Lisa Mabe, Hewar Social Communications
Does your brand want to be inclusive of more consumer groups and increase sales? Does your brand have products and services that appeal to Muslims? If you answer yes to these, then yes, there is absolutely an opportunity for your company to penetrate the Muslim consumer market.
From food to fashion to finance, buying Muslim is big business, and the market is growing quickly both here in the US and worldwide. So to answer the question about whether your brand should reach out to Muslim consumers, here are a few points to help you come to a conclusion.
American Muslim consumers offer the opportunity to reach a “new” consumer segment and be one of the first companies to court this market effectively. Ninety-eight percent of Muslims feel brands don’t actively reach out to them. You can also tap into one of the fastest-growing consumer segments and meet an unmet consumer need, as it’s often difficult for Muslims to find products that meet their needs, such as Halal food. There is also the opportunity to impact a group of consumers who are more likely than other Americans to be influenced by brands when making purchase decisions.
Brands who reach out to American Muslims can also engage with a group that has the potential to flock to a brand that acknowledges them and be brand advocates, as well as create a long-term relationship with a growing population that is expected to double in size by 2030.
Reaching out to Muslim audiences is still a relatively new concept for most PR and marketing professionals, but I believe more brands will begin to realize the opportunity this untapped group represents and start to include Muslims in their multicultural marketing mix.
It was not too long ago that brands first started to recognize the potential of the Hispanic market, an investment that has certainly paid off given that it accounts for more than $1 trillion in spending power today in the US. Given the dramatic growth estimated for American Muslims and their propensity to be better educated and higher-earning than their neighbors, we agree with other experts in the field that missing the Muslim market today would be similar in many ways to missing the Hispanic market back in the 1990s.
A question I often ask brands is can you afford not to include Muslims in your marketing communications outreach?
Lisa Mabe is the founder and principal of Hewar Social Communications. Find her on Twitter at @LisaofArabia.