‘Gen­er­a­tion M’: what it means to be a mod­ern-day Mus­lim con­sumer

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Ogilvy Noor re­leased ‘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 book un­der­scores Ogilvy Noor’s global thought lead­er­ship around Mus­lim consumers. It is the first book of its kind, one that paints 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 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 per­cent – from 1.6 billion in 2010, to 2.8 billion in 2050; by 2030 Mus­lims will make up 26.5 per­cent 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

Shelina Jan­mo­hamed

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’ com­mented: “For too long, the faith­ful, mod­ern, creative, brand con­scious tech­savvy 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.”

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