Zebanomics: Cultural Sensitivity Key To Become Brands of Faith

Ramadan

Islam’s most sacred month of faith is a day away. Observed during the ninth month of the lunar year, Ramadan begins with the sighting of a new moon. Iftaar and Suhoor bring families and communities together in a month of fasting, prayers, self-discipline and Zakat (charity to help the poor and needy).

There are over 320 million Muslims living in the Middle East and North Africa region. According to a JWT MENA report, the Muslim consumer spends more than half in Ramadan in comparison to the remaining eleven months. It is hence, not difficult to imagine how big the month is not only for believers but even marketers. The pre-iftaar routines and staying up until Suhoor gives ample opportunities to brands to connect with the Muslim consumer. Enculturation (the shift from religious and traditional to more of a cultural festival) gives way for greater brand engagement during Ramadan through traditional and digital platforms.

The biggest markets of MENA have defined their own ways of observing Ramadan. Kingdom of Saudi Arabia is religiously devoted during Ramadan, Morocco is traditionally committed, United Arab Emirates is culturally inquisitive while Egypt is socially festive. Despite these distinguishing traits, the new age Muslim across these markets has similar individuality. They are progressive traditionalists who look at the world more liberally and are open to accept change but without making any religious compromise.

That is why in the race to make commercial gains in the Ramadan economy, brands undergo the test of proving that they aren’t just out to get their share of the pie. Their campaigns should resonate with the new age Ramadan shopper as being meaningful both culturally and religiously. For the Arab Millennials, it’s the approach of the brand that counts the most. These modern day Ramadan shoppers open their doors for brands throughout the month but they are intelligent enough to choose the ones that ‘deserve’ a place inside their homes and lives, in keeping with the teachings of Islam and spirit of Ramadan.

Marketers should plan their advertising strategies with super sensory consciousness to ensure that their brands infuse Ramadan values, upholds the holy spirit of the month and cause marketing does not become a CSR exercise.

I hope when I write next during Ramadan, I can share of the campaigns that have inspired, had competitive edge due to cultural sensitivity and stood out for doing well by doing good.

Until then, Ramadan Kareem to all!

 

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