How marketers can balance faith and consumerism during Ramadan

When it comes to Ramadan shopping, marketers must masterfully navigate the lines between faith and consumerism as the holy month emphasises reflection and mindful consumption while also fuelling a surge in spending from gifting and Ramadan allowances.

Dubbed the “sacred commerce” concept, brands must navigate the delicate balance between promoting products and services while respecting the spiritual essence of Ramadan.

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In fact, throughout last Ramadan, TikTok sellers managed to record an increase in transaction value of up to 92% as compared to the period before Ramadan. To further capitalise on the Ramadan shopping buzz, marketers can leverage interactive formats such as live shopping and gamified experiences to engage audiences.

These were the results of creative agency Moonfolks’s (formerly M&C Saatchi Indonesia) Ramadan Whitepaper Series titled ‘Faith vs. Consumerism’ which also revealed that individuals are more inclined to give gifts for online validation.

More specifically, 89% of respondents who believed Eid gifts are important said they would be happy if the recipient posted about the gift on social media while those who disagreed saw 25% believing that Eid gifts are less important.

Content is king

As the rise of social media introduces a new layer of complexity that blurs the lines between genuine gift-giving and the pursuit of online validation, brands must optimise their content to capture audiences and drive commerce.

They can build trust and authenticity to establish a genuine connection with audiences as they will be more receptive to messages that echo the spirit of community, reflection, and charity.

For example, brands can partner with religious leaders or influencers and create content that fosters a sense of community by offering Ramadan greetings, hosting online discussions on religious themes and sharing prayers. Brands can also showcase charitable partnerships and sustainable practices.

Furthermore, content must go beyond a superficial entertainment value to stand out from other brands as consumers look for content that informs and empowers. To do so, brands should offer practical tips such as recipes for Iftar and Suhoor meals while also leveraging user-generated content through recipe challenges to encourage customer participation.

Seamlessly integrating content and commerce

To translate content engagement to commerce sales, brands should subtly integrate products by showcasing products in natural and relevant contexts that highlight their utility for enhancing Ramadan celebrations.

Brands must also utilise storytelling and leverage creating emotional connections by crafting narratives around products and how they can facilitate family gatherings, acts of charity or personal reflection during Ramadan. The key here is to offer value that resonates with the target audience.

While engaging and informative content will attract and captivate audiences by addressing their needs, interests and aspirations, targeted product placements, personalisation, contextual recommendations and exclusive offers allow for a smooth transition from awareness to purchase.

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