Ramadan Top 5

The 1.8bn members of the global Muslim community, or ummah, are currently observing Ramadan (Wednesday 22 March to Friday 21 April). VML Intelligence’s The New Muslim Report from last year found that a third of Muslim consumers say they are more observant than their parents were at their age, making the obligation to fast everyday between dawn and sunset more important than ever.

Despite perceptions of widening polarization in many Western societies, this year’s Ramadan is notable for the number of traditionally non-Muslim communities, institutions and companies going above and beyond to understand the cultural nuance of the event and support their friends, colleagues, customers and citizens during the period of observance.

In this article we’ll highlight our top five favorite examples of brands and organizations who are going beyond tolerance and acceptance to show true allyship to the Muslim community.

KitKat Ramadan Gift box

KitKat Australia has unveiled a Ramadan-themed limited-edition gift box featuring 18-individual chocolates that have been reimagined for the occasion. The bite-sized treats feature the traditional KitKat flavor, but are in the shape of a Ramadan lantern and characters wearing traditional dress, including hijabs and thobes. The brand’s famous tagline has also been customized for holy month to read: “Share a Break this Ramadan.”

Asda Ramadan aisles

Due to the obligation to fast between sunset and dawn, observers of Ramadan usually transition to a two-meal day during the period, generally consuming calorie- and nutrient-dense food. To respond to this need, Asda supermarket has launched Ramadan aisles to merchandise relevant food options together, while simultaneously raising cultural awareness about the holy month.

Bradford Hospital Ramadan Experience

Bradford Teaching Hospitals in the UK have released a package of events and services called the Ramadan Experience to support their Muslim colleagues through the holy period and to encourage non-Muslim staff to show allyship. The initiative will include pop-up prayer rooms and accesses to fasting packs full of essential items. Non-Muslim staff can also ask for a Ramadan Ally badge to show their encouragement to their colleagues, while “skip lunch” Friday invites them to more actively show their support.

English Football League and Premier League

This year the professional soccer leagues in England, the Premier League and The English Football League, have both announced extra support for players observing Ramadan. For evening games taking place during sunset, referees have been told to find a moment to pause the game to allow Ramadan observers to break their fast. On Sunday, March 26^th Chelsea Football Club also hosted an Open Iftar at its club, inviting people of all faiths to break their fast together.

London’s Happy Ramadan

For the first time this year London’s West End has created a light display to celebrate the holy month of Ramadan. Coventry Street, between Piccadilly Circus and Leicester Square is now illuminated with 30,000 lights including the culturally relevant symbols of stars, the moon, Ramadan lanterns and a sign reading “Happy Ramadan”. For years the West End has put up similar light displays to celebrate the Christmas period and that served as the inspiration for the Ramadan lights, which hope to spread knowledge of the religious month.

Main image courtesy of Sadiq Khan, Mayor of London, via Twitter.