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.

A study by Harris Poll Thought Leadership has brought to light some astonishing results. After you recover from the initial shock from the result of this study, we suggest you gear up to adapt your halal social media strategy fast.

Here is what Abbey Lunney, Co-Founder of The Harris Poll Thought Leadership Practice, said about the study:

“If you think TikTok is just about viral dances, you’d be mistaken. Young people are turning to it for deeper purposes, like gathering information, building community, and cultivating equity. We see a giant shift happening in social media away from surface-level likes, and hyper-edited photos towards spaces for authenticity and discovery.”

Here are the five shifts in social media behavior your halal brand needs to know about and act upon, fast:

1- Algorithm Above Friendship

Your halal brand should capitalize on the fact that Gen Z in particular uses social media to be informed, entertained, and to send direct messages, rather than to see updates from their friends.

This is a shift from where we were some years ago when marketers struggled on social media due to the fact that Gen X and Boomers were on platforms like Facebook mainly for friend updates.

The study shares that Gen Z’s social media feed is “mostly filled with personalized content that the platform thinks I’ll like” (62%), and the majority agrees that “algorithms have increased the content they like to consume”.

So make sure Tik Tok and Instagram algorithms love you and recommend you to Muslim zoomers’ feeds. If you want to get the basics of how to approach Muslim Gen Z’ers please read Muslim Gen Z Marketing 101.

2- Tik Tok Above Google Search

One of the most surprising findings of the study is that the Muslim Gen Z you want to reach see Tik Tok as a better search option than the mighty Google search engine.

TikTok is the first channel Gen Z uses to search for sociocultural content, with 34% of the market share, beating YouTube (24%), Google (19%), and Instagram (17%). This contrasts with previous generations, including Millennials, for whom Google remains the first platform of choice (Boomers 57%, Gen X 47%, Millennials 40%).

3- Tik Tok Above Books

If you create valuable educational videos on Tik Tok, you will most likely be discovered and liked by Muslim Zoomers.

According to the study, 63% of Gen Z regularly use TikTok to learn something new. We’re not just talking about food, fashion, and sports, but also career planning (37%), small/local business (36%), politics (28%), social structures (27%), and even life sciences, physical sciences, engineering, mathematics, computer science, and health sciences. (20%). This is critical because 81% of Gen Z and Millennials believe that continuing education is essential to their ability to achieve financial stability in their lives.

4- Real Life Above Overly Perfected Life

So this is a significant change, especially for the Muslim Gen Z population (because Islam teaches moderation and transparency). There will be no more escaping into the overly marketed and artificially perfected lives of others on social media. It is drawing to a close.

According to the study, 80% of Gen Z believe that most social media lifestyles are fake or overly perfected, and nearly 75% would like to see proof that people are living the way they claim on social media. Large proportions want social media to validate information shared on its platforms (39%), but they do not want filtered images and content on social media (24%).

5- All Ages Above Age Discrimination

Remember when it was fashionable to dismiss adults and the elderly as uncool or even “out of whack” to some extent? Another positive shift has occurred, which is especially significant for Muslim zoomers because Islamic culture encourages learning from older people with more experience than oneself.

According to the study, 78% of Gen Z and Millennials say they have learned a lot from content created by people older than them. Furthermore, nearly two-thirds (66%) of Gen Z and Millennials say they enjoy watching videos of senior citizens.

Conclusion

With Gen Z, we have a generation that has their feet more on the ground and their heads less in the clouds. They prefer authenticity over hype and transparency over being cool.

This is a once-in-a-lifetime opportunity for halal brands not only to engage Muslim zoomers with Islamic ethically sound content that resonates but also Gen Z as a whole.

We are not talking about preaching Islam but rather showing the beauty of Islam through social aspects: respect for parents, helping the needy, fighting oppression, standing up for the environment, etc. This is what is meant by الأمر بالمعروف (Al Amr Bil Maroof [advising what is instinctively known to be good by humans]).

This, when done well, will be rewarding for your halal brand business-wise but also in the hereafter!

The post 5 Surprising Gen Z Social Media Attitudes Halal Brands Must Know About appeared first on Muslim Ad Network.

Looking ahead to 2023, it is time to talk about what your halal brand needs to focus on to gain a strategic advantage over competitors.

1- Inflation Marketing

Given the times we are in and the events across the globe, we have to talk about adapting the marketing of your halal business to consumer behavioral changes caused by inflation. Muslim consumers will increasingly rely on price as the primary factor in their purchasing decisions, which means that comparison shopping for the best deal will become more important.

With super discounts not being an option for you as a brand in these difficult times, the best thing to do would be to show value without the need for lowering prices and offering discounts. 

