JWT MENA’s Brand Intelligence division has released the In the Name of Faith and Fun report, shedding the light on Mipsterz (Muslim hipsters), 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,” says the agency in a statement.
The report says the Mipster subculture, born out of conflict and misperception, is a reactive affirmation of the young Muslim cohort’s merging of both faith and fun. The mipsterz, it adds, 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.
Taking an in-depth look at the logic and psyche of the Mipster, the report highlights several insights, showing that in the USA, a significant proportion of Muslim youngsters have obtained a college degree education or higher (40 percent), and a high percentage (89 percent) 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,” explains the statement.
Through an analysis of what motivates and challenges them, the report identifies fresh opportunities the Mipsterz’ 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 percent annually.
The full report is available for viewing and download here.