Forming Meaningful Connections During Ramadan

An example of adding Ramadan to the conversation is Ikea’s, “Togetherness Assembled.”

By Nathalie Mensah

For more than a billion Muslims worldwide, Ramadan is a sacred time of the year. It’s when believers practice discipline, reflection, and gratefulness, aiming to develop a deeper relationship with the faith. This year, the holiday fell between Women's History Month and Earth Day. While most brands made a nod to one of those two themes, many missed the opportunity to include Ramadan to the conversation.

An Opportunity to Connect

On the last day of the 30 days of prayer and fasting Muslims celebrate Eid Al-Fitr, a celebration where loved ones share gifts with one another. Considering over 3.45 million people in the U.S. practices Islam, you would think you would see more messaging from brands to this community during such a momentous time.

One brand that didn’t miss the boat was Ikea. In “Togetherness Assembled”, we see an eager young boy waiting to break his fast with his entire family. As he’s prompted to set the table by his mom, we see him grab different Ikea items that his family takes joy in when they are all seated at the table.

Universal Messaging

When catering to a new audience in marketing campaigns, assume not everyone will agree with what you’re doing or how you’re doing it. Differing backgrounds, cultures, and beliefs all come into play. If you can find a thread of similarity amongst different communities and weave in a universal message, you have yourself a PR-worthy story.

Ikea homed in on the essence of Ramadan while making it relatable to a wide audience of people who may not be familiar with the practice — but who are familiar with family dinners, gift-giving, and heartwarming moments no matter your background.

LONG-LASTING CONNECTIONS

To some, cultural moments may seem like an easy cash grab or an opportunity to say sweet nothings to a new audience. But it's important to understand what your audience cares about and come up with creative ways to connect with them. Brands can look for ways to show up for their different audiences that don't always tie directly to the bottom line.