2. Community-Driven Content Outperforms Corporate Messaging
Raw, grassroots content—whether from local influencers, imams, or everyday Muslims—engages more effectively than polished ads. Highlighting real voices and lived experiences builds credibility and emotional resonance.

3. Localized, Culturally Relevant Messaging Is Essential
The global Muslim market is vast and diverse. Campaigns must go beyond generic representation and invest in hyper-localized, culturally nuanced strategies to effectively connect with different segments of the Muslim audience.

In the recent Ad Age profile on New York State Assemblyman Zohran Mamdani, we see how authentic, political storytelling on social media can turn passive followers into highly engaged communities. While Mamdani’s feed isn’t about selling products, his approach to narrative-building offers critical lessons for brands looking to authentically connect with niche audiences—especially Muslim consumers.

Here’s what brands can learn from the rise of sociopolitical storytelling—and how you can apply it to your next Muslim-focused ad campaign.

 1. Tap Into Shared Values
Mamdani’s posts focus on real-life community concerns: housing, justice, identity, and belonging. Muslim audiences are similarly values-driven, with strong preferences for brands that align with their faith, ethics, and social justice principles.

According to a 2021 Edelman Trust Barometer report, 53% of consumers believe brands must take a stand on at least one societal issue. For Muslim consumers, topics like Islamophobia, halal ethics, and diversity in advertising are especially resonant.

 2. Authenticity Drives Higher Engagement
Mamdani’s use of unfiltered, community-centered content mirrors a growing digital trend: people engage more with raw, relatable narratives than polished corporate ads.

In fact, studies show that user-generated content (UGC) delivers 6.9x higher engagement than brand-generated content. For Muslim audiences, this means leveraging authentic voices—whether that’s a local imam, a modest fashion influencer, or an everyday community member—can outperform traditional ad formats.

 3. Community Voices Over Corporate Messaging
One of Mamdani’s greatest strengths is letting the community speak for itself—through shared testimonials, grassroots videos, and localized storytelling.

Similarly, influencer and peer-to-peer marketing has shown to be more effective in driving brand trust. Research from Nielsen reports that 92% of consumers trust recommendations from individuals (even if they don’t know them) over branded content.

 4. Political Narrative Drives Emotional ROI
Mamdani’s content is emotionally charged—and that emotion translates to engagement. For brands, that emotional connection matters too.

According to a study by Unruly, emotionally driven ads generate a 23% uplift in sales compared to non-emotional ones. Telling real stories about Muslim communities—whether addressing charity work during Ramadan or showcasing Muslim business owners—can build that crucial emotional link.

 5. Hyper-Local and Hyper-Relevant Messaging Wins
Mamdani’s district-focused content works because it’s specific. Muslim audiences are diverse—what resonates with a Muslim millennial in London might not work for a halal consumer in Jakarta.

The global Muslim consumer market exceeds $2 trillion, and culturally nuanced messaging has been shown to dramatically improve ad performance.

For brands, that means investing in hyper-localized, culturally aware messaging—not one-size-fits-all campaigns.

 Take Action: Let Muslim Ad Network Help You Get It Right
Sociopolitical storytelling isn’t about politics—it’s about authenticity, values, and giving a platform to real community voices. If you’re serious about engaging Muslim audiences in a way that feels relevant and respectful, Muslim Ad Network can help you craft data-driven, culturally attuned campaigns that resonate.

 Contact us today to learn how we can help your brand tell stories that matter—and drive real engagement with Muslim consumers worldwide.

The post When Political Feeds Become Marketing Gold: What Brands Can Learn from Sociopolitical Storytelling appeared first on Muslim Ad Network.

As the 2024 presidential election approaches, the Democratic field is wide open following President Biden’s decision not to seek re-election. With the race heating up, it’s crucial for Democratic candidates to build relationships with key voting blocs, including Muslim Americans. A growing and diverse population, Muslim voters can be decisive, particularly in battleground states like Michigan and Pennsylvania. But to secure their votes, candidates must do more than simply address their policy concerns—they need to overcome barriers to participation and cut through the noise of political messaging.

Get as Many Muslims as Possible to Accept Voting as Permissible

One critical element of engaging Muslim voters is addressing the misconception that voting might be impermissible (haram) under Islamic law. Many Muslims follow the principles of Islamic jurisprudence (Fiqh), which governs their daily decisions, including political participation.

