Are Malay Muslims a misunderstood demographic?

The thing about demographics is that they change with time. The kids today are different from when we were kids. And we will likely be different grandparents from our own grandparents. So, it stands to reason that the demographic of Malay Muslims is much more nuanced than just being “Malay” and “Muslim”.

We were invited to the launch of The Rising Voices of the Malay Muslims, a consumer study by VML Malaysia. Here, they present some findings across three generations of Malay Muslim consumers – some of which were truly surprising.

But before we get into those findings, let’s establish their methodology. It’s a qualitative and quantitative study of 400 Malay muslims:

Now let’s start off with something that we found surprising…

Gen X Malay Muslims are not “pergi masjid, boikot teknologi”

There’s a perception that Gen X Malay Muslims (46 – 60 years old) are stuck in the past. They either refuse or are incapable of adapting to technology. It’s the Raya ad with the grandpa being mindblown when his grandkids show him how to use a mobile phone.

The study actually found that this group is actually extremely adaptive to technology. The catch is that it has to respect their values.

53% express interest in greater technological integration, while 60% said that they dislike the social isolation that comes when people are too engrossed in technology. Perhaps it’s for this reason that views of mosques are also changing. Once viewed only as a place of worship, mosques are now increasingly serving as hubs for face to face interaction, volunteerism, and physical activity.

So what this means is, stop representing them as lumbering dinosaurs. Instead, brands have the opportunity to engage this generation as one that’s proactively navigating the balance between tradition and modern life.

Oh, and speaking of boycotts, the older generation are actually less likely to participate in boycotts. In fact, they’re a lot more pragmatic in their view of how effective a boycott can be. On the other hand, middle-aged Malay Muslims are more likely to be peer-pressured, while the young generation are – you guessed it – the most convinced that boycotts can effect change.

Malay-nials are changing Malay-Muslim norms on family and gender roles

Historically, Malay-Muslims are expected settle down and raise a family by a certain age. The husband makes the decisions, the wife follows, and kids are a must. Any deviation from this is seen as “liberal” or “rebellious”.

But like it or not, Malay Muslim millennials (between 28 – 45 years old) are redefining those norms.

As more Malay Muslim women are graduating and joining the workforce than their male counterparts, their expectations of a partner and family life are changing. The working woman also challenges the concept of the husband as breadwinner – it’s now an equal split.

In short, Malay-Muslim women are looking for a balanced life partner rather than follow traditional roles. And they are willing to wait for one to come along.

It’s not to say that traditional values are being completely flipped over. The concept of shura (mutual consultation) is being adapted to give women an equal share in decision-making. And many men are responding to it. Modern Malay Muslim men are increasingly embracing roles that are traditionally seen as “feminine”.

While family is still a core value for Malay Muslim couples, parenthood is less important for Malay-nials. Of those who aren’t parents yet, only 28% see having children as a priority. On the other hand, 21% see want to have children but don’t prioritize it, while 27% don’t plan on having kids at all.

What the majority have in common though? Becoming a pawrent.

What this means is that Malay millennials are placing more emphasis on lifestyle experiences, individuality, and fulfillment – whether alone or as a couple. In fact, 83% place greater value on experiences like travel, dining, and hobbies compared to older generations.

By focusing on authenticity and personal milestones, brands can effectively connect with this empowered generation navigating the next chapter of what it means to thrive as a Malay Muslim.

Gen Z Malay Muslims actually crave meaningful connection with family

In contrast to Gen X, Malay Muslim Gen Z are usually perceived to be self-absorbed, disconnected (except on their phones) and following TikTok trends instead of family values.

As it turns out, they are the generation that’s caught between cultural/religious values and modernity.

The biggest difference can be seen between urban and rural Gen Z. Surprisingly, Gen Z actually listed family as their favorite source of companionship over friends. Even more surprisingly, this preference is slightly higher in urban Gen Z.

The study notes that, perhaps because urban Gen Z have more hectic personal lives and distractions, family is where they turn to as a source of comfort. In contrast, rural Gen Z crave personal space even though family companionship is still important.

In general, both groups place more priority on quality of friends rather than quantity but take on different roles in their friend circles. Urban youth see themselves taking the role of “jokers” or “entertainers” with their friends, while rural youth identify as listeners to maintain a culture of peace.

The desire to balance personal and family obligations and finding a sense of belong is most important to Gen Z. In this scenario, brands have an opportunity to connect with them through authentic storytelling that reflects real-life growth journeys, personalized services that cater to both individual and group needs, and commerce models that offer shareable experiences for family, friends, and personal time.

There is also a huge difference between urban/rural and gender divides

This article only scratches the surface of VML’s study. If you spent much of this article thinking there’s more to what has been said – you’re right. It’s likely in their full published results which you can download here.

For instance, there is a difference in how urban and rural Malay Muslims communicate, where urban Malay Muslims feel more freedom expressing their individuality and report more supportive friendships in comparison to their rural counterparts.

In terms of boycotts, women are more likely to participate. Meanwhile, older males and those in rural areas are less likely to participate, but those that do are the most aggressive and committed to the cause.

What’s also interesting is that Malay Muslims generally view local products as inferior. On top of that, it’s the rural consumer who spends more freely (16%) in comparison to urbanites (10%).

According to Kenni Loh, CEO of VML Malaysia, 66% of those surveyed feel they are underrepresented by brands, despite their growing influence. This “underscores an urgent opportunity for brands to connect authentically by recognizing these voices and addressing their evolving needs.”

The study also highlights actionable strategies based on their findings to help brands resonate with Malay Muslim consumers. But even if you aren’t, and you’re just someone trying to understand where they stand in this evolving world of iman and iPads, there should be something here for you as well.

Download the full report here for free ...