Being 'inclusive' for brands means more than just casting or black squares. It's about making a meaningful difference to people's lives. Ramadan and Eid are the first big chance brands have this year to put their statements into practice. A thread.

Ramadan is mid-April, which means if you’re a brand, business or organisation, it is time to start preparations for Ramadan and Eid. Wait, what? No preparations so far, no planning and no insights? Or maybe you’re just starting to have thoughts on the subject?

Business growth opportunities are more important than ever, and we have the backdrop of a year when the needle – in words, if not yet in action – shifted firmly on diversity and inclusivity. Ramadan is the perfect confluence of both these important business drivers.

This year’s Ramadan is a chance to move away from thinking about tickbox “diversity” projects and instead think about business growth initiatives – and Ramadan should be right at the top of the list.

According to our first-of-its-kind research at @OgilvyUK @OgilvyConsultUK “The Great British Ramadan” report, Muslims in the UK spend an estimated £200m during the Ramadan season. Pre-pandemic it was the third-biggest season of the year after Christmas and Easter.

Muslim contribution to the UK economy is £31bn annually. Yet 62% of UK Muslims say they're not being served well by brands during Ramadan. The good news is Muslims would like to invite brands into Ramadan. 78% say they would be interested if brands did engage for Ramadan and Eid.

Ramadan is the Muslim month of fasting – mid-April to mid-May, followed immediately by the celebration of Eid ul Fitr, the festival of breaking fast. The entire 8-week Ramadan season brings a total transformation of life, centred around fasting during daylight hours.

Ramadan means no food, liquid, smoking, sex or any physical intake. It also means a focus on spirituality, charity, community and togetherness, while trying hard to make themselves a better person.

The Ramadan shift is a paradox: enjoyable, uplifting, nourishing for the soul, but highly challenging for the body and energy levels.

Ramadan is also a food paradox: there's a lot of cooking and eating as eyes grow bigger than stomachs during the day, parents (especially wives/mums) seek to put everyone’s favourites on the table every evening, and traditionally people gather together to share the iftar meal.

Ramadan is about more than just food. It affects everything, whether it is health and wellness, financial planning, charity, toys, gaming, fashion, beauty, takeaways, travel, vaccinations, pharmaceuticals, sleep, hydration, gyms and everything in between.

Last year’s Ramadan fell during the most severe period of lockdown. Muslim communities had to quickly reinvent Ramadan and Eid, a difficult thing to do when the spirituality of the month is tied to togetherness, community and congregation.

Volunteer networks popped up to deliver iftar meals to those who were shielding. Zoom iftars and suhoors became the new normal. Drive-thru Eid celebrations were a thing, as parents drove families to mosques where toys and gifts were handed into cars at a safe social distance.

The shadow of the pandemic hung low over everyone during last year's Ramadan. But where were brands? Bar a few, they missed a seminal moment.

All is not lost, however: like all stories of redemption, there’s a second chance this year. And brands must grab it.

Whether it's Muslim staff, clients, suppliers, consumers, or for the wider public, you can actually *do* something this year for Ramadan, bringing together business growth and meaningful inclusivity. You decide: time to walk the walk? Or more talk? https://www.campaignlive.co.uk/article/ramadan-offers-brands-chance-practise-meaningful-inclusivity/1705624