Page 18 - Ramadan 2022

18 LG RAMADAN 2022

Five key themes will shape Ramadan 2022

HILE Ramadan multiple recalibrations. Strict while building on resilience. lavish and more about humanitar- ing sports and walking outdoors.
pre-pandemic lockdowns saw mosques closed, ian acts – going beyond bounda-
was always about Mecca empty, and families una- 5 KEY THEMES WILL SHAPE ries to support charities digitally 4 QUALITY CONNECTIONS
Wspirituality, bond- ble to practice many social and RAMADAN 2022: SHINING A through apps, leaving water near The above themes all tie into
ing and festivity, Covid-19 decon- spiritual rituals. This liberation LIGHT ON THE BRAND walkways, and surprising neigh- the idea of investing more time
structed the very concept. Now, from social pressure recoloured OPPORTUNITY bours in need with the month’s and effort in what matters most,
as we head towards Ramadan Ramadan 2021 as a month of commodities. This extends to with reduced social demands
again, it’s time not to build it back reset and recalibration, of intro- 1 RENEWAL AND the type of media content that resulting in more introspective
to what it once was but rather to spection, reflection, and appre- REJUVENATION resonates most during Ramadan, bonding and socialisation during
build it forwards, with a rekindled ciation. It resulted in socialising beyond the slapstick humour to Ramadan. The focus is on build-
sense of the magnified blessings with mindfulness and intent, There’s an inside-out renewal of reflect the introspective mood ing more meaningful memories
or ‘Baraka’ that drives all habits in making more powerful choices celebration, bringing back a sense and positive affirmation, with and connections while creating
the holy month and beyond. with prudence over time, effort, of optimism based on engaging in deeper, more meaningful content. personalised gifts and being more
The sharp, short-term adjust- money and connections. There’s simple yet fun activities together, selective about iftar gatherings.
ments to the context of Ramadan also a renewed focus on the need like gaming, watching TV and 3 HOLISTIC WELLBEING This reflects the rising trend of
under Covid conditions led to to transcend beyond the material snacking. ‘Tablescaping’ is also This tier in with making better expressing gratitude for quality
set to trend in 2022 as the table use of the month’s blessings, rather than quantity of connec-
takes its place as the centre stage, both physically and mentally. The tions, maximising the ‘baraka’ of
a place for creative expression, very definition of wellbeing is spending time with loved ones.
spreading joy throughout the becoming more progressive, with
household. It’s a case of rejuve- enhanced awareness of Ramadan 5 PRUDENCE AND VALUE
nating the spirit in everything as a chance to evolve physically, This in turn results in making
from the practical, like decorating mentally and spiritually. smarter choices when it comes to
houses, to gifting and the smaller This is evident in mindfulness kitchen duties as well as spend-
details that put a smile on loved of portion sizes and variety, as ing and shopping, encouraged
ones’ faces. we move from the lavish spreads by-products and solutions that
of the past to include ingredients now deliver on ‘readiness’, help-
2 INTENTION AND like oats in our baking and more ing consumers deliver delicious
MINDFULNESS vegetables than usual in our sa- dishes with less effort. The brand
This trend is about heartfelt vouries, creating more nutritious craze has been replaced by one of
prayers, gratitude and simple dishes without compromising brand scrutiny – value brands can
good deeds. The prayers take on on the taste or enjoyment of the succeed if priced right. Shopping
a cultural form as consumers be- occasion. habits have been reframed as it’s
come more appreciative, intent on The idea of movement rather now about balancing functionali-
simplicity in their good deeds as than watching TV on the couch ty, image and avoiding waste. For
a manifestation of the moment’s for hours is also gaining momen- consumers, it’s all about making
mindfulness. It’s less about the tum, with more time spent play- smarter choices.