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Ogilvy & Mather: It’s Important for Marketers To Engage With Muslim Consumers

Ogilvy Noor (“Noor” means “light” in Arabic) has just published a study titled “Brands, Islam and the New Muslim Consumer” that found that Lipton, Nestle, and Kraft are among the brands with most appeal to Muslims.

The study defines the “‘new’ Muslim consumer” as educated, savvy, younger Muslims “who are quantifiably different in their world views, attitudes and expectations from the generations before them.” Forty-five percent of this group believe that “‘religion should be adapted to suit individual lifestyles.” Twenty-seven percent also said “protecting Islamic values from Western lifestyle and media influence” is important.

According to, these results have been purchased by top companies such as Coca-Cola and Unilever. The price tag listed on the study’s web page is $9,450.

Miles Young, global CEO of Ogilvy & Mather, spoke this weekend at the 2010 American Muslim Consumer Conference in New Jersey, highlighting “the importance of Islamic branding and why the market should be appreciated by marketers,” says.

Ogilvy Noor strategy head, Nazia Hussain, said more young Muslims are online expressing their views. There are 1.8 billion Muslims in the world and about 8 million in the U.S. she added.

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