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Nod to Ramadan a trend in retailing

IKEA launches low-key campaign 

Puts Muslims in the mainstream

Toronto Star

LESLIE SCRIVENER

FAITH AND ETHICS REPORTER

When does a minority know it's become part of mainstream culture? When temples and mosques are as much a part of the cityscape as churches? When Muslim women wear head coverings without attracting stares? When a home furnishings company recognizes that shoppers spend not only at Christmas, but also at Diwali, Ramadan and Chanukkah? 

In a new public relations campaign, IKEA has highlighted Ramadan, the month-long Muslim fast that began Oct. 27. The campaign shows women wearing hijab and South Asian dress, photos of Mecca, sweet trays used for end-of-fast celebrations, and a text explaining the religious meaning of the holiday.

The series of photographs showing IKEA carpets, candles, table settings and gifts for children — ways of decorating the home for the holiday — is not a nationwide mail-out campaign but will be on the IKEA Canada Web site today.

It's a first for IKEA and part of a trend by retailers to acknowledge minority celebrations. 

Hudson's Bay Company, for the first time this fall, included Ramadan greetings in flyers for The Bay, Zellers and Home Outfitters, plus posters and door signs. It will do the same for Chanukkah and other holidays. 

"We realize that millions of Canadians are shopping in our stores, and we should be celebrating the cultures and diversity of all our customers," said spokesperson Hillary Stauth. 

The company's efforts have already been recognized. The Multicultural Council of Regina and Muslims for Peace and Justice Saskatchewan sent the company a citation of thanks. 

"We are a minority and these are especially bad times for us.

"We appreciate this first initiative to recognize Muslims as part of mainstream Canadian society," said Dr. Naiyer Habib, president of Muslims for Peace. 

The IKEA campaign was created in the store's public relations department by Keka DasGupta, whose first project was home decorating for Diwali, the Hindu festival of lights, last month. She drew from her Bengali background to show how the festival is celebrated at home. 

For Ramadan, she interviewed Muslim staff and was advised by Aneesa Razakazi, design consultant at the North York store. 

"It's important to look at how people of all backgrounds live," DasGupta said. "It's not just about the products, it's about sharing what we've learned."

Muslims were generally appreciative, though wary that they will become another demographic group targeted by retailers. They don't want to see their holy month commercialized. 

Ramadan ends Nov. 24, depending on the moon sighting, with Eid celebrations. With it comes cleaning and updating the home, buying new clothes or furnishings. ("Eid is a time for cleansing both the heart and the home," the IKEA copy reads.) 

Showing ways to beautify the home and make it welcoming in a culturally sensitive way is valued, Muslims say. 

"My first reaction was that this is good, that we're part of the mainstream, we have a voice, we are in large enough numbers to be recognized, but there's definitely a flip side," said Farheen Hasan, program manager for a Mississauga non-profit group.

"Islam isn't about consumerism. We don't come from a commercial, disposable culture. If Eid sales become part of a company's bottom line, I really don't like it. Eid is about spending time with family; it is a religious time, remembering people less fortunate, and comes at the end of the month of self-denial and prayer."

(IKEA's campaign includes charity references: "... one way to teach children these values: ask them to pick one gift they received for Eid and have them donate it to a family in need.") 

While it's clear retailers are looking at Muslims as consumers, the overall message is welcome, said Riad Saloojee, executive-director of the Council on American-Islamic Relations Canada. "What I like is that Muslims are humanized, as are our cultures and traditions, and we are portrayed strictly as part of Canadian culture," he said. "It's not a foreign celebration." 

IKEA is doing just what Muslim stores do, though on a bigger scale, said Imam Abdul Hai Patel, co-ordinator of the Islamic Council of Imams Canada.

"There is always a commercial side to every festival. At Eid we traditionally get something new. All in all, it doesn't diminish the spiritual aspect."