“The New Muslimah” report marks the launch of the Asian unit of JWT’s Innovation Group, the network’s global trend and insight offering. The Innovation Group produces thought leadership, consumer insight and sector innovation content, and offers a range of consultancy services that help clients understand what’s happening now and next, and how this matters to their brand.
SINGAPORE – Southeast Asia’s Young Muslim women are coming of age at a time of societal flux. More religiously observant than the generation before – as seen by increased adoption of the hijab, or Muslim headscarf – they are at the same time more professionally ambitious and more cosmopolitan in outlook.
Such are the findings of “The New Muslimah: Southeast Asia Focus,” a new report from J. Walter Thompson’s Innovation Group which examines the opportunities for marketers presented by young Muslim women in Southeast Asia’s fast-evolving, connected economies.
Worldwide, the Muslim market was estimated to be worth $1.9 trillion in 2015 and is expected to grow to $3 trillion by 2021*. But more important to marketers is how the nature of the market is changing.
Forty percent – some 240 million – of Southeast Asia’s population are Muslim. Young women here are launching businesses, sharing style on social media and travelling globally, in ways that mirror, but also differ from their sisters in the Middle East and North Africa.
“The New Muslimah,” the first report by JWT Innovation’s recently launched Asia Pacific division, examines young Muslimah in Malaysia and Indonesia and how they are driving an explosion in halal fashion, beauty, technology and food. It includes a survey of 1,000 women in August 2017 as well as interviews with media influencers and researchers and original case studies.
“Young Muslim women are showing a new set of aspirations and behaviors which represent both opportunities and challenges for brands,” said Chen May Yee, APAC Director, The Innovation Group.
“Broadly speaking, they are more cosmopolitan as consumers than older generations of female Muslims and are also more religiously observant. These two trends—more Islamic and more global—have created a space of conflict, negotiation, adaptation and innovation that’s playing out across sectors.”
Key findings include:
· 94% of women surveyed in Indonesia and Malaysia say Islam is “very” important to them (ahead of family – 92%, happiness – 91%, and peace or serenity – 89%
· Nearly all women feel there are now more opportunities for women. Yet many also feel young women should have more freedoms than they do currently, as well as a stronger voice in their community and in government.
· Young women are more likely than older women to say a career is “very important” to them. 52% of Indonesian women aged 18-39 said a career is “very important” versus 33% of women 40 and older. 58% of young Malaysian women said a career is “very important” versus 48% of older women.
· About 1/3 of women travel outside their country at least once a year. Most cite Asian countries among their favorite destinations, followed by Australia/New Zealand, Europe and China.
· Muslimah are highly connected – four out of five spend at least four hours a day online, with younger women spending more time online than older.
• Many are shopping online; 31% of women in Indonesia and 24% in Malaysia shop online at least once a week, while 75% in Indonesia and 58% in Malaysia shop online at least once a month
• Women are most likely to shop online for clothing and beauty products, followed by technology, travel and groceries
· Halal is a top priority when buying food – 9 out of 10 women say it is ‘very important’. It is also very important when purchasing personal care products such as shampoo (66%), clothing (42%) and travel (34%).
· Muslimah think most highly of Japanese brands – ahead of European, Korean and American labels.
· All women currently own a cell phone or smartphone. The most popular social tools are WhatsApp, Facebook and Instagram.
· While Southeast Asian Muslimah share many new and emerging attitudes and behaviors, they are by no means homogenous. For example, while 82% of young Muslim women in Indonesia think ads reflect reality, only 56% of young Malaysian Muslimah feel the same.
“The New Muslimah” report marks the launch of the Asian unit of JWT’s Innovation Group, the network’s global trend and insight offering. The Innovation Group produces thought leadership, consumer insight and sector innovation content, and offers a range of consultancy services that help clients understand what’s happening now and next, and how this matters to their brand.
JWT Innovation, which is part of the JWT Intelligence market research group, has existing hubs in New York, the Middle East and London.
“Getting under the skin of what’s happening in this rich, diverse region is core to both our clients, and our global network,” said John Gutteridge, J. Walter Thompson Asia Pacific CEO. “We’re constantly looking at ways to uncover fresh insights that help deliver effective ideas.”
The Innovation Group’s APAC Director, Chen May Yee, is a journalist with two decades of experience reporting on business, health and consumer issues. Based in Kuala Lumpur, Chen reports to JWT Asia Pacific CEO John Gutteridge, as well as Lucie Greene, Worldwide Director of the JWT Innovation Group.
(*) Source: ‘State of the Global Islamic Economy Report 2016/7’ by Thomson Reuters and DinarStandard
ABOUT THE SURVEY
The survey by SONAR™ was conducted in August 2017 and included 500 Muslim women in Indonesia and 500 Muslim women in Malaysia. The majority were millennials, with 80% of women surveyed aged 18-39 and 20% aged 40 and over. 90% of those surveyed were urban or suburban.
