A new report has uncovered a significant gap in the representation of Muslim women in media and advertising.
The study, conducted by media agency UM in partnership with Amaliah, a media company focused on amplifying female Muslim voices, surveyed more than 200 Muslim women.
The study found that just 19% of Muslim women feel positively represented in advertising, 58% believe they are stereotyped in ads and media and a mere 14% report seeing their culture represented ‘often’ or ‘very often’ in media. Some 35% say representation occurs ‘rarely’ or ‘never’.
The research points to a significant opportunity for brands to better engage with the Muslim community, with 75% of respondents saying they would be more likely to purchase products from brands that portray Muslims authentically.
There are 3.9 million Muslims in the UK and half are under 30. Muslims also contribute £31 billion to the UK economy annually.
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Entertainment brands (such as TV channels) were seen as most likely to stereotype Muslims (65%), followed by dating/relationship apps at 57%. Beauty and makeup brands were viewed as least likely to use stereotypes, though just 25% felt Muslims were authentically represented in this category.
Founder and CEO of Amaliah, Nafisa Bakkar said, “One of the misconceptions brands have is that independent media do not have brand scale. However our campaigns have proved both relevancy and reach and in turn brand uplift which we measure. Our audiences are not ‘hard to reach’, you just have to be able to know how to reach them, which is our superpower.”
Amaliah has previously worked with Sainsbury’s on its Ramadan campaign. Consumer polling showed the brand was considered third after two of its competitor supermarkets. After the campaign, Sainsbury’s ranked number one, with increased positive sentiment.
There is a need for marketers to engage more authentically with the Muslim community, said Gabriela Paiva, UM insights director: “Marketers need to listen and learn, and actually research what Muslims want to see and hear rather than relying on stereotypes. That means building authentic connections with the community and ensuring Muslims are involved in the decision-making process.”
