Ramadan 2024: Decoding Consumption Patterns Across Gen Z, Millennials & Gen X

As the holy month of Ramadan approaches, businesses and marketers face the challenge of tailoring their strategies to resonate with diverse consumer generations. In today’s ever-evolving market landscape, a one-size-fits-all approach simply won’t suffice. Enter Neurosensum’s “Ramadan Generational Insights 2024” report, a treasure trove of invaluable insights into the varying attitudes, behaviors, and preferences of different age groups during this sacred time.

Navigating the Diverse Meanings of Ramadan

Ramadan holds different meanings for different generations, shaping their attitudes and behaviors during this period.

Generation Z

For Gen Z (aged 8-23), Ramadan is primarily a time for “Recharge” and “Reconnect,” an opportunity to slow down, engage in self-care, and spend quality time with family and friends. However, they display less interest in the spiritual “Reflection” and “Reshare” (donating/gifting) aspects compared to older generations.

Millennials and Generation X

In contrast, Millennials (aged 24-39) and Gen X (aged 40-55) embrace the spiritual significance of Ramadan, using it as a time for “Reflection” and “Reshare.” They prioritize devotional activities, avoiding “sinful” behaviors, and engaging in charitable acts like donating and gifting.

Tailoring Your Product and Packaging Strategy

The report sheds light on generational preferences when it comes to product categories and packaging during Ramadan and the festive period.

Product Preferences

While snack foods, ready-to-cook (RTC) items, and Ramadan desserts remain popular across generations, Gen Z leans more towards trendy and unique products, particularly when gifting to peers and partners. Meanwhile, Gen X and Millennials prioritize practical and familiar options, especially when gifting to elders.

Clothing and Personal Care

Gen Z places a strong emphasis on modern and trendy outfits, seeking to maintain a stylish appearance during Ramadan, often motivated by social media sharing. Personal care treatments, such as hair care, body care, and makeup, are also essential for this generation to maintain a good appearance.

Crafting an Effective Omnichannel Strategy

The report highlights distinct preferences among generations regarding purchase channels and payment methods, emphasizing the need for an effective omnichannel strategy.

Online vs. Offline

More than half of consumers across generations utilize online channels for their Ramadan and festive needs, with Gen Z leading the way. Popular online platforms include Shopee and TikTok, known for their “shoppertainment” features like live streaming and promotions.

Payment Methods

For offline purchases, Gen X and Millennials favor credit/debit cards, while Gen Z utilizes e-wallets more frequently for online transactions. Cashback promotions hold particular appeal for Gen Z in the online space.

Harnessing the Power of Media and Influencers

In today’s digital age, leveraging the right media platforms and influencers can be a game-changer for your Ramadan marketing efforts.

Media Platforms

While social media platforms like Instagram, TikTok, and YouTube remain popular across generations, television still plays a significant role during Ramadan, serving as a companion while awaiting breakfasting or sahoor times.

Influencer Impact

Gen Z and Millennials are more susceptible to influencer marketing, with a preference for authentic and consistent personalities. However, Gen X values authenticity and prefers individuals free from gossip, particularly regarding Ramadan content.

Neurosensum’s “Ramadan Generational Insights 2024” report serves as a valuable roadmap for businesses and marketers navigating the intricate landscape of Ramadan marketing. By understanding the diverse attitudes, behaviors, and preferences of different generations, you can craft targeted strategies that truly resonate with your desired audience, ultimately driving more effective and impactful campaigns during this sacred time.

Remember, success lies in embracing the unique characteristics of each generation and tailoring your approach accordingly. Stay agile, stay curious, and stay committed to delivering an exceptional Ramadan experience for your customers.