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JWT MENA's 'In the Name of Faith and Fun' reports on Mipsterz

16 April, 2014


“Muslim hipsters” paving the way for an era of integration, opening up significant brand opportunities

BEIRUT, LEBANON — In its latest deep dive into consumers trends, JWT MENA Brand Intelligence, part of the world’s best-known marketing communications brand, sheds light on Mipsterz, 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.

Born out of conflict and misperception, the Mipster subculture is a reactive affirmation of this young Muslim cohort’s merging of both faith and fun. They 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.

In this report, the JWT MENA Brand Intelligence team takes an in-depth look at the logic and psyche of the Mipster. Insights show for example, that in the USA a significant proportion have obtained a college degree education or higher (40%) and a high percentage (89%) 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.

Through an analysis of what motivates and challenges them, the report identifies surprising opportunities this cohort’s 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% annually.

For more information, view and download the report here.

Philippa Clayre - Head of Corporate Communication, JWT MEA

About JWT
JWT is the world’s best-known marketing communications brand that has been inventing pioneering ideas for the past 150 years. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge — from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. For more information, please visit and follow us @JWT_Worldwide.

JWT Middle East and Africa is one of the leading communication agencies in the MEA region with 27 offices in 24 markets. JWT MEA is structured to deliver communication based business solutions across all channels needed to deliver the marketing plan driven by a matrix that combines the strength of its competencies and the know-how of its practices. For more information, please visit us and follow us @jwtmea.

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