Gen M | 2022

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Do Not Duplicate or Distribute Without
Written Permission

HOW VALUABLE
THE MUSLIM
MARKET IS?
HO
TH
M
LE
IM
S?
Bara Imaji | 1
Gen M | 2022 Gen M | 2022

Introduction
According to The Royal Islamic Strategic
Studies Center (2022), the world’s Muslim
population is estimated at 1.93 billion
people. That number is equivalent to 22%
of the total world population which is
estimated at 8.94 billion people.

Indonesia occupies the first position

as the country with the largest Muslim
population in the world. There are 231.06
million Indonesians who are Muslim or
equivalent to 86.7% of the total population
in Indonesia.

With the large number of Muslim

population in the world, there will be more
Muslims and they will also become the
younger part of the world. Therefore, it is
particularly important to pay attention to
the Muslim generation or Generation M.

info@baraimaji.com @baraimajiofficial

@baraimaji Bara Imaji

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Gen M | 2022 Gen M | 2022

Table
of content

01 04 07
Introduction The facts about Conclusion
Gen M

02 15 57

02 05
What is Gen M? The behavior about
Gen M

06 20

03
Gen M treats:
06
Study Case
what should you
know?
12 44

www.baraimaji.com
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Gen M | 2022 Gen M | 2022

01
What is

GEN M? Chapter 1:
What is Gen M?

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Muslims are the World

Fastest-growing
Religious Group
Estimated percent change in population size, 2015-2050

Generation M :
The affluent Muslims
Muslims changing 70%
the world
Christians

Generation M:
Young Muslims
Generation M are muslim 34%
Changing the World millennials, the global generation
by Shelina Janmohamed
born in the past 30 years.
Hindus
Generation M has “one over-
riding characteristic, which is that
they believe that being faithful
27%
and living a modern life go hand
in hand, and there is absolutely
no contradiction between the
two. The demographics depict an Research Center, there will be 2.8
extraordinary trajectory. billion Muslims globally, more than a
They are a tech-savvy, self- quarter of the world’s population.
empowered, youthful group In 2010, there were 1.6 billion
who believe that their identity Muslims in the world, a figure
encompasses both faith and forecast to grow by 73% in the next
modernity. four decades – more than double
the general rate of growth.
Source : Pew Research Center Demographic Projection.
By 2050, according to the Pew Methodology for details. “The Changing Global Religious
Landscape”
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 Gen M | 2022 Gen M | 2022

Indonesia: The country Data Reportal Digital in

with the largest Indonesia 2021
Muslim population
in the world

There were 170.0 million There were 170.0 million

86.88%
In June 2021 Indonesia’s population is 272.23 social media users in social media users in
million people Indonesia (January, 2021) Indonesia (January, 2021)

A total of 236.53 million (86.88%) of Indonesia’s

population is Muslim

Indonesia is the country with the largest population

in 2021

Most-used social media

platforms in Indonesia: Time spent using social
Youtube, Whatsapp, media 3H 14M
66.07 million people aged 0-14 Instagram, Facebook,
years Twitter.
185.34 million people (68.75%)
aged 14-64 years

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02
Gen M | 2022 Gen M | 2022

Generation M
Treats :
What shoud
you know

Chapter 2:
Generation M Treats:
What should you know

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Gen M | 2022
Generation M Treats :
What you should know
01 Age
The Muslim Millennial Generation was
born in the period 1980 – 2000.
According to data by BPS RI, the
population that can be categorized as
Muslim Millennials ranges in the age
group of 15-34 years.
03 Critical
This generation tends to be more
critical and active because they see
many fast-paced and instant social
phenomena through social media.
Quite active on
05 social media
The Muslim millennial generation
cannot be separated from
smartphones. Because they are quite
active on social media.
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Gen M | 2022
Urban Muslim
Millennial Character
02 Fashion Confidence
Having a simple, fashionable, elegant
Confident, dare to express
without covering up his identity as a
Muslim.
opinions, and do not hesitate
to debate in public.
Creative
Desire to get
04 quickly and instant Think outside the box, rich in
ideas and notion, and able to
communicate ideas brilliantly.
This generation likes fast and instant
things such as online shopping,
reading news, or ordering food online.
Connected
Individuals who are good at
socializing, especially in the
communities they follow, they
are also active on the internet.
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03
Gen M | 2022

