Consumer companies and advertising executives are focusing on new ways to reach out to Muslim consumers in the United States. Grocers and consumer product companies are considering ways to adapt to Muslim dietary prescriptions, including the concern over the use of gelatin and pig fat often used in food, cosmetics, and cleaning products. Retailers are looking to provide more conservative skirts – not just in the colder months, but in summer too, hoping to appeal to Muslim women conscious of modest apparel. Companies in the Detroit area, with one of the largest Muslim populations in the country, are making some visible changes in their stores. A McDonald’s there serves halal Chicken McNuggets, the Walgreens has signs in both English and Arabic, and the local Ikea has been touring local homes and talking to Muslims to figure out their needs. In other cities, stores like Macy’s and Whole Foods, are the increasing number of Muslim-owned companies and media outlets, are allowing some Muslims to feel increasingly validated, and a bit less othered.