YBMs: Religious Identity and Consumption among Young British Muslims

Abstract

This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims. It further seeks to understand the influence, if any, religious identity has on their consumer behaviour, examining the global rise of an Islamic consumer against a more localised set of needs and preferences. Primary research for this paper consisted of qualitative interviews with young British Muslims in London and Greater Manchester, as well as a written reflection on identity and consumption completed by participants ahead of their interview. The findings of this research challenge existing assumptions around young British Muslims, and as such will be of interest to brands and research agencies alike.