It is not surprising that Muslim consumer values are very much in line with wider contemporary consumer trends in that value is placed on brand sincerity, honesty, and a commitment to improving life. Although modern in their approach, younger Muslims still prioritise faith and they want brands to improve their understanding of Muslim consumers. South-East Asia is home to a large Muslim population, including Indonesia which is the world’s most populous Muslim country and home to 12.7% of the world’s Muslim population alone and home of the young, digitally savvy 'Mipsterz' (Muslim hipsters) movement. Islamic values are often intertwined with consumer culture, especially in countries such as Indonesia. It is vital that brands focus on cultural nuances that vary between Muslim populations in South-East Asia’s various markets. For example, the perceptions of beauty differ between Indonesia and Malaysia.
Targeting Muslim consumers refers to the best practice considerations brands can take when advertising and marketing to Muslim consumers.