According to Dr. Wael Hamza, Fiqh is “our understanding and knowledge of Allah’s law.” Within this framework, a growing consensus among Islamic scholars asserts that voting can be Halal (permissible) because it serves a greater good: helping to avert hardship and prevent tyranny. This is particularly true in a political landscape where Muslim Americans may face targeted policies if they do not participate in elections.

Campaigns must recognize this dynamic and work with organizations like Emgage and CAIR (Council on American-Islamic Relations), which are already addressing these concerns. By framing voting as a way to protect civil rights and counteract Islamophobia, Democratic candidates can encourage more Muslim Americans to participate in the 2024 election. Emgage, for example, has been actively working to educate and mobilize Muslim voters, providing religious and legal arguments that voting is both a civic duty and a religiously permissible act in the context of American democracy.

Cutting Through the Noise to Reach Muslim Voters

The challenge in engaging Muslim voters is not just about addressing Fiqh concerns but also breaking through the overwhelming volume of political messaging. Like many other demographics, Muslim voters are inundated with political ads and information, making it difficult for campaigns to stand out.

To cut through the noise, candidates need to adopt tailored, culturally-sensitive marketing strategies. In our previous article, we discussed how effective outreach to Muslim consumers requires a clear understanding of the community’s values and priorities. This is where digital marketing strategies come into play—targeted ads, content that resonates with Muslim concerns, and authentic, values-based engagement. For instance, messaging that highlights a candidate’s stance on civil rights, healthcare access, and foreign policy in relation to Muslim-majority countries can resonate more than generic campaign promises.

Online platforms such as ours, Muslim Ad Network, are powerful tools for connecting with Muslim voters. These platforms allow campaigns to deliver specific content through trusted channels within the community, ensuring that political messaging is not only heard but trusted. Muslim Americans often prefer content that reflects their faith and values, so candidates must be thoughtful in their communication strategies.

The Role of Grassroots Organizations

Grassroots organizations like Emgage USA and MPower Change have been instrumental in mobilizing Muslim voters across the country. They offer a blueprint for how candidates can engage with this community. Emgage, for example, focuses on voter registration, education, and civic engagement, helping to increase Muslim voter turnout. In 2020, the organization helped push Muslim voter turnout to new highs in key battleground states, with a focus on electing candidates who support justice and equity for all.

These organizations can provide a bridge between political campaigns and the Muslim community, offering both trust and insight into the concerns of Muslim voters. By partnering with these grassroots movements, Democratic candidates can demonstrate their commitment to Muslim issues and provide the resources needed to mobilize voters. Whether it’s through town halls, targeted ads, or social media campaigns, collaboration with these organizations can amplify the impact of voter outreach efforts.

Why the Muslim Vote Matters in 2024

In previous elections, the Muslim vote has been underestimated or taken for granted. But with over 1 million eligible Muslim voters in the U.S., their impact cannot be ignored. Muslim voters are concentrated in critical swing states, making them key to deciding close races. In 2020, Muslim turnout in places like Michigan helped tip the scales in Joe Biden’s favor.

This election cycle, the stakes are even higher. As noted by Al Jazeera, Muslim voters are not monolithic but share common concerns about civil rights, Islamophobia, and U.S. foreign policy. For many, the re-emergence of Donald Trump as a frontrunner for the GOP nomination brings back memories of policies like the “Muslim ban” and divisive rhetoric that fueled Islamophobia. At the same time, Governor Ron DeSantis’ right-wing stance on immigration and foreign policy is likely to alienate Muslim voters even further.

In response, Democratic candidates must position themselves as defenders of civil liberties and champions of human rights, both domestically and internationally. Addressing concerns about U.S. foreign policy—particularly in Palestine, Yemen, and Syria—will be essential in maintaining the trust of Muslim voters. As seen in The Nation’s analysis of Muslim voter behavior in the U.K. and U.S., voters are increasingly demanding more from political parties, and the 2024 election will be no different.

Building a Long-Term Relationship with Muslim Voters

Securing the Muslim vote in 2024 requires more than just one-off promises during election season. Candidates must demonstrate a long-term commitment to the issues that matter most to Muslim Americans. Whether it’s combating Islamophobia, reforming immigration policies, or addressing global conflicts involving Muslim-majority nations, the Democratic field must present a clear and credible vision for the future.

