This year, an estimated 97% of Muslims worldwide will take part in the celebration of Ramadan – one of the most important festivals in the Islamic faith. The upcoming holiday is expected to be a special occasion for many families and individuals as life returns to its ‘normal’ state, one that provides a sense of solace for those who have gone through difficult times due to the pandemic.
Summarised below are key insights from TGM’s Ramadan Global Survey 2023:
Beyond its religious significance, Ramadan is also a time of reflection, self-discovery, and community-building among fellow believers. According to TGM Ramadan Global Survey 2023, an overwhelming majority of 98% believe that observing the holy month of Ramadan helps them become more disciplined and find the willpower to carry out their commitments. Such powerful sentiment is linked to Ramadan's many spiritual undertones, with around 70% of people polled reporting their intention to increase worship and charitable giving.
“This interweaving of personal sacrifice with altruism serves as a powerful sentiment that defines Ramadan's profound spiritual purpose overall. It offers everyone, regardless of background, an opportunity to come together with shared values and unity,” says Greg Laski, CEO of TGM Research. “The spirit is emphatically illustrated in our report, with charity donations being the most chosen category people plan to spend on this Ramadan.”
Coca Cola is an exemplary showcase of how to cultivate effective engagement with Muslim consumers on a global scale, with 8% of respondents citing it as the most Ramadan-associated brand. This success is attributed to its strong relationships with faith-driven consumers and its ability to provide content tailored to their culture and beliefs.
TGM Research (TGM) is a global, innovative, technology-driven market research agency. TGM provides agile insights for better decisions. It collects first-hand data worldwide using online research panels and delivers high-quality market research with world-class proprietary res-tech solutions. TGM is a remote-first company with a team of 50+ members, having a presence on five continents.