Archive for : 2011 Conference

Ogilvy & Mather to Receive 2011 Multicultural Award at the Third Annual American Muslim Consumer Conference

Based on the work in the American Muslim Consumer market and the 2010 research report, “A little empathy goes a long way: How brands can engage the American Muslim consumer”, the 2011 Multicultural Award will be presented to Ogilvy & Mather.

WEBWIRE – Wednesday, October 12, 2011

Ogilvy & Mather will be awarded the 2011 Multicultural Award at the third annual American Muslim Consumer Conference (AMCC), which will be held on October 29th, at the Hyatt Regency Hotel in New Brunswick, NJ.

The AMCC event, in its third year, promotes dialog and raises awareness of this multicultural niche market where many mainstream companies are now seeing a growing opportunity.

AMCC presents a multicultural award every year to a company which promotes diversity and multiculturalism and is inclusive to all minorities in America. Based on the work in the American Muslim Consumer market and the 2010 research report by Ogilvy & Mather, “A little empathy goes a long way: How brands can engage the American Muslim consumer”, AMCC will be presenting the 2011 Multicultural award to Ogilvy & Mather, one of the world’s leading advertising and marketing agencies. The award will be received by Nazia Hussain Du Bois, Director of Global Cultural Strategy, Ogilvy & Mather. The 2010 Multicultural award was presented to Best Buy (NYSE: BBY).

Since the launch of its first event in 2009, the American Muslim Consumer Conference (AMCC) has been working to understand and address the needs of American Muslim Consumers and promoting companies and entrepreneurs who are developing products for this market.

The conference is held annually attracting over 350 to 400 diverse attendees from community members and leaders, entrepreneurs, professionals, and marketing and advertising executives.This year’s speakers include executives from Edible Arrangements, Walmart, Midamar Corporation, Best Buy, and Thomson Reuters among others.

Meet the Companies Selected for the 2011 Entrepreneur Showcase

We are very excited about this year’s entrepreneurs’ showcase session at the 2011 American Muslim Consumer Conference!

Every year, we look for companies, entrepreneurs and outstanding candidates to present their business, product, or service which are benefiting the American-Muslim consumer, either directly or as a byproduct. During this session, the selected candidates present to the audience and a panel of experts who provide guidance on furthering their company’s growth and exposure. Check out the videos from last year’s Entrepreneur Showcase here.

We received numerous submissions across a number of industries and went through a rigorous application review process to select the best candidates. For your reference, below are the four selected presenters.

Good Earth Potato

Good Earth Potato is a healthy fast food franchise concept that uses the naturally nutritious potato as a foundation for a large variety of healthy toppings. Good Earth Potato also specializes in build your own fresh chopped salad using high quality fresh local ingredients and produce. Their mission is to provide consumers a healthy dining alternative, one community at a time.


modernEID is an online resource for contemporary party and gift products for the Eid holidays. Our products make it easy to decorate your home and celebrate the holidays in a coordinated and fun way. At modernEID, you will find goods for dressing up your home, packaging your presents, and styling your Eid celebrations.

Salik Productions

Salik Productions develops Islamic Applications for mobile devices including iPhone, iPad, Android and Blackberry. The application portfolio includes a sophisticated Quran learning application called myQuran which has a global user base and has a 5-Star rating on the Apple AppStore. Salik Productions has also recently launched a global application called myMasjid which allows communities to better communicate and stay in touch with their Masjids and tracks events, services etc. Salik Productions, is a wholly owned subsidiary of Magnicode, Inc which develops custom apps for a broad range of clients.


naTRUssential Natural Lifestyle company is a subsidiary of Essential Health International, LLC a minority-owned, Solon, OH based direct sales company of earth-friendly, health and wellness products. naTRUssential supports women who want to nurture their passion, potential and purpose by creating an empowering community and environment.

P.S. If you haven’t purchased your ticket yet, I just wanted to remind you that the early bird registration for $110 ends tomorrow, so get your ticket now and take advantage of the discount!

We look forward to seeing you in just a few weeks!


The Power of the American Muslim Consumer

The 3rd annual American Muslim Consumer Conference (AMCC) will be held on Saturday, October 29th at Hotel Hyatt Regency in New Brunswick, New Jersey from 9 AM to 5 PM.

We hold this conference annually attracting over 350 to 400 diverse attendees: from community members and leaders, entrepreneurs, professionals, and marketing/advertising/PR executives. Following are confirmed speakers for 2011 AMCC:

  • Tariq Farid – Founder and CEO, Edible Arrangements International
  • Errol Schweizer – Global Grocery Coordinator, Whole Foods Market
  • Layla Mandi – Founder & CEO, OnePure
  • Gwen Kelly – Senior Marketing Manager, Walmart
  • Jalel Aossey Director, Midamar Corporation
  • Susan Labadi Editor in Chief, HalalConnect Magazine, American Halal Association
  • Ibrahim Abdul-Matin – Author, “Green Deen”
  • Peter Gould – Designer,
  • Moose Scheib – CEO, LoanMod
  • Kamran Pasha – Screenwriter & Director, Hollywood
  • Maria Ebrahimji – Director & Executive Editorial Producer, CNN Worldwide
  • Adnan Durrani – CEO, American Halal Company, Inc.
  • Abdalhamid Evans – Director, Imarat Consultants
  • Jane Carten – Director & President, Saturna Capital
  • Haroon Mokhtarzada – Co-Founder & CEO, Webs Inc.
  • Nausheena Hussain – Multicultural Marketing, Best Buy
  • Dilawar Syed (Tentative) – President & CEO, Yonja Media Group
  • Rushdi Siddiqui – Global Head, Islamic Finance & OIC Countries Thomson Reuters

Since the launch of first AMCC in 2009, we have been working to understand and address the needs of American Muslim Consumers and promote companies/entrepreneurs who are developing products for this market.