The Council on American-Islamic Relations (CAIR) is urging Muslim voters to participate in campaigns like “Vote for Justice,” which emphasizes voting as a tool for achieving equity and combating injustice. Candidates who align their platforms with these values and engage authentically with Muslim communities will find themselves with a motivated, engaged electorate ready to vote in 2024.

In conclusion, the 2024 election presents a unique opportunity for Democratic candidates to secure the Muslim vote by addressing religious concerns, cutting through the noise with culturally relevant messaging, and collaborating with grassroots organizations. With the right strategy, Muslim voters could play a decisive role in the outcome of this high-stakes election.

Those who believe that voting is permissible, go out and do your duties. Those who feel differently should respect the ijtihaad (effort towards doing what one believes is right) of others. And vice versa too.

In the end, it is Allah the almighty who gives power and honor and takes it away. We just do our part.

Say: “O Allah! Lord of Power (And Rule), Thou givest power to whom Thou pleasest, and Thou strippest off power from whom Thou pleasest: Thou enduest with honour whom Thou pleasest, and Thou bringest low whom Thou pleasest: In Thy hand is all good. Verily, over all things Thou hast power. Quran 3:26

The post Mobilizing Muslim Voters in 2024: A Strategic Approach for Democratic Candidates appeared first on Muslim Ad Network.

Understanding Compassion Fatigue Among Muslim Gen Z

Generation Z, particularly within the Muslim community, is navigating a complex world where constant digital engagement and global awareness are both empowering and overwhelming. This generation is frequently exposed to a relentless stream of socio-political issues, humanitarian crises, and environmental challenges, leading to what is commonly known as “compassion fatigue.” This phenomenon is characterized by emotional exhaustion and a reduced capacity to empathize, stemming from repeated exposure to distressing events.

For Muslim Gen Z, who are deeply connected to their faith and the global ummah (community), this can be particularly taxing. Their strong sense of justice and responsibility towards their fellow humans can make them more susceptible to the effects of compassion fatigue. A study highlighted that over 60% of Muslim travelers were Millennials or Gen Z, underscoring their global mindset and the importance of understanding their unique needs and challenges ​(Mastercard).

The Role of Digital Media in Compassion Fatigue

Digital media plays a central role in the lives of Gen Z, serving as both a source of information and a platform for social activism. However, the constant exposure to negative news, social injustices, and global crises through social media can lead to a sense of helplessness and burnout. A report by McKinsey highlights that Gen Z is the least optimistic about their future compared to other generations, with lower levels of emotional and social well-being​ (McKinsey & Company).

For Muslim Gen Z, who often engage with content related to global issues affecting Muslim communities—such as conflicts, humanitarian crises, and discrimination—the impact of digital media can be even more pronounced. The pressure to stay informed and active on social issues, combined with the overwhelming nature of the content, can lead to disengagement as a coping mechanism.

The Impact on Brand Engagement

Brands aiming to connect with Muslim Gen Z consumers face the challenge of engaging an audience that is both deeply concerned with social issues and increasingly desensitized due to compassion fatigue. Traditional marketing strategies that rely on emotional appeals or shock value may no longer resonate with this demographic. Instead, brands need to adopt a more nuanced approach that aligns with the ethical and spiritual values of Muslim Gen Z.

The travel habits of Muslim Gen Z are particularly telling of their broader values. Their interest in exploring different cultures and their preference for ethical and halal-certified products during their travels provide insights into their expectations from brands. They value authenticity, cultural sensitivity, and social responsibility, whether at home or abroad. For instance, a brand that supports eco-friendly travel or offers halal-certified products in various global locations is more likely to appeal to this audience.

