It's Eid al-Fitr!

When you’re a minority, especially when you don’t fit the ‘norm,’ it’s all too common to be grouped without care or understanding, often due to ignorance or unfamiliarity. At The Unmistakables, experiences of being mistaken for ‘the only other’ in the room are only too common. Our founder, Asad, for example, is frequently confused with one of the other Asads in the advertising industry. 

In a previous role, Shilpa once wondered aloud what would happen if she were seated next to the two other Gujarati women on her team. She thought it might encourage people to actively search for discernible differences between them, though the idea was ultimately rejected. For those of us from ethnic minority backgrounds, being misidentified with others who share similar skin tones, despite distinct features, is something you quickly come to accept (albeit begrudgingly).

Why are we bringing this up?

This confusion can even extend to celebrations. Social media users recently spotted a McDonald’s post celebrating Eid. The problem? It was the wrong Eid.

For those who don’t know, Muslims celebrate two Eids each year: Eid al-Fitr, marking the end of Ramadan, and Eid al-Adha, celebrating the Festival of Sacrifice. Eid al-Adha stems from the story of Prophet Ibrahim (A.S), or Prophet Abraham in other faiths, and marks the end of the Hajj pilgrimage.

While it might seem like a simple mistake, it’s not that hard to get it right. A simple Google search would’ve gone a long way, but beyond that it's hard to believe that a company with over 2 million employees couldn’t manage consulting with celebrators and observers of the occasion.

Afshan Naserri, founder of Aam Creative commented:

“It's like McDonald's putting out a ‘Happy Easter!’ graphic on December 25th. But that would never happen, of course”

This McDonald’s idea undoubtedly missed the mark. Attempting to appear inclusive without truly understanding the culture they’re trying to engage with is both reductive and performative.

So, what’s the teachable moment here?

Cultural confidence doesn’t come overnight. We often hear how DEI efforts are reduced to one-off days or events, but even if that’s all you’re going to do, make sure you’re centring the community you’re addressing. This is an organic opportunity to collaborate with an audience that might have previously been overlooked. Get the community in the room for decision-making, reviewing and testing the content. Treat it as a journey of learning for you and your organisation not a quick fix. It’s a process that is worth investing in and it’s essential to do it right.

Gen Z, in particular, is highly attuned to a brand’s authenticity. According to the 2022 Edelman Trust Barometer, 73% of Gen Z buy from or advocate for brands that align with their beliefs and values. Before making a purchase, they are likely to research a brand’s history, values, and practices, often guided by peer reviews and social media presence.

If you're ready to begin this learning journey and create inclusive campaigns, get in touch at info@theunmistakables.com