Resurgent non secular religion and Western-style consumerism reworking shopper habits of area’s Muslims, survey says.
One in three Muslims in Southeast Asia take into account themselves extra non secular than their mother and father have been at their age, with their religion informing choices round private spending, style, banking, journey and training, a survey has discovered.
Simply 21 % of the area’s 250 million Muslims say they’re much less observant than their mother and father have been, whereas 45 % take into account themselves simply as religious, in accordance with the New Muslim Client report launched on Wednesday.
A robust relationship with God is a very powerful factor in life for 91 % of Southeast Asian Muslims, on par with well being and simply forward of household, in accordance with the report by Wunderman Thompson Intelligence and VMLY&R Malaysia.
Solely 34 % take into account wealth essential, with 28 % score their passions and 12 % citing fame as priorities, in accordance with the report based mostly on interviews with 1,000 customers in Indonesia and Malaysia.
Rising non secular religion and the unfold of Western-style consumerism have resulted in Muslim-influenced consumerism evolving past meals to incorporate every part from modest style and fintech in accordance with Islamic regulation, to Muslim relationship apps and Halal journey, in accordance with the report.
“Muslim customers are more and more overlaying their non secular beliefs on buy choices, and the way they accomplish that is continually evolving,” mentioned Chen Might Yee, Asia Pacific director for Wunderman Thompson Intelligence.
“New applied sciences carry new questions – for instance, is the metaverse halal?”
For Muslim customers, whether or not a product is halal, or permissible, is a very powerful issue when making a purchase order, in accordance with the report, with 91 % of respondents saying it is rather essential, forward of worth for cash, high quality and environmental issues.
Greater than 60 % of Muslims take into account it essential whether or not a banking or funding product is in accordance with Islamic regulation, whereas 77 % take into account the provision of halal meals a significant component in selecting locations for journey, in accordance with the report.
Whereas most households are male-led, feminine breadwinners make up a major minority, with 42 % of girls saying they supply essentially the most monetary assist versus 70 % of males who describe themselves as fundamental supplier.
Southeast Asian Muslims’ religion additionally influences their enthusiasm for burgeoning know-how such because the metaverse, a nascent type of shared digital actuality, with 85 % of respondents saying they wish to see digital areas made for Muslims and 78 % expressing curiosity in digital non secular equipment. Nonetheless, 59 % mentioned they don’t consider the metaverse is appropriate with Islamic educating.
“Southeast Asia is greater than only a Muslim market – it’s a testing floor for the most recent international traits,” mentioned Safa Arshadullah, a author and researcher at Wunderman Thompson Intelligence.
“What occurs right here evokes Muslims around the globe to constantly intertwine religion and performance in revolutionary methods.”