For decades, many Western company failed to appreciate the unique needs of Muslim consumers, marketing experts say. Worse, some companies offended potential customers by not understanding religious sensitivities. But as the Islamic population has grown in size and affluence — there are now 1.57 billion Muslims worldwide — more multinationals are seeking to tap into the market.
Instead of simply importing products and advertising from the West, companies are increasingly developing marketing campaigns — and formulating products themselves — with Muslims firmly in sight.
“Islamic marketing,” some experts say, is the next wave in branding, and now, as the holy month of Ramadan begins, activity is surging.