Given that Muslims account for one-fifth of the world’s population, trying to lump together so many people scattered across so many markets seems a fruitless task.
Yet, as our feature shows, there is no shortage of brands and agencies seeing growth potential in targeting Muslims as a group. Ogilvy Group is even setting up a dedicated Islamic branding unit, with global CEO Miles Young predicting that Islamic values will have added resonance in the straitened times ahead.
Yet, as our feature shows, there is no shortage of brands and agencies seeing growth potential in targeting Muslims as a group. Ogilvy Group is even setting up a dedicated Islamic branding unit, with global CEO Miles Young predicting that Islamic values will have added resonance in the straitened times ahead.
It’s easy to see why. Many of the world’s growth markets have large Muslim populations - Malaysia and Indonesia are obvious examples, and Pakistan, if it ever manages to achieve lasting stability, could be another. Elsewhere, Muslim consumers often form a sizable minority offering brands an untapped source of growth.
What’s more, recent controversies have shown that Islam can, at times, be a remarkably international faith - witness the boycott of Coca-Cola in Malaysia earlier this year over US support for attacks on Gaza. As Coke discovered, big Western brands need to prove they are locally relevant in such instances; being able to show an appreciation for religious sensitivities can help.
However, Ogilvy’s new unit will have a serious education job on its hands. There’s a lot more to marketing to Muslims than dodging the Israel question. In many Muslim cultures, the manner in which a product is created is as important as the finished article. That means going back to square one in terms of production. It remains to be seen how many brands are willing to go so far.
