Shelina Janmohamed - Generation M: Young Muslims Changing the World

Shelina Janmohamed is the bestselling author of Love in a Headscarf , a memoir about growing up as a British Muslim woman. She is an established commentator on Muslim social and religious trends, particularly around young Muslims and Muslim women, and has written for the Guardian , the National and the BBC. The vice president of Ogilvy Noor, the worlds first bespoke global Islamic branding practice for building brands with Muslim audiences, she was named one of the worlds 500 most influential Muslims, and specifically one of the UKs 100 most powerful Muslim women. The Institute of Practitioners in Advertising named her as one of the Future Female Leaders of British Advertising.

Shelina Janmohamed cuts through the misconceptions and fears surrounding young Muslims, offering a clear, nuanced analysis of an emerging generation at the crossroads of religion and identity. This book is a milestone in understanding young, modern, and faithful Muslims determined to make the world a more hopeful place.

Reza Aslan, bestselling author of No God but God and Zealot

A crucial book at a critical time it takes you far from simplistic stereotypes to meet extraordinary individuals finding ways to live with their faith in our fast-changing world full of surprising stories as well as essential insights into what it means to be a young Muslim today. A must-read at a time when understanding the Muslim faith, and why it matters to so many, is more important than ever.

Lyse Doucet, BBC Chief International Correspondent

Ive read no fresher and truer portrait of Generation M, in all its diverse, sparkling, cosmopolitan ardent faith. Janmohamed takes us across the world to show how young Muslims are balancing their religion with modern citizenship and lifestyles, and trying, despite the odds, to live boldly and courageously, despite the challenges they face from all sides.

Azadeh Moaveni, journalist and bestselling author

Shelina Janmohamed is unparalleled in her ability to map markets to Muslims, providing a global snapshot of Muslim commodities that both celebrates the creativity of Muslim entrepreneurship and faces the challenges of community commodification. For those within and concerned with modern Muslim communities this book will inspire and invigorate debate.

Professor Reina Lewis, London College of Fashion, UAL, author of Muslim Fashion: Contemporary Style Cultures

A vivid account of what it means to be young and Muslim, and opening readers eyes to the tone, spirit, and thinking of this critical generation. Her account is timely, well-researched and highly recommended.

Farah Pandith, former first-ever Special Representative to Muslim Communities, US Department of State

A fresh and insightful perspective on one of the twenty-first centurys most important economic forces: young Muslims and how they are shaping their worlds.

Sir Martin Sorrell, founder and CEO of WPP

Rapidly representing 25% of the global population, the often misunderstood Muslim consumer deserves all attention and respect. Generation M sets out why in a very compelling way.

Paul Polman, CEO of Unilever

Shelina Janmohamed here tackles the difficult triumvirate of faith, modernity and identity. In a world shadowed by 9/11 and ISIS, this is a refreshingly honest look at Generation M: modern Muslims whose faith defines their lifestyles. If you want to understand this growing segment of society, this is the book to read. You will see their faith, their priorities, their struggles, and how they navigate their everyday life.

Muna AbuSulayman, Partner at Haute Elan and Co-Host of Kalam Nawaem, Middle East Broadcasting Channel

Shelina Janmohamed has written a hugely positive book on Generation M which breaks down barriers and demands to be read.

David Yelland, former editor of The Sun

Published in 2016 by

I.B.Tauris & Co. Ltd

London New York

www.ibtauris.com

Copyright 2016 The Ogilvy Group Inc., d/b/a Ogilvy & Mather

The right of Shelina Janmohamed to be identified as the author of this work has been asserted by the author in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved. Except for brief quotations in a review, this book, or any part thereof, may not be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publisher.

Every attempt has been made to gain permission for the use of the images in this book. Any omissions will be rectified in future editions.

References to websites were correct at the time of writing.

ISBN: 978 1 78076 909 7

eISBN: 978 0 85772 860 9

ePDF:978 0 85772 841 8

A full CIP record for this book is available from the British Library

A full CIP record is available from the Library of Congress

Library of Congress Catalog Card Number: available

Typeset by JCS Publishing Services Ltd, www.jcs-publishing.co.uk

contents

illustrations

The Mipsterz video was created by Layla Shaikley, who says The video is a celebration of our daily lives. No burqas, bombs, or other symbols ignorantly associated with the hijab on our heads. Instead, skateboards, sunshine, and good times. (Mipsterz, Sahar Jahani)

Generation M popstars are global celebrities. Artists like Outlandish (Denmark), Maher Zain (Sweden) and Yuna (Malaysia) sell millions of records. (Wikicommons)

Canadian hip hop duo Deen Squad take songs where the beat is amazing, the melody is amazing and rework the lyrics to discuss the Muslim experience. Imma pray salaat with my lady, they sing in a remake of the song Trap Queen.

Female hip hop duo Poetic Pilgrimage say of their audience, it takes about three songs before they get over the shock of hijabis running across the stage, telling them to throw their peace signs up. (Hassan Hajjaj, 2010/1421)

Saba Taj created the Technicolor Muslimah images range, describing it as having a really bright spirit. It is confident, a little silly, and fun. (Paintings from the Technicolor Muslimah series by Saba Taj, from artbysaba.com)

The zine One Of My Kind aims to tackle the presumptions about Muslims that come from a single story in the media.

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Bahraini artist Tamadher al Fahal discusses how Muslim women are seen and see themselves in her zine Diary of a Mad Arabian Woman.

Indonesias Hijabers Community brings like-minded women together to enjoy From fashion to Islamic studies, from hijab style to learning Islam, anything that will make us a better muslimah insyaAllah. And it is hoped through this community, every Muslimah can meet new friends, get to know each other and learn from each other.

Food entrepreneur Shazia Saleem, founder of ieat foods.

acknowledgements

M iles Young, CEO of Ogilvy & Mather, and John Goodman, president of Ogilvy Noor, are behind this book becoming a reality. And Im not just saying that because they are my boss and my bosss boss. Miles saw the rise of this group of young Muslims emerging nearly a decade ago, which eventually led to the establishment of Ogilvy Noor. Hes been a consistent advocate of our work.

The emergence of Generation M, and the lifestyle, culture and industries which have developed as a result in this period, are new and for the most part uncharted. Johns support for this book has finally given voice to this young generation. He has encouraged me to write the book and given me the time and resources to do so, and these, hand in hand with his reading and input, have been invaluable. This has been alongside devoting his energies and experience towards growing an industry in which we both have a tremendous personal as well as professional stake. Overall, I couldnt have asked for a better support and colleague for this book and for the wider project. Thank you.