Here is how to do it:

• Depend heavily on your differentiation and unique selling points. Spend on advertising your USP while competitors pull back. Brands that are willing to invest during periods of high inflation may be able to steal market share from their competitors.
• Consider buy-now-pay-later options (without interest of course) as customers are prioritizing money in hand.
• Work with recession-proof nano and micro-influencers. They have grown significantly in the last year and have proven their ability to generate real sales.
• Pin-point the actual reason for the decline in sales. Don’t just assume it is due to inflation. Or find out how much of it is really caused by inflation and act accordingly.

We also recommend you read “What Your Halal Brand Needs to Do for Success in 2023” where we discuss attention metrics, top Martech trends for 2023, and recession-proof influencers further.

2- Inclusive Media Planning

The process of identifying and selecting media outlets – primarily newspapers, magazines, websites, TV and radio stations, and outdoor placement – in which to place paid advertisements is known as media planning.

Your halal brand should conduct an audit of its media strategy in 2023. Examine whether the channel and publisher mix reaches the intended audience’s breadth, and look for potential biases in keyword and topic exclusions. Consider how affirmative action can be used to truly support underrepresented voices and communities within the Muslim audience.

3- Purpose-driven Advertising

We can’t talk enough about how purpose can make or break your halal brand. As a Muslim brand, you must be at the forefront of purpose-driven business strategies and with extension purpose-driven advertising.

If you do not have a defined purpose, please avoid “purpose-washing” when aligning advertising with a purpose. Return to the drawing board and develop an authentic, long-term purpose for your brand that is supported by actions beyond words.

4- Data Privacy

A bad privacy experience is one of the most damaging issues that your brand can be associated with. Today, many brands do not meet the consumer’s basic expectations, which has made them wary of giving brands their data.

According to Google’s article, “People take their privacy more seriously than you’d expect — brands should too”, consumers consider poor privacy experiences to be nearly as harmful as data theft. It is enough to persuade 43% of them to switch brands.

5- Micro Video Ads

In our 2021 end-of-year article, The #1 Video Advertising Trend for Epic Muslim Consumer Engagement in 2022 we discussed Micro video ads. We mentioned that 25% of adults close a video after just 10 seconds. Micro video ads tease users just enough to pique their interest. Now, you have kindled an interest that will lead the viewer to your website or landing page.

According to Mediaocean’s 2022 Marketing Report and 2023 Outlook, 63% of advertisers believe TikTok and short-form videos will be the biggest ad trend. In connection with this, Google is testing a new machine-learning technology that reformats landscape video ads into square or vertical formats, which is the format in which short videos appear.

6- Super Apps

Super apps are multi-functional mobile applications that combine a variety of features, such as marketplaces, messaging, and payment services. Super apps consume less device storage than multiple separate ones, and users are not required to switch between apps. 

A super app is like a Swiss army knife — with a range of component tools (mini-apps) that the user can use and remove as needed.

Source: Gartner

Pendo O’Donohoe of Google explains that brands should consider creating comprehensive, customer-focused apps that consolidate features and entice users to integrate them into their daily lives.

7- Retail Media

In 2021 we asked the question, “Should Muslim Brands Advertise on Retail Media Networks”? Here is a conclusive quote from that article:

Although still relatively new, retail media has already become a powerful form of advertising with experts claiming that it could become core in future online shopping experiences.

Insider Intelligence forecasts that retail media spending will approach $60 billion by 2024 and as many have done before, they call retail media the third wave of digital advertising.

…more than half of companies (55%) believe retail media networks will deliver higher conversion rates because advertisements appear when customers are actively shopping and willing to spend.

Source: Acxiom Forecasts Top Five Customer Experience Trends for 2023

Retail media is advantageous to big brands and one of the main advantages is access to first-party data. First-party data will become ever more crucial in a cookie-less world. For small to medium-size businesses it can be a difficult task as retail media needs a proper budget, traffic, and infrastructure to pull it off.

8- Employees as Influencers

Employees have always been the unsung heroes of brands. Well, not anymore. Your Muslim business should take note that many companies today encourage their employees to become influencers on social media as an easy and authentic way to promote products but also the values of their brand.

In a recent article by eDigital, “How to Make an Employee Influencer Program in 2023”, you can follow their step-by-step guide on how to do it properly. They define an employee influencer program as “an initiative usually led by marketing or corporate public relations to turn workers/employees into small-scale influencers using software and apps that make it simple for employees to post and be rewarded (in some cases)”.

