Ogilvy Noor in the Press

  • FT.com publishes Ogilvy Noor’s thought piece – The Muslim consumer: building your brand for a fast-growing segment

    9, January, 2012

     

    It’s the beginning of 2012 and you’ve come into work determined to flex your marketing muscles and really make a splash for your brand by growing a new segment. Where should you look? The Muslim consumer.

    Here’s why: a global population of 1.8bn people who say their faith shapes their consumption choices. It’s a market estimated at $2.1tr. And its movers and shakers are the ‘Futurists’: predominantly young, tech-savvy Muslims who take pride in their faith but embrace modernity, marketing and – most of all – brands.

    So here are three tips on engaging with this lucrative, untapped and potentially very loyal consumer base: focus on finance, fashion and food.