Omar DaCosta Shahid on Brand Inclusivity and Muslim Consumers at the 4th WITC

In a compelling presentation that resonated with both marketers and business leaders, Omar DaCosta Shahid, Co-Founder of Creed & Culture, addressed a critical challenge in modern marketing: connecting non-Muslim brands with Muslim consumers in non-Muslim countries while maintaining broad audience appeal. His insightful talk, titled “Bringing the Non-Mainstream, Mainstream: Connecting Across Boundaries,” was a standout at the 4th World Islamic Tourism Conference (WITC), leaving the audience both inspired and informed.

Shahid, a well-known media influencer and marketing expert, exuded charisma and thought leadership as he tackled the delicate art of balancing brand inclusivity with cultural sensitivity. Known for his ability to connect brands with underrepresented communities, his presentation provided a fresh look into how businesses can engage Muslim consumers without losing their broader appeal.

The Tightrope of Inclusive Marketing

Opening his presentation with a story about a globally recognized brand trying to expand its market reach to Muslim consumers, Shahid dove straight into the complexities of walking the tightrope in marketing. His experience with Creed & Culture—a marketing agency specializing in connecting brands with diverse consumer bases—gave him unique insights into the challenges brands face when they attempt to engage Muslim audiences in non-Muslim countries.

“Running a campaign for a non-Muslim company targeting a Muslim consumer base is not just about ticking boxes,” Shahid explained. “It’s about truly understanding the values and cultural nuances of that audience while making sure the core message of the brand remains intact. The real challenge is doing this without alienating the broader, mainstream consumer base.”

He illustrated how many companies are hesitant to engage with Muslim consumers, fearing backlash or criticism from their mainstream audience. However, Shahid emphasized that brands that take the time to understand and authentically connect with Muslim consumers often see positive results—not just in sales, but in brand loyalty and cultural relevance.

From Niche to Mainstream: The Art of Connection

One of the key takeaways from Shahid’s presentation was the idea that Muslim consumers are no longer a niche market—they are an essential part of the global economy. “The Muslim market is enormous and growing,” Shahid said. “Brands that fail to recognize this and ignore the needs of Muslim consumers are leaving money on the table. But it’s not just about the financial aspect. It’s about brands showing that they care, that they are inclusive, and that they understand their audience’s values.”

Shahid shared several success stories from campaigns Creed & Culture had spearheaded for global consumer brands, transforming their engagement with Muslim audiences. He discussed how his agency had helped brands craft inclusive messaging, design culturally sensitive advertisements, and introduce halal products—without isolating their non-Muslim customers.

One particularly inspiring example Shahid mentioned was a campaign for a global sportswear brand, where the challenge was to introduce a line of hijabs for female Muslim athletes. Shahid and his team had to walk the fine line between celebrating diversity and ensuring that the product was accessible and appealing to a wide audience.

“We didn’t want it to feel tokenistic,” Shahid explained. “It was about celebrating diversity without exoticizing it. We made sure the campaign focused on empowerment—empowering all women athletes, with a specific nod to those who wear the hijab. And it worked because we were authentic.”

Building Trust Through Authenticity

Throughout his presentation, Shahid returned to the theme of authenticity—a principle he believes is crucial for any brand looking to engage with Muslim consumers. “Muslims, like any other community, can see right through a superficial attempt to market to them,” he said. “Brands need to take the time to genuinely understand the needs, desires, and values of their Muslim audience. It’s not about slapping a halal certification on a product and calling it a day.”

Shahid stressed that brands that succeed in this space are those that go beyond surface-level changes and integrate cultural awareness into their business strategies. He argued that cultural fluency and empathy are key to building trust with Muslim consumers.

“Consumers today—especially younger Muslims—are savvy,” Shahid noted. “They want to see themselves represented in a way that is respectful and authentic. They don’t want to feel like an afterthought in a marketing strategy. Brands that get this right will not only win over Muslim consumers but will also enhance their reputation as inclusive, forward-thinking companies.”

Opportunities in the Muslim Consumer Market

Shahid also discussed the vast opportunities for brands willing to engage with the Muslim consumer market. From halal food products to modest fashion and Muslim-friendly tourism services, the potential for growth is immense. “Muslim consumers are looking for products and services that cater to their needs, and when brands deliver, they are rewarded with loyalty,” Shahid said.

He noted that the Muslim-friendly market is still underdeveloped in many industries, creating a prime opportunity for brands to take the lead. “There is so much untapped potential in the Muslim consumer market,” Shahid emphasized. “Whether it’s in fashion, food, finance, or travel, there are opportunities to connect with an audience that is hungry for products and services that reflect their values.”

Shahid concluded his presentation by urging brands to be brave, to innovate, and to take the time to understand Muslim consumers. “It’s not enough to say you want to be inclusive—you have to show it through your actions, your products, and your campaigns,” he said. “If you can do that, you’ll not only grow your business but also build meaningful connections with a community that has often been overlooked.”

A Powerful Takeaway for Marketers

As Shahid wrapped up his talk, the audience was left with a clear message: brands must engage with Muslim consumers not as an afterthought, but as a core part of their business strategy. The Muslim consumer market is growing rapidly, and brands that succeed in authentically connecting with this audience stand to benefit immensely—not just in financial terms, but also in cultural relevance and consumer trust.

Omar DaCosta Shahid’s presentation at WITC 2024 was a masterclass in inclusive marketing, offering valuable lessons for brands looking to engage with Muslim consumers. His insights on navigating cultural boundaries and creating authentic connections were a testament to the expertise and vision that has made him a leading figure in the marketing world.