JWT MENA’s ‘In the Name of Faith and Fun’ reports on Mipsterz
16 April 2014
"Muslim hipsters" paving the way for an era of integration, opening up significant brand opportunities
Beirut, Lebanon (16 April 2014) — In its latest deep dive into consumers trends, JWT MENA Brand Intelligence, part of the world’s best-known marketing communications brand, sheds light on Mipsterz, a growing cultural phenomenon of young, hip and edgy Muslims who are paving the way for a new era of Muslim integration, that opens up many brand opportunities for the socially savvy marketer.
Born out of conflict and misperception, the Mipster subculture is a reactive affirmation of this young Muslim cohort’s merging of both faith and fun. They project an entirely new image of Islam to their communities and the media. Celebrating tolerance, their mindset has been spreading not only in the MENA region but across the West as well.
In this report, the JWT MENA Brand Intelligence team takes an in-depth look at the logic and psyche of the Mipster. Insights show for example, that in the USA a significant proportion have obtained a college degree education or higher (40%) and a high percentage (89%) reject violent individual attacks on civilians. Their desire for liberation from a monolithic view of who and what they are has generated a wealth of start-ups dedicated to providing services that meet Mipster values, such as Underwraps, the first global agency representing Muslim female fashion models.
Through an analysis of what motivates and challenges them, the report identifies surprising opportunities this cohort’s economy can encompass for brands. Unbeknown to many marketers is this growing audience’s eager anticipation of brands, products and services that accommodate its lifestyle nuances. By integrating social and ethical practices and creating tolerant ecosystems that emphasize the numerous shared values amongst Mipsterz and existing consumer groups, brands can tap into the ‘Muslim Moolah’ valued at $2.3 trillion in 2013 globally for halal foods and lifestyle (The Guardian, Jonathan Wilson, 18 February 2014), and growing by 20% annually.
For more information, view and download the report here.
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