We also recommend you read the following articles to know more about the upcoming trends in Muslim marketing and advertising:

• How Your Muslim Marketing Can Deal With Today’s Business Instability
• Highly Effective Artificial Intelligence for Powerful Muslim Advertising
• A Beginner’s Guide to Sonic Branding for Muslim Audiences
• Marketing to Muslim Consumers With Meta-influencers
• How to Effectively Market to Muslims in Web3 – Part 1
• How to Effectively Market to Muslims in Web3 – Part 2
• Halal Advertising in the Metaverse

General Advice

The Muslim consumer market is extremely profitable yet extremely complex. The trends that we mention in this article are the tip of the iceberg. Muslim Ad Network can help you navigate through the complexities of the Muslim consumer market through targeted advertising while maintaining Islamic Advertising Principles.

The post Top 8 Marketing Tactics for Your Halal Brand in 2023 appeared first on Muslim Ad Network.

Businesses are quickly recognizing Generation Z as a significant target market. This generation of Muslim consumers is in school, furthering their education, or has already begun their career path. As a result, they will have a lot more money to spend in the coming years. And this generation already has a significant influence on their parents’ spending. As a result, now is a good time to develop a marketing strategy that is Muslim-Gen-Z friendly.

Typically your Muslim or halal brand wants to reach the largest target group for the best return. Given the fact that the Muslim population is one of the youngest in the world it makes sense that you would target Muslim Gen Z’ers or as they are also known, “zoomers”.

…higher fertility rates of the past created a bulge in the younger age groups. As a result, large young Muslim populations are entering their childbearing years and will support additional future population growth.

Source: PRB

On average girls enter childbearing years at the age of twelve. This means the volume of Muslim zoomers is on the increase. To conquer the $360 billion Gen Z market you have to have your ducks in a row. Muslim zoomers, like their non-Muslim counterparts, are skeptical of businesses and unreceptive to traditional marketing messages. However, you will have their loyalty if you earn their trust and become a part of this generation’s identity.

Who Are Muslim Gen Z’ers?

Muslim Gen Z’ers or zoomers were born between 1997 to 2012. Gen Z people will therefore be between 12 and 26 years old. The oldest of this generation was about 10 years old when the iPhone was introduced. Generation Z is therefore the first generation of ‘digital natives’ who have never known a world without the Internet.

Muslim Zoomers are Digital Natives

Muslim zoomers are truly digitally native. The generation grew up in a time of the internet, apps, social media, and smartphones  (and therefore a constant flow of information). This makes them super comfortable with research and data collection, they have no problem switching from online to offline universes or combining the two in the metaverse.

Muslim Zoomers are World-conscious

Generation Z was confronted with a global (financial) crisis at a young age. This makes the generation far more pragmatic and realistic than the previous millennial generation. Authenticity, purpose, and sustainability are critical for this demographic.

Muslim zoomers have also been growing up in a world of extreme Islamophobia and this in turn has made them more conscious of who they are and what they expect from brands pertaining to products tailored to them, stereotypical ads, tokenism, appropriation, and more importantly their Muslim identity.

Muslim Zoomers are Global Citizens

Because Generation Z is so accustomed to the internet, they are truly global citizens. They communicate with people from all over the world through videos and social media. Many members of Generation Z feel more connected to peers on the other side of the world than to other generations in their own environment. 

So, most individuals of Generation Z can be seen as global citizens because they have the characteristic of seeing the place dependent and personal values in the world from multiple perspectives.

Source: Generation Z, a generation that grew up as global citizens

Muslim Zoomers are Loyal to Brands They Like

According to a report released by the IBM Institute for Business Value and the National Retail Federation, there are some interesting trends concerning Generation Z and brand loyalty:

• 59% of respondents say they trust the brands with which they grew up.
• 46% of Zoomers stated that they have a “strong connection or loyalty” to a brand.
• 66% have a long history of purchasing from a favorite brand.

This demonstrates that they are willing to build and maintain relationships with the brands they like.

As a result, it is critical for Muslim brands or those targeting Muslim consumers to cultivate their Gen Z customer base according to their specific needs and worldview.

Muslim Zoomers Influence the Entire Family

The vast majority of zoomers are not fully independent adults and continue to live with their parents.

They do, however, generate income and influence how the family spends. According to the same report, they particularly spend or influence the spending of money on food and beverages (77%), furniture (76%), household goods (73%), travel (66%), and eating out (63%).

The Elusiveness of Muslim Zoomers

The term “elusive generation” to describe Generation Z is frequently used. Since they were raised in an era where change has been the only constant, the generation has been able to adapt quickly. After all, they live in a world where extreme speed and information are the norms. Marketing experts struggle to keep up with Generation Z due to their rapid rate of change.

