M SF L A M I N G O S I N G A P O R E C U L T U R A L B R E A K F A S T 2 4 T H M A R C H 2 0 1 5
- 4. 1.6 BILLION M U S L I M S I N T H E W O R L D
- 6. Digital TH EY A RE Y OUN G A N D GETTIN G RICH ER
- 7. BRANDS HAVE STARTED TO TAKE NOTICE BUT THERE ARE MANY GAPS FAITH IMPACTS THE WAY MUSLIMS RELATE TO BRANDS & PRODUCTS
- 9. THUS FAR MARKETERS HAVE BEEN QUITE LAZY & UNIMAGINATIVE
- 10. THE NEXT GENERATION: THE MODERN MUSLIM
- 11. MODERN MUSLIM IS A MINDSET YOUNG FAITHFUL OPEN-MINDED CONNECTED DIGITALLY SAVVY INDEPENDENT CONFIDENT AMBITIOUS IMAGINATIVE CREATIVE
- 12. THEY WANT & EXPECT IT ALL “POP ISLAM” REFERS TO A YOUTH CULTURE THAT HAS EMERGED IN THE LAST DECADE. THESE YOUNG PEOPLE ARE CONSERVATIVE AND RELIGIOUS MUSLIMS. AT THE SAME TIME, THEY SEE THEMSELVES AS PART OF MODERN SOCIETY AND DEFINE THEMSELVES AS GLOBAL CITIZENS. THEY SEE THEMSELVES AS THE NEXT GENERATION OF ISLAM - DR. GOTZ NORDBRUCH, SCHOLAR OF ISLAM STUDIES, GOETHE INSTITUTE
- 13. “We wanted to show the fusion of our cultures… The women in the video all wear hijab, but they embrace their own unique style. The video was meant to spark an important conversation: Muslims are not monolithic."
- 15. “I’m not going to run away from the person I am. I practice Islam. It’s my religion, it’s my belief – it’s normal. You know everyone has their own thing, their own beliefs. It doesn’t stop me.”
- 16. MEET DETTY, 20 FROM KUALA LUMPUR
- 17. MEET VISHMA, 27 FROM HYDERABAD
- 18. MEET MASHA, 22 FROM JAKARTA
- 19. DIGITAL: A PLATFORM FOR SELF EXPRESSION
- 21. Body MUSLIM AND MODERN THEY HOLD ONTO THESE TWO SPHERES OF IDENTITY SIMULTANEOUSLY
- 22. Body BRANDS THAT CONNECT AREN’T LOOKING THROUGH A RELIGIOUS LENS THEY ARE TAPPING INTO THE INTERSECTIONS OF MODERN AND ISLAMIC VALUES
- 24. LIBERTY’S “DAYS OF DOLLS”
- 26. INGLOT’S BREATHABLE NAIL POLISH
- 28. GOODGUIDE APP
- 30. THREE THINGS TO TAKE AWAY…
- 31. 1. YOU DON’T HAVE TO BE A MUSLIM BRAND
- 32. 2. OVERLOOK COMPLEXITY AND TAP INTO SHARED VALUES
- 33. 3. MODERN MUSLIMS ARE SMALL, BUT INFLUENTIAL
- 34. A N Y Q U E S T I O N S ?
- 35. 35 After over eight years with Flamingo Harriet has enjoyed a research career that has spanned the globe including four years in London, three years based in the Caribbean, LatAm and USA and now the Singapore office. Harriet has considerable experience working on exploratory and brand positioning projects. Previous work has included family and teen ethnographies in Indonesia to uncover insights for NPD opportunities, caregiver interviews in the UK to help position cancer care services for a major private health insurer and in-home IDIs with mum and baby to understand night time routines in China and Malaysia. Harriet has also helped brands to enter the Middle East markets and has studied Muslim beauty trends. H A R R I E T R O B E R T S O N D I R E C T O R , F L A M I N G O S I N G A P O R E
Editor's Notes
- Let’s start with some facts… And numbers are growing. Predicted 2.2 billion by 2030. A 35% rise globally
- 62% of them are in SE Asia
- THEY ARE UNDENIABLY THE NEXT IMPORTANT AND LARGELY UNTAPPED GLOBAL OPPORTUNITY
- Islam dictates and prescribes many aspects of daily life for it’s followers… so it’s only natural that… Brands have started to take notice, but there are many gaps and success has been patchy and piecemeal
- There have been some famous examples of brands getting wrong – Nike Allah trainers, MasterCard mecca compass and scandals about pork in the nuggets Global brands have been afraid of the backlash and so have often been quite conservative in their approach, offering launching Muslim range extensions or buying up local Muslim brands to boost their portfolio.
