Secularism and faith: Understanding the new Muslim consumer in SEA

Southeast Asia appears to be leading the Muslim world when it comes to innovation in halal products and services, and Wunderman Thompson’s Chen May Yee looks at how brands approach multicultural marketing for the new Muslim consumer.

This article is part of a Spotlight series on multicultural marketing in Southeast Asia. Read more

As much of the world becomes more secular, Muslims in Southeast Asia are becoming more observant.

According to our report “The New Muslim Consumer”, published together with Wunderman Thompson Jakarta and VMLY&R Muslim Intel Lab Kuala Lumpur, a third of our own survey respondents say they are more observant than their parents were at their age.

There are many reasons for this. Geopolitical events have solidified the idea of a global ummah, or community of Muslims transcending national borders....

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