- Paperback: 256 pages
- Publisher: I.B.Tauris (30 Aug. 2016)
- Language: English
- ISBN-10: 1780769091
- ISBN-13: 978-1780769097
- Product Dimensions: 13 x 2.8 x 19.6 cm
- Average Customer Review: 4.8 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 152,095 in Books (See Top 100 in Books)
- See Complete Table of Contents
Generation M: Young Muslims Changing the World Paperback – 30 Aug 2016
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'A crucial book at a critical time... A must-read' - Lyse Doucet, BBC Chief International Correspondent
'A compelling account of today's young Muslim consumers - Paul Polman, CEO of Unilever
A fresh and insightful perspective --Sir Martin Sorrell, founder and CEO of WPP
Unparalleled... For those within and concerned with modern Muslim communities --Professor Reina Lewis, author of Muslim Fashion: Contemporary Style Cultures
A vivid account --Farah Pandith, former Special Representative to Muslim Communities
About the Author
Shelina Janmohamed is the bestselling author of Love in a Headscarf. She is an established commentator on Muslim social and religious trends, and has written for the Guardian, the National and the BBC.
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Top Customer Reviews
What follows are a number of vignettes on elements of the way in which younger Muslims are making their world today, everything from halal branding, to styles of appropriating music, to fashion, to green consumption and the organic market, to Muslim superhero comics and much more. Mipsterz, digital ummahs and Sushis abound.
In many ways this is reminiscent of some existing work both fiction and non-fiction done by Hesham Aidi, G. Willow Wilson, Michael Muhammad Knight, and Suad Abdul Khabeer's forthcoming work on Muslim cool among others.
The work very deliberately references generation X and there is a sense in which this current crop of Muslim entrepreneurs, hacktivists, political movers, taste gurus are having a major affect on our world. But this is not to say that all these voices are explicitly progressive, reform minded or seeking to engage new ground. Some of the influential players are also deeply conservative.Read more ›
There are so many areas covered, so many insights into the lives of young Muslims across the globe that I was struck by the enormous and life affirming levels of creativity and engagement. The results are a glimpse into the world of a highly intelligent, educated and sophisticated demographic that will not be defined or contained by stereotypical Western media representations. You will be surprised; not just men, many of the major voices are women, not just conservative and certainly not predictable. Ms Jannmohamed rightly predicts the enormous impact Generation M will have on shaping the future global economy and indeed the future for all of us, and you need to take note.
In this study, she passionately paints the picture of what it is like being a young Muslim today, particularly a young Muslim consumer. In each chapter (that can be read as stand-alone essays), Janmohamed introduces and explains different facets of the millennial Muslim experience, such as the birth of a digital ummah through social media, Muslim entrepreneurship in diverse sectors such as fashion, tech and catering, and booming areas like the halal industry (and not just the meat one).
Generation M is seriously readable, Janmohamed writes with passion, fervour and pride of the demographic she wants to introduce, regularly incorporating their voices through case studies and quoting their own words and opinions.
As a non-Muslim, I also found it deeply informative (Janmohamed succinctly explains the Islamic concepts she then presents and analyses) and intensely thought provoking - dipping in and out since I received the reading copy I have learnt so much and confronted so many internalised assumptions.
It's a fantastic book and everybody should read it!