At the 2010 conference, Ogilvy and Mather, one of the leading marketing and advertising agency released a research report on American Muslims called, “A little empathy goes a long way: How brands can engage the American Muslim consumer”. The report revealed that 86% of American Muslim Consumers believe that American Companies “need to make more of an effort to understand Muslim values” but at exactly the same time they are feeling largely ignored by American brands and companies with 98% feeling that “American brands don’t actively reach out to Muslim Consumers”.

The theme of the conference this year will be “Multiculturalism and the American Muslim Consumer Market”. This will be a landmark conference highlighting the opportunities and potential which mark the American Muslim Consumer market as a valuable niche (similar to the Hispanic market a decade ago and today this market stands at $1.4 Trillion).

The purchasing power of American Muslims is estimated to be about $200 Billion annually, however there are very few brands and limited products servicing the need of American Muslims. JWT’s 2007 study of ‘one of America’s biggest hidden niche markets’ revealed that the American Muslim consumers represent “a neglected market with huge potential for brands that are willing to connect with them.”

This consumer landscape can be broken down into two categories. The first, consumer products and services that a Muslim household spends on, that are not unique for Muslim consumers alone, and the second, products and services that are customized for Muslim Consumer unique needs.

The first category is where marketing focus is needed on custom communication, targeted media reach and building loyalty. The second category is where customized Muslim products/services or dedicated business lines are developed.

There are some key questions that arise for marketers in formulating an effective American Muslim marketing strategy. Almost half of the American Muslims are indigenous and the recent immigrant populations are already into their second or third generations. As a result, many consumer behavior aspects are reflective of the general American consumption patterns. From buying cell phones to drinking soft drinks, the American part of their identity prevails. However, a variety of Muslim market specific product categories and levels of customization opportunities do exist.

In recent years we have seen a mainstream company like Best Buy Inc., a major retailer of electronic products, in America launching various marketing communication to target American Muslims. One such communication was acknowledging a Muslim holiday “Eid al-Adha,” for the first time in a national advertisement.

Iconic American companies such as Costco, and Sams Club have entered the halal arena, you can buy Halal lamb at select Costco and Sams Club locations. In August, the natural grocery giant Whole Foods began selling its first nationally distributed halal food product — frozen Indian entrees called Saffron Road.

American Muslim entrepreneurs have also launched many companies targeting the Muslim Consumers. In the area of Islamic Finance we have seen emergence of companies like Amana Mutual Fund and Azzad Investment Fund in Sharia Compliant Mutual Fund, Guidance Residential and University Islamic Financial in home mortgages and Zayan Financial in Takaful home insurance products.

In the area of Halal Food, Crescent Food, Saffron Road and Midamar are emerging as a mainstream brand.

There is a big buzz about the Muslim lifestyle market, where the fashion industry is constantly looking for new influences, and is shaped by grassroots trends, as well as different cultures. Fashion is a global phenomenon, and that the rising market is with young Muslim consumers who embrace and fuse together both fashion and faith in order to express their identity.  JaanJ’s ( collection of non silk vegan ties will surely captivate you with its trendy design.

The American Muslim market today has a fast growing diverse set of media and forums that enable access to it. From fast growing online networks such as,, and to publications such as Azizah magazine (for American Muslim women) and regional newspapers, a variety of media are fast maturing with captive audiences that reflect the full fabric of American Muslim society and are becoming popular in bringing issues of American Muslims in the forefront.

From food to fashion to finance, buying Muslim is a big opportunity and consumer brands in the U.S. who are smart enough to embrace them will experience firsthand their spending power, brand loyalty and brand advocacy.  The increased support and buzz around this emerging consumer segment is good for the Muslim community, brands seeking to court them and the U.S. economy. And as the outlook for significant top-line growth and overall economic recovery still looks gloomy in many sectors, look for more brands, mainstream and Muslim-owned, to begin to make efforts to gain the attention and loyalty of a significantly important and underserved demographic in the marketplace – the American Muslim Consumer.

American Muslim Market 2011: Business Landscape & Consumer Needs Study

DinarStandard™ (DS), a growth strategy research and advisory firm focused on the global Muslim markets, will be releasing its “American Muslim Market: Business Landscape & Consumer Needs” study exclusively at the American Muslim Consumer Conference, Oct 29 2011.

AMCC attendees will get a special summary presentation of the study findings.  The full study will also be available at a special rate only for registered attendees.

This ground-breaking study will for the first time look at the state of business activity addressing American Muslim needs and show consumer perception of key brands on US halal food, finance, travel and select other sectors.  The study will also highlight American Muslim consumers un-met lifestyle needs.

The key questions this study will reveal:

  1. How is the Muslim demographic different across populations centers?
  2. Which are the major businesses and brands catering to American Muslims (halal food, finance, travel, fashion, media and other sectors)?  How do different brands compare?
  3. What is the brands image with consumers (food & finance)?
  4. What are the key influencing factors for purchase (channels, product attributes, services etc.)?
  5. What are the major latent needs of American Muslims not being met?

The study will be based on a nationwide grass-roots consumer survey across the major population centers and supplemented by DinarStandard’s market research and analysis.