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Generation M


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Table of Contents

Salam, Generation M! Introduction: the rise of Generation M 5 Their influence as the `third billion' and why we need to pay attention 5 Chapter 2: Global trends shaping the emergence of Generation M 12 Creativity born of constraints 12 Chapter 3: Meet Generation M! 24 Getting to know Generation M, what shapes them and the qualities that make them different 24 The rise of the global Muslim lifestyle Chapter 4: You had me at halal 38 Why 21st century halal is important for everyone 38 Chapter 5: the four F's of Generation M's `Muslim lifestyle' 53 Food, finance, pharma and fun 53 Chapter 6: The digital ummah 68 How Dar al-Internet, real world and virtual technologies are enhancing community and religiosity 68 Culture: the new Muslim cool Chapter 7: God gave (halal) rock and roll to you 79 The soundtrack of Generation M 79 Chapter 8: Haloodies and hijabiliciousness 89 The language of Generation M 89 Chapter 9: What does a Muslim look like? And what catches their eye? 102 The visual identity, expression and semiotics for Generation M 102 Chapter 10: Superheroes, video games and branding 116 The tsunami of cultural expression hits our shores 116 The 21st century ummah Chapter 11: Celebrate good times (and remember the sad ones) 130 The big events of Muslim life 130 Chapter 12: Better together 148 From individual to ummah: sex, love, marriage, family and community 148 Chapter 13: Revolution unveiled 158 Generation M women at the forefront of faith and modernity 158 Chapter 14: Small but significant 176 The patriotic, proud and pioneering minorities of Generation M 176 The future: creating a dialogue Chapter 15: The ties that bind Generation M to the wider world 192 Culture, commerce and charity 192 Chapter 16: On the cutting edge 203 Generation M are the pioneers of global consumer trends 203 Chapter 17: Talk to us, we are alive! 217 Starting the conversation with Generation M 217

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How a new generation of young Muslims are changing the world.

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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