The opportunity of the third billion

The global Muslim population is set to rise from 1.6 billion to 2.8 billion by 2050.  This is the world’s youngest and fastest growing consumer group.  But it remains untapped, even though Muslim consumers are increasingly calling for brands to respond to their needs. The key is to ensure their values are understood.

One third of Muslims are under 15. Two thirds of Muslims are under 30, which accounts for a staggering 1 billion people, more than 14 per cent of the global population.

Muslims are also incredibly diverse and globally spread. More than 60% live in Asia. In 81 countries the Muslim population will soon exceed 1 million. Minority Muslim populations will add up to a sizeable 500 million people.

All of this makes it crucial for any brand or organisation serious about growth to engage with them effectively.

Meet Generation M: the new Muslim consumer

Although the global Muslim population is vast and set to grow, our own research has identified one particular segment within it that is driving consumption. We call them the Muslim futurists, and they make up a whole new generation of Muslim consumers, Generation M. They have one defining paradigm: they believe that faith and modernity go hand in hand and there is no compromise or contradiction between the two.

Faithful, worldly, creative, optimistic and tech-savvy, this is a group that is digitally connected, not afraid of expressing themselves, proud of their Muslim identity and ready to engage with the world around them. They are brand conscious and loyal, and for them halal consumption is a badge of identity.

They are different from any other group because their faith affects everything. They want to see themselves reflected on their high streets and in the world around them, in values, products and communications.

It’s time for brands to wake up and respond.

We can help.