Mojo Supermarket asked 140 Gen Z and millennial Muslims what they thought about designs from House of Gül in order to change how brands interact with Ramadan.
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| Source - itsnicethat |
The Ramadan Report was made by Mojo Supermarket and House of Gül. It is a research study that surveyed 140 Gen Z and millennial Muslims in the US about their experiences, beliefs, and opinions during the holiday. The report follows several different threads at once. With a multi-layered design by House of Gül, it looks at how people who observe Ramadan feel about things like routine and community. It also speaks directly to people from outside the community who want to take part in an authentic way, especially brand managers.
The report says that young Muslims aren't interested in a John Lewis ad. Instead, it shows how few products and services are made with solutions for the community in mind. "I'd love it if brands made their products and services more appealing to Muslims and what we go through," said one participant, Noor. "Uber Eats and Beyond Meat, where are you?"
The report also asks the creative industry to learn more about Muslim culture so that Muslim holidays can get the same attention as other holidays. "Every year, $2.5 billion is spent on marketing for the holidays," says Siham Saleh, a strategist at Mojo Supermarket. "But almost none of that is spent on Ramadan." "There is little to no recognition of the holiday beyond a social media post, even though almost 4 million people in the U.S. celebrate it."
"As a Muslim American woman, I grew up knowing everything there is to know about Christmas and its traditions. I have a deep understanding of what it means to people who celebrate Christmas," Saleh says. "Having some level of Muslim representation like that in marketing can not only make the millions of Muslims in America feel seen, but it can also help break down stereotypes and bring understanding to our community, which is often overlooked or, worse, othered."
The Ramadan Report has a site that is easy to use and is full of quotes and numbers. As you scroll, you'll find interesting facts about fasting, like the fact that 34% of people say they feel physically stronger during Ramadan, and about socializing, like the fact that 45% of people say they make more of an effort to spend time with friends and family during the holiday.
In the meantime, the report has a beautiful name. When people go to the page, they see changing images that show the five required salahs (a daily prayer, and one of the pillars of Islam). The design was based on the joy, love, and sense of community that people feel during Ramadan, as well as the movement of the sun and light "and how that affects when you pray and fast," says House of Gül. "The way we approached it was with the laid-back joy of basically doing nothing and not giving in to our wants and needs for the month. "Elsewhere, the hand-drawn pillars and Arabic calligraphy are taken from illuminated manuscripts from Islam, where spiritual typography and decoration are most important. ”
In putting together the report, Mojo Supermarket saw for itself how little is known about how Muslims in the US celebrate Ramadan. "Several market research companies couldn't even help us because they had no way to reach this audience of young Muslims in the US," says Saleh. "That alone showed us how important it is to do this kind of research."
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