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....