Meet the 'Mipsterz'.
A growing cultural phenomenon of young, hip and edgy Muslims, who rather than making a statement on what Islam is, or isn’t, are instead paving the way for a new era of Muslim integration. By breaking the monolithic stereotype of Islam as a symbol of archaism and oppression, through their non-partisan swagger and ability to merge faith and fun.
Their social minds, ethical consumption patterns and fervor for a more inclusive community, poses an opportunity for brands to integrate Mipster needs into a wider strategy that accommodates their spectrum of Muslim values – values which are in fact desirable by any societal measure.
While the Mipster subculture has just come to light in the West, we have been seeing this cohort (the New Age Muslim) grow steadily in the MENA and in Egypt particularly over the past few years, fuelled by a young, progressive and tech savvy Millennial Arab - a minority soon to become a mainstream cultural phenomenon.
In this report, JWT MENA Brand Intelligence takes an in-depth look at the logic and psyche of the 'Mipster' subculture and how they are projecting an entirely new, positive image of Muslims in the media. In both the fictional and real world examples, the positive archetype of these Muslim hipsters has been making waves in a growing number of cultural spheres - with their bold work and powerful messages on equality and self-expression - and we expect to see sustained energy and momentum of this trend onwards and around the world.
This is a report by JWT MEA Brand Intelligence.