The Facts
About Gen M
Gen M | 2022

Chapter 3:
The Facts
about Gen M

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Gen M | 2022
The Facts
About Gen M
M
uslim consumer are
distributed across more
than 65 countries and
70% of muslims worlwide choose
halal products, both food and
equipment.
Muslim conusmer’s brain present
cognitive reactions to halal and
non-halal product even without
the halal label.
Muslim consumer are willing
to pay more for halal product
that are properly ensured and
certified.
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Gen M | 2022
The western companies are
becoming increasingly interested
in Muslim market.
Halal marketing had a positive
influence on purchase intention.
However, it can be backfire
because some customers might
think that the promotion is just a
gimmick.
Yuswohady (Marketing Expert)
said the boom in non-food
brands introducing halal certified
products was a strategy to win
the heart of the huge muslim
market.
Yuswohady
Marketing Expert
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Gen M | 2022 Gen M | 2022

Chapter 4:
The behavior
of Gen M

The Behavior
of Gen M

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Gen M | 2022 Gen M | 2022

How Exactly
Muslim Lifestyle
is created!
Al-Qur’an, Hadits,
Prophet’s Guidance,

The Behavior
Islamic sharia

of Gen M GEN M

For Muslims, the halal lifestyle

is important because it affects
Behavior
Islamic sharia. In the halal Islamic Market &
lifestyle, there are elements Halal Market
of health, safety and security,
prosperity and human dignity.

The term halal lifestyle is not

intended for restrictions or
coercion, but to reintroduce the
teachings of Allah from the point
of view of sharia which has been
stated in the Qur’an and hadith.
(Eko Putra Boediman, 2017)
Lifestyle

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Gen M | 2022
Muslim
Market
Muslims presents a huge global
market for halal products and
services and since Muslims in
general adhere strongly to religious
principles and are increasingly
particular and sensitive over the
halalness of their lifestyle, especially
food, the prospect for halal market
is enormous.
Therefore, to tap into the vast
opportunity which the halal
industry presents, several aspects
concerning the halal concept must
be taken into by all, including non-
24 | Bara Imaji
Halal
Muslim businessmen. The following
measures present a winning
approach for the halal business
industry to gain competitive
advantage in this promising and
lucrative market.
(Awang, Abdul-Rahim et al. 2014)
Muslims represent an estimated 23%
of the global population or about 1.8
billion consumers with an average
growth rate of 3% per annum. (Dar,
Azmi et al. 2013)
Gen M | 2022
01. 02.
Spiritualistic Ethical
According to this pillar, businesses
should guide themselves in conduct
and practice by the principles of
Islam when targeting the Muslim
While catering to Muslims,
companies should consider Ethics to
be of essential value. Thus, corrupt
business practices such as cheating
community. and lying should be clearly shunned.
03. 04.
Humanistic Realistic
According to this pillar, companies
should show concern towards the
environment and society while
According to this pillar, businesses
should guide themselves in conduct
and practice by the principles of
selling products to the Muslims. This Islam when targeting the Muslim
would increase the reputation of community.
the respective company among the
society. On the other hand, these
firms could gain loyal consumers
and respect.
The Four
Major Pillars
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Gen M | 2022 Gen M | 2022

Segments
of the Halal
Market
Although the term halal has never
attracted as much attention as in
recent times, today, wherever there
are Muslim consumers whose tastes
and preferences are governed by
halal rules on food specification, a
halal food market exists.

“
Muslims in Indonesia have a
Every Muslim must ensure positive awareness and attitude
that what they eat comes towards halal products which
from a halal source. This causes motivation to buy and
direct people around them to
does not mean only to check
buy halal products, this is also
the ingredients, but also
based on the belief that halal
to ensure that the whole
“
process is in accordance
with Shariah principles.
(Zakaria 2008)
products are in accordance
with Islamic law.
(Mukhtar and Muhammad, 2012)

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Gen M | 2022 Gen M | 2022

Segments
of the Halal
Market
*Food
Although the term halal has
Segments of the
never attracted as much
Halal Market attention as in recent times,
today, wherever there are
Muslim consumers whose Halal food products are not

26 %
%
tastes and preferences are confined to meat and poultry,

11 governed by halal rules on including other food items such

Pharmaceuticals as confectionary, canned and
food specification, a halal food
Cosmetics
frozen food, dairy produce,
market exists. bakery products, organic food,
beverages and herbal products.

