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  • "A new report out from JWT’s Brand Intelligence MENA spotlights the growing cultural phenomenon of Mipsterz: young, hip and edgy Muslims who are paving the way for a new era of Muslim integration rather than imposing their values onto the world. Through their non-partisan swagger and ability to merge faith and fun (see, for instance, a British Muslim version of Pharrell’s “Happy” video), they’re breaking the monolithic stereotype of Islam as a symbol of archaism and oppression. While the Mipster subculture has just come to light in the West, according to the report, a New Age Muslim has been growing steadily in the Middle East and North Africa (and in Egypt particularly), fueled by a young, progressive and tech savvy Millennial Arab—a minority soon to become a mainstream cultural phenomenon."

    - JWT,

    April 26, 2014