In recent years, the contribution has been made any time from the beginning of Ramadan onwards so it can reach those who need it for Eid, but the symbolism and tradition of giving on Eid itself is strong.
Ramadan has already set a precedent of increased charitable giving. In the UK for example, the country’s Muslim population of around 4 million donate £100 million pounds during Ramadan alone. According to the “Great British Ramadan” study by Ogilvy Islamic Marketing, not only do Muslims give more money during Ramadan, 36 per cent do more charity and community work; men aged 18-24 contribute more, at 42 per cent.
13 May 2021
Eleven leaders across WPP have been recognised in the 2021 EMpower Ethnic Minority Role Model Lists for their role in promoting inclusion and diversity in the workplace and empowering talent from underrepresented ethnic groups.
Created by diversity and inclusion membership organisation INvolve and supported by Yahoo Finance UK, the lists celebrate role models from underrepresented ethnic groups who are leading by example, rising ethnic minority talent, and advocates who are championing and removing obstacles for inclusion.
Each person on the list was nominated by peers and colleagues and scored on the influence of their role, their impact on ethnic minority inclusion inside and outside the workplace, and their business achievement.
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Imagine you are a teenager who loves football. It is Ramadan and playing during the day while you fast is tough. So you join the Midnight Ramadan League, a community initiative, which organises matches after iftar, when the day s fast has ended and before the next early morning meal of suhoor. But playing football after ending a fast and late at night is a struggle because of the fatigue.
This is the opening scene of an advertisement by EA sports for Fifa 21, about the story of British Muslim teen Qaiser.
Qaiser s younger sister Aaminah kicks a ball at him because he’s dozed off before iftar. “Stop being lazy,” she scolds him. After the family ends their fast together, Qaiser heads off to the league at night. He’s exhausted when he plays, and gets knocked over by a tackle. Hamza Choudhury, a Fifa ambassador and midfielder from Leicester City appears, gives him a hand and says: “If I can do this, so can you”.
How do you solve a problem like. reaching out during Ramadan?
Anish Daryani, founder and president director, M&C Saatchi Indonesia
Ramadan 2021 will be unlike any other. As vaccines present a ray of hope, and lockdowns are relaxed, Muslims the world over will be seeing their loved ones in person, a welcome change from the year before. A post-pandemic Ramadan presents opportunities for businesses like they’ve never seen before. From consumer durables to fashion, and personal care to digital products, the Islamic community will splurge on gifting and for gratifying pent-up needs. If brands are not riding this wave, it is certainly an opportunity missed.