What Muslim consumers expect

Miles Young
Ogilvy & Mather

In this exploration of the world of the Muslim consumer, Miles Young outlines the important features marketers should understand. It is ironic that the standards that Muslim consumers expect from companies and brands should be the drivers of enlightened Western practice: brands should be sincere, honest, friendly and committed to improving life. What's not to like?

The Muslim market is bigger than the market in India or China, yet it receives a tiny fraction of the attention. And it is not just that the numbers are there, but the value is also. The GDP of the five large Middle Eastern countries is the same size as India's, but on a population that is one-third of it.

Most global enterprises, whether from the West or the East, have a BRIC strategy. But many are starting to look at the Next Eleven (N11) countries (Bangladesh, Egypt, Indonesia, Iran, Mexico, Nigeria, Pakistan, the Philippines, South Korea, Turkey and Vietnam) as having a high potential of becoming the world's largest economies in the 21st century along with the BRICs. And 53% of the population of the N11 countries are Muslim.