Another growing sector of foods

Halal Market is substitutes for products that
traditionally contain non-halal
(haram) ingredients such as
Halal Industry : Key Challenges and pork gelatine or alcohol. These
Opportunities products, which include yogurt,
(Hussein Elasrag) biscuits, and chocolates, are now
being modified so that they can

61 % https://papers.ssrn.com/sol3/papers. be marketed as halal.

cfm?abstract_id=2735417

Food
2
Other
%

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Gen M | 2022 Gen M | 2022

*Pharmaceutical
& Health Product

The main concern among Halal Industry : Key Challenges and

Muslims is the use of non- Opportunities

*Cosmetic
compliant substances such (Hussein Elasrag)

as animal derivatives and

https://papers.ssrn.com/sol3/papers.
animal-based gelatines in these cfm?abstract_id=2735417
products.

Product
Gen M will pay attention to health
products, especially medicines
to ensure that these products do
not contain non-halal ingredients
such as gelatin from pigs, or non-
original animals (not genuine in
the sense of experimental results. The emerging halal cosmetic in conformity with Sharia
It could also be in the sense of and personal care market is seen requirements.
a cow barking or the result of by analysts as next in line for
tortured animals ) because in growth after the lucrative halal Interestingly, halal cosmetics has
Islamic teachings, as we know we food sector. The main driver also gained momentum amongst
are not allowed to hurt animals. for this huge demand in halal modern consumers who are eco-
Even during the sacrifice we cosmetics and beauty products ethical conscious and are willing to
should not hurt the animal. stems from the demographic of pay a premium for organic, natural
young, religiously conscious, and and earthy cosmetics products to
dynamic professional Muslim suit their modern lifestyle.
population. In the scope of halal
cosmetics, the concept covers
critical aspects of production such Halal Industry : Key Challenges and
Opportunities
as halal ingredients and usage of
(Hussein Elasrag)
permissible substances which must
be manufactured, stored, packaged https://papers.ssrn.com/sol3/papers.
and delivered cfm?abstract_id=2735417
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Gen M | 2022 Gen M | 2022

*Fashion Halal fashion is more dominantly

loved by women or commonly
called Muslimah. Today’s women
are very concerned about their
dress style so that at this time
they have more awareness of
their image and social identity,
and this awareness affects their
consumption patterns, one of
which is in terms of fashion
consumption patterns.

Over time, a new fashion trend

emerged called Halal Fashion
which is already very well known
in the world’s Fashion Industry.
Many fashion houses today are
Muslim friendly.

Come along with the times,
various fashion trends that exist
in society are growing.
Fashion is an inseparable part
of appearance for daily style in
carrying out of all activities.
Not to be outdone, Muslims
indirectly make a trend of Muslim
dress or what is often called Halal
Fashion where they wear clothes
according to Islamic sharia.
The majority of Muslim countries
today such as Indonesia have
given a lot of flexibility to women
to express their personality
through dressing with various
styles and accessories in it.
In short, halal fashion, halal
lifestyle, and self-identity are
interrelated. With fashion trends,
an individual will change his
lifestyle to follow trends and halal
fashion can be used as a Muslim’s
identity.
Islam basically does not forbid if
a woman wants to look beautiful
and charming by doing mix and
match in their fashion. However,
as a Muslimah, women still have
to pay attention to the fashion
models worn, such as covering
their aurat (body parts required
by Islam to be covered) perfectly
and not being overly decorated.

