staff and clients to the LGBTQ mainstream. And we count Stonewall as an Agency partner. I’m proud of that. Back in 2010, I founded an Islamic consulting unit within the Agency. We called it Ogilvy Noor, meaning “light”. Its aim was very simple: to cast light on another constituency, grossly neglected by the West, both by many western companies selling in Islamic countries or in respect of the ignored (or sometimes shockingly stigmatized) Muslim constituency in the West. I keynoted the American Muslim Consumer Conference in 2010. It’s fair to say that there’s little one could have done to have appeared more out on a limb than this: but this is a constituency that is mainstream. Let’s remind ourselves that some 23.2 per cent of the world’s population adheres to Islam as of 2010, which will rise to 29.7 per cent by 2050 (Pew Research Center). And that the vast majority of Muslims living in the West see themselves unequivocally as mainstream. Muslim values are not un-modern: far from it. Shelina Janmohamed, our leader of Noor, is helping us understand the new Muslim Futurist: young; proud to be Muslim; trend and fashion conscious. But the vast majority feel that brands don’t understand them. Being “halal” is not a question of narrow compliance to a formula; it’s a matter of recognizing the deeper Islamic values and that recognition cannot be faked. Last, but not least, ethnicity is a denoter of the inclusive brand – especially in the US. Here’s a country with multiple ethnic divides: Caucasian, Hispanic, Asian and African American. When I first moved to New York, I had a mentor, Jeff Bowman, an African American. Actually, I was supposed to mentor him, but it worked out the other way round. Jeff has gone on to make a career out of the Total Market thinking. This rejects the old American world where General Market agencies abandoned the segments and clients and used specialist, Black, or Hispanic, agencies to reach them – literally, as races apart. That made sense for a quite a long while, but changing demographic realities call this structure into question. These minorities, taken together, form the majority. Jeff calls this the New Majority. By 2044, the majority of the population of the US will be composed of ethnic and racial minorities. The old General Market/Multicultural Market segmentation no longer makes perfect sense when the