DIAMOND ABDULRAHIM, RAPP UK, SHARES WHAT RAMADAN IS ABOUT FOR HER

"Ramadan is the 9th month on the Islamic calendar, which sees the 1.8 billion Muslims in the world – 3 million+ in the UK – partaking in a month-long spiritual detox, they also fast – not consuming any food/ drink while the sun is up.

It is quickly becoming a noteworthy date on the retail calendar, as the UK is home to 3.37million Muslims (ONS, 2018), and this impacts their daily life, and inevitably their consumption.

Several examples of this are highlighted well by bigger supermarkets, each have their own comms, and other smaller brands are not far behind in tapping into the £2 billion Muslim economy and the £200 million Ramadan economy While these numbers on the macro are mesmerizing, it is important when talking to any community, to take into account the micro.

We sat down with Diamond, a junior strategist, to discuss how Ramadan impacts her day, month, life, and also what brands seem to be missing in this month."

Read more here.