With buying power that's roughly equal to the state of Indiana, the growing U.S. Muslim population--estimated at between 6 million and 8 million people--is an attractive segment for marketers. Reaching them requires an understanding of their culture, beliefs and preferences, says Ann Mack, director of trendspotting for advertising agency JWT, which released "Marketing to Muslims," a study of Muslim-American consumer habits, last year.
"Muslims are more interested than most Americans in seeing advertising that acknowledges them," says Mack. She says Muslim-Americans are a neglected market with huge potential for brands that are willing to connect with them. There are a few things to keep in mind, though.