Around one in four humans are Muslim, and
Islam is forecast to become the world's largest religion by 2075. But in countries where Islam isn't the dominant religion, Muslims are hugely underrepresented in advertising and media.
What's more — in a country like the UK, the Muslim community is vastly varied, encompassing a wide range of cultural backgrounds. Tesco provides an elegant solution to the question of how to speak to such a diverse group. By leaving out images of specific people, the campaign can appeal to everyone who practices Islam.
