The article discusses how major corporations, particularly in Europe, have appropriated the cultural and commercial aspects of Ramadan, offering special deals and promotions that cater to Muslim consumers.
The article explores the increasing commercialization of Ramadan in Europe, highlighting how companies, including retailers and tech firms, are capitalizing on the occasion to attract Muslim consumers. It notes that marketing messages about Ramadan-related offers, including food items and services for iftar and suhoor, are ubiquitous, showcasing a shift in how Ramadan is perceived in a predominantly non-Muslim context.
It also points out that this trend is not limited to Muslim entrepreneurs but has been embraced by large corporations, fundamentally changing the landscape of consumerism during Ramadan. Streets in major European cities, from Paris to Berlin and London, are witnessing a surge in economic activity that parallels the scale of Christmas shopping. This new 'Ramadan economy' has integrated with mainstream capitalism, suggesting a broader recognition and acceptance of Muslim consumer needs in a globalized market.
Additionally, the article reflects on the implications of this cultural appropriation, raising questions about the authenticity of religious practices in a consumer-driven society. By adopting Ramadan as a marketing opportunity, there is a tension between maintaining the true spirit of fasting and the commercial pressures that seek to redefine its significance in the public sphere.
