Nadine Osman
Almost three in five Muslim women (58%) feel stereotyped in media and advertising, while only 19% believe that Muslims are portrayed positively, according to a study published earlier this month. Conducted by media agency UM and Amaliah, the survey also revealed a lack of cultural representation, with just 14% seeing their culture reflected frequently and 35% reporting it as rare or non-existent.
These findings present a missed opportunity for brands seeking to connect with the UK’s Muslim community, which comprises 3.9 million people, nearly half of whom are under 30. Muslims contribute approximately £31 billion to the UK economy annually. The survey further revealed that 75% of Muslim women would be more inclined to purchase from brands that showcase Muslims in a positive and authentic manner.
The report found entertainment brands, particularly TV channels, to be the worst offenders in perpetuating stereotypes, with 65% of respondents highlighting this issue. Other poorly rated sectors included dating apps (57%) and food and drink brands (44%). Beauty and makeup brands performed better but still fell short, with only 25% of respondents considering their representation authentic.
Respondents highlighted stereotypes of Muslim women as “oppressed, docile homemakers” or “incapable of career success.” One participant criticised tokenistic advertising, saying it feels like “checking a box for diversity” without genuine care for the community.
Nafisa Bakkar, Founder and CEO of Amaliah, challenged the misconception that Muslim audiences are “hard to reach.” She emphasized that their campaigns have proven both relevant and impactful, driving brand uplift. Bakkar highlighted successful collaborations, including a Ramadan campaign with Sainsbury’s that boosted its consumer ranking from third to first, and a CoppaFeel campaign that addressed breast health among Muslim women. The campaign exceeded media targets by 182%, with its first vox pop reaching half a million viewers organically.
Gabriela Paiva, Insights Director at UM, emphasised the importance of genuine engagement with Muslim communities. “Marketers need to listen and learn, and actually research what Muslims want to see and hear rather than relying on stereotypes. That means building authentic connections with the community and ensuring Muslims are involved in the decision-making process,” Paiva said.
