By The Malketeer
VML Malaysia’s Report Reveals How Gen X, Malay-nials, and Gen Z are Driving Cultural and Consumer Trends in 2025
Malaysia’s consumer landscape is undergoing a profound transformation as Malay Muslim consumers across three generations—Gen X, Malay-nials, and Gen Z—redefine the cultural narrative.
VML Malaysia’s latest report, The Rising Voices of the Malay Muslims, highlights how these generational cohorts are balancing heritage with modern aspirations, creating new opportunities for brands willing to listen.
Conducted with 400 Malay Muslims aged 18 and above, the report offers insights into the shifting societal norms and practical strategies for brands eager to connect authentically.
With 66% of respondents feeling underrepresented by brands, the message is clear: it’s time for brands to tune in and act.
Gen X: The Bridge Between Tradition and Technology
Often overlooked, Malay Muslim Gen X (aged 46 to 60) is rewriting their narrative.
Far from being stuck in the past, this generation is blending tradition with technology to foster community connections.
Surprisingly adaptable, 53% express interest in greater technological integration, provided it respects their cultural values.
Mosques, traditionally seen as places of worship, are now evolving into community hubs for social interaction, volunteerism, and even fitness activities.
This proactive generation is also fostering intergenerational ties, strengthening familial and community bonds.
For brands, the opportunity lies in authenticity.
Products and services that respect cultural continuity while embracing innovation can resonate deeply with this segment.
Imagine platforms that facilitate virtual mosque tours, online community-building tools, or social fitness programmes tailored for Gen X.
Malay-nials: Redefining Family, Purpose, and Fulfillment
Malay Muslim millennials (aged 28 to 45), or “Malay-nials,” are creating their own rules.
Challenging traditional expectations around marriage, parenthood, and family roles, they’re prioritising personal growth and meaningful connections.
Notably, 21% no longer view having children as a priority, and 27% opt out of parenthood altogether.
This generation is also reshaping family dynamics.
Fifty-four percent of women now lead decision-making roles, inspiring men to engage emotionally.
Pets, once considered outside the traditional family unit, are increasingly embraced, with 51% of Malay-nials identifying as “pet-rents.”
Brands looking to connect with Malay-nials should focus on their lifestyle-driven values.
Experiential commerce models, wellness platforms, and curated travel packages can address their desire for intentional living.
Highlighting personal milestones and offering bespoke services can create deeper connections with this empowered cohort.
Gen Z: The Zeitgeist of Intentional Living
Malay Muslim Gen Z (aged 18 to 27) is crafting a delicate balance between tradition and modernity.
Contrary to stereotypes of being trend-driven or self-absorbed, this cohort values quality over quantity in relationships and life choices. Urban Gen Z focuses on harmonising family and friendships, while rural counterparts emphasise introspection and individuality.
For this generation, friendships enhance familial bonds rather than compete with them.
They are building expansive support networks that harmonise personal and collective well-being.
Brands can engage this cohort through authentic storytelling and shareable experiences.
Tailored services that cater to both individual aspirations and group dynamics—like gamified wellness challenges or collaborative travel deals—can foster genuine connections with Gen Z.
66% of Malay Muslims Feel Overlooked: A Call to Action
VML Malaysia CEO Kenni Loh underscores the urgency for brands to act: “Our Malay Muslim consumers prioritise faith, family, and holistic wellness. Yet, 66% feel underrepresented by brands. This is a wake-up call for businesses to connect authentically and address evolving needs.”
With Malaysia ranked first in the Global Islamic Economy Indicator for 2023/2024, the Malay Muslim community’s influence is undeniable.
Brands that align with their values and aspirations can tap into a burgeoning market.
Practical Strategies for Brands
VML Malaysia’s report offers actionable strategies to resonate with Malay Muslim consumers:
- Experiential Commerce: Create immersive shopping experiences that reflect generational values.
- Collaborative Decision-Making Tools: Develop platforms that empower families and communities.
- Personalised Services: Offer tailored solutions for evolving generational needs, from wellness to travel.
As the voices of Gen X, Malay-nials, and Gen Z rise, brands have an unprecedented opportunity to bridge tradition with innovation.
By listening and adapting, businesses can forge meaningful connections and build lasting impact in Malaysia’s dynamic consumer market.
The full report is available for download at https://www.vml.com/insight/muslim-intelligence-rising-voices-malay-muslims. For more updates and insights, follow VML APAC on Instagram at @vml_apac.
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