Resurgent religious beliefs and Western-style consumerism are changing consumption habits among Muslims in the region, the survey said.
One in three Muslims in Southeast Asia consider themselves more religious than their parents for their age, with their faith informing decisions about personal spending, fashion, banking, and travel. and education, a survey found.
Only 21% of the region’s 250 million Muslims say they are less observant than their parents, while 45% consider themselves a religious person, according to a new Muslim Consumer report released on Wednesday. Private.
According to a report by Wunderman Thompson Intelligence and VMLY&R Malaysia, a strong relationship with God is the most important thing in life for 91% of Southeast Asian Muslims, equal to health and family affection.
Just 34% consider wealth very important, with 28% rating their passion and 12% considering fame a priority, according to the report based on interviews with 1,000 consumers in Indonesia and Malaysia.
According to the report, growing religious beliefs and the spread of Western-style consumerism have led to Muslim-influenced consumerism growing beyond food to include everything. from casual fashion and Islamic law fintech, to Muslim dating apps and Halal travel, according to the report.
“Muslim consumers increasingly deny their religious beliefs about purchasing decisions and how they do so relentlessly,” said Chen May Yee, regional director for Asia Pacific at Wunderman Thompson Intelligence. develop.
“New technologies bring up new questions – for example, is the metaverse halal?”
For Muslim consumers, whether a product is halal or authorized, is the most important factor when making a purchase, according to the report, with 91% of respondents saying it is important, before value money, quality and environmental considerations.
More than 60% of Muslims consider it very important whether a bank or investment product is compliant with Islamic law, while 77% consider the availability of halal food a major factor in score selection. arrived for travel, according to reports.
While most households are led by men, women make up a significant minority, with 42 percent of women saying they provide the most financial support compared to 70 percent of men. self-identified as the main service provider.
Southeast Asian Muslims’ beliefs also influence their enthusiasm for burgeoning technology like the metaverse, an early form of shared virtual reality, with 85% of respondents saying they would like to see saw virtual space for Muslims and 78% expressed an interest in virtual religious accessories. However, 59% said they do not believe the metaverse is compatible with Islamic teaching.
Safa Arshadullah, a writer and researcher at Wunderman Thompson Intelligence, said: “Southeast Asia is not just an Islamic market – it is also a testbed for the latest global trends.
“What’s happening here inspires Muslims around the world to always intertwine their faith and work in creative ways.”