A Ramadan Note to Brands.

Salima Jivraj 's post about KitKat Canada's Iftar Bar*, yesterday instigated this article so here goes: As the sacred month of Ramadan nears, Muslims globally prepare for a period of reflection and community amidst the current global landscape. This moment provides a critical opportunity for brands and politicians to re-evaluate their engagement strategies. Here are some valuable points to consider in approaching Ramadan in 2024 with respect, authenticity, and understanding.

1. Self-reflection Before External Projection:

Before leveraging Ramadan's symbolic imagery—lamps, moons, stars, feasts—assess if your brand has genuinely supported the communities you aim to celebrate. Genuine engagement extends beyond seasonal branding to include empathy, awareness, and action.

With Canada's Muslim population reaching nearly 1.8 million or about 4.9% of the country as of the 2021 census, this community's education, discernment and purchasing power have notably evolved.

They seek connections with brands that resonate with their values and narratives, not superficial gestures.

2. Authenticity Over Opportunism:

If the essence of Ramadan and the values it represents don't align with your brand's mission, it’s respectful to stay true to your identity. Resist the temptation of temporary rebranding for short-term gains. Transparency and sincerity are valued, making it essential to maintain authenticity in your engagement efforts.

3. Empathy During a Time of Reflection:

Ramadan 2024 is anticipated to be a highly delicate and contemplative time, calling for sensitivity in marketing campaigns. It’s vital to align your messaging with the spirit of empathy and understanding that Ramadan embodies, respecting this period's significance keeping in mind the overall world affairs.

As we approach Ramadan, we encourage brands and politicians to engage with the Muslim community in a manner that reflects true sincerity and respect. Deep reflection on how your and or your organization’s values align with empathy, solidarity, and genuine support is vital.

Recognizing the diverse needs within the Muslim community is crucial. We urge a focus on meaningful initiatives that address these needs directly, rather than on visible but superficial gestures. The community is adept at discerning genuine efforts from those that lack substance.

Superficial actions are transparent and fail to impress, not building the necessary trust and respect for authentic engagement. Instead, please let’s strive for deeper connections through actions that genuinely reflect our shared values of empathy and understanding. Prioritizing authentic engagement is key towards a more inclusive and empathetic society.

*Link to Salima's post: https://tinyurl.com/bddjpf9t