The intersection of Islam, marketing, and culture is one that often goes unnoticed. Nevertheless, the social landscape of the global Muslim world has transformed over the past few decades as a result of socio-cultural forces. In this blog, I aim to highlight this confluence. Viewing things from the perspective of a practicing Muslim, I try to highlight and analyse observations that seem interesting, paradoxical, odd or encouraging. Coming from and residing in Pakistan, I see the the interplay of religion, business, and culture as one that breathes specific thoughts, perspectives and identities in people. My focus in this blog will be on Pakistan, although when the need arises, I will assess global phenomena.

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I am a doctorate in marketing from the University of South Wales in Sydney, Australia. An avid ethnographer, I have observed and studied the connection between marketing and culture since 2008. I try to apply the consumer culture theoretics lens -  a sociological frame for understanding consumer behavior - both in daily life and academic consumer research.

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I hope you will find my ideas interesting even if you may, at times, not agree with them. Empathy is important. I recognize that people brought up in cultures and with social networks different to mine will disagree with some of my thoughts. But I hope that the vice versa will also be true and that will not diminish our respect for each other. Please be comfortable in touching base whenever you feel the need.  

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