Young, Muslim and ready for engagement
Nazia Hussain
Young Muslim consumers are protective of their faith, inquisitive, demand honesty and integrity from brands, mirroring the CSR values that many global brands are striving to achieve, and are brand loyal
I was in Bangladesh last week, where I met a young lady called Ayesha, perfectly turned out in an olive-green silk headscarf, elegantly matched with her tailored traditional shalwar kameez outfit. She spoke impeccable English and was interning, she said, at a leading advertising agency in Dhaka. We talked about how it was to live as a young, modern Muslim today,...