Muslim zoomers’ media behavior is markedly different from that of previous generations. This is primarily because Generation Z is well aware that there is an online world full of unauthentic ad campaigns. The thousands of advertisements that fly around them every day are ineffective. Traditional media, such as television, are also unpopular with this demographic. This may lead your halal brand to believe that Gen Z is elusive.

How to Market to Muslim Gen Z’ers

We have established that standard marketing messages, TV and radio advertisements, or long stretches of text, do not work with Generation Z. Fortunately, there are numerous tactics that can be used to win over this group.

Add Purpose to Your Muslim Brand DNA

Display your company’s values (and make sure you mean it). Gen Z prefers to buy from brands that practice social responsibility and authenticity. This generation is particularly concerned with sustainability. If your halal brand is not good for the world, these young people will quickly lose interest.  

To appeal to Muslim Generation Z, it is critical to tell a sustainability story in which they recognize themselves. It is also critical to connect it to Islamic values, which taught about sustainability centuries before anyone thought about it. As a result, as a Muslim company, you play an important role in the creation of a better world. This is where you can distinguish yourself as a halal business and truly bind the Muslim zoomers to you.

Diversity, in addition to sustainability, is an important value for Generation Z. The generation grew up in a society full of different cultures and social groups. The internet allows the generation to easily connect with even more diverse (sub)cultures. As a result, they are very open-minded. Halal brands must also demonstrate this openness to Gen Z. 

Get Your Halal Brand to Sell Real Value

Generation Z is extremely frugal and budget-conscious. For example, 57% prefer to save money rather than spend it. During the global crisis, the generation saw people in their community lose their jobs or homes, and older siblings and sisters rack up large student debts while failing to find well-paying work. As a result of these experiences, Generation Z has become a financially conservative generation. So you need to show your product’s value for money to entice them to buy.

Reviews are a major factor for Gen Z when deciding whether to make a purchase. Muslim zoomers are much more likely to believe the opinions of others than advertisements. Do you want your halal brand to appeal to this generation? Get your reviews and testimonials in strategic places and work with Muslim nano and micro-influencers.

Be One With Muslim Zoomers

Be Where They Are

While millennials attempt to stay current on almost all social media platforms, Gen Z makes a more obvious choice in this regard. The generation is particularly active on TikTok, Snapchat, YouTube, and Instagram. For many Muslim zoomers, social media is crucial. Online connections are nearly as valuable to Generation Z as in-person connections. Make sure Gen Z can find you where they hang out. Remember, “out of sight, out of mind”.

You are already taking the first step toward reaching this target group by being active on platforms where Gen Z hangs out, but you are not quite there yet. It is equally important to ensure that the content you share is relevant.

Create Channel-Specific Content

Brands frequently duplicate a campaign and distribute it via multiple channels. Instead, when creating content for TikTok, keep the platform’s audience in mind. The same can be said for Snapchat and Instagram.

Generation Z prefers businesses that use each social media platform uniquely, just as they do:

• Instagram is for aspirational posts.
• Use Snapchat for everyday moments.
• TikTok is for fun and popular challenges.

Snatch and Grab

Generation Z spends a significant amount of time online. They get a mix of news, entertainment, and messages throughout the day as a result of all that scrolling, they are accustomed to consuming information at breakneck speed.

However, all of that online consumption has a drawback: the attention span of Generation Z is not particularly long. You have 8 seconds to catch their attention. That is how long it takes the average young person to decide if something is important enough to pay attention to.

A survey of Canadian media consumption by Microsoft concluded that the average attention span had fallen to eight seconds, down from 12 in the year 2000. We now have a shorter attention span than goldfish, the study found.

Source: The New York Times

Create content that is tailored to a short attention span. Snapchat, TikTok, and Instagram, which favor short videos, are popular among the Muslim Gen Z population. So keep your communication short and sweet.

Videos that are brief and to the point are ideal for Generation Z. It is not necessary to hire a professional video crew for this. Authentic videos are precisely what help to win the hearts of Muslim zoomers. You can get a long way with a little imagination and a reasonably modern smartphone.

What is the most effective way to capture the attention of Muslim Generation Z’ers? Keep them entertained! For example, short tutorials in which you demonstrate your product. Messages that are clear, authentic, and concise work best with this generation. Humor is a big winner as well if you know how to be really funny.

General Advice

The Muslim consumer market is extremely profitable yet extremely complex. The different generations are just the tip of the iceberg. Muslim Ad Network can help you navigate through the complexities of the Muslim consumer market through targeted advertising while maintaining Islamic Advertising Principles.

The post Muslim Gen Z Marketing 101 appeared first on Muslim Ad Network.