modern muslims - flamingo culture breakfast
Post on 15-Jul-2015
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#FLAMINGOCULTUREBREAKFAST
@FLAMINGOSINGAPORE
@FLAMINGOSG
WIFI INFO
Flamingo@TWC
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
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