Our Publications

  • Generation M: Young Muslims Changing the World

    In September 2016, Ogilvy Noor published a groundbreaking book “Generation M: Young Muslims Changing the World”.

    The book asks the fundamental question, what does it mean to be young and Muslim today? There is a segment of the world’s 1.6 billion Muslims that is more influential than any other, and will shape not just the future of Muslims, but also the world around them: meet ‘Generation M’.From fashion magazines to social networking, the ‘Mipsterz’ to the ‘Haloodies’, halal internet dating to Muslim boy bands, Generation M are making their mark.

    Shelina Janmohamed, Vice-President of Ogilvy Noor, award-winning author and leading voice on Muslim youth, investigates this growing cultural phenomenon at a time when understanding the mindset of young Muslims is critical. With their belief in an identity encompassing both faith and modernity, Generation M are not only adapting to Western consumerism, but reclaiming it as their own.

    Read an extended review here from The Guardian newspaper:

    Meet Generation M: The young affluent Muslims changing the world

    Global praise for Generation M:

    ‘A crucial book at a critical time… A must-read’
    Lyse Doucet, BBC Chief International Correspondent

    ‘A compelling account of today’s young Muslim consumers’
    Paul Polman, CEO of Unilever

    ‘A fresh and insightful perspective’
    Sir Martin Sorrell, founder and CEO of WPP

    ‘Unparalleled… For those within and concerned with modern Muslim communities’
    Professor Reina Lewis, author of Muslim Fashion: Contemporary Style Cultures

    ‘A vivid account’
    Farah Pandith, former Special Representative to Muslim Communities

    Generation M: Young Muslims Changing the World is published by I.B. Tauris

  • 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.

    Click here to order online

  • 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.