Cliched creative and archaic tones in marketing communications are alienating Muslim consumers warns JWT chief. Siobhan Adams reports from the MENA Cristals Lebanon.
Marketers need to move beyond stereotypical clichéd communications in order to connect more effectively with the world's 1.4 billion Muslim population.
Marketers should also address the mindset of Muslims, not their practice of Islam and acknowledge that Muslims continue to exist outside of the Holy Month of Ramadam and Eid.
These were among the key learnings from what is believed to be the first, indepth study into marketing to Muslims in the modern world. The comprehensive research - a blend of qualitative and quantitative - spanning selected countries in North Africa, GCC, Levant, Central Asia and SE Asia - was undertaken by JWT and co-presented by Roy Haddad, chairman and CEO JWT MENA, and Rani El Khatib, associate creative director, JWT Dubai during the recent MENA Cristals in Lebanon.
"We wanted to look at the Islamic world from a fresh point of view," Haddad told delegates.
"We only see marketing communications during Ramadan and Eid and the rest of the year, nil. The God of Ramadan is also the God of Sha'aban," he added.
He cited a pressing need to connect, identify core values and create relevance for the Muslim community at large adding that some 30 per cent of the world's Muslim population is less than 14 years old, compared to 18-20 per cent in the West.
The research also sought to identify individual characters of the different territories through understanding the cultural and socioeconomic differences including varying impact of rituals, role models and symbols. Haddad also stressed the need to appreciate the differences as well as the similarities among various Islamic cultures although 70 per cent of those interviewed defined themselves by religion first and then national identity which, Haddad said, makes Muslims unique.
Attitudinal differences
While focusing on the younger generation the research also found that they are 'more driven' and opinionated than the previous generations: 94 per cent want to be heard as an individual, being heard as part of a consensus is declining.
Attitudinal differences in SE Asia found a markedly higher degree of marital insecurity compared to other regions. Family scored as highly important in all countries but importance accorded to friend was higher in Saudi Arabia than anywhere else.
The research also showed that most Muslims interviewed were highly disposed towards Islamic brands and were prepared to pay more for them.
Five distinct attitudinal clusters emerged from the study:
Social conformists - 19 per cent
Believe that social norms should be adhered to; disapprove of reason-based approach of Gen Next; lack self confidence but are not particularly Religious and are positively disposed towards Western values.
Religious conservatives - 16 per cent
Extremely Religious. Anti-media, information-averse. Not brand conscious.
Non-traditional strivers - 25 per cent.
Open-minded; non-traditional, ambitious. Will compromise Religious values to get ahead.
Extreme liberals - 21 per cent
Independent; pragmatic; assertive. Not particular about Religious practices.
Moderates - 19 per cent
Somewhat traditional and Religious but believe in gender equality; pro-media and internet although tend to 'sale with the wind' and are "petite bourgeois" adds Haddad.
Five attitudinal clusters
El Khatib pointed out that, traditionally, Islam has always sought means of creative expression through art, calligraphy, architecture and the eloquence of the Holy Qu'ran.
"But now there is a lack of creativity in Islamic communications," he said. This due to a lack of understanding of the Islamic culture which, in turn, is leading to an over reliance on standard symbols - the arch and the crescent for example - and ultimately to clichéd creativity which alienates Muslims and makes them feel 'awkward'.
"I don't have an arch in my house" was typical focus group response.
"You don't have to be 1400 years old to speak to Muslims. In an era when they are already perceived as being old fashioned it's the last thing they need," El Khatib further cautioned.
Rituals, he added, could be treated as brand occasions: beverages at Kiam Eleil; Couriers, home shopping for Zam Zam during Hajj or telecoms for signal inhibitors in Mosques.
The emotional disconnect and redundancy within most marketing communications appears to stem, therefore, from confusing traditional, social habits and attitudes versus Islamic practice. There is a distinct difference between social tradition and the practice of Islam, and with many Muslims it is more a case of rejecting tradition not their Religion.
The research adds that Muslims have found a modern way to express their values beyond the traditional expressions.
"Muslims will click when you touch their heart but what makes a liberal click is not the same for a conformist," said El Khatib.
"A creative should know the target and assess the tone-of-voice."
Key findings
Muslims exist beyond the Holy Month of Ramadan
There is a desire of Islamic products, solutions and brands
Move beyond the cliche
Target the mindset not the practice
Mind the Gap
Understand the culture, differences, commonality and nuances
Values evolve very slowly but the expression of this changes all the time
Muslims have found modern ways to articulate their values beyond traditional expressions. Marketers need to continuously track and understand this.
© Gulf Marketing Review 2008
