We help organisations understand Muslim audiences and markets, and turn that understanding into action.
Muslim communities aren't a single story. They're a rich, global mosaic of ethnicities, languages, schools of thought and lived experiences. We work in three connected moves: understanding, decisions, action.
Friday Insights brings together our own research into Muslim audiences and markets, the data organisations already hold, and our cultural and faith interpretation. It is the intelligence capability behind our strategy and creative work, built to answer what to do next rather than only what happened. For charities and NGOs, Muslim Giving applies the same capability to donors and faith-led giving.
Research, strategy and creative brought together in a Ramadan campaign built around steadfastness, dignity and human storytelling.
Research, strategy and creative brought together in a Ramadan campaign built around steadfastness, dignity and human storytelling.
“We would not hesitate to recommend We Are Friday to any organisation seeking a partner that combines insight-driven strategy with creative execution.”
Culture, ethnicity, generation, faith practice and identity shape behaviour differently. Demographics are the starting point, not the destination.
Audiences recognise when campaigns are built around moments instead of understanding. Real trust is built over time, through consistency and cultural fluency.
The strongest brands build relevance long before campaigns begin. Audience understanding is a year-round discipline, not a seasonal activation.
Who we work with
Some of the organisations we’ve worked with
Estimated annual spending power of British Muslims.
Muslim Council of Britain estimate, published 2013.
Muslims in England and Wales, Census 2021.
One of the world's largest annual giving moments. Most brands still get it wrong. We don't.
We started after Friday prayers, in cafés and WhatsApp threads. Talking about the campaigns that missed the mark, the stories that didn't feel like ours, and the research that couldn't see beyond stereotypes.
So we built something different: a Muslim-led agency grounded in culture, trust and lived experience.
Built by Muslims who understand the communities they speak to.
Strategy shaped by behaviour, trust, identity and lived experience.
From the UK and GCC to North America, Africa, Southeast Asia and Australia. Understand the audience first.
