Meet Generation

Welcome to Generation the your who are changing our world. The numbers are big. Huge in fact.Sir Martin Sorrell CEO and founder of WPP group says this is one of the 21st century's most important economic forces.
Paul Polman the ceo of Unilever explains they are rapidly representing 25 per cent of the global population and deserve all attention and respect.

They're right. There's a segment within a global population of 1.6 billion whose characteristics involve being  young living in some of the fastest growing economies, being increasing middle class and being very brand conscious.

Brands need to pay attention to Generation M.

Generation M believed faith and modernity  go hand in hand and that they deserve the best of both.
Consumption in line withe their faith principles is a badge of their identity. They are inspired by their faith to live a fully engaged life with the world around them. They believe taday world can and should make their own faith stronger and better.

They are proud of their faith and see it as a force for positive good in their societies and the world around them.

They refuse to accept the stereotypes about them. They also refuse to accept the constraints placed upon them in the name of their religion. They are inspired by their faith to address wider challenges in the world and they do this many ways through religious  devotion through charitable works through the development of arts and culture through business and enterprise.

Their youth should be particularly attractive to business about atheir are under 15, and nearly two thirds are under 30.
For Western brands in particular, seeking growth against the backdrop of ageing populations and the Muslim consumer opportunity offer a fresh space.
More than that  Generation ms influence will reached beyond just Muslims to wider communities.
This is a huge cultural and social shift at an epic global level underpinned by politics and economics.

The statistics are certainly eye opening and that must be addressed right now. But for anyone in the creative industries looking to get the heart of the shift it is about more than number it the human stories we seek in order to build brands and to connect. And what a story Generation M is culture in front of our eyes.

These young Muslims are actively incensed by both the stereotypes perpetuated in advertising and the understanding of a whole new Muslim lifestyle. There's more.
Generation M consumers want engagement all year round not just during Ramadan.
Their faith affects in earlier research we found that more than 90 per cent of Muslims said that their faith affects their consumption in some way. It's not about religiosity or theology but there is something here that means this lifestyle is holistic across categories.