The 'next billion' consumers: How brands can engage Muslim millennials

Low Lai Chow

The face of the consumer future may well be that of a Muslim woman, Shelina Janmohamed, vice president of Ogilvy Noor, believes.

"(Millennial Muslim women) are becoming more educated, going into employment, getting married later and having children later," said Janmohamed to Warc, in an exclusive interview for her book Generation M: Young Muslims Changing the World.

"They have greater disposable income. And they are also driving change in gender relations in the public and private sphere."

And according to Ogilvy's research, 90% of young Muslims purchase products in accordance with the values of their faith.

Going by statistics, the Muslim population worldwide currently stands at 1.6 billion and is growing quickly: it's set to reach 2.8 billion by 2050. Almost two thirds - 65% - of Muslims live in Asia, with 240 million Muslims live in Southeast Asia alone, mostly in Indonesia, Malaysia and Singapore.