A couple of years ago, JWT, the world's leading ad company came out with a report indicating that the purchase power of American Muslims was $170 billion. It was believed that many companies would scurry to court this important segment of the population, but only few brands have tapped into this market fearing backlash over what still appears to be an extremely sensitive issue. Remember Rachel Ray's Dunkin Donuts' commercial which was quickly removed after some conservatives complained the scarf Ray was wearing was too Arab and looked like the keffiyeh used by Palestinian suicide bombers? Dunkin said later that the scarf was not a deliberate insertion to make a statement. It will take courage and risk from some leading companies to cater to this consuming group, hopefully, not by targeting them separately, but by helping them cut through the social stigma and integrate their products into the American marketplace. Would it be scandalous to run a campaign today similar to the brilliant 1970s Levy's Rye Bread, which famously used the line: "You don't have to be Jewish to love Levy's real Jewish Rye?" I'm sure it would. Some companies like Wal-Mart, Ikea and McDonald's are targeting Muslims but only locally in places like Dearborn, MI known for the highest concentration of Muslims and Arabs in America. There is a need for more integrative advertising; otherwise, Muslims will be catering for themselves away from mainstream American culture in a way that will target them only as Muslim (not American) consumers like they did recently with the new iphone app, Halalpal.