#Ramadan – a modern approach to an ancient tradition - Happy Thinking People
 

#Ramadan – a modern approach to an ancient tradition - Happy Thinking People

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#Ramadan – a modern approach to an ancient tradition - Happy Thinking People #Ramadan – a modern approach to an ancient tradition - Happy Thinking People Presentation Transcript

  • Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by
  • #RAMADAN
  • “This multicultural approach has failed, utterly failed” (Angela Merkel 2010) HOW CAN WE ADDRESS MUSLIMS IN GERMANY? HOW CAN WE ADDRESS TURKISH PEOPLE IN GERMANY?
  • WHAT IS RAMADAN ALL ABOUT? WHAT DO PEOPLE HOPE TO GAIN THROUGH RAMADAN? HOW DO PEOPLES’ LIVES CHANGE DURING RAMADAN? HOW DOES THE YOUNGER GENERATION EXPERIENCE AND RELATE TO RAMADAN? HOW IS RAMADAN DIFFERENT FOR A MUSLIM MINORITY IN GERMANY?
  • HAPPY RAMADAN?
  • RAMADAN IS SO MUCH MORE THAN ‘JUST FASTING’! RAMADAN IS A TIME OF CELEBRATION! LIKE DAY AND NIGHT, LIFE DURING RAMADAN IS FULL OF DIVERSE DICHOTOMIES! FAMILY AND COMMUNITY MAKE RAMADAN – WITH TECHNOLOGY TRULY CONNECTING PEOPLE!
  • An online weblog in 3 phases using our 24 Bloggers in Germany portal. 45 Bloggers in Morocco …plus Vox Pop Interviews Engaging Muslims aged between 18 and 35 years old with different levels of religious involvement. Split into male and female subgroups, with an additional mothers group aged 30-40 in Morocco.
  • To tailor our portal to the needs of the topic and the target we enabled some new features and considerations. BI-LINGUAL MODERATORS DUAL ALPHABETS WHISPER ENTRY FEATURE TIME-CAPSULE LETTER
  • WHEN DOES RAMADAN START? IN A MUSLIM COMMUNITY WITH MIXED NATIONAL HERITAGE THIS IS OFTEN UP FOR DEBATE… …WITH INFORMATION FROM DIFFERENT HOMELANDS CONFUSING THE MATTER AND DRIVING MUCH CONVERSATION!
  • EXPECTATIONS OF RAMADAN A SPRINGBOARD FOR A HEALTHIER AND MORE SPIRITUAL LIFESTYLE… BUT AS ALWAYS ANY RESOLUTION CAN BE HARD TO STICK TO! WE ASKED RESPONDENTS TO WRITE A LETTER TO THEIR FUTURE SELVES: WHAT I HOPE TO ACHIEVE DURING RAMADAN. THIS WAS THEN ‘SEALED’ ON THE BLOG AND RE-OPENED AT THE END OF RAMADAN FOR COMPARISON.
  • …IN GERMANY EACH INDIVIDUAL HAS TO FIT RAMADAN INTO THEIR LIVES – AND OUR BLOG SERVED AS A PLATFORM FOR SHARING AND SUPPORT. LONGER DAYLIGHT HOURS IN SUMMER IN GERMANY AND A FULL WORK DAY IN A CITY OF TEMPTATION. WHILST IN MOROCCO EVERYTHING CHANGES TO FIT AROUND RAMADAN… WHERE EVERYONE IS FASTING TOGETHER AND CELEBRATING IFTAR IN PUBLIC.
  • IN THE KITCHEN AT IFTAR RESPONDENTS REALLY LET US INTO THEIR KITCHENS AND DINING ROOMS AT IFTAR WITH LOTS OF PICTURES AND RECIPES. WITH THE ONLINE NATURE ALLOWING AN ETHNOGRAPHIC VIEW – WITHOUT DISTURBING WHAT IS A FAMILY AFFAIR.
  • DESPITE NOT EATING OR DRINKING FOR 18 HOURS EACH DAY, PEOPLE ACTUALLY GAIN WEIGHT DURING RAMADAN! PEOPLE TRY TO COMPENSATE WITH SALAD OR LOW-CARB FOOD AT LESS SOCIAL IFTAR OCCASIONS.
  • MORE THAN 30% MORE IS SPENT ON FOOD DURING RAMADAN. NOT ONLY DUE TO THE HIGHER VOLUME BUT ALSO HIGHER QUALITY FRESH FOOD AND TREATS.
  • THE TRADITIONS OF RAMADAN HAVE NOT CHANGED FOR THOUSANDS OF YEARS MAKING THE EXPERIENCE A RETREAT FROM THE HECTIC OF MODERN LIVING. IT IS OFTEN THOUGHT THAT THIS SHOULD INCLUDE A REDUCTION IN THE USE OF MEDIA (TV, INTERNET) – SPENDING THE TIME MORE WISELY.
  • IN GERMANY THERE IS AN AIM TO AVOID THE USUAL GERMAN TV SHOWS AND INSTEAD WATCH ARABIC OR TURKISH TV WITH SPECIAL RAMADAN PROGRAMMING. IN MOROCCO TV BRINGS THE FAMILY TOGETHER DURING IFTAR - ALTHOUGH CAN BE FOCUSSED TOO MUCH ON CUSTOMARY SITCOMS OVER RELIGIOUS PROGRAMMING.
  • ONLINE SOURCES, ESPECIALLY APPS, ARE CALLED UPON TO PROVIDE INFORMATION AND TO SUPPORT RELIGIOUS RITUALS. FACEBOOK AND MESSENGER SERVICES ALLOW FRIENDS AND FAMILY TO SUPPORT EACH OTHER WHEREAS ONLINE GAMES ARE A WELCOME DESTRACTION FROM THE FAST.
  • CONSUMPTION DURING RAMADAN IS ALSO BOOSTED BY COMPENSATION AND REWARDING, WHICH HAS ITS CLIMAX AT EID. EID IS A CELEBRATION WITH A FOCUS ON REWARD, CHARITY AND COMMUNITY. BEING THANKFUL FOR RAMADAN.
  • RAMADAN IS A TIME FOR BUSINESS! FOR TURKISH AND OTHER MUSLIM RETAILERS IN GERMANY RAMADAN IS A VERY PROSPEROUS TIME OF YEAR. NON-MUSLIM BRANDS AND RETAILERS ARE LIKELY TO BE MET WITH INITIAL SCEPTICISM. THIS IS AN AREA THAT NEEDS TO BE NAVIGATED CAREFULLY!
  • RAMADAN IS BECOMING MORE VISIBLE IN GERMANY! RECOGNITION IS BECOMING INCREASINGLY IMPORTANT. COMMUNICATION NEEDS TO COMBINE RECOGNITION WITH RESPECT. AND UNDERSTAND THE DIVERSITY AND NATURE OF THOSE LIVING ‘BETWEEN TWO WORLDS’.
  • DESPITE MANY WISHING FOR MORE RECOGNITION OF RAMADAN FROM BRANDS AND SERVICES… MANY ATTEMPTS FALL FLAT. THE CHALLENGE IS TO ADDRESS THE TARGET WITH RECOGNITION, RESPECT, AND IF APPROPRIATE, HUMOUR.
  • APPROACHING RAMADAN HAS ITS COMPLEXITIES! RAMADAN IS NOT JUST ABOUT FASTING AND CELEBRATING – IT HAS MANY LEVELS OF MEANING THAT NEED TO BE RECOGNISED. IN SOME WAYS RAMADAN IS A MONTH OF PURITY AND REDUCTION – AND BRANDS NEED TO RESPECT THIS. RAMADAN IS ALSO ABOUT BEING A BETTER PERSON. AND BRANDS CAN POTENTIALLY SUPPORT AND FACILITATE THIS.
  • IT’S TIME TO START TALKING ABOUT RAMADAN. THERE ARE BIG OPPORTUNITIES IN DOING SO. PEOPLE UNDERSTANDING CAN ENABLE YOU TO BE FIRST AT THE TABLE!
  • Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by