Kuala Lumpur, 16 January 2025 – VML Malaysia has unveiled its latest research report, The Rising Voices of the Malay Muslims, shedding light on the evolving cultural and consumer narratives of Malay Muslim communities. The report delves into the unique perspectives of three generations—Gen X, Malay-nials, and Gen Z—revealing how they are blending tradition with modernity to shape Malaysia’s cultural and consumer landscape.
Based on a mixed-method study of 400 Malay Muslims aged 18 and above, the report captures insights from urban (55%), suburban (21%), and rural (24%) demographics. It highlights actionable strategies for brands to authentically engage with this influential segment, presenting opportunities to align with their values while addressing evolving expectations.
The Generational Breakdown: Balancing Heritage and Modern Aspirations
Gen X (46–60): Community Anchors Adapting to Change
Often seen as traditionalists, Gen X Malays are redefining their roles by embracing technology and reshaping social dynamics. While 53% are open to technological integration aligned with their values, 60% express a strong desire for social connection, viewing mosques as vital community hubs for interaction, volunteerism, and physical activity.
This generation plays a pivotal role in fostering intergenerational connections and preserving cultural continuity. Brands have the opportunity to engage with them by emphasizing authenticity, highlighting the importance of tradition, and offering solutions that blend modern convenience with cultural alignment.
Malay-nials (28–45): Redefining Family and Purpose
Malay-nials are pushing back against societal expectations, opting for purpose-driven lives and unconventional family structures. While traditional norms once dictated men as leaders and women as followers, 54% of women now serve as household decision-makers, inspiring a shift in gender dynamics.
Parenthood is increasingly seen as a choice, with 27% opting not to have children and 21% deprioritizing it entirely. Meanwhile, the definition of family has expanded to include pets, with 51% identifying as ‘pet-rents’.
Lifestyle preferences among Malay-nials are also evolving, with 83% valuing experiences like travel, dining, and hobbies over material acquisitions. Brands can resonate with this empowered generation through tailored wellness platforms, experiential commerce options, and personalized tools that support intentional living and individuality.
Gen Z (18–27): The Generation Zeitgeist Redefines Tradition
Purpose-driven and innovative, Gen Z Malays are challenging stereotypes of being trend-obsessed and self-absorbed. Urban Gen Z focuses on balancing familial responsibilities with personal aspirations, while their rural counterparts emphasize independence and introspection.
This generation redefines relationships, seeing friendships as intentional complements to family. They create harmony by integrating family, friends, and personal time into their lives, fostering deeper connections and a broader sense of belonging.
Brands can engage with Gen Z through authentic storytelling, shareable experiences, and commerce models that support both individuality and group dynamics.
A Missed Opportunity: Underrepresentation by Brands
Despite their growing influence, 66% of respondents feel overlooked by brands. This gap highlights an urgent need for businesses to better understand and engage with Malay Muslim consumers by addressing their unique values, aspirations, and concerns.
Kenni Loh, CEO of VML Malaysia, emphasized, “The Malay Muslim community in Malaysia is striking a delicate balance between preserving heritage and pursuing modern aspirations. With values like faith, family, and holistic wellness at their core, these consumers are driving a cultural and consumer renaissance. Brands must act now to authentically connect with these rising voices, as Malaysia’s top ranking in the Global Islamic Economy Indicator 2023/2024 underscores their global significance.”
The full report is now available for download at https://www.vml.com/insight/muslim-intelligence-rising-voices-malay-muslims.