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Gen M | 2022 Gen M | 2022

*Travel & Consumption of

Tourism Halal Products in
Halal tourism has recently
gained popularity, and recently
Indonesia by Gen M
becoming a new phenomenon in
the general tourism industry. It
refers to tourism products that
provide hospitality services in
accordance with Islamic beliefs
and practices. This involves
serving halal food, having
separate swimming pools, spa Tourism Pharmaceutical Media
and leisure activities for men
and women, alcohol free dining USD 11 USD 5 USD 10
Billion Billion Billion
areas, prayer facilities, and even
women-only space on the beach
with Islamic swimming etiquette.

#1 #3 #2

#5 #4 #2

Food Fashion Cosmetic

USD 173 USD 21 USD 4
Billion Billion Billion

Indonesia’s ranking compared to other Islamic countries.

Halal Industry : Key Challenges and
Opportunities Global Islamic Report 2019 - 2020
(Hussein Elasrag)

https://papers.ssrn.com/sol3/papers.
cfm?abstract_id=2735417

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Gen M | 2022 Gen M | 2022

Food: Preference Fashion: Indonesian

for Halal Food and Consumers Spend USD 20
billion on Muslim fashion
Beverage is 98.8% products (2019)
• The survey results show that the
level of public awareness of halal
01 Cluster 1 01 Cluster 1 fashion is high, which is 89.2%.

• Indonesian consumers spend

halal label/halal
Quality Price USD 20 billion on Muslim fashion
certificate
product products (2019).
Sanitation
$
• The large number of Muslim
population and the development of
1 the Muslim generation population
1 Quality Comfort when
affect the prospects and trends of
Muslim fashion in the future.
used

02 Cluster 2 02 Cluster 2 03 Cluster 3

• The survey results show that
Packaging consumer preferences in choosing
halal food and beverages are very Basic needs/
covering aurat
Guaranteed halal
Company rating ingredients and
high, at 96.8%. Muslim fashion trends
manufacturing
Brand/Designer process
• The hygiene factor also has a high
percentage, which is 96.2%. TM

2 • This shows that there is an

TM

Brand
opportunity for the development
of the halal food sector and the 2 3
challenge of maintaining this level of
preference. Recommendations

Preferences in choosing food and beverage Preferences in choosing food and beverage
products Global Islamic Report 2019 -2020 products Global Islamic Report 2019 -2020

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Travel: Awareness of Muslim Cosmetic: Preference for

Friendly Tourism by 86% Halal Cosmetics and Drugs
Shows 93%

• According to The State of Global • Indonesia is the country with the

Islamic Economy Report 2019-2020, 2nd largest consumption of halal
01 Cluster 1 halal tourism is the sector with the 01 Cluster 1 cosmetics worth USD 4 billion.
fifth largest economic value after
finance, food, fashion, and media. • For halal pharmaceutical products,
Guaranteed There is a halal
Environmental
Services and
facilities halal raw label
Indonesia’s consumption reaches
security during
tourist trips • The level of public awareness of materials USD 5 billion, or ranks 4th in the
Muslim-friendly tourism is high, at world.
86%.
• Interest in halal pharmaceutical
1 • That way, special added value is
needed, such as guaranteeing the 1 and cosmetic products is supported
by public awareness of the need for
safety and comfort of travel as a halal cosmetics and pharmaceutical
Ease of accessing
communication determinant of halal tourism. products with a high number, which
is 93%.

02 Cluster 2 03 Cluster 3 02 Cluster 2 03 Cluster 3

The number of restaurants The total costs incurred by

consumers in visiting tourist
that sell halal food destinations
There are no non-halal Quality Beauty expert advice
activities around tourist The accessibility of Complete
attractions $ tourist destinations information in the
Packaging
product

2 3 2 3
The quality The number of
of places of tourist destinations Health Brand
worship. and recreational (vaccine) Image
areas

Preferences in choosing food and beverage Preferences in choosing food and beverage
products Global Islamic Report 2019 -2020 products Global Islamic Report 2019 -2020

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Gen M | 2022 Gen M | 2022

Media and Recreation: Media Behaviors: Gen M spends more

time on WhatsApp, Instagram, and
Preference for Media Facebook
Awareness and
Recreation of 84.6% • Gen M’s habit of spending more
time on WhatsApp, Instagram, and
Facebook using mobile devices. Gen
M is also more likely to watch online
videos and watch TV.
01 Cluster 1
• In addition, during Ramadan
Television or
Apps both online/ there are Gen M contributions
offline as a guide for a
radio that reminds
prayer times
Muslim via WhatsApp, Instagram, and
Facebook by using the provided
features, such as exchanging
messages, using special Ramadan-
themed stickers, and Instagram Live.

