What we know about targeting Muslim consumers in South-East Asia

Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

South-East Asia is home to a large Muslim population, including the young, digitally savvy 'Mipsterz' (Muslim hipsters) movement. Indonesia is the world’s most populous Muslim country and home to 12.7% of the world’s Muslim population alone. Islamic values are often intertwined with consumer culture, especially in countries such as Indonesia. Although modern in their approach, younger Muslims still prioritise faith and they want brands to improve their understanding of Muslim consumers. 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands