Marketing Ramadan 2022: When community and confidence beat clutter and cash discounts
Economic, generational and societal changes modify consumer behaviour. What will impact the Ramadan economy in the longer term and how will brands adapt their marketing efforts?
Despite the pandemic’s challenges, Ramadan 2021 spending on gifts and groceries was still $38.5 trillion, significantly exceeding the $35.6 trillion spent during non-festive periods.
Starting Ramadan 2022, brands are pushing to translate increased consumer confidence into consumption, banking on an amplified digital savviness. However, marketers must look beyond cash discounts to attract consumers and break through the increasingly dense advertising clutter.
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