1
TV programs
with Islamic
themes • Consumer preferences for halal Shopping Behaviors: Gen M Get Shopping
products/services show that
consumers have awareness of halal Inspiration through Facebook, Instagram and
media and recreation by 84.6%. E-Commerce
02 Cluster 2
• Muslim consumer spending is
Reading trusted media
projected to increase in 2030 to • 73% of Gen M get inspired to shop
reach USD 309 billion with the through digital platforms.
Television programs
for family events
assumption that the Compounded
Annual Growth Rate (CAGR) is 5.8% • 69% of Gen M get inspired to shop
while using their smartphone.
• In this way, opportunities for halal
products/services in media and • 56% of new Gen M get inspired to
2 $
recreation are projected to increase
significantly in the future.
shop when they’re in the store.

Costs incurred
to access
media.
Preferences in choosing food and beverage
products Global Islamic Report 2019 -2020

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Gen M | 2022 Gen M | 2022

Chapter 5:
Study Case

Study
Case

05
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Gen M | 2022 Gen M | 2022

Nabawi Herbal Ibu Hebat Berusaha

• The focus of this community itself

consists of parenting, spiritual,
business and finance taught by
experts.

• Founded in April 2021

Total Instagram followers so far have
reached 152k followers.

• Until now, the members who

have joined are almost 8 thousand
members.
Nabawi Herbal is a distributor
that engaged in the health sector,
feedback from consumers who
consume it has also proven to be
quite effective and feel the benefits This community was born as a
of Nabawi Herbal products. form of concern for mutual support
between productive women so
Teuku Wisnu as Brand Ambassador that they can rise together from
also participated in disseminating the effects of the pandemic on the
the benefits of Nabawi Herbal economy.
products with interesting content
on social media. Until now, Nabawi Since the launch of this community,
Herbal has spread in several big many women have joined. The
cities in Indonesia. community was initiated directly by
Shireen Sungkar, Zaskia Sungkar
and Laudya Cynthia Bella.

Nabawi Herbal also has 69% of Gen M get

The total followers inspired to shop Not
a spotify account with of Nabawi Herbal’s
Lifestyle and Health only in the Offline Store,
Instagram are 45.5k Nabawi Herbal also has
discussions being the main followers
themes. an E-Commerce store at
Shopee and Tokopedia.

