Title: How generation Y is energising the 'Muslim' brand through novelty t-shirts

Authors: Hira Javed

Addresses: University of Waterloo, 137-180 Mississauga Valley Blvd., Mississauga, Ontario, L5A 3M2, Canada

Abstract: Generation Y is a confident and ambitious group of young individuals that is globally connected and politically active in its communities. Despite being a more conformist generation than those before them, Generation Y wants to determine its religiosity on its own terms. In a post-9/11 Western world, Muslim Generation Y is reclaiming its religious identity and, as a result, is energising the 'Muslim' brand. These enterprising young Muslims are changing the packaging to reflect a cooler, hipper, wittier, and more confident 'Muslim' persona. Novelty t-shirts are the medium that allows all members of this consumer base to put on this packaging and associate themselves with this energised brand called 'Muslim'. Any product or service targeted towards Muslim Generation Y must also share this energy and reflect the energised 'Muslim' brand.

Keywords: Muslim generation Y; Muslims; Islam; branding; social entrepreneurship; innovation; novelty t-shirts; digital generation; Muslim brand; religiosity; religion; religious beliefs.

DOI: 10.1504/IJSEI.2013.052759

International Journal of Social Entrepreneurship and Innovation, 2013 Vol.2 No.1, pp.33 - 41

Available online: 21 Mar 2013 *

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