Generation M ─ Young Muslims Changing the World

What does it mean to be young and Muslim today? There is a segment of the world’s 1.8 billion Muslims that is more influential than any other, and will shape not just the future generations of Muslims, but also the world around them: meet ‘Generation M’. Tech-savvy and self-empowered, Generation M believe their identity encompasses both faith and modernity. Shelina Janmohamed, award-winning author and leading voice on Muslim youth, investigates this growing cultural phenomenon, at a time where understanding the mindset of young Muslims, and what drives them, is critical. Exploring fashion magazines, social networking and everyday consumer choices, Generation M shows how this dynamic section of our society is not only adapting to Western consumerism, but reclaiming it as its own. From the ‘Mipsters’ to the ‘Haloodies’, Halal internet dating to Muslim boy bands, Generation M are making their mark. It’s time to get hijabilicious!

Shelina Janmohamed is the Vice President of Ogilvy Noor, the world’s first bespoke global Islamic branding practice for building brands with Muslim consumers. She is an established author and commentator on Muslim social and religious trends, particularly around young Muslims and Muslim women and writes regularly for the Times, the BBC and the Guardian. She was named one of the world’s 500 most influential Muslims, and specifically one of the UK’s 100 most powerful Muslim women. She is the author of the award-winning book Love in a Headscarf.