Mojo Supermarket - The Ramadan Report
The Ramadan Report is an initiative by Mojo Supermarket aimed at exploring how young Muslim Americans, particularly Gen Z and millennials, celebrate Ramadan. It sheds light on their experiences and offers insights into how brands can authentically engage with this community during the holy month. The report emphasizes the gap in market representation and challenges brands to tailor their offerings for Muslim consumers.
The campaign takes a fresh approach by engaging directly with 140 Gen Z and millennial Muslims, offering a more personal and intimate perspective on how they celebrate Ramadan. The report is not just data-driven but culturally enriched with vibrant designs and hand-drawn pillars inspired by Islamic manuscripts, symbolizing spirituality and community. It also emphasizes that brands should avoid token gestures and instead offer meaningful solutions
Sympler Human Insights
Core Theme of the Campaign -
Main Finding: Despite nearly 4 million Muslims in the U.S. celebrating Ramadan, brands spend little on marketing or creating products and services designed to cater to this audience.
Quote: “Young Muslims aren’t looking for a John Lewis ad,” but they do seek brands that genuinely consider their needs, as highlighted by the voices in the report
Primary: Gen Z and millennial Muslims in the U.S.
Secondary: Brands and marketers looking to authentically connect with the Muslim community during Ramadan.
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About the
Campaign -
Ramadan is widely celebrated in the U.S., with nearly 4 million Muslims observing the holiday, yet there’s little marketing effort from brands targeting this group.
Mojo Supermarket conducted a survey with 140 young Muslims, uncovering that they want more authentic products and services from brands, not just surface-level marketing efforts like a social media post.
Brands are missing a $2.5 billion opportunity by not catering to this audience with tailored products during Ramadan.
The report features insights on fasting, community, and intentional living during Ramadan, providing brands with concrete data to shape their strategies.
One striking insight: Many respondents feel stronger during Ramadan and see it as a time for spiritual growth and community-building, elements brands could thoughtfully incorporate into their campaigns.
The report’s design is inspired by Islamic art and the movements of the sun, reflecting the rhythms of Ramadan prayers, adding a deeper cultural resonance.
Participants expressed frustration at the lack of relevant products. For example, one respondent mentioned a desire for services like Uber Eats offering halal meal options during suhoor pre-dawn meal
This isn’t just a marketing ploy: Mojo Supermarket wants brands to invest in learning about Muslim culture and creating products that reflect their values, not just for Ramadan but year-round