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Gen M | 2022
Bumi Essential Oil
Pandemic Covid-19 causes people
to make healthier shopping
choices. Bumi Essential Oil is
an aromatherapy that serves to
neutralize various disorders of
insomnia, colds, allergies, and
others. In addition, aromatherapy
can also be used to calm the mind.
Zaskia Sungkar, Shireen Sungkar,
and Laudya Cynthia Bella as Brand
Ambassador this brand can be
trusted with the benefits contained
in it.
46 | Bara Imaji
• Anyone can be a part of selling
Bumi Essential Oils by becoming a
Distributor or Reseller.
• There are already 18 distributors
in different cities as part of Bumi
Essential Oils family.
• Bumi Essential Oils is a part of
the community which is initiated by
Shireen Sungkar, Zaskia Sungkar,
and Laudya Cynthia Bella.
Gen M | 2022
Sasha Indonesia
Sasha is a toothpaste made from
real Siwak (bundle of young twigs
or roots used to clean teeth), lemon,
and salt. Siwak contains ingredients
to protect oral teeth from bacteria
as well as lemon and salt to make
teeth look whiter.
As a Toothpaste Brand, Sasha
Indonesia was able to compete • After the first advertisement
with its competitors after airing an was broadcast in 2019, Sasha’s
advertisement on television starring Toothpaste Products became known
Teuku Wisnu and Shireen Sungkar to the public and began to sell a lot
as well as a Brand Ambassador. on E-Commerce such as Lazada and
Shopee.
• Sasha is also active in promoting
its products on social media such as
Youtube, Instagram, and Facebook.
• After the ad was broadcast,
Toothpaste Products also became
the top 5 ranks of toothpaste
The Grand Launching of Sasha Toothpaste products in Indonesia.
Products was attended by a number of well-known
artists such as Teuku Wisnu, Shireen Sungkar, Dewi
Sandra and Arie Untung, as well as 7,000 hijabers
communities.
Then, they will continue to be committed to In product packaging, Sasha Toothpaste Products
making Sasha a Halal Brand that can and has also innovate in the form of sachets which makes
quality to be used by the community. this product unique from its competitors.
Bara Imaji | 47
Gen M | 2022
Malang Strudel
Strudel is a type of layered pastry
with a filling that is usually sweet.
It became very popular in Europe.
Inspired from there, Strudel was
made with Indonesian flavors which
has 4 kinds of menus, namely
Malang strudel premium, regular,
Malang 0 Strudel, and Malang
strudel toaster.
With the tagline “Oleh-oleh Khas
Malang” (nikmat, lezat, dan halal),
this cake is exclusively sold only in
Malang, East Java.
• At the beginning of the pandemic,
Malang Strudel had experienced a decline
in turnover of up to -/+90% but in July
2021 it increased again to >600%
• By located in Malang, which has good
quality of apples, Malang Strudel with the
Apple variant has become the Best Seller
products purchased by customers.
• Malang Strudel received various awards
from the Ministry of Tourism and Creative
Economy of Indonesia, such as The
best creative digital activation for city
branding, the most creative digitalization
for any branding.
• Until now, Malang Strudel has got 155k
Instagram followers and become one of
the best selling cakes.
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Gen M | 2022
Surabaya Patata
“Patata” these words are taken from
the Spanish language which means
potato. As the name suggests, the
basic ingredients for this typical
Surabaya local authentic cake are
also made of potatoes.
This business is also directly
supervised by Oki Setiana Dewi and
Ria Ricis.
There are also various variants of
Surabaya Patata, such as Cheese
Patata, Nutella Patata, Black Patata,
Green Tea Papata, Banana Peanut
Patata, Tiramisu Patata.
Patata Cake was the first launched
by Oki Setiana Dewi and Ria Ricis, The Surabaya Patata sales strategy is to drive the
promotions both offline and online using ride-
at Dharmahusada No. 187, Mojo, hailing services, such as Gojek and Grab.
Gubeng, Surabaya.
The selection of Outlets was opened
for the first time in Surabaya
• In addition to promoting through
because this city is the 2nd largest
social media and making various
city after DKI Jakarta which is
promotions, Surabaya Patata
visited by the community, and
therefore local authentic cakes are also uses an advertisement, with
mandatory things that must be the jingle method to create a
characteristic and branding for the
brought back to their hometown.
Surabaya Patata Brand.
• Surabaya Patata Inspired by Oki
Setiana Dewi’s best friend, namely
Teuku Wisnu who has successfully
managed a souvenir business from
Malang Strudel
• Surabaya Patata’s Instagram
followers are 191k.
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Gen M | 2022
Zoya Fashion
Zoya is an Indonesian Muslim brand
founded by Fenny Mustafa in 2005.
Being a pioneer of hijab and
Muslim clothing in Indonesia, which
has more than 160 stores spread
throughout Indonesia, Zoya is one of
the best Muslim clothing brands in
Indonesia.
Along with the success of Zoya Fashion which is
engaged in Muslim Clothing. Feny continues to
innovate by developing into various subsidiaries.
Such as Zoya Cosmetics, Zoya Jeans, and Zoya
Home which have their respective fields according
to the brand name.
50 | Bara Imaji
Gen M | 2022
Sebar Qurban
On Eid al-Adha 2021, in July, Sebar
Qurban was using ads management,
endorsement, and paid promotion
using national artist Laudya Chintya
Bella and 46 buzzers.
On D day 1 transaction/per minute
because all the ad materials use LCB
faces.
Since its establishment in 2005, Zoya
has frequently recruited various Artists
to become their Brand Ambassadors.
Such as Fatin Shidqia Lubis, Dewi
Sandra, Laudya Cynthia Bella, and
Alyssa Soebandono.
• Tokopedia Salam declared there is
the increasement of the local Muslim • This campaign involved one artist,
product transactions through the Laudya Cynthia Bella and other 46
Tokopedia platform. Influencers
• Zoya is a brand that uses the • This campaign ran for two weeks
Tokopedia platform for online sales in total
and there is a significant increase in
sales. • Sales achieved more than five
thousands sacrificial animals
• Zoya’s hijab, mukena, prayer rug, (domba)
koko, and other Muslim fashion
are among the products that • 1 transaction per minute
experienced the highest increase
in transactions in e-commerce • New customers acquisitions
throughout 2020 compared to 2019.
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Gen M | 2022
Wardah Beauty
Brand Ambassador:
Dewi Sandra, Inneke Koesherawati, Zaskia Sungkar, Natasha Rizky
• Wardah is present as the first
player in the halal cosmetic industry.
Through the positioning of halal
cosmetics, Wardah, who was born
from a home-scale company, has
become the market leader in the
country’s halal cosmetic product
industry.
• Wardah is also able to compete
both at local and global levels and
is the option of Gen M in choosing
cosmetic and skincare products.
https://www.youtube.com/
watch?v=bl6wrCbj_A4
Impact after
using Brand
Ambassador
https://www.youtube.com/
watch?v=aGw4HwPRHsU
52 | Bara Imaji
Gen M | 2022
Sunsilk
According to the results of research
conducted by MARS in 2009,
although the level of consumer
satisfaction with Sunsilk is high,
loyalty to Sunsilk is very low. This
can be seen from the value of
satisfaction and the gain index
of the performance of personal
products in the shampoo category.
Several marketing strategies in
marketing Sunsilk advertise it
hugely, especially through television
media and use well-known stars as
advertisement stars. This is done
in order to attract the interest of
potential consumers and build brand According to the data in table 1 and
awareness and preferences. table 2 sourced from nusaresearch.
com, since Laudya Chynthia Bella
become the brand ambassador,
Sunsilk got increased in purchase
intention for 2015 to 2016.
The Sunsilk Hijab refresh & anti-
https://www.youtube.com/ dandruff advertisement showing
watch?v=xpretEchAkM Laudya Cynthia Bella as brand
ambassador was still often appear
GBG Indonesia, 2018 on television.
Impact after
using Brand
Ambassador
https://compas.co.id/article/brand-makeup-
lokal/
Bara Imaji | 53
Gen M | 2022 Gen M | 2022

