With Ramadhan here now, a lot of businesses are taking this opportunity to connect more with the Muslims in this month. However, the latest Sarawak news about restricting the use of Ramadhan terms by businesses without Halal certification showed how religious and cultural traditions must be harmonized with business operations. The terms include Iftar, Selera Ramadhan, Buffet Ramadhan, Bazar Ramadhan, Sahur, Aidilfitri, Ramadhan Special, Halal and Halal certified.
For companies that are halal-certified, the use of Ramadhan-specific terms in their ads is not only appropriate but also obligatory.
So, why the Ramadhan terms more suitable for the Halal-certified business only and not apply to businesses who displayed “Muslim-friendly,” “Muslim-owned,” or “No pork, no lard” on their store?
1) Respect for Islamic Religion
The month of Ramadhan is where Muslims are increasing their prayers, spiritual reflection and strengthening their commitment to faith. Using terms like “Iftar,” “Buffet Ramadhan,” or “Selera Ramadhan” will attract Muslim consumers to dine in the restaurants, and anyone can use it unless they are banned.
When Halal-certified businesses use these terms, it means that the food is definitely to be halal.
However, if non-Halal certified businesses use this, it can cause confusion to Muslim consumers, even though they are Muslim-owned. This is especially true for tourists who came traveling to find Halal foods with confidence in a country they are not familiar with.
2) Building Trust and Loyalty among Muslim Consumers
Trust is the foundation of Muslim consumer behavior, especially during Ramadhan. It is important to Muslims that they know the food they eat or services they use are halal compliant, especially when fasting. Halal certification provides confidence that businesses offering services related to Ramadhan are authentic and trustworthy.
When companies that are halal-certified use Ramadhan-related terms in their advertisements, they build trust that they have built with their customers. Muslim customers feel more secure and are more confident when they realize that these companies recognize and respect their religious observances.
3) Protecting Muslims from Uncertainty
Throughout Ramadhan and any other month, Muslims are particularly careful with the products and services they utilize. There is always a concern about accidentally breaking religious rules, and halal certification will reduce that anxiety. With using the right terms in Ramadhan, businesses that have been certified halal assure buyers that their goods or services are compliant with Islamic principles, which is the most appropriate in high-risk situations during this holy month.
Non-halal certified businesses with Ramadhan or halal-related words might lead to confusion as they do not guarantee adherence to the halal requirements. This will bring about disappointment for Muslim customers who are interested in being confident that their Ramadhan is religiously fulfilling without sacrificing beliefs.
4) Highlighting Ethical and Transparent Practices
Halal certification is not just about food; it’s also a sign of a company’s general ethical commitment. Halal certified businesses are considered to have high standards of transparency, fairness, and ethical practice, and the use of Ramadhan-related terms is an extension of this integrity.
When these businesses offer Ramadhan promotions or service advertisements, they’re not just selling a product but are also signaling that they’re maintaining their commitment to ethical practice that is in line with Muslim values.
To consumers, this transparency instills confidence. They know that when they are using a halal-certified business, they are not only getting a quality product or service but are also supporting a business that values their religious and ethical values.
5) Creating Relevant Ramadhan Campaigns
Ramadhan is not just a time of giving, reflection, and bonding, but also a period where halal-approved businesses can look to leverage creating authentic, real campaigns that connect with customers on an individual level.
By adopting the utilization of Ramadhan-specific terms like “Iftar” or “Selera Ramadhan” in marketing, businesses are able to connect Muslim consumers at an individual level that proves advantageous for their values.
Halal-certified businesses can celebrate Ramadhan by highlighting the significance of the month, demonstrating their commitment to offering halal products, and depicting respect for the religious traditions of their Muslim customers. Halal-certified businesses can practice a greater sense of community, strengthening the relationship between businesses and customers during this sacred time.
Conclusion
Overall, halal certified businesses are more suited to use Ramadhan-specific terms in advertising since they capture the trust, sincerity, and values that Muslim consumers expect in this sacred month. By using such words, they convey a commitment to genuineness, openness, and respect for religious customs, as well as establishing more intimate relationships with their audience.
At a time when trust is greater than ever before, halal certification offers a key pillar for businesses to use Ramadhan-based language responsibly and meaningfully.
