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| Source: JWT website. |
JWT, the well-known marketing communications brand, has identified 'Mipsters' as one of the 100 trends in The Future 100, which offers original analysis and insights on 100 key trends and cultural shifts to watch in the year ahead.
“It’s never been more important for brands to understand change, where it’s headed and what it means,” says Lucie Greene, Worldwide Director of JWTIntelligence. “The fast-paced digital world, instantly accessible information, globalisation and social media have accelerated the pace of trends exponentially. Meanwhile, the speed of innovation is requiring brands to take both a short-term and a long-term view, planning strategies not just for the next year but the next 20.”
The Future 100 connects the dots between the “what” and the “why,” spanning categories including culture, beauty, brands, food and drink, innovation, lifestyle, luxury, retail, sustainability and technology.
In culture, the report spotlights the rise of the Mipsters (Muslim + hipster), a new breed of young Muslim women who are redefining feminity. There are hijabatas and hijabsters, in addition to Mipsters, says JWTIntelligence, and they are entrepreneurial, fashion conscious, connected and very visible in pop culture. From the New York Times to adidas, Madonna and the Tonight Show, marketers are already taking notice of these young women, JWTIntelligence says.
As Islamic-centric countries become more influential, marketers cannot ignore this market segment, the company advises.
Find the full report on the “2015 and beyond” section of JWTIntelligence.com and on SlideShare.