Pandemic didn’t stop UAE in 2020 from celebrating festivals and following traditions. While the last year saw people reacting to the pandemic limitation by quickly adapting to digital to meet the needs of the festivals and traditions, 2021 sees a more planned approach to Ramadan and Eid. Tonic Worldwide’s insights division GIPSI shares some key shifts in consumer habits shaping this auspicious period:
1 Shift from High on Indulgence to High on Charity
Ramadan 2021 seems to have further ignited the willingness to help the needy, with an increase of over 240 per cent in “Charity”, in terms of conversations.
IMPLICATION: Brands can participate in this “charity sentiment”, helping consumer
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