Out beyond ideas of wrongdoing and rightdoing, there is a field… I’ll meet you there. I could not help but think of these words of Persian philosopher Jalal al-Din Muhammad Rumi, when I was going through a JWTIntelligence report on 100 trends that would define 2015. In particular, I was interested in the rise of Mipsterz, a word we heard frequently enough in 2014.
If Mipsterz began with young US women telling the world that they can practice faith with fun, it is the young, educated and tech savvy women of the Middle East and even Africa who are leading the way. But Mipsterz is only one manifestation of the Arab youth adopting modern values as digital technology is reshaping behavior and attitudes. Marketers must take cognizance of this change to craft their strategies to engage this audience.
Mipsterz specifically was started by young US Muslim women uniting to prove that it is possible to be hip and stylish, while still wearing the hijab and conforming to Islamic values. According to “In the Name of Faith and Fun”, a report by the JWT MENA Brand Intelligence team, “While the Mispter culture has just come to light in the West, we have been seeing this cohort (the new age Muslim) grow steadily in the MENA and in Egypt particularly, over the past few years.”
The essential point here is that the changing Arab consumer demands a revisit to both media and messaging approach that brands employ today.
What makes Mipsterz not just cool but also a formidable force to reckon with, is that it has shown the world that the modern Arabian consumer is following Islam while embracing the nuances of a new world of connectivity.
Established brands have to ask themselves if it is enough to just be present on digital platforms for the sake of it. Are they missing a bus by not pushing the envelope on digital creativity to know more about the Arabian consumer. Are they gearing up to be present on all media vehicles and channels that the Arabian shopper is comfortable with. Earlier today, we published findings of a Millward Brown report on the growth of programmatic beyond pricing to include creative and branding exercises. When digital media is on the rise in the region, and markets like UAE are breaking global stats on mobile and digital adoption, why can MENA not lead the way in the growth of new platforms and marketing technology.
The other area I keep hoping to see some breakthrough in is ‘messaging’. Leading advertisers are still either bringing local versions of international ads or just showing the conventional Arab with a Western or South Asian counterpart in their creatives. It may be working but is it enough. Merely placing two elements together is not integrating it into one – an approach that must be embraced seriously the way Mispterz shows us can be done with panache, while making a difference.
The simple truth is that the Arab consumer is evolving and this transformation will compel people sitting in boardrooms, to make marketing strategies that ensure brands are penetrating the Mispterz’ choices of living as a whole new lifestyle. Those who don’t, are sure to be left behind. To quote from Rumi again, there is a place out beyond ideas we know, and that is the place to meet.
