• Imagery Driven: I am not sure when marketers will realize Islam is beyond crescent, veils and prayer mats. (may be the end of the Mayan Calendar will be the beginning of that realization – pun intended) • Muslims are undoubtedly a big and juicy market USD 2 trillion, but there are not enough specialized advertising agencies, other than Ogilvy Noor, for this market segment when compared to other Niche’s like Hispanic Market. • On an average, Muslims of the world are 27 years old. Your typical YPE, generation Y & generation x. Imagine their lives, facebook, multiculturalism, strong faith and tons of media bombardment trying to tell them that they are backward or fundamentalists. They clearly seek clarity what is stopping brands to offer them that? • Indonesia & Malaysia have done some interesting advancements in Islamic Branding front like introducing a Fashion brand etc. I crave to see more of that coming from rest of the world. • Muslims are travelling: I have a privilege to live in UAE (most of you know it as Dubai), everyone here travels at least once a year. And when we do, trust me it is hassle to find comfort from small to large things e.g. availability of water in washrooms, halal food, Ramadan timing breakfast etc. The market spent of Muslim Travellers is around USD 126 billion, tourism industry must try to capture it. • Less Judgmental: Aren’t we a bit too quick in drawing our conclusions when it comes to religious minority or majority? Here is an interesting article about that

1. Marketing to Muslims
Customer Trends with Ayesha Saeed
www.CustomerTrendlog.com

2. Customer Trends with Ayesha Saeed
An estimate of Muslim population  1.62 billion adherents.
Almost 23% of worlds’ populations
Source: Pew Forum
The Future of the Global Muslim Population
www.CustomerTrendlog.com

3. Globally the halal market is worth
USD
2,000,000,000,000
Customer Trends with Ayesha Saeed
Bigger than the economy of India, Russia, Australia, etc
Source: Forbes India & Ogilvy Noor
www.CustomerTrendlog.com

4. Example: how marketing evolves
Customer Trends with Ayesha Saeed
Source: Women 2020
www.CustomerTrendlog.com

5. Marketing to Muslim, where it stands
Missing
Customer Trends with Ayesha Saeed
Imagery Driven Ads Message Driven Comm. Insight Driven Comm.
Islamic Advertising being Communication is currently Muslims’ issues, insights and
confined to the literal being explored on their ideals (relatable by
images & icons that capitalizing the messages of Muslims and Non-Muslims)
represents rituals Islam. haven't been explored and
communicated.
www.CustomerTrendlog.com

6. What needs to be done
“Rather than just talking at the Muslim community, businesses
need to consider investing in the Muslim community.”
Customer Trends with Ayesha Saeed
Khalid Sharif, founder of The Muslim Paper and Ummah Foods
Source: Marketing Week
www.CustomerTrendlog.com

7. Key Insights into Muslims - Young
Young:
The average age in
Muslim majority
countries is only
27 years
Insight:
Customer Trends with Ayesha Saeed
Energetic,
Aspirational,
Demanding,
Talkative &
confused
www.CustomerTrendlog.com

8. Key Insights into Muslims - Affluent Muslim traveller
Travel lifestyle:
2011 the Muslim travellers spent
USD 126 billion. Muslim
travellers tend to travel in larger
family groups, stay longer and
spend more.
Customer Trends with Ayesha Saeed
Insight:
Brands should offer Muslim-
friendly holiday experience. Go
explore the world, while you
have the comfort of being
connected with your religious
values
Source: BBC
www.CustomerTrendlog.com

9. Key Insights into Muslims - Ignored
Targeting Muslims:
Customer Trends with Ayesha Saeed
Insight:
Source: Blogger Saad Malik’s Article
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10. Global Agenda 2013
Customer Trends with Ayesha Saeed
www.CustomerTrendlog.com

11. Conclusion
Relate to Muslim & Offer Islamic
Values
If you look at some of the values that stem
from the QURAN, you’ll find a list of very
emotionally appealing values,
Customer Trends with Ayesha Saeed
such as
“Pure, honorable, honest, consistent, kind,
true, trusted, responsible, wise, respectful
and intelligent.”
Dr Paul Temporal, associate fellow at Said Business School
Source: Marketing Week
www.CustomerTrendlog.com

12. More articles & some developments
• USD 96 Billion Fashion market
• Marketing to Muslims part 1
• Article by Forbes India
• Ogilvy Noor’s Blog
Customer Trends with Ayesha Saeed
www.CustomerTrendlog.com