Strategies for Brands to Connect with Muslim Gen Z

1. Emphasize Authenticity and Transparency: Muslim Gen Z consumers are highly discerning and skeptical of performative activism. Brands must ensure that their social responsibility efforts are genuine and transparent. This could include clear communication about the sourcing of halal products, transparent supply chains, and real commitments to sustainability and ethical practices. For example, a fashion brand might highlight its use of ethically sourced materials and provide transparency about its labor practices.
2. Support Mental Health Initiatives: With the rise of compassion fatigue, there is a growing need for mental health support within the Muslim community. Brands can contribute by funding or partnering with organizations that focus on mental health awareness and support, particularly within an Islamic context. This not only addresses a critical need but also positions the brand as a supporter of holistic well-being, which resonates with Muslim values of taking care of the body and soul.
3. Create Value-Driven Content: Instead of overwhelming Muslim Gen Z with distressing news or heavy-handed messaging, brands should focus on creating content that inspires and empowers. Highlighting positive stories within the global Muslim community, showcasing innovative solutions to global challenges, or sharing uplifting stories of resilience can provide a much-needed positive outlook. For instance, content that celebrates successful Muslim entrepreneurs or highlights community-driven initiatives can be particularly effective.
4. Leverage Influencer Partnerships: Influencer marketing remains a powerful tool, but it must be approached with care. Brands should partner with Muslim influencers who genuinely embody the values their brand stands for. These influencers can help bridge the gap between the brand and the Gen Z audience by delivering messages that resonate on a personal and spiritual level. Influencers who are known for their activism, ethical stance, or contributions to the community can lend credibility and authenticity to brand messages.
5. Facilitate Community Engagement: Encourage initiatives that allow Muslim Gen Zers to actively participate in meaningful ways. Whether through community service projects, digital activism, or supporting local causes, brands should offer platforms for this generation to channel their energy towards constructive and impactful actions. For example, a brand could organize a global campaign that invites Muslim youth to share their stories of community service or activism, with the brand amplifying these voices on a larger scale.

The Importance of Cultural Sensitivity and Inclusivity

Muslim Gen Z places a high value on inclusivity and cultural sensitivity, particularly in how brands represent their identity and values. Brands must be careful to avoid tokenism or superficial representations of Muslim culture. Instead, they should strive to engage with this demographic in a way that respects their traditions, values, and unique experiences. This could involve everything from inclusive product offerings (such as modest fashion lines) to marketing campaigns that reflect the diversity and richness of the Muslim community.

Conclusion

Engaging Muslim Gen Z in today’s world requires brands to move beyond traditional marketing approaches. By understanding the realities of compassion fatigue and aligning efforts with the core values of authenticity, transparency, and community support, brands can foster meaningful connections with this influential demographic.

If your brand is serious about connecting with Muslim Gen Z in a meaningful and impactful way, Muslim Ad Network is here to help. We specialize in delivering ad strategies that resonate with the unique needs and values of the Muslim community, particularly the emerging Gen Z demographic. Our expertise lies in understanding the cultural nuances and ethical considerations that are paramount to engaging this audience authentically.

Don’t miss the opportunity to connect with an empowered generation that is shaping the future. Contact Muslim Ad Network today to explore how we can help your brand engage with Muslim Gen Z in a way that is both meaningful and sustainable.For more insights and data on Muslim Gen Z consumers, visit our blog at Muslim Ad Network. Let’s work together to create campaigns that not only resonate but also make a real difference.

The post Engaging a Compassion-Weary Muslim Gen Z: Strategies for Brands appeared first on Muslim Ad Network.

The landslide victory of the Labour Party in the UK in the General Election may signal a shift towards policies emphasizing diversity, inclusion, and equality. These values can significantly influence how your brand approaches advertising, particularly to minority communities such as Muslims. 

Here’s how the changing political landscape can shape advertising strategies and how brands can leverage these changes to connect more authentically with Muslim consumers.

Why the Political Party in Power Matters for Marketing to Minority Consumers

In today’s polarized political climate, the party in power significantly impacts marketing strategies, especially when targeting minority consumers. Here’s why it matters:

Political Polarization and Consumer Behavior

Political issues like gun control, climate change, geo-social conflicts, and social justice dominate public discourse, deeply influencing consumer opinions and behaviors. This polarization affects the marketplace as consumers increasingly expect companies to take stances on social and political issues. Most consumers self-identify as either conservative or liberal, driving distinct patterns in marketplace activism.

Liberals are likelier to engage in boycotts and buycotts (take Fairtrade for instance), often to support individual rights and broader social issues. Conservatives tend to engage less in such activism but focus on protecting their immediate circles when they do.

