There are almost four million Muslims living in the UK, and a similar number in the US, and yet many companies across the Global North miss the community’s biggest annual celebration.
However, things are beginning to change as brands and institutions embrace a more diverse and inclusive outlook, and wake up to the power of the Muslim pound. Illustrating the viable and visible changes that are emerging, for the first time ever, in March 2023, Ramadan was celebrated with a lights display in Piccadilly Circus.
Ramadan is a month-long spiritual event observed by Muslims around the world. Based on the Islamic Hijri calendar, the dates shift each year but Ramadan lasts from 22 March to 21 April in 2023. It ends with Eid Al-Fitr, the festival of sweets – the biggest celebration in the calendar. After a month of fasting from sunrise to sunset, Eid Al-Fitr is a time for family, gifts, food and celebration. Two meals happen every day during Ramadan. The first is Iftar, the meal eaten after sunset to break the day’s fast, and the other is Suhoor, which is eaten early in the morning before fasting begins.
Some 80% of Muslims actively take part in Ramadan, and it’s not merely a time for passively observing traditions but rather an opportunity to become mentally, physically and spiritually stronger. With this in mind, brands looking to engage should be wary of adopting an overly commercialised approach. Instead, consider prioritising raising visibility to make this cohort feel seen, through campaigns that demonstrate how the brand values Ramadan and its Muslim customers. Consider how to offer solutions to the challenges they face, and explore how to keep the conversation going and engage the community throughout the rest of the year.
DYNAMIC CAMPAIGNS
With fasting a huge part of Ramadan, food and drink brands are stepping in with tailored campaigns and offerings. With 89% of Muslims saying the hardest thing about Ramadan is the way their routine changes, according to a 2023 report by Mojo Supermarket, brands that can offer working practical solutions will resonate at this time of year.
For Ramadan 2023, Uber Eats is running a series of out-of-home digital billboard activations highlighting what time Iftar will be that day. Under the slogan ‘Iftar Incoming’, a host of delicious food is shown, along with the option to schedule a delivery for sunset. Because Iftar begins at different times depending on the date and location, the digital billboards are updated each day with the new timings.
A dynamic billboard campaign by Tesco run during Ramadan in 2022 saw empty plates and bowls gradually fill with food as sunset approached. The billboards ran in areas with high Muslim populations, including Brent in London and Bradford and Birmingham, the billboards faced east to accentuate the sun setting behind the screen. The campaign was developed by agency BBH London in collaboration with inclusivity consultancy The Unmistakeables.
CURATED EXPERIENCES
Family and connection play a major role throughout Ramadan. So while 58% feel more connected to a brand after seeing Ramadan content on Facebook or Instagram, according to a 2023 survey by Meta, brands are increasingly looking to go further than social media posts, providing meaningful content and experiences designed for Muslim consumers.
For March 2023, Spotify has launched a new curated and personalised Ramadan experience. On opening the app, eligible listeners will find new highlights, podcast quotes, clips and music and podcast releases, with new topical themes emerging each week. While the company’s editorial teams have presented curated Ramadan content previously, this year there is a much greater focus on localisation, personalisation and presenting fresh and relevant content every day. For example, recommendations are adjusted depending on the time of day and the listener’s location.
For Ramadan 2022, luxury fashion house Bottega Veneta hosted The Square for three nights in Dubai. The social and cultural space was designed by Lebanese architect and musician Carl Gerges to be a space focused on sharing and bringing people together, aligning with the central values of the Holy month for Muslims. The space held film screenings, poetry readings and music by local talent.
REPRESENTATION AND VISIBILITY
Brands and retailers are taking part in the conversations and helping Muslim communities feel seen by launching dedicated ranges for Ramadan and beyond.
UK supermarket Asda expanded its Ramadan aisle in 2023 with 150 new product lines, making it easier for Muslim customers to find what they’re looking for, at selected stores in key areas across the UK. Lines include everything from kitchen cupboard essentials, Ramadan countdown calendars, bi-lingual English and Arabic-speaking dolls, and 18 lines of dates. With such a focus on food and family, consider how to boost visibility and improve convenience for this cohort across the month.
In early 2023, Adidas Terrex and sports retailer Wiggle partnered with outdoor community group Muslim Hikers to create a prayer mat designed specifically for use in the great outdoors. Formed during lockdown in 2020, the group worked directly with the brands to address the barriers Muslim people face when heading to the countryside. While not specifically addressing Ramadan, the initiative speaks to the specific needs of this cohort and looks to foster a more inclusive culture.
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