by Lisa Mabe
Most brands in the U.S. focus their multicultural marketing efforts on the Hispanic and African American markets, and rightfully so given their large number and combined spending power.
In addition to these big spenders, there is a “new-to-most” group of consumers that also represent a big opportunity for marketers seeking to invite more consumers into a relationship with their brands.
American Muslims are estimated to be six to eight million people strong and represent roughly $200 billion in annual disposable income — yet they are mostly ignored by brands.
As smart business people and marketers, it’s part of our job to identify more ways to reach consumers and move the needle on the bottom line. Currently there is a huge unmet need among this underserved group and innovative, forward-thinking brands will no doubt be among the first to meet those consumer needs.
Including Muslim consumers into the multicultural marketing mix is precisely what was addressed at the third annual American Muslim Consumer Conference — the country’s only marketing conference dedicated to uncovering the American Muslim consumer opportunity — this past weekend in New Brunswick, New Jersey.
There are millions of consumers just waiting to see which brands will be smart enough to engage with them, and those who do will see firsthand not only their spending power, but also their brand loyalty and brand advocacy.
Though there is still a long way to go with regards to companies in the U.S. including Muslim consumers in their marketing communications plans, there are success stories to look to for inspiration.
I had the opportunity to speak at this past Advertising Week on marketing to Muslims, and specifically shared a recent case study on how companies like Whole Foods Market and Saffron Road Foods are addressing Muslim consumers’ needs. (My presentation deck from the Advertising Research Federation’s panel on multicultural marketing and social media highlights success in reaching Muslims during Ramadan.)
From a business perspective, marketing to Muslims makes good business sense.
There is a group of consumers that go virtually ignored; they have money to spend and want to engage with brands.
As the industry begins to shine a light on this opportunity and companies begin to see others benefiting from reaching out to Muslims, we expect to see more brands and retailers including Muslim consumers into their multicultural marketing mix, alongside other lifestyles, religions and ethnicities.
