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Breakfast!

M O D E R

N

M U S L I M

SF L A M I N G O

S I N G A P O R E

C U L T U R A L B R E A K F A S T

2 4 T H M A R C H 2 0 1 5

1.6 BILLIONM U S L I M S I N T H E W O R L D

DigitalT H E Y A R E Y O U N G A N D G E T T I N G R I C H E R

BRANDS HAVE STARTED TO TAKE

NOTICE BUT THERE ARE MANY GAPS

FAITH IMPACTS THE WAY MUSL IMS

RELATE TO BRANDS & PRODUCTS

THUS FAR MARKETERS HAVE BEEN

QUITE LAZY & UNIMAGINATIVE

THE NEXT GENERATION: THE MODERN MUSL IM

MODERN MUSL IM IS A MINDSET

YOUNG

FAITHFUL

OPEN-MINDED

CONNECTED

DIGITALLY SAVVY

INDEPENDENT

CONFIDENT

AMBIT IOUS

IMAGINAT IVE

CREAT IVE

THEY WANT & EXPECT I T ALL

“POP ISLAM” REFERS TO A YOUTH CULTURE THAT HAS EMERGED IN THE LAST

DECADE. THESE YOUNG PEOPLE ARE CONSERVATIVE AND RELIGIOUS

MUSLIMS. AT THE SAME TIME, THEY SEE THEMSELVES AS PART OF MODERN

SOCIETY AND DEFINE THEMSELVES AS GLOBAL CITIZENS. THEY SEE THEMSELVES

AS THE NEXT GENERATION OF ISLAM

- DR. GOTZ NORDBRUCH, SCHOLAR OF ISLAM STUDIES, GOETHE INSTITUTE

“We wanted to show the

fusion of our cultures…

The women in the video

all wear hijab, but they

embrace their own

unique style. The video

was meant to spark an

important conversation:

Muslims are not

monolithic."

“I’m not going to run

away from the person I

am. I practice Islam.

It’s my religion, it’s my

belief – it’s normal. You

know everyone has their

own thing, their own

beliefs. It doesn’t stop

me.”

MEET DETTY, 20 FROM KUALA LUMPUR

MEET VISHMA, 27 FROM HYDERABAD

MEET MASHA, 22 FROM JAKARTA

DIGITAL: A PLATFORM FOR SELF EXPRESSION

Body

MUSLIM

AND

MODERN

THEY HOLD

ONTO THESE

TWO SPHERES OF

IDENTITY SIMULTANEOUSLY

Body

BRANDS THAT CONNECT AREN’T

LOOKING THROUGH A

RELIGIOUS LENS

THEY ARE TAPPING INTO THE

INTERSECTIONS OF MODERN

AND ISLAMIC VALUES

BARNEY’S “L.A.

STORIES”

L IBERTY’S “DAYS OF DOLLS”

DKNY RAMADAN COLLECTION

INGLOT’S BREATHABLE NAIL POLISH

GOODGUIDE APP

THREE THINGS TO TAKE AWAY…

1. YOU DON’T HAVE TO BE A

MUSLIM BRAND

2. OVERLOOK COMPLEXITY AND

TAP INTO SHARED VALUES

3. MODERN MUSLIMS ARE SMALL,

BUT INFLUENTIAL

A N Y

Q U E S T I O N S ?

35

After over eight years with Flamingo Harriet has

enjoyed a research career that has spanned the

globe including four years in London, three years

based in the Caribbean, LatAm and USA and now

the Singapore office.

Harriet has considerable experience working on

exploratory and brand positioning projects.

Previous work has included family and teen

ethnographies in Indonesia to uncover insights for

NPD opportunities, caregiver interviews in the UK

to help position cancer care services for a major

private health insurer and in-home IDIs with mum

and baby to understand night time routines in

China and Malaysia.

Harriet has also helped brands to enter the Middle

East markets and has studied Muslim beauty

trends.

H A R R I E T R O B E R T S O N

D I R E C T O R , F L A M I N G O S I N G A P O R E