Marketing Implications

The political orientation of consumers can guide segmentation and marketing strategies, just as demographics do. Here’s how your brand can navigate this:

Under a liberal government, there is an emphasis on diversity and inclusion, encouraging brands to represent minority communities like Muslims in their advertising authentically. The government may even introduce new regulations that may prevent discriminatory practices, requiring brands to be culturally sensitive and inclusive.

Liberal policies often support minority-owned businesses, which brands can partner with to enhance their inclusive image.

Consumer Activism and Brand Perception

Political polarization also drives consumer activism, which impacts brand perception and loyalty, sometimes to devastating repercussions as with Starbucks, KFC, and McDonald’s. So your brand should showcase its support for what it sincerely stands for as there are real business consequences.

Liberals and conservatives have distinct reasons for their activism, influencing how both consumers and brands should respond.

Liberals often support brands that advocate for social justice, environmental protection, and fair labor practices. Meanwhile, conservatives prefer brands that align with their values of national loyalty and traditional practices.

Strategic Approaches for Brands

This article looks into how your brands should navigate this complex landscape:

• It’s based on reflecting the diversity within minority communities, respecting cultural and religious practices, and timing promotions around significant events.
• Partnering with campaigns that promote inclusivity and diversity can enhance a brand’s reputation.
• Building trust through community involvement, supporting local events, and collaborating with influencers.

Before you read further keep in mind that brand activism impacts companies differently based on their market share:

As a small company, you can benefit from taking sides on political issues, appealing to niche markets that strongly agree with their stance. However, larger companies risk alienating a significant portion of their diverse customer base by taking a political stand.

Embracing Inclusivity and Representation

UK’s Labour Party as a liberal entity typically promotes inclusivity and representation across all sectors, including media and advertising. 

“Every person is entitled to feel safe from harm and prejudice.” – Labour

This creates a fertile ground for your brand to:

Showcase Authentic Representation: Your brand can create advertisements that feature Muslims in various roles and contexts, moving away from stereotypes. This means showcasing the diversity within the Muslim community, highlighting different ethnic backgrounds, professions, and lifestyles.

Practice Cultural Sensitivity: Understanding and respecting cultural and religious practices is crucial. For instance, your brand can develop ads that acknowledge the commitment to praying five times a day and its significance on the day-to-day of your average Muslim, thus resonating more deeply with Muslim audiences.

Leveraging Regulatory Changes

A liberal government may introduce regulations to protect minority groups from discriminatory advertising practices. Although this is not part of their main manifesto points, your brands should look out for this and utilize these regulatory changes if introduced by:

Ensuring Compliance and Sensitivity: Adhering to new advertising regulations aimed at preventing discrimination ensures that marketing materials are culturally sensitive and inclusive.

Crafting Positive Messaging: Aligning campaigns with government initiatives that promote unity and diversity can enhance your brand perception. Highlighting stories of Muslim individuals and communities in a positive light can further this goal.

Capitalizing on Government Campaigns and Initiatives

Government-led campaigns that promote inclusivity and understanding among different cultural and religious groups offer your brand opportunities to:

Forge Partnerships: Collaborate with government initiatives to foster inclusivity. Participating in or sponsoring campaigns that promote Muslim cultural understanding can enhance your brand reputation.

Support Public Service Announcements: Creating or supporting public service announcements that emphasize the positive contributions of Muslims to society can align your brand values with those promoted by the government.

Supporting Minority-Owned Businesses

Liberal policies often include support for minority-owned businesses, creating a conducive environment for your brand to:

Form Strategic Partnerships: If you’re a mainstream brand, partnering with Muslim-owned businesses for joint marketing campaigns can demonstrate a brand’s commitment to diversity and inclusivity.

Highlight Supplier Diversity: Promoting the use of Muslim-owned suppliers and vendors can enhance your brand’s image and appeal to Muslim consumers.

Adopting Diverse Marketing Strategies

A focus on diversity encourages brands to adopt more inclusive marketing strategies. Your brand can:

Create Localized Content: Developing content in multiple languages spoken within Muslim communities ensures cultural relevance and sensitivity.

Celebrate Religious Holidays and Events: Building marketing campaigns around significant Islamic seasons like Ramadan and Eid, and offering special promotions, products, or services, can resonate with Muslim consumers (if your brand has been engaging Muslims all year).

