For several years now, marketers have pursued the estimated $1.9 trillion global Muslim consumer market, not least the growing cohort of young, female hijabistas in the Middle East and North Africa (MENA). Now marketers are waking up to another rising cohort of young, tech-savvy Muslimah in Southeast Asia.
Young Muslim women in Southeast Asia are coming of age at a time of societal flux. They are more devout than their parents’ generation—as seen by the spread of the hijab, or Muslim headscarf—while at the same time more professionally ambitious and more cosmopolitan in outlook.
This confluence—more Islamic, yet also more global—is playing out across sectors from food to beauty and fashion to banking to technology to travel, and presenting opportunities and challenges to brands.
The 68-page report includes:
- Consumer data from a survey of 1,000 women in Indonesia and Malaysia from SONAR™, J. Walter Thompson’s proprietary research tool
- 20 pages of infographics on attitudes towards religion, representation, food, fashion, personal care products, banking, travel and technology, as well as the importance of “halal”
- Interviews with academics, media influencers and entrepreneurs
- Six case studies of personalities and businesses that are reshaping what it means to be Muslimah
