Why brands need to pay attention to the evolution of Malay consumers

A chorus of new generational voices is reshaping Malaysia’s cultural and consumer landscape, said a new report by VML Malaysia, The Rising Voices of the Malay Muslims. The report that draws on a quantitative and qualitative study of 400 Malay Muslims aged 18 and above, representing a broad demographic across three key generational cohorts—Gen X, Malay-nials, and Gen Z—are balancing modernity with their rich heritage. It is a study of 55% residing in urban areas, 21% in the suburbs, and 24% in rural regions.

Kenni Loh, CEO of VML Malaysia, said: “The Malay Muslim community in Malaysia is not only preserving its heritage but also shaping a future where spiritual well-being and modern aspirations coexist seamlessly.”

He added that as a significant Muslim-majority nation in Southeast Asia, Malay Muslim consumers prioritise faith, family, and holistic wellness.

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Unfortunately, 66% of those surveyed feel they are underrepresented by brands, despite their growing influence.

“This underscores an urgent opportunity for brands to connect authentically by recognising these voices and addressing their evolving needs. With Malaysia ranked first in the Global Islamic Economy Indicator for 2023/2024, there is no better time for brands to engage thoughtfully and meaningfully,” he added.

The tech savvy Gen X

The report says that Malay Muslims aged 46 to 60, the Gen X, are redefining their role by blending tradition with technology and reshaping community engagement. While previously seen as resistant to change, this generation is actively driving modern social dynamics and creating a sense of belonging through both digital and physical connections.

Despite outdated perceptions of being “stuck in the past”, Gen X demonstrates significant adaptability. Interestingly, 53% of them express interest in greater technological integration, provided it respects their values, while 60% dislike social isolation and seek ways to remain connected. Mosques, once viewed solely as places of worship, now serve as vital hubs for social interaction, volunteerism, and physical activity.

Rather than fading into the background, Gen X is taking the lead in fostering intergenerational connections and strengthening community bonds.

For brands, this offers a distinct opportunity to engage with a proactive generation that values authenticity and cultural continuity, especially as they navigate the balance between tradition and modern life.

The rising voices of the empowered Malay-nials

Representing Malay Muslims aged 28 to 45, Malay-nials are redefining life on their own terms, reshaping traditional expectations around marriage, parenthood, and family roles. Historically, societal norms have dictated that by a certain age, individuals should settle down with a spouse, raise children, and lead a stable, family-centric life.

Those who deviate are often labelled as “liberal”, “rebellious”, or even “materialistic”. Today, Malay-nials are challenging this narrative by prioritising purpose, personal growth, and meaningful connections.

This generational cohort is creating its own blueprint for relationships and family. While traditional norms suggest men lead and women follow, Malay-nials are redefining these roles—54% of women now serve as decision-makers, setting the standard and inspiring men to evolve emotionally.

Parenthood, too, is being reimagined. Around 21% no longer see having children as a priority, and 27% do not plan to have children at all, viewing parenthood as a deliberate choice rather than a societal expectation.

Family, once narrowly defined as a husband, wife, and children, has evolved. Malay-nials embrace a broader, more inclusive idea of family, with 51% integrating pets into their households as ‘pet-rents’. This generation builds their own sense of belonging, not bound by convention but by shared experiences and emotional presence.

With 83% placing greater value on lifestyle experiences like travel, dining, and hobbies compared to older generations, they are influencing how time and money are spent. Brands have the opportunity to create narratives that resonate with their evolving lifestyle, individuality, and pursuit of fulfilment.

Personalised tools such as wellness platforms, travel curation, and experiential commerce models like pay-as-you-go options and hobby bundles can help meet Malay-nials’ desire for intentional living. By focusing on authenticity and personal milestones, brands can effectively connect with this empowered generation navigating the next chapter of what it means to thrive as a Malay Muslim.

The next wave: Generation Zeitgeist

Generation Zeitgeist highlights Malay Muslims aged 18 to 27 who are purposefully redefining tradition with intentional choices. Contrary to stereotypes that label them as “self-absorbed” or focused on fleeting trends over family, this cohort is navigating modern life by blending cultural values with personal aspirations.

Urban Gen Z Malay Muslims are shaping a new narrative by prioritising quality over quantity in their relationships. With limited time, they deliberately anchor their lives around family while balancing friendships and personal growth. In contrast, rural Generation Zeitgeist focuses on introspection and independence, developing a sense of individuality while keeping family central to their lives.

For this generation, friendships are seen as intentional complements to family rather than distractions. These connections enhance their lives, creating a balance between personal and familial obligations. As a result, Gen Z is actively expanding their support networks, fostering a stronger sense of belonging by harmonising family, friends, and personal time.

By expanding their social circles outward, Gen Z is fostering harmony across all aspects of life. Brands have an opportunity to connect with them through authentic storytelling that reflects real-life growth journeys, personalised services that cater to both individual and group needs, and commerce models that offer shareable experiences for family, friends, and personal time.

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