Investing in Educational Initiatives

Liberal governments may invest in educational programs to raise cultural awareness, providing your brand an opportunity to:

Educate Consumers: Using marketing channels to educate the younger consumer base about Muslim culture and traditions can foster greater understanding and appreciation.

Provide Internal Training: Offering cultural sensitivity training for marketing and creative teams ensures that campaigns are effectively tailored to Muslim consumers.

Expanding Product Offerings

With an inclusive political environment, your brand can expand its product lines to better serve Muslim consumers by:

Offering Halal Products: Introducing halal-certified products and clearly labeling them can attract Muslim consumers. Muslim-friendly offers like vegan products and interest-free loans will have the same impact.

Ensuring Cultural Relevance: Offering products that align with the lifestyle and needs of Muslim consumers, such as modest fashion lines or family-friendly holidays, can improve brand perception.

Engaging with the Community

Community engagement is crucial for building trust and loyalty. Your brands can:

Collaborate with Influencers: Partnering with Muslim influencers and community leaders can help promote your brand authentically. Here’s how to find Muslim influencers who align with your brand needs.

Participate in Community Events: Involvement in community events and support for initiatives that matter to Muslim communities can demonstrate genuine commitment and build lasting relationships.

Utilizing Digital and Social Media

The digital age offers numerous ways to connect with Muslim consumers. Brands can:

Use Targeted Advertising: Leveraging data to understand preferences and behaviors allows for tailored digital and social media ad campaigns that resonate with Muslim audiences.

Create Relevant Content: Developing content that aligns with the values and interests of Muslim consumers ensures a stronger connection and engagement.

Conclusion

The election of the Labour Party in the UK can create a more inclusive and diverse societal framework, which your brand can harness to enhance its advertising strategies. By embracing inclusivity, complying with new regulations, supporting minority-owned businesses, adopting diverse marketing strategies, and engaging with the community, brands can connect more authentically with Muslim consumers. This not only fosters brand loyalty but also contributes to a more unified and understanding society.

The post Transform Your Advertising to UK Muslims: Leverage Labour’s UK Victory appeared first on Muslim Ad Network.

Ginetta Sagan once said:

Silence in the face of injustice is complicity with the oppressor.

Today the pressure on brands to speak up for social justice is coming from protestors on the streets but also by both customers and employees. Neutrality is no longer an option.

Brands Taking Action Against Social Injustice 

In the summer of 2020, we witnessed many brands doing something they had never done before. They spoke up against racism. In the United States, when the spotlight turned on racial justice, brands communicated extensively about their commitment to social justice. 

Sadly enough, most brands prefer avoiding such issues as they worry about the impact of their bottom line. They were now in an uncomfortable position. But they had little choice; the times have changed.

According to Forbes:

60% of the US population, and 78% of those aged 18 to 34, expect brands to take a stand on racial justice.

The Islamic Perspective of Business and Social Justice

To be completely honest, it’s about time businesses move towards social justice. Six centuries ago, Islam stated that business owners should be part of the social fabric and make sure that they have a positive influence on society. 

A business in Islam is the direct antithesis of most businesses today that only care about profit at all costs. It’s about profit but also about taking care of the community and that includes speaking out on social injustice.

The Messenger of Allah (ﷺ) said:

Whosoever of you sees an evil, let him change it with his hand; and if he is not able to do so, then [let him change it] with his tongue; and if he is not able to do so, then with his heart — and that is the weakest of faith.

Source: [Muslim] Hadith 34, 40 Hadith an-Nawawi

Where governments as authorities can “change evil with their hands” (social injustice) by instituting laws and legislation, brands can fight it with their ‘tongue’, meaning to say, they can use their resources and influence to speak out.

We will talk more about Islamic Business Principles and social justice later in this article.

Do Consumers Have Confidence in the Brands’ Initiatives for Equity?

Brands have taken an initiative so far by signaling intent through internal channels (to employees) and external channels (PR campaigns).

