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Don’t fence me in: can brands market around faith without falling back on stereotypes?

As Muslim consumers gain more agency in the marketplace, brands across the world are changing the way they speak to – and about – this audience. Can they communicate without condescension?

When Unilever set in stone the commandment that its brands shalt not sow stereotypes, a collective ‘amen’ went up across much of the industry. And for many young Muslims in particular, it was a vow long overdue.