This research study unpacks how young Muslim Americans celebrate Ramadan and how brands can meaningfully participate.

Mojo Supermarket and designers House of Gül have collaborated for The Ramadan Report – a research study surveying 140 Gen Z and millennial Muslims in the US, unpacking their experiences, beliefs and opinions.

The report, commissioned in partnership with Sympler, a qualitative research partner ultimately serves as an invitation to the creative industry to get to know Muslim culture better, referencing the startlingly low, share of the $2.5 billion total spent on holiday marketing each year that is spent on Ramadan. As a key trigger for the report it is clear there is little to no recognition extending beyond a social post, despite nearly 4M people in America celebrating the holiday of Ramadan

Accompanied with design from House of Gül (The design direction was inspired both by feelings of joy, love and community during Ramadan, alongside the movement of sun and sunlight), it explores compelling insights from those observing Ramadan, covering topics such as routine and community, but it also speaks directly to those outside of the community looking to participate authentically, particularly brands.

“Young Muslims aren’t looking for a John Lewis ad,” says the report. Instead, it illuminates the lack of products and services built specifically around solutions for the community. As one participant, Noor, puts it: “I’d love to see brands make their products and services appeal specifically to Muslims and what we go through. Where’s Uber Eats and Beyond Meat at?”

“As a Muslim American woman, I have grown up knowing all about Christmas, its traditions, and have a detailed understanding of that experience and what it means to those that celebrate,” Saleh continues. “Having some level of Muslim representation like that in marketing, can not only make the millions of Muslims in America feel seen, but also help demystify stereotypes and bring understanding to our community that is often overlooked or worse, othered.”

The Ramadan Report is accessible via https://www.mojoramadanreport.com