November 1st. A whole 54 days before Santa comes, and you see all the Christmas ads launching. But marketers are masters of disguise: it’s rarely a new ad, just an extension of what they’ve been telling you all year, that their brand, products and prices are the brand, products and price for you, so you should consider them.

For any seasoned marketer, this is the logical answer to drive growth and profitability, dipping into cultural moments with a brand speaking its natural language.

With over three million Muslims in the UK alone, it seems as though there is a huge opportunity that is going unnoticed - that is, reaching a population of consumers who are ready to spend. Let the numbers speak: back in 2022, Muslims globally spent almost $2.2tn across major consumer categories - a number that has grown rapidly year on year alongside the size of the world’s fastest (and youngest) growing religion.

So, why is Ramadan often overlooked as a key moment in the calendar? And how can brands use this as a launch pad for year-round connection with their Muslim consumers?

Understanding Ramadan

Ramadan is a month dedicated to prayer and self-reflection. But speak to any British Muslim and I guarantee they’d tell you how they’re managing their work/life/fasting balance, distracted by everything and anything but. This undoubtedly creates the perfect opportunity for brands to steal that attention.

Many Muslims will tell you how their spending habits increase before and during Ramadan, as they try new and different foods for Iftar, or new decor and homeware for communal gatherings. The same British Muslims, who understand how brands and consumerism work, are often in well paid jobs and looking for novel ways to spend their money.

And contrary to popular belief, Muslim habits around media consumption largely remain unchanged through Ramadan. Far from the disconnect many say they observe - i.e. time spent praying - Muslims who fast will often look to either kill time or be inspired by what’s next. Food and hospitality do this well - think major supermarkets during Ramadan who advertise generosity and togetherness with their food.

Almost constantly plugged in, UK Muslims often index higher in media consumption during Ramadan too, particularly on platforms like Instagram, Snapchat, and TikTok. YouTube and Spotify usage increases too, hypothetically to listen or watch recitation of the Holy Qur’an, but because previous habits are hard to shake off, entertainment-based comfort viewing kicks in. Scandalous, I know.

Beyond Ramadan – opportunities throughout the year

The brands that win aren’t the ones who become ostentatious or overly focused on Ramadan, they’re the ones that play the long game. They understand that it’s the small and authentic gestures that are best received and instead use Ramadan as a category entry point.

Retailers like H&M and ASOS have been praised for releasing modest clothing in the lead up to Ramadan and luxury brands including Louis Vuitton, Dior and Celine have recognised the spending power of the demographic too.

What’s interesting is, these brands continue the sales and outreach to this audience throughout the year too - after all, Muslims are still Muslims for the remainder of the calendar year.

They could easily extend this communication by tapping into summer-long wedding seasons which bring with it demands for fashion, jewellery, and luxury goods, but also food and entertainment; an opportunity to cater to celebration-driven spending beyond a more demure month.

These moments are not isolated to religious practice but reflect broader cultural values that connect today’s more common second and third-generation Muslim consumers to their families, communities, and heritage.

Ensuring that communication isn’t tokenistic but rooted in a shared understanding of values like community and purpose can not only enhance engagement but also builds a stronger emotional connection with your Muslim audience.

The diverse and multifaceted Muslim consumer

There’s a misconception that Muslim consumers exist only within the context of their religious identity. However, British Muslims are professionals, students, parents, creatives and entrepreneurs. Their aspirations and lifestyles are as varied as any other demographic.

And it’s the diversity of this segment that’s worth celebrating too: dig deep, and you see multitudes of identities. As of the 2021 Census, Pakistani Muslims were the dominant majority in the UK at just over 37%, with Bangladeshis, Arabs, and Africans following. British White and White mixed-race ethnicities also exist in force, making up over 6% of the UK’s Muslim population.

With over half of UK Muslims under the age of 30, this demographic is digital-first, media-savvy, and culturally dynamic. Their consumer choices are informed not just by faith but broader lifestyle needs and trends. According to research from The Trade Desk, 76% of Muslims surveyed say technology plays an integral role in Ramadan, so trends like health-conscious eating, sustainable fashion, and technology are just as important.

By focusing solely on religious identity, brands risk alienating their audience by reducing them to a stereotype. This is particularly problematic for younger Muslims, who often feel disconnected from traditional portrayals in advertising.

Authenticity over extravagance

It’s obviously too late to start your Ramadan campaign two weeks into the month. And then there’s the common misstep for brands to think they must go above and beyond with flashy, performative campaigns to engage Muslim consumers.

In reality, Muslim audiences value simplistic authenticity over spectacle. A clear, brand-aligned action is far more impactful. When Muslims fast, sugar levels impact mental performance, so make it easy for us to connect the dots (and research consistently shows that passive advertising leads to better ad recall!).

Through content creators, burger chain Five Guys got word out it made a few of its UK branches fully halal just before Ramadan, removing bacon and hotdogs at these specific restaurants. The reception to this has been incredible, with Muslim customers flocking to restaurants from all over the country to try something that had evaded them. The message is clear: when you understand what your consumers want (in this case, great tasting burgers and milkshakes) and meet them where they are - they’ll welcome you with open arms and wallets.

The key is to align inclusivity efforts with the brand’s existing identity and values. Overly elaborate gestures can come across as insincere or pandering, undermining the trust that brands seek to build.

My final piece of advice would be to stay true to what your brand stands for. Instead of reinventing the wheel, look for ways to integrate inclusivity into your existing narrative. Ramadan doesn’t mark an isolated moment of engagement, but a starting point for ongoing, meaningful connections. This could be as subtle as diversifying your visual content or supporting a cause that resonates with Muslim communities, like education or food security.

True, inclusive planning means always-on insight about the communities that make up Britain. Brands would do well to stop asking how to engage with Ramadan, and start thinking about what true connection to different generations of Muslims really means.