A recent article by Harvard Business Review identifies consumer skepticism regarding the brand authenticity of those brands lining up to promote social justice. In the article, “When a Brand Stands up for Racial Justice, Do People Buy It?” the authors explain:

Recent protests demanding social justice and the affirmation of the Black Lives Matter (BLM) movement have provoked a flurry of activity among corporations as they drop brands that have racist connotations, reposition other brands with ambiguous to outright offensive racial implications, explicitly state their solidarity with the movement, and donate money to racial justice causes. But do consumers perceive these actions as authentic — especially when many of these companies are not Black-owned and/or have a lackluster history of Black corporate leadership? And will these strategies result in long-term brand loyalty?

They then lay down a framework that brands can use to create a proper social justice strategy that is more in sync with the consumer sentiment.

They divide it into two sections ‘Corporation-Oriented Actions’ and ‘Societally-Oriented Actions.

Corporation-Oriented Actions

1. Atone: Making amends for past mistakes. These are internal decisions like withdrawing a campaign, product, or brand line with negative racial or Islamophobic connotations. This, while necessary, is both passive and self-focused. Consumers are likely to give such actions a low authenticity score.
2. Allure: A corporation-oriented action that is a bit more proactive is when a brand becomes an activist and supports a cause in a way that’s also directly in their self-interest. Why? Because it will also bring in more revenue as consumers seek to support the cause through their purchases. As such, consumers perceive these sorts of actions as those of medium authenticity at best. 

Brands can take a lesson in the selflessness of Abu Bakar bin Siddiq, who was one of the companions of the Prophet Muhammad peace be upon him.

As a wealthy business owner, Abu Bakar spent a large chunk of his wealth buying and freeing the slaves of Makkah. The following verse in the Quran was revealed about him.

Those who spend their wealth for increase in self-purification. And have in their minds no favor from anyone for which a reward is expected in return. But only the desire to seek the countenance of their Lord, Most High. And soon they shall attain complete satisfaction.

Source: Qur’an, 92:18-21

Societally-Oriented Actions

1. Acknowledge: When acknowledging broad social issues, brands take societally-oriented actions in support of social justice that might not lead them to profit directly. However, these actions also don’t hurt the business. In the eyes of the consumers, the authenticity of this brand action is medium to high.
2. Advocate: Brands that advocate for important social issues in a manner that feels truly authentic to consumers, can be risky. Remember when Nike supported Colin Kaepernick after he was abandoned by the NFL after kneeling during the national anthem? They used him as the face of their Just Do It campaign. It faced widespread backlash, with some unhappy people posting videos showing them burning Nike sneakers. This campaign in the eyes of the consumer exemplifies a high-authenticity action.

Zara’s Underwhelming Atonement

One of the motivations behind this article that you are reading now is an incident concerning one of Zara’s senior employees who used discriminatory comments on Instagram against Palestinians.

Vanessa Perilman – head designer at Zara – verbally abused a Palestinian model who expressed his support for his home nation. She said:

The people in my industry know the truth about Israel and Palestine and I will NEVER stop defending Israel… Maybe if your people were educated then they wouldn’t blow up the hospitals and schools that Israel helped to pay for in Gaza.

The Middle East Eye explains that:

The comments come a month after Israel waged an 11-day war with the Hamas movement, during which Israeli airstrikes killed at least 248 Palestinians, including 66 children, and Palestinian rockets left 11 dead in Israel.

Zara finally came out with a statement after some serious backlash and threats of boycotts. They said:

We condemn these comments that do not reflect our core values of respect for one another, and we regret the offense that they have caused.

Perilman has since deleted her social media accounts after apologizing following the condemnation online.  However, the Palestinian model explained that he could not accept her apology as it was half-hearted.

He went further to highlight the selective nature of brands when it came to social justice stating that:

If Zara wants to make a statement with me, the statement needs to say that they stand with the indigenous people and are against what is happening in Chinese concentration camps in Xinjiang.

Facebook’s Bias

Amid the Israeli attacks on Gaza, in May 2021, Facebook employees accused their company of bias against Arabs and Muslims.

At a time when Facebook is dealing with internal allegations of censorship, unequal enforcement, and pro-Israel bias, its employees have stated that it is once again mishandling the Israeli-Palestinian issue.

An open letter by Facebook’s Egyptian engineer highlighted the selective nature of Facebook’s social justice efforts. In it, he explains that Facebook had been a huge help for activists during the Arab Spring of 2011, but during the latest Israeli-Palestinian violence, censorship — either perceived or documented — had made Arab and Muslim users skeptical of the platform.

