Marketing to reach Muslim millennials

60% of the global Muslim population has an average age below 30. By 2030, 29% of the world's young people (aged 15 to 29) will be Muslim. These percentages obviously vary by country, but what is indisputable is the significant, growing weight of young people within this population segment. So, Muslim millennials represent powerful consumer potential.

In Europe, the average age of the Muslim population (more than 26 million people, 5% of the total population) is 30: 13 years younger than the average age of the rest of the European population (according to the Pew Research Center's 2016 report).

Shelina Janmohamed, an expert in marketing to the Muslim world, studies this group in her book 'Generation M: young Muslims changing the world', describing them as a dynamic, urban, entrepreneurial, digitally native, pro-consumption, innovative segment, eager to discover new things, more hedonistic than previous generations and seeking status through its consumption patterns, but without giving up their identity or Muslim values in their lifestyle.

Despite their diversity, these elements combine into a broad profile to bear in mind in marketing strategies aimed at this segment. Even so, it is important to be aware that there is no single message, no single communication strategy for addressing this whole consumer segment. Brands must take more factors into account when addressing these consumers, segmenting by nationality, cultural profile, gender, socio-economic profile and urban setting. Being Muslim, or a Muslim millennial, is not enough to define the communication narrative.

In this approach, it is advisable for Western brands to first direct their strategy and adaptation at the Western muslim millennial consumer. They are often more receptive to more innovative products and make an ideal hybrid for testing products and communication strategies aimed at Muslim consumers. It also lets the company 'test' how suitable its strategy is 'progressively'.

Within the Muslim millennial concept there is a segment of particular interest to European brands, since it is attuned to success as a core value: success at work, materially, within the family, and in personal and collective improvement. These consumers tend to seek out and try new products that improve their status while remaining consistent with their Muslim identity. This segment, which according to several studies accounts for more than a third of Muslim millennials, looks to brands for a story and a narrative that clearly conveys this dual value of material improvement and respect for identity. Accordingly, elements such as glamour, beauty, innovation and luxury are appealing. Brands targeting them very often use digital channels such as Instagram, Muslim friendly social networks and influencers, specialist channels and so on, as well as e-celebrities. The digital economy Muslim friendly has grown exponentially worldwide in recent years as a result of strong demand from millennials and even younger Muslims.

One final factor that appears ever more frequently in marketing strategies aimed at this millennial segment is humour. A respectful, optimistic and intelligent sense of humour is an increasingly characteristic feature of marketing campaigns aimed at Muslim millennials.

There is no doubt that the growing purchasing power and sophistication of Muslim millennial demand calls for greater adaptation of the marketing strategies of brands wanting to reach this global consumer segment. Henceislamic marketing, and evenislamic branding , are emerging as services increasingly in demand from brands wanting to internationalise and go global.

Javier Albarracin
Barcelona Halal Services