Salam, Generation M!
Introduction: the rise of Generation M 5
Their influence as the ‘third billion’ and why we need to pay attention 5
Chapter 2: Global trends shaping the emergence of Generation M 12
Creativity born of constraints 12
Chapter 3: Meet Generation M! 24
Getting to know Generation M, what shapes them and the qualities that make them different 24


The rise of the global Muslim lifestyle
Chapter 4: You had me at halal 38
Why 21st century halal is important for everyone 38
Chapter 5: the four F’s of Generation M’s ‘Muslim lifestyle’ 53
Food, finance, pharma and fun 53
Chapter 6: The digital ummah 68
How Dar al-Internet, real world and virtual technologies are enhancing community and religiosity 68


Culture: the new Muslim cool
Chapter 7: God gave (halal) rock and roll to you 79
The soundtrack of Generation M 79
Chapter 8: Haloodies and hijabiliciousness 89
The language of Generation M 89
Chapter 9: What does a Muslim look like? And what catches their eye? 102
The visual identity, expression and semiotics for Generation M 102
Chapter 10: Superheroes, video games and branding 116
The tsunami of cultural expression hits our shores 116

The 21st century ummah
Chapter 11: Celebrate good times (and remember the sad ones) 130
The big events of Muslim life 130
Chapter 12: Better together 148
From individual to ummah: sex, love, marriage, family and community 148
Chapter 13: Revolution unveiled 158
Generation M women at the forefront of faith and modernity 158
Chapter 14: Small but significant 176
The patriotic, proud and pioneering minorities of Generation M 176

The future: creating a dialogue
Chapter 15: The ties that bind Generation M to the wider world 192
Culture, commerce and charity 192
Chapter 16: On the cutting edge 203
Generation M are the pioneers of global consumer trends 203
Chapter 17: Talk to us, we are alive! 217
Starting the conversation with Generation M 217