For instance, an Instagram post from actor Mark Ruffalo about Palestinian displacement had received a label warning of sensitive content. While ads from Muslim organizations raising funds during Ramadan with completely harmless content were suspended by Facebook’s artificial intelligence and human moderators.

At the date of writing this article, there is a ceasefire between Israel and Hamas. However, Facebook must deal with employees who are worried that the world’s largest social media platform is exhibiting anti-Muslim and anti-Arab bias.

How Businesses Based on Islamic Principles Destroy Social Injustice at its Roots

In 2017 The New Internationalist wrote an article known as The Equality Effect that stated:

…even a cursory study of inequality reveals that the greed of the rich is the real problem, not some laziness among the poor. In practice, the ‘one-per-cent-take’ statistic correlates closely with other measures of inequality, but it may be one of the best to focus on because the very richest have such a disproportionate effect.

Kasim Renderee of Coventry University wrote a paper in 2014 titled, “An Islamic Perspective on Economic and Social Justice” which depicts the teachings of Imam Ghazali (1058-1111) – a reputable scholar in Islam on economic and social justice.

The Islamic tradition has a proud history of providing economic and social justice during its ubiquitous leadership of the early Islamic period. 

Muslim societies need to reexamine their currently Euro-centric understanding and model of social advancement. Muslims today must strive to serve global equity through a more balanced approach.

Trusteeship in Business

Islam has many important economic principles. Muslims regard resources as gifts from The Creator given to human beings as a trust, with us being the trustees. This belief has practical implications for ownership, either of wealth or the means of production. 

Islam teaches us that entrepreneurs, businesses, brands, etc. must enact a principle of economic trusteeship that is rooted in collectivism. This is the complete opposite of the principle of self-interest, which is central to the free-market economy of today. 

Disclaimer: Understand that Islam is not teaching socialism. Islam recognizes private ownership. It also recognizes that Allah has given some individuals more sustenance than others. However, this recognition is not absolute and unconditional. Private ownership in Islam is subject to the interest of the community.

Kasim Renderee mentions in his article:

The Shari’ah (Islamic Law)  decrees that the private interest of the individual should be secondary and subsidiary to that of the community as a whole.

Excessive and Disproportionate Accumulation of Wealth

Islamic business principles combat the excessive and disproportionate accumulation of wealth and its concentration in the hands of the few.

Islam ensures public ownership and management of utilities in the broadest sense. On the flip side, free-market economies advocate adverse domination by private monopolistic industries. 

Kasim Renderee further brings to light that Islamic business principles demand that all extractive industries relating to the production of water, mining, and even food should be treated as state enterprises within a just legal and regulatory framework. 

Even domestic and industrial fuel, cannot justifiably be left in the hands of a few private entrepreneurs. He explains:

This energy sector, for example, is consequently extensive, as is currently the case across many parts of the Muslim world, such as the Arabian Gulf states

Today, the Arabian Gulf States have come under criticism for overspending and human rights violations.

Contrary to this, Islam teaches us that as social beings in this temporal life we must satisfy our basic needs. However, this satisfaction demands moderation and avoidance of excess. Respect for and tolerance of others are essential requisites for virtuous living.

Final Word

Businesses and entrepreneurship are necessary for our progress as human beings. Effectively exploring and exploiting existing and potential resources for the wellbeing of humanity separates us from all other beings on earth. 

Businesses and their brands fall under two main categories:

• the market/private sector economics that’s based on commercial entrepreneurship  (self-interest-centric)  
• the state/public sector economics relying on state entrepreneurship  (public-wellbeing-centric). 

However, both have, individually and collectively, failed to ensure the fundamental goal of well-being for human societies.

So expecting these entities to suddenly become advocates of social justice may be quite a stretch.

Islamic entrepreneurship, on the other hand, is a community-centric model of business. It is the cure to the problem of intolerable economics and a natural strategy against all forms of capitalist exploitation to control world resources.

Muslim Ad Network aims to be on the right side of history by supporting communities through our Giving Back project. As an Islamic-based Muslim advertising company, we strictly adhere to the Islamic Principles for Advertising.

If you want to know more about what we do please feel free to contact Muslim Ad Network. If you want us to help you reach millions of Muslim consumers online, we are at your service.

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