SPIKES: JWT focuses on Muslim consumer

The agency has identified the great potential the world's 1.4 billion-strong Islamic population holds for marketers across all areas, ranging from food and banking to Halal cosmetics, and believes marketers need to reach out to this marginalised community in a more committed and consistent manner.

As Haddad pointed out, the key lies "in showing respect to the Muslim world and giving them products that speak to their values as a community."

The study highlighted five sub-sects or clusters within Islam - the Religious Conservatives, the Pragmatic Strivers, the Extreme Liberals, the New Age Muslims and the Societal Conformists.

It also drew attention to the paradoxical attitudes that exist within Islamic countries, with 72 per cent of Saudis believing traditional practices need to adapt to changing times as opposed to 65 per cent of Jordanians, who see little need for tradition to adapt to change.
Around 90 per cent of Muslims think it is important to voice one's opinions, giving a modern face to the Islamic consumer.

As Haddad explains, "Islam is more than religion, with the Quran dictating social and individual attitudes." While there may be pockets of marketing to the Islamic consumer, he said. "We don't see the big players coming in in a committed manner."

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