Who would have believed that European politics — and especially attitudes towards European Muslims — would get so interesting and complicated?

Just last week, Europeans took three important decisions which will impact strongly on millions of the continent’s Muslim citizens.

First, Muslims in the Netherlands can expect to breathe slightly more freely after Geert Wilders, the fire-breathing anti-Islam, anti-immigrant and anti-European, Far Right Dutch politician failed to ride to victory in recent elections.

Dutch voters rejected the rabid populist in favour of the incumbent, centre-right Prime Minister Mark Rutte. Perhaps more importantly, voters gave a huge boost to the fortunes of the Green Party and its young, charismatic leader Jesse Klaver, a so-far relatively unknown politician, whose strong showing in the polls, now makes him the quasi king-maker as Dutch politicians embark on the painful process of building up a new governing coalition.

True, Rutte took a tough line on integration of migrants in the election campaign, saying those who did not make the effort to fit in and adopt “Dutch values” should pack their bags. But he did not rant against Islam or Muslims and certainly remained firmly in favour of Dutch membership of the EU.

And while Wilders made headlines as he raged against Moroccan “scum”, the Green Party leader, Jesse Klaver’s father is a Moroccan. Both Wilders and Klaver have mothers of Indonesian extraction. Clearly, immigrants and diversity are a fact of Dutch life.

Second, relations between Europe and Turkey, now seem to be in permanent decline, a state of affairs which will have a negative impact on the lives and future of millions of Turks in the European Union.

Turkish President Recep Tayyip has denounced the Dutch as mere “Nazi remnants” after Rutte banned Turkish ministers from campaigning in favour of their country’s constitutional reform ahead of a referendum in April.

Ironically, Ahmed Aboutaleb, the Mayor of Rotterdam who implemented the government ban against Turkish Ministers — and was also denounced as a “Nazi” — is of Moroccan descent. Also worth remembering not all Turks in Europe are supporters of Erdogan and don’t particularly like the president’s attempts to intervene in their lives.

And finally, away from the Netherlands, the European Court of Justice ruled that employers are entitled to forbid their Muslim staff from wearing headscarves as long as it is part of a consistent practice of banning the display of religious or ideological symbols, and not a one-off action aimed at satisfying the demands of a particular client.

The decision was instantly deplored by Muslims and some other religious groups, as well as some secular human-rights campaigners including Amnesty International, for legitimising discrimination and isolating religious minorities.

Not surprisingly, it was welcomed by some on Europe’s cultural and political right who see Islam as a threat to Europe.

But while politicians and, in this case, the judges wring their hands over Islam and especially the Muslim headscarf, many European businesses are enthusiastically buying into the “Muslim dollar”.

As Shelina Janmohamed, vice president of Ogilvy Noor and author of Generation M: Young Muslims Changing the World, underlines Muslim millennials are the next big opportunity for brands and the Muslim consumer lifestyle market is slated to reach $2.6tr by 2020, with young Muslim women leading the charge.

For example, Ogilvy Noor’s research has revealed that 90pc of Muslims make purchase decisions with their religious values in mind, such as halal-compliant food and clothing. But Muslim millennials also share similar consumer characteristics to non-Muslim consumers of the same age group.

Indeed, the Muslim headscarf is becoming increasingly familiar in Europe. Although an estimated 18 of 45 European countries studied by the Pew Research Centre have a restriction on women’s ability to wear religious attire, hijab-wearing women in Western clothes have become more visible across Europe.

The first “London Modest Fashion Week” in London in February showcased clothes like abayas, headscarves and burkinis. Major European and American fashion designers are catering to Muslim sensitivities. As is Nike which has become the first large sportswear company to manufacture a “sport” hijab.

The truth is simple: European politicians can fret and rant against Islam and Muslims but businesses across the region are tapping into lucrative new markets.

Even more interestingly, while Far Right populists may grab media attention and dominate electoral campaigns, but when it comes to vote many Europeans shun the toxic diatribes.

And finally, young, articulate and liberal politicians are finally grabbing attention and votes — and could signal a new and brighter era for the continent.

The writer is Dawn’s correspondent in Brussels.

Published in Dawn, March 18th, 2017