Brands and agencies lack basic knowledge about a growing young Muslim consumer market that will be worth billions by the end of the decade, Shelina Janmohamed writes
Did you hear the one about the Muslim woman in the United Kingdom who was asked to bake the cake for the Queen’s 90th birthday celebration? To the backdrop of our newspaper front pages plastered with stories of oppressed hijab-wearing Muslim women, you would never know that the nation’s newest sweetheart, Nadiya Hussain, winner of last year’s The Great British Bake Off, is the most famous member of a completely overlooked and underserved consumer segment. The female Muslim consumer has arrived – but are we paying att
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