Starbucks

• As a coffee outlet with a global

network, Starbucks Indonesia has
many outlets and fans, including
Muslims.

• Starbucks Indonesia has explained

that since its establishment it has
used halal ingredients.
• Consumers are increasi
ngly critical of questioning the
halalness of the products they
consume.
• Starbucks has officially become
• As a sign of legality and formality the first premium-class coffee shop
for the convenience of consumers, that is halal-certified in Indonesia.
Starbucks applied for halal
certification to the Indonesian • Seasonal marketing during
Ulema Council (MUI) in 2014. Ramadan: Promo fast breaking
treat, Ramadan Stars, Ramadan
Cup, Ramadan Tumbler, Hampers,
Campaign #SayItWithSbux
#UcapkanDenganStarbucks

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Gen M | 2022 Gen M | 2022

Conclusion

Generation Muslims are now leading

the way in every industry, from food,
pharmaceutical, health, cosmetic,
travel and tourism, and many more.
Muslims are global icons, movers,
shakers, and also pioneers of today.
The presence of Gen M is currently
attracting the attention of the world
marketers to bring the Islamic
perspectives into new strategies.

Currently, Gen M is crawling on

the global market and continues
to grow significantly as a strong
and specific market segment.
Along these lines, there is a great
opportunity for marketers/brands
to target Gen M in today’s digital
marketing era. Marketers/brands can
utilize creative campaign, influencer
marketing, Brand ambassadors,
KOLs who represent Muslims and
can target the Gen M group who
are tech-savvy, independent, and
believe that their identity includes
faith and modernity.

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Gen M | 2022

info@baraimaji.com @baraimajiofficial

@baraimaji Bara Imaji

58 | Bara Imaji