Campaign published a perspective from Mekawi Impact Founder Dena Mekawi, who recognizes “a lack of infrastructure for brands to authentically connect with Arabs and Muslims in America.” Um, there’s a lack of infrastructure for brands to authentically connect with any non-White audience in America. That’s the power of cultural cluelessness and systemic racism.
Reclaiming our identity: How Arab culture has been misrepresented
By Dena Mekawi
There is a lack of infrastructure for brands to authentically connect with Arabs and Muslims in America.
I have a vivid memory of being in high school history class where, like many first-generation Arabs, I had to alter my name, appearance and identify so I wasn’t a target. I navigated my childhood years yearning for a reflection of my narrative, whether on TV or in the magazines I would flip through for fashion and music inspiration.
I studied marketing and worked in the communications and marketing fields prior to starting my agency. Over time, I learned the power of advertising – the influence it has to bring cultural awareness to any group. The power of storytelling, I recognized, was immensely valuable.
My agency’s focus has always been on driving impact, but recently I have been pushing for authentic representation for my community. I noticed the challenge when pitching many corporations and brands my ideas: How can brands market to a community that has been stereotypically painted as a threat to others?
I realized that I shouldn’t take this personally, because lack of knowledge causes fear and doubt.
Early on in my career, I assumed educated people would just read up on us and recognize our true nature of peace and creativity. To my surprise, it was the complete opposite. Arabs and Muslims have typically been alienated, making advertisers hesitant to market to us.
Through years of experience, I learned there was a lack of infrastructure to authentically connect with Arabs and Muslims in America.
There isn’t any large-scale agency in the space that works with big corporations. That niche, which I authentically identify and relate to, my agency fills. My work with the United Nations allowed me to speak on global pressing issues, while gaining valuable insight on cultural competency and the social impact of business.
There is a huge, untapped market for Arab Americans to create their stories. We need to be in the meetings where decisions on campaigns relating to our culture are made. We need to be seated at the table where casting an Arab American for a role is rightfully presented. We need to fill the gaps where it’s obvious American corporations lack direction.
While I encourage corporations to welcome us, I am also pushing for our community to collectively take back our identity and paint it how we lived it – through our lens.
Dena Mekawi is the founder of Mekawi Impact.
