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Posted On: 22 September 2016 06:54 am
Updated On: 12 November 2020 01:57 pm

‘There’s a new consumer on the horizon’ Ogilvy Noor book ‘Generation M’ explores what it means to be a modern-day Muslim consumer

Reem Fakhri
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Shelina Janmohamed

Today, Ogilvy Noor announces the release of its latest book ‘Generation M: Young Muslims Changing the World’, an exploration of what it means to be a young Muslim today and why this generation demands our attention. Written by Ogilvy Noor’s Vice President and award winning author Shelina Janmohamed, the groundbreaking book underscores Ogilvy Noor’s global thought leadership around Muslim consumers. It is the first book of its kind to paint an intimate portrait of the attitudes, aspirations and cultures of a growing population for whom faith and modernity go hand in hand, and for whom consumption is a badge of identity.

As the the world’s first bespoke consultancy for building brands with Muslim audiences, Ogilvy Noor has expanded globally to now operate in key markets throughout Asia, the Middle East, Europe and North America. Its vision around the notion of engaging with Muslim audiences through building businesses, products and brands that directly engage with Muslim consumers, is explored in detail throughout ‘Generation M’.

This understanding is vital for businesses and brands. The global Muslim population is expected to increase 73 per cent – from 1.6 billion in 2010, to 2.8 billion in 2050; by 2030 Muslims will make up 26.5 per cent of the global population and in 2050 will equal the number of Christians. The Islamic economy is estimated to be worth $2.6 trillion by 2020 with Islamic finance worth an additional $2.6 trillion.

It is Generation M in particular from among the global Muslim population that are driving change. Their youth, their growth and their economic power makes them one of the most important and exciting rising economic forces, with one third of Muslims today under fifteen and nearly two thirds under thirty.

As one of the 21st century’s most powerful economic forces. Author Janmohamed explains that the Muslim lifestyle which spans across all categories from food to travel to healthcare and more has resulted in a thriving Islamic economy. This is going hand in hand with a growing consumer concern about the values which brands and businesses are built on and convey. Understanding Generation M’s values is key to engaging with them, and the book offers a deep exploration of those values and how to engage with them.

Shelina Janmohamed, VP, Ogilvy Noor and author of ‘Generation M’ said: “For too long, the faithful, modern, creative, brand conscious tech-savvy Generation M has been overlooked by businesses and brands. Yet this is one of the world’s most influential and rising economic and social forces. Generation M goes beyond the statistics, to explore what motivates them, their inner aspirations and how they are going to shape our future.”

Annette King, CEO, Ogilvy & Mather UK: “Ogilvy & Mather has always been at the forefront of changing cultural trends and attitudes, actively ensuring our communications reflect these shifts globally. The increasing prominence of ‘Generation M’ is a reality that the industry and brand owners now need to actively recognise. As ever, we lead the way for brands to successfully engage with one of the world’s fastest growing & most influential commercial forces.”