Nur: A Playbook on Representative Brand Engagement with First-Generation American Muslim Consumers
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Date
2020
Authors
Parvez, Zaria Ambreen
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
The identity of First-Generation Muslim Americans is complex and deserves to be represented in mass media, and in particular, in advertising. This cultural report will discuss tangible strategies for advertisers to use in order to understand and target the First-Gen Muslims. Many fail to see the complexity to their identity and rather base their commercials off of stereotypes and assumptions. The research I have done for understanding the First-Gen American Muslim consumer unpacks the intricate audience that many have failed to acknowledge. Focusing on 16-25 year-olds within the demographic, this report includes information that spans different aspects of their lives and how they interact with the world. Ultimately, this research is important because representation for First-Gen Muslims acknowledges their existence and helps empower the roles they fill in our society. And, if the ethos of fair representation isn't enough of a reason for advertisers to care, the purchasing power of Muslims in the U.S is around $170 billion. By neglecting a large audience who are willing to spend money, advertisers have a missed opportunity. In a study conducted by Pew Research Center, it is estimated that are 3.45 million Muslims in America, making up 1.1% of the total population. Although many Muslim Americans were born abroad, First-Gen Muslims in America are more likely to be born in the U.S. than abroad (64% to 52%) (Diament et al). Furthermore, the Pew Research Center has found that First-Gen Muslims come from multiple backgrounds and in particular, “40% of First-Gen Muslims identify as white (including Arabs and people of Middle Eastern ancestry), 29% as Asian (including people of Pakistani or Indian descent), 17% as black and 11% as Hispanic” (Diamant et. al). Spanning various ethnicities and with many First-Gen Muslims being first-generation Americans, they often are balancing their faith, culture and American identity. The different hats they wear leads to a complex sense of self, with each aspect of their identity playing into who they are and what they value. As Islam plays a large role in many of their lives, purchasing decisions are constantly impacted by their Muslim values. Rather than being just a religion, Islam is often a way of life. Many First-Gen American Muslims eat only halal (religiously permissible/prepared) meat, avoid alcohol, and adhere to modest fashion. However, it’s also important to recognize that not all First-Gen American Muslims are strict followers of the faith. Rather, Islam can be more of a cultural aspect that was passed down through their parents. Although there is a vast ethnicity difference between First-Gen American Muslims, solely being Muslim and understanding the expectations of the religion is often a unifier. Furthermore, understanding the culture they stem from as well as their experiences as first-generation Americans is a crucial component to being a First-Gen American Muslims. So, in turn, many may drink, eat pork and dress like any other American would. However, Islam is still a crucial part to their identity even if they don’t follow all the rules. Ultimately, Islam for many First-Gen Muslims intertwines culture and faith. Balancing both worlds of culture and faith is a complex identity transformation that many First-Gen Muslims face that I hope to address in this playbook. This playbook is split into two categories. First a deep dive into who First-Generation Muslims are and what makes them unique as a demographic. Second, a look at diversity as a whole in the advertising industry and accounts from First-Generation American Muslims who are championing in the industry. It will also discuss tangible strategies for advertisers to use in order to understand and target the First-Gen Muslims. Many fail to see the complexity to their identity and rather base their commercials off of stereotypes and assumptions. For example, MAC Cosmetics came out with a makeup campaign targeted at First-Gen Muslims that was all about getting glam before starting their fast during the holy month of Ramadan. However, if they were aware of the realities First-Gen Muslims in America face, they would know that when Muslims get up at sunrise to eat before they fast, they’re half-asleep at home eating leftovers. It’s simply not the time to get “glammed up.” Because of this, many were disappointed in how incredibly off base the message was and it became more of a mockery. Unfortunately, this isn’t the first time this happened. The research I have done for understanding the First-Gen American Muslim consumer unpacks the intricate audience that many have failed to acknowledge. Focusing on 16-25 year-olds within the demographic, this report includes information that spans different aspects of their lives and how they interact with the world. Ultimately, this research is important because representation for First-Gen Muslims acknowledges their existence and helps empower the roles they fill in our society. And, if the ethos of fair representation isn’t enough of a reason for advertisers to care, the purchasing power of Muslims in the U.S is around $170 billion. By neglecting a large audience who are willing to spend money, advertisers have a missed opportunity.
Description
60 pages
Keywords
Advertising, Representative Advertising, Brand, Advertising, First-Generation, Muslims, American Muslim, Trend Report