- Our Publications
Let’s Do it Our Way – Muslim Youth Redefining Leadership
We’re living at a moment of great change in the lives of millions of Muslim youth across the world. Sparked by what is now known as the Arab Spring, youth in Muslim countries everywhere are reassessing notions of citizenship and of leadership – both how to be led and how to lead others. Companies, governments, organisations and individuals who wish to interact with this new generation of education, informed and future-focused Muslims, not just in the Middle East but all over the world, need to internalise the basis of the values and beliefs that are guiding them in order to ensure a relationship of mutual benefit and understanding in the future. This latest thought piece draws on Ogilvy Noor’s extensive research and expertise to understand exactly how Muslim youth are redefining leadership, and what this means for anyone who wants to engage with them.
Brands, Islam and the New Muslim Consumer
Built on a bank of rigorous bespoke research conducted in key Muslim markets by our partners TNS, this study offers detailed branding recommendations on how to forge stronger bonds with the new generation of Muslim consumers, through every aspect of branding, from business practice and philosophy to visual identity and customer service.
Our report is written from a unique insider perspective, being researched locally and led by Muslim experts globally, thus avoiding the unhelpful cliches and stereotypes of the past. The result is a deeply empathetic piece of thinking that resonates with Muslims first and foremost.
The focus of our study is on the ‘new’ Muslim consumer – the generation of educated, savvy young Muslims across the world who are quantifiably different in their world views, attitudes and expectations from generations before them. 45% of this new generation believe that ‘religion should be adapted to suit individual lifestyles’ – but crucially, they’re finding their own ways of doing so, with 27% agreeing that ‘protecting Islamic values from Western lifestyle and media influence’ is important to them. With Muslim youth now accounting for 11% of the world’s population, we believe that they are the voice of the future that global marketers cannot afford to ignore.
We’ve found that core Shariah values resonate with all Muslims – values such as honesty, accountability, community, peacefulness, respect and humility. We argue that any brand based on these values builds a strong ethical foundation for the future.
This report is based on up-to-the-minute facts and figures, with most of the research having been conducted in early 2010. With most businesses looking to regenerate themselves and their practices after the global economic crisis, there can be no timelier moment to look at the world of tomorrow’s consumers through this fresh lens.
The report is on sale for $9450, plus shipping and handling.
A little empathy goes a long way: How brands can engage the American Muslim consumer
In September 2010, Ogilvy Noor conducted a piece of research into how American Muslims were feeling about brands and businesses that they interact with today. The results were fascinating and are published in this paper ‘A Little Empathy Goes A Long Way: How Brands Can Engage the American Muslim Consumer’.
The American Muslim consumer segment is collectively the wealthiest and most educated Muslim consumer population in the world and is therefore not one that marketers can afford to ignore. They feel a deep need for full inclusion into the fabric of American life, and expect brands and businesses to do their part in making that inclusivity a reality.
First delivered at the 2nd American Muslim Consumer Conference in NJ in October 2010, this paper illustrates with key up-to-the-minute data and case studies exactly what this important consumer segment are demanding from brands, and how brands can succeed with them starting from today.
The Future Rises in the Middle East: Our point of view on the Middle Eastern Revolutions
At Ogilvy Noor we have been following recent political events across the Middle East and North Africa with keen interest. We think that our research into Muslim consumers has given us valuable insights through which to understand what is happening on the ground. This paper was released in February 2011, but the insights contained in it are a relevant lens through which to better understand conflicts that persist across the region today.