What's Next: Celebrating Eid in a time of isolation
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Join us to celebrate Eid, and understand how 1.8 billion Muslim consumers have adapted for the occasion and the preceding month of Ramadan in an era of isolation. Focusing on Ogilvy's six baseline Ramadan and Eid trends, we’ll give insights and examples of what changed this year and what important commercial, consumer and D&I strategies brands can learn and apply across their business.
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What's Next: Celebrating Eid in a time of isolation
- 5. Ramadan and Eid ul Fitr
- 6. Agenda
- 8. “NEARLY TWO THIRDS OF MUSLIMS FEEL THAT BRANDS ARE NOT SERVING THEIR NEEDS WELL” 62% of Muslim consumers said that they are not being served well. But 78% saying that they would be interested in those that did stock for Ramadan and Eid
- 9. KEY FACTS The Ramadan season extends up to and even beyond eight weeks of engagement and transformation There is a huge Ramadan economy that spans spend and charitable giving Six significant trends underpin the Ramadan and Eid experience RAMADAN AND EID 78% of Muslims say they would like brands to engage with them during Ramadan and Eid
- 10. An extended Ramadan season Spirituality Food stocking Eating plans Finance Thinking about faith Food, family and friends Fun and feasting Doing life better Charity Togetherness Gifting Eid experiences GETTING READY FOR BIG CHANGES FULL LIFE TRANSFORMATIONS 360 DEGREE CELEBRATIONS RAMADAN SEASON
- 11. EID-UL-FITR EID PRAYERS GET TOGETHERS GIFTING GOING OUT TO EAT FAMILY ACTIVITIES
- 21. OGILVY’S SIX KEY RAMADAN AND EID TRENDS COMMUNITYCELEBRATION CHARITY SPIRITUALITY HEALTH & WELLNESS FOOD & DRINK KEY TRENDS
- 22. SPIRITUALITY 90% of Muslims prepare spiritually for Ramadan 65% of men visit the mosque more SIX KEY TRENDS
- 23. Technology was deployed extensively to support and enhance people’s spirituality, and rituals were adapted – and this is likely to have long lasting consequences An imam and his assistants perform the Tarawih prayer at the National Mosque in Kuala Lumpur on April 24. The prayer was broadcasted live
- 24. Rituals were adapted with religious guidance, in order to stay safe and preserve life
- 25. HEALTH & WELLNESS 67% worry about hydration, eating well (59%) and keeping healthy (56%) 45% of people use Ramadan as a chance to give up bad habits
- 27. FOOD AND DRINK SIX KEY TRENDS 71% of Muslims order takeaway during the month, with 1/3 more than 3 times 87% of women prepare meals in 87% of households so it’s no surprise that 56% of women worry about being ready for iftar 48% want variety and excitement in their iftar food 84% eat multiple cuisines for iftar during Ramadan, and this is as high as 96% for desserts
- 29. https://realfood.tesco.com/food-love-stories.html Young men try to cook for Ramadan and replicate Aunty’s Sumac Chicken
- 31. CELEBRATION 88% of people spend the day with family and friends for Eid celebrations 50% of parents with children gift clothes and shoes, and 48% gift toys 1 in 5 eat out for eid and 1 in 5 go out for an activity SIX KEY TRENDS
- 33. Toronto, Canada Oslo, Norway Texas, USA
- 34. https://www.youtube.com/watch?v=ye0NJKjtPqU Note: subtitles in English are not professional subtitles
- 35. CHARITY 59% are giving more to charity, especially 25-44 yr old women 36% are doing more charity and community work during Ramadan with this rising to 42% among 18-24 year old men SIX KEY TRENDS
- 37. 1. Order extra food (‘eBukber’) for your loved ones using GoFood’s “change location” function. Or donate to those in need 2. Make sure you don’t not miss a meal during Ramadan using GoFood, GoShop and GoMart services (‘eBukber’). 3. Complete your Ramadan by giving alms (‘eSedekah’) using the GoGive donation platform. 4. Expressing gratitude (‘eRezeki’) to family and friends made easy through GoPay transfers 5. Send gifts to your out-of-town relatives using GoSend (‘eParsel’). You can also donate care packages directly to the orphanages or others in need.
- 38. COMMUNITY SIX KEY TRENDS 83% eat an iftar meal at a relative or friends home during the month 42% attend more than 3 gatherings during Ramadan 57% eat at a restaurant during Ramadan. Nearly a 1/3rd eat out more than 3 times 48% visit the mosque more during the month, with this especially high among 18 – 35 year old men (68%)
- 46. WHAT DID PEOPLE DO, COMPARED TO WHAT BRANDS DID? COMMUNITYCELEBRATION CHARITY SPIRITUALITY HEALTH & WELLNESS FOOD & DRINK KEY TRENDS
- 47. WHERE WAS THE INTERSECTION AND WHERE SHOULD IT HAVE BEEN? COMMUNITYCELEBRATION CHARITY SPIRITUALITY HEALTH & WELLNESS FOOD & DRINK KEY TRENDS
- 48. Community is central to Muslim observance and must be supported and celebrated Community is not just about physical togetherness, it is about individuals supporting each other in their goals Physical togetherness is important for Muslims, but their religious parameters are flexible and quick to adapt Technology and religious observance go well together in community building
- 49. Spiritual observance is tied closely to community Charitable initiatives have demonstrated the commitment to community Look to and support grassroots community initiatives – they’ve shown real leadership during the pandemic Community doesn’t just mean Muslims, it means everyone The wider community needs and wants to be part of Muslim festivals and celebrations