Why marketing to this audience needs to go deeper than hijab stock photos
Representation was a start. But it’s no longer enough.
For years, brands have celebrated their “inclusive” campaigns by spotlighting a single hijabi woman smiling next to a latte or a generic Ramadan lantern motif in an ad once a year. And while that was once seen as progress, Gen Z Muslims aren’t clapping anymore.
They’re questioning.
They’re calling out brands for surface-level inclusion, tokenistic imagery, and empty slogans that fail to reflect their realities, their values, and their faith-informed identities.
The new generation of Muslim consumers—bold, vocal, digitally native, and globally connected—aren’t looking for brands that just “see” them. They want brands that understand them. That speak their language. That resonate.
And if your marketing still stops at modesty mannequins and “Eid Mubarak” banners in April? You’re missing the mark.
Who Are Gen Z Muslims?
Gen Z Muslims—those born roughly between 1997 and 2012—represent a generation shaped by identity fluidity, digital activism, and the constant tension of existing between multiple worlds. They’re:
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Online-first: TikTok, Instagram, and YouTube are their go-to spaces for knowledge, community, and even spiritual growth.
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Conscious buyers: They care about values, justice, and impact. They notice which brands speak up—and which ones stay silent.
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Faith-forward: For many, Islam is not just a private matter; it’s part of their social voice. They bring it to their content, careers, and conversations unapologetically.
And they’re increasingly weary of being reduced to a visual stereotype.
The Problem With “Hijab-Washing”
Just like greenwashing in sustainability, “hijab-washing” is what happens when brands slap a headscarf on a model and call it diversity.
You’ve seen it:
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A corporate brochure featuring one Muslim woman in a niqab next to three white colleagues
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A social media post during Ramadan featuring crescent moons, stars, and a lantern—and nothing else
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Product ads where a hijabi is added in but clearly not included in the broader narrative
It’s not always malicious. Sometimes, it’s just lazy.
But Gen Z Muslims notice. They scroll past it. Or worse, they call it out.
Because when you use their image without their input, when you showcase the surface of their identity without engaging its substance—you lose trust.
Representation without resonance is just performance.
So, What Does Resonance Look Like?
It looks like depth. Intention. Storytelling that doesn’t just include Muslims but centers their truths.
1. Cultural Nuance Over Aesthetic Tropes
A Moroccan Muslim woman isn’t the same as a Pakistani-American Muslim man. A Black Muslim revert doesn’t share the same lived experience as a Southeast Asian born-Muslim raised in Canada.
Resonance means understanding that Islam is not monolithic.
It’s diverse, rich, and multi-dimensional. It requires more than Arabic calligraphy and camel imagery. It demands nuance—how Muslims speak, joke, pray, question, celebrate, and even struggle with their faith.
2. Faith-Informed Language and Values
Resonant marketing aligns with Islamic values without being preachy. It understands that Muslims care about things like:
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Ethical consumption
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Halal income and impact
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Mental health and spirituality
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Modesty and empowerment
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Justice for Palestine, Sudan, Uyghurs, and beyond
Don’t be afraid to speak to those values. Gen Z Muslims are tired of brands that tiptoe around Islam while co-opting their aesthetics for clout.
3. Muslims Behind the Message
Hire them. Listen to them. Empower them to lead.
If your campaign features Muslims but none were involved in creating it, it’s not authentic. Authenticity doesn’t come from approval; it comes from authorship.
Some of the most powerful campaigns from Nike, Fenty, and ASOS worked because Muslim creatives were behind the lens—not just in front of it.
What Brands Need to Unlearn
To truly connect with Gen Z Muslims, brands must unlearn the idea that one photo, one hashtag, or one campaign a year is enough.
You need to stop:
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Treating Muslims as a marketing checklist
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Using Ramadan as a sales window and ignoring the community the rest of the year
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Equating representation with visuals alone
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Watering down Muslim identity to “neutral” aesthetics
And start:
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Investing in ongoing cultural education
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Engaging Muslim creators, strategists, and copywriters
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Building long-term relationships with the community
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Creating space for faith-positive narratives
Real Resonance: Examples That Got It Right
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Nike Pro Hijab Campaign: Instead of a one-off visual, it told stories of real Muslim athletes breaking barriers—with dignity and strength.
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MuslimGirl x Teen Vogue Editorials: Editorials that were not only led by Muslim women but tackled taboo topics with clarity and compassion.
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Mattel’s Barbie Hijabi Doll: Co-created with Olympian Ibtihaj Muhammad and tied to real-world achievement, not tokenism.
Each of these campaigns went beyond the visual. They told stories. They made space. They resonated.
The Future of Muslim Marketing Is Purpose-Driven
In 2025 and beyond, Gen Z Muslims will reward brands that are bold, informed, and values-aligned. They want brands that aren’t afraid to say “InshaAllah” in captions or talk about the economic impact of Gaza boycotts. They support businesses that embed barakah into their brand—not just buzzwords.
This generation is not shy about holding brands accountable—and not hesitant to uplift the ones that get it right.
Final Thoughts: It’s Time to Do More Than Just See Us
Representation started the conversation. But resonance? That’s where trust is built.
If you’re a brand, an agency, or a marketer trying to reach Gen Z Muslims—ditch the stock photo folder. Close the generic Eid template. And instead, start with a question:
Do we truly understand who we’re speaking to? Or are we just using their image for optics?
Because the Muslim consumer is no longer passive. They’re powerful. They’re principled. And they’re paying attention.
