Muslim Consumer Traits and Preferences
We start by outlining some general information about the traits of Muslim consumers, potential brand preferences, and important social issues to them. It’s important to remember that Muslims are a diverse group with a variety of tastes and worldviews, so these traits and interests might not apply to all Muslim customers. It is best for you to conduct targeted market research to learn more about the preferences of your target audience.
For basic knowledge on Muslim consumers, you can read:
The $3 Trillion Reason Why Mainstream Brands Cannot Ignore The Muslim Consumer Market
State of the Global Islamic Economy Report 2022 Highlights
14 Experts Share an Insider Look at Opportunities for Muslim Niche Markets in 2022
Catering to Enhanced Muslim Consumer Groups in a Post-Pandemic World
The Complexity of Advertising to Muslim Consumers Simplified
How to Target Advertisements to Muslims with Impactful Diversity and Inclusion Marketing
How Mainstream Brands Can Identify and Serve Muslim Niche Markets
Permissibility: Many Muslim consumers seek products and services that are permissible for them to use. Although halal – certification ensures that the products are permissible for consumption by Muslims, a 100% vegan product with no animal cruelty or an NGO that helps shelter stray animals falls under permissibility without the need for halal certification.
Quality and Trust: Muslim consumers, like any other group of consumers, appreciate high-quality products and services. They value trustworthiness and reliability and brands that maintain consistent quality standards.
Ethical and Responsible Practices: Muslims may be concerned about the ethical practices of the brands they support. They may prefer companies that demonstrate social responsibility, sustainability, and fair trade practices.
Modesty: In Islam, modesty is highly valued. Muslim consumers may prefer brands that provide modest clothing options, especially for women, as well as products that correspond to their modest preferences.
Inclusivity and Diversity: Muslim consumers value brands that embrace diversity and inclusivity, recognizing their diverse customer base. They may be drawn to brands that feature diverse models, provide products for a variety of skin tones, or promote cultural diversity.
Appeals to Faith: Muslim customers may value brands that recognize and respect their faith. This includes brands that produce content or run campaigns that promote Islamic values, such as family values, compassion, or social justice.
Social Issues: Muslims are concerned with a wide range of social issues. Human rights, social justice, poverty alleviation, education, and environmental sustainability are some of the social issues that may be important to Muslim consumers. Read about the Islamic perspective on business and social justice.
To better understand your specific target audience and cater to their preferences, it is essential to conduct targeted market research. Individuals within the Muslim community have their own distinctive interests and priorities. It is wise to start learning the basics of marketing to Muslims by downloading the only complete guide for this purpose:
What follows now is a rundown of the different types of ethical brands and the reasons specific to them as to why they should be advertising to Muslims.
Why Environmentally-Friendly Brands Must Advertise to Muslims
The Prophet of Islam (peace be upon him) said:
There is none amongst the Muslims who plants a tree or sows seeds, and then a bird, or a person or an animal eats from it, but is regarded as a charitable gift for him.Source: Bukhari, Book 39, Number 513
Islam places a strong emphasis on environmental stewardship and responsibility. Muslims are urged to think carefully about their consumption habits, reduce waste, and safeguard the environment. Sustainable and eco-friendly practices are important to Muslim consumers, and brands that uphold these values can appeal to them. The article “Why Your Halal Business Should Care About Digital Advertising Carbon Footprint”, goes into detail about this stewardship.
As an eco-friendly and sustainable brand you probably also promote ethical practices, such as fair trade, animal welfare, and sustainable sourcing. These ethical considerations are important to Muslim consumers who value responsible and conscientious business practices. If you can convey these aspects in your marketing messaging, Muslim audiences will pay attention.
The Muslim world population is 2 billion strong, and like the rest of the population, they are becoming more aware of the importance of environmental conservation and sustainability. Muslim consumers are becoming more aware of the environmental impact of their purchasing decisions and are actively seeking products and services that align with Islamic values. Your environmentally-friendly brand can reach a growing consumer base by catering to this market segment.
The Muslim population has a relatively young demographic, and young Muslims are often at the forefront of advocating for environmental sustainability. Many Muslim millennials and Gen Z individuals are actively involved in sustainability initiatives, promoting eco-consciousness, and demanding responsible products and services. By serving this consumer segment, your eco-friendly brand can gain support from influential voices within the Muslim community.
As mentioned earlier, Muslims represent a significant consumer market globally. With 2 billion Muslims worldwide, catering to their needs and preferences can lead to increased brand loyalty and market share for your business. Your brand can capture the attention and loyalty of Muslim consumers who are actively seeking sustainable alternatives by providing environmentally friendly options.
Ultimately, providing environmentally-friendly products and services to Muslim consumers not only aligns with their values and aspirations but also presents an opportunity for your brand to tap into a growing market segment and establish itself as a leader in ethical and sustainable practices.
