The challenge

For over a century, Nationwide has been helping people save, borrow and get access to housing.

As the world's largest building society, Nationwide's key strategic aims include building a thriving membership by meeting society's needs and increasing engagement among members. This includes broadening the age profile of its membership by attracting more young people.

As part of this, Nationwide wanted to learn how it could reach and embrace the full diversity of modern British society. Seeing a clear alignment between Nationwide's values and those of the Muslim community, Nationwide wanted to explore this further, in particular with young, proud British Muslims, also known as Generation M.

There are 2.7 million Muslims in the UK, with a collective spending power of £2.1 billion, according to Ogilvy Noor. But mainstream brands, including those in financial services, aren't doing much to reach them.

Britain's Muslim population is also significantly younger than the population as a whole, making Gen M a great fit for Nationwide's aim of attracting more younger members.