Celebrating Ramadan with Cultural Sensitivity: Adapting Brand Strategies for the Digital Landscape
As the world increasingly adopts digital technologies, even long-standing customs evolve with the changing landscape. Ramadan, a holy month marked by fasting from dawn until sunset, is no exception. Today, these treasured customs are observed not only through conventional means but are also enhanced by our devices, which offer a myriad of opportunities for celebrating Ramadan.
For instance, e-commerce platforms now feature special Ramadan deals, while public figures share their daily lives on social media throughout the holy month. Similarly, the entertainment industry has adapted, with new Ramadan-themed content being released. Even sending Ramadan hampers has become a seamless experience, as people can easily do so from their phones.
This fusion of tradition and technology has opened up new avenues for connection, reflection, and spiritual growth during Ramadan, enhancing the overall experience for millions of people around the world. Furthermore, it has created opportunities for businesses to partake in the celebration and connect with their audience in innovative and meaningful ways.
In this article, we’ll discuss how businesses can do that while maintaining their authenticity. But before diving into that, let’s first explore user behavior during this season to better understand the evolving landscape of user interactions in today’s digitally connected world.
Digital Adoption during Ramadan: A Lasting Trend
The digital adoption catalyzed by the pandemic continues even as restrictions have eased. TGM Research’s Ramadan 2023 Global Study¹ reveals that 81% of people across 18 countries in the Middle East, Africa, South East Asia, and Europe reported increased usage of mobile devices during Ramadan. Furthermore, the study found that 74% of respondents increased their usage of social media platforms during the holy month for various reasons — 89% wanting to learn new things, 87% wanting to send greetings, 84% wanting to make donations, and 70% using it to find good deals online.
Think with Google’s² data shows that people in Indonesia adapt their mobile usage patterns to align with their new schedules during Ramadan. The most significant change is a 152% increase in web traffic from 3:00 to 6:00 a.m., especially during the pre-dawn meal, or sahur. People use their smartphones for spiritual guidance, searching for sermons and prayer times, as well as for quick entertainment, like popular TV shows, during this time. After a calm morning, activity surges during lunch break and the “ngabuburit” period, just before breaking fast, with a 12% increase in traffic.
Examining this data provides valuable insights into user behavior during Ramadan. To respectfully utilize this information when designing for the holy month, consider the following:
- Take into account the cultural nuances and sensitivities
Perhaps we can all agree that aggressive methods of promotions are never appropriate. Instead, we may put our efforts into conveying meaningful messages, supporting the community, and providing a wealth of helpful content.
Duolingo, a language-learning app, is one of the brands that successfully takes user insights and uses it to their advantage. Duolingo saw a 61% increase in daily active users from the beginning of Ramadan until April 10, 2022, compared to the same period in 2021³. There was a threefold increase in activity at five in the morning compared to the previous month, suggesting that many Indonesian users made use of their free time during sahur to study. This finding is consistent with the previous study that mentioned that over 89% of survey respondents wanted to learn about new things.
Recognizing this trend, Duolingo adapted to the Ramadan experience by adding more Arabic content, enhancing text-to-speech functionality, and sharing content about Ramadan food vocabulary and well-wishes for those observing the holy month. This strategy allows brands to participate in Ramadan in a way that is respectful of the holiday’s cultural significance while also establishing a genuine rapport with their target audience.
The fitness and nutrition app, MyFitnessPal, now also offers a fasting timer and personalized meal tracking options⁴. Although not explicitly marketed under a religious theme, this feature presents a valuable opportunity for users to monitor their food intake during iftar and sahur. Fasting all day can make it tempting to overeat at iftar. By tracking meals, people can make smarter nutritional choices, helping to maintain energy levels during fasting hours and avoid health related issues caused by overeating at iftar.
2. Pay more attention to the time of the day
During the non-Ramadan months, lunch time and commute times are peak times for smartphone use in Indonesia. As soon as Ramadan begins, everything shifts. During the month of fasting, the daily schedules of Indonesians have shifted and it’s best for brands to also adapt to people’s changing mobile habits.
One direction brands have adopted is creating food promotions or special offers during the early morning hours (3:00 to 6:00 a.m.), especially for the sahur meal. This allows brands to make the most of increased web traffic and cater to consumers looking for convenient food options at that time.
Another suggestion is to encourage acts of kindness and sharing, which resonate with the spirit of Ramadan. For instance, ride-hailing services like Grab make it easy for users to buy and donate food to their drivers. This not only helps drivers who may be fasting, but also fosters goodwill among users.
3. Automate your processes
We understand that there may be situations in which you cannot immediately cater to the time-sensitive requirements of your target audience. Drawing from Nestlé’s success with their informative bot, implementing a WhatsApp chatbot can be a valuable strategy for brands during Ramadan. Nestlé’s bot, which offers dish recommendations and recipes featuring their products, is available around the clock, catering to users’ diverse schedules during the holy month. This campaign proved to be a success, with over 2x increased time spent on Nestle websites and 30% of people subscribed to the recipe section.
4. Leveraging technology for connection
The post-pandemic world continues to seek preference for digital entertainment and connection during Ramadan. Since more people are turning to the internet for entertainment during the holy month of Ramadan, it is not surprising that the categories of gaming (12%), reading (9%) and social and entertainment (8%) have seen the greatest average growth in active users in 2021 and 2022⁵.
When it comes to finding ways to pass the time, social media and gaming apps like Instagram and Tiktok tend to come out on top. However, we’d like to present an alternative. We know by now that the time right before iftar, during the period known as ngabuburit, is prime for interacting with your target audience. Realizing the potential, we organized virtual events using collaboration design tools like Figma to bring people together virtually to help pass the time. Additionally, we also used emerging tech like augmented reality to send wishes of a happy Eid during a global pandemic in 2020, when we weren’t physically present with each other.
The fusion of tradition and technology has reshaped the way people experience and celebrate Ramadan, opening up new possibilities for businesses to engage with their audience in a genuine manner. By paying close attention to user behavior and trends during this holy month, brands can develop strategies that resonate with their target audience and respect the spirit of Ramadan. As we continue to navigate an increasingly digital world, it’s crucial for businesses to remain creative, empathetic, and considerate in their approach. By embracing these values, we can not only build stronger connections with customers but also contribute positively to the warm and cherished spirit of Ramadan, creating memorable moments for everyone involved.
¹ Thien.Phung. “TGM Global Ramadan Insights 2023| Data and Statistics.” TGM Research, tgmresearch.com/ramadan-insights-2023-global-study.html.
²“From Fast to Feast: Indonesian Consumer Behavior During Ramadhan — Think With Google.” Think With Google, 1 Mar. 2023, www.thinkwithgoogle.com/intl/en-apac/consumer-insights/consumer-trends/from-fast-to-feast-indonesian-consumer-behavior-during-ramadhan.
⁴ “Introducing the Intermittent Fasting Tracker | Inspiration | MyFitnessPal.” MyFitnessPal Blog, 14 Feb. 2023, blog.myfitnesspal.com/introducing-the-intermittent-fasting-tracker.