- Basically the picture isn’t that exciting or innovative. WE AS MARKETERS HAVE BEEN LAZY AND UNIMAGINATIVE IN REACHING OUT TO MUSLIMS
- Going forwards these kinds of strategies are not going to be good enough to capture the attention of the new generation of Muslim consumers.
- Variously called hijabbers, mipsters, hijabistas… we’re calling them modern Muslims They seek to fuse all aspects of their identity without compromise. They are not rebels, they work with the rules of Islam, not against them. For them modernity and faith are not antithetical, they are inseparable. They want and expect it all
- Iranian New Yorker Founder of a group called Sheik and Bake, the outfit behind the viral Mipsterz video of 2013
- Dynamic Malay career girl and a proudly observant Muslim
- Works in an office job. She describes herself as leading a regular life, she’s financially smart, ambitious, creative and independent. In the next 10 years she talks about fulfilling her God given role, which for her is ‘having some cute children and bagging a loving husband’. She also talks about her ambition for promotion so she can travel to Europe and see the world.
- Visma lives at home with her parents. She’s been wearing hijab since she started co-ed classes at Uni. It represents her commitment to religion, to a more adult phase in life and to her future. She says “I feel more at ease in the hijab. It’s safer when I travel on public buses. It’s also a fashion statement, part of my femininity. It’s both about being respectable and expressing myself as young woman.”
- Masha lives in an all female boarding house near her college. She’s the first girl in her family to live outside before marriage. She says: “From what I wear you would not know I’m a Muslim really. I don’t cover my ankles or wear hijab. Some might label me as no-practising, but I do. I pray mostly, fast during Ramadan and most importantly I feel very Muslim.
- The negotiation between Islam and modern or secular life is not new. All generations have grappled with this in their own way. But this generation are doing it in new ways and digital is a big part of that. It’s a defining feature. Esp. for women where it has offered a new platform for self-expression.
- Tudung Traveller: believes the world is meant to be discovered one amazing place at a time. Singaporean Malay #altmuslimahstyle: culture, style and lifestyle magazine that focuses on gender issues in Islam. Contributors are Muslim and non-Muslims alike #notinmyname: digital reaction UK Muslims to the negative press coverage of Islam in the wake of ISIS crisis
- Values such as family, modesty, community, fairness in processing and production Some brands are doing this intentionally. Some have become hit with Muslims almost by accident… let’s look at some examples
- Participants photographed in family setting. The series evoked a sense of community
- Collaboration between famous UK Mipster blogger, famed for her scarf tutorials and styling
- Breathable nail polish – intended as a health proposition, not a halal one WOM cause rush on sales
- If you want to connect to the modern Muslim target…
- You don’t have to lead your communications with a woman in a hijab, get a halal stamp or become Sharia compliant. Striking a chord with Muslims probably doesn’t require a complete overhaul or lots of NPD. There are very likely smaller tweaks that you can do to make your brands more Muslim-friendly
- Muslims are a geographically and cultural diverse bunch, even this smaller sub-set of Modern Muslims But you can cut through complexity by tapping into core Islamic values such as transparency, honesty in processing, environmental awareness, community and family Frankly many of these values are just good ideas that many future facing, non-Muslim, brands are doing anyway
- Modern Muslims are building their identities at the intersections of modernity and traditional Islamic values They are ahead of the curve in terms of their digital behaviour, have a heightened sense of style, a global mind-set and ambitions. They are looking for brands that are behaving in this way too They are the leaders of this new generation of Muslim consumers, brands would should take note!