Word: muslim
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Dates: during 2000-2009
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Going Mainstream Today, though, the big business is in working out how to serve the increasingly sophisticated Muslim consumer. "The question now for companies is: What products and services are you going to provide to help Muslims lead the lifestyle they want to lead?" asks the Halal Journal's Abdullah. It's a code worth cracking. A 2007 report from the global ad agency JWT describes the Muslim market thus: "It's young, it's big, and it's getting bigger." Parts of it are well-educated and wealthy. The buying power of American Muslims alone is estimated...
...problem elsewhere. Indeed, the most innovative new halal products and services often come out of Europe and Southeast Asia, places where your average food supplier or bank may know little, if anything, about halal. In Europe - the biggest growth region according to the Halal Journal - young devout Muslims are hungry for Islamic versions of mainstream pleasures such as fast food. "The second- and third-generation Muslims are fed up with having rice and lentils every day," observes Darhim Hashim, CEO of the Malaysia-based International Halal Integrity Alliance. "They're saying, 'We want pizzas, we want Big Macs.' " Domino...
...food companies like South Korea's LG and Finnish cell-phone giant Nokia, targeting Muslims is also big business. LG offers an application to help users find the direction of Mecca, while Nokia has free downloadable recitations from the Koran and maps showing the locations of major mosques in the Middle East. Such offerings increase brand loyalty, according to market research by the Finland-based Muslim lifestyle portal Muxlim.com. "There's a lot of room out there for mainstream brands to appeal to Muslims without making changes to their products," says Muxlim.com's CEO Mohamed El-Fatatry. "It's just...
Read: "Should a Pious Muslim Practice Yoga...
...Just Business The rising concerns of consumers like Razak herald not just a global economic trend, but a cultural one. During the 1980s and '90s, many Muslims in Egypt, Jordan and other Middle Eastern countries expressed their religious principles by voting Islamic. Today, a growing number are doing so by buying Islamic, connecting to their Muslim roots by what they eat, wear and play on their iPods. Rising Muslim consumerism undermines the specious argument often heard after 9/11: that Muslims hate the Western way of life, with its emphasis on choice and consumerism. The growing Muslim market is a sign...