Why Animal Cruelty-Free Brands Should Engage With Muslims
There is no animal that crawls on the earth, no bird that flies with its two wings but are communities like you. We have neglected nothing in the Book (of decree). Then to their Lord will they all be mustered.Source: Quran Surah Al-An’am verse 38
Muslims acknowledge the interconnected nature of all living beings and the environment. Muslims may see buying animal cruelty-free products as a way to promote ecological harmony and balance. They help to create a more sustainable and balanced world by supporting brands that prioritize animal welfare.
Islam promotes animal compassion and kindness. Muslim consumers are concerned about animal welfare and will appreciate and support brands that prioritize animal welfare. Your brand can resonate with the values of mercy and compassion inherent in Islamic teachings by promoting animal cruelty-free products.
Many Muslims strive to emulate the character and teachings of the Prophet Muhammad (peace be upon him), who was known for his compassion towards animals. His actions, such as feeding and caring for animals, serve as a model for Muslims who aim to follow his example. Choosing animal cruelty-free products can be seen as a way to embody these teachings and reflect the compassionate character of the Prophet (peace be upon him).
Muslims are encouraged by Islam to take care of their physical and mental health. Many Muslims understand the health benefits of plant-based and cruelty-free products, which are frequently associated with a healthier lifestyle. Choosing cruelty-free products for animals can be part of a more holistic approach to personal health and well-being.
Muslims believe that their actions should be carried out with the right intentions and in accordance with their faith. Choosing cruelty-free products for animals can be viewed as an act of worship, fulfilling the responsibility of caring for Allah’s creation and seeking His pleasure.
Mainstream Charities Appeal to Muslims for Several Reasons
Let’s look at some outstanding stats regarding Muslim spending on charities before we tell you why, as a mainstream charity, you would do quite well engaging the Muslim community.
According to a study conducted by the Ayaan Institute, a London-based think tank, charities supporting Muslim causes in the UK raised £708 million in 2020. By adding this amount to the donations made by Muslims to charitable causes in the UK, it is predicted that by 2051, Muslims in the UK will be making at least £1 billion in charitable contributions annually, with an increase to £4 billion expected.
According to a report by the Muslim Philanthropy Initiative at the Indiana University Lilly Family School of Philanthropy, the average Muslim in the United States gave $2,070 in zakat, one of Islam’s five pillars. According to the report, the largest recipients of charity were international nonprofits, which received 25.3% of all zakat funds.
We found that Muslim Americans gave more to charity, donating an average of $3,200, in 2020, versus $1,905 for other respondents. They also differed from non-Muslims in many ways. For example, nearly 8.5% of their contributions supported civil rights causes, compared with 5.3% of the general public.Source: US Muslims gave more to charity than other Americans in 2020
Now let’s look at why Muslims are so willing to part with their money for the sake of charity, so you know how to serve donation campaigns to them efficiently.
Typically, mainstream charities work to address humanitarian issues such as poverty, hunger, healthcare, education, and disaster relief. These are values and causes that align with the Islamic principles of compassion, social justice, and helping those in need. Muslims are likely to identify with charities that prioritize these issues.
Zakat, one of Islam’s five pillars, is the term used to describe the obligatory charity that Muslims must provide for those in need. Muslims frequently use mainstream charities as platforms to fulfill their religious obligations by transparently and effectively donating, or in the case of an organization, collecting zakat. Muslims who want to fulfill their religious obligations may decide to donate to well-known charities.
Mainstream charities take a global approach to addressing issues that affect communities all over the world. Reaching out to Muslim consumers allows your charity to reach a sizable (2 billion) portion of the population and use their combined contributions to make a positive impact on the world.
Trust and Credibility: Established mainstream charities often have a track record of effective implementation, transparency, and accountability. Muslim consumers, like any other demographic, are more likely to support and engage with charities that have a proven history of impact and adhere to ethical practices. Mainstream charities that demonstrate trustworthiness and credibility can gain the support and trust of Muslim consumers. For more insights on how Muslims choose mainstream brands, read the free survey report:
Mainstream charities tend to have effective processes for accepting donations, whether online, through mobile apps, or through other accessible platforms. This ease of giving and making a difference makes it easier for Muslim consumers to contribute to causes they care about.
Mainstream charities often collaborate with faith-based organizations, community leaders, and institutions within Muslim communities. These partnerships can help your mainstream charities reach and engage with Muslim consumers more effectively, leveraging local knowledge and networks to address specific needs and build trust.
View the case study below to learn how the UNHCR campaign targeting Muslims did so well in partnership with Muslim Ad Network.
By reaching out to Muslim consumers, your charity can broaden its support base, increase its impact, and collaborate with Muslim communities to address pressing social, humanitarian, and developmental issues. It enables your charity to benefit from the generosity and commitment to social justice embodied in Islamic teachings.
If you are an ethical brand or organization and want to run a campaign that appeals to the Muslim community in an effective manner, please do not hesitate to contact MAN or better yet, click the “Start Targeting Muslim Consumers Today” button below and tell us more about your campaign plans.start targeting muslim consumers