Secularism and faith: Understanding the new Muslim consumer in SEA

Chen May Yee

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....

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