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Ramadan reconstructed: Key consumer behaviour themes set to stick in Ramadan 2022, by Kantar’s Lina Abou El Azm

By Lina Abou El Azm, associate director, Kantar.

While Ramadan pre-pandemic was always about spirituality, bonding and festivity, Covid-19 deconstructed the very concept. Now, as we head towards Ramadan again, it’s time not to build it back to what it once was but rather to build it forwards, with a rekindled sense of the magnified blessings or ‘Baraka’ that drives all habits in the holy month and beyond.

The sharp, short-term adjustments to the context of Ramadan under Covid conditions led to multiple recalibrations. Strict lockdowns saw mosques closed, Mecca empty, and families unable to practice many social and spiritual rituals. This liberation from social pressure recoloured Ramadan 2021 as a month of reset and recalibratio


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