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Generation M


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Table of Contents

Salam, Generation M!Introduction: the rise of Generation M 5Their influence as the 'third billion' and why we need to pay attention 5Chapter 2: Global trends shaping the emergence of Generation M 12Creativity born of constraints 12Chapter 3: Meet Generation M! 24Getting to know Generation M, what shapes them and the qualities that make them different 24The rise of the global Muslim lifestyleChapter 4: You had me at halal 38Why 21st century halal is important for everyone 38Chapter 5: the four F's of Generation M's 'Muslim lifestyle' 53Food, finance, pharma and fun 53Chapter 6: The digital ummah 68How Dar al-Internet, real world and virtual technologies are enhancing community and religiosity 68Culture: the new Muslim coolChapter 7: God gave (halal) rock and roll to you 79The soundtrack of Generation M 79Chapter 8: Haloodies and hijabiliciousness 89The language of Generation M 89Chapter 9: What does a Muslim look like? And what catches their eye? 102The visual identity, expression and semiotics for Generation M 102Chapter 10: Superheroes, video games and branding 116The tsunami of cultural expression hits our shores 116

About the Author

Shelina Janmohamed is the bestselling author of Love in a Headscarf. She is an established commentator on Muslim social and religious trends, and has written for the Guardian, the National and the BBC.


'A crucial book at a critical time... A must-read' - Lyse Doucet, BBC Chief International Correspondent, 'A compelling account of today's young Muslim consumers' - Paul Polman, CEO of Unilever, 'A fresh and insightful perspective' - Sir Martin Sorrell, founder and CEO of WPP, 'Unparalleled... For those within and concerned with modern Muslim communities'- Professor Reina Lewis, author of Muslim Fashion: Contemporary Style Cultures, 'A vivid account' - Farah Pandith, former Special Representative to Muslim Communities

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