Moonfolks releases latest annual Ramadan Whitepaper Series, ‘The Ramadan Reset’
Moonfolks has released the 6th edition of its Ramadan Whitepaper Series. Titled “The Ramadan Reset: Why Indonesians are Rethinking Festive Consumerism”.
Ramadan is traditionally a season of joy, reflection, and togetherness. However, in 2025, economic pressures and the declining middle class in Indonesia are reshaping how people approach their Ramadan rituals. This whitepaper delves into the evolving consumer behaviours, offering a comprehensive analysis of emerging trends such as frugal spending, reliance on local brands, and innovative ways consumers are making the most of the festive season.
These takeouts provide valuable implications for brands to adapt their strategies and stay relevant during Ramadan.
The White Paper, spread across 4 chapters, captures how Indonesian consumers are likely to manoeuvre through financial constraints to maintain the spirit of Ramadan.
The research throws light around the following phenomena:
1. Frugal Festivities: An insight into how penny pinching is changing the face of Ramadan Spending
2. Promo Fatigue: Price offs and discounts aren’t good enough anymore, as consumers are rethinking how they perceive value
3. The Rise of Ramadan LocaInomics: The pride of everything that’s “Made in Indonesia”, a movement propelled by boycotts owing to the war in the middle-east, is the strongest consumer behaviour change in recent times.
4. Returning to Core Values: The spirit of “Gotong Royong” (in it together) surfaces again in the face of economic difficulties, where the spirit of giving and sharing doesn’t dampen, reinforcing why Indonesia retains its #1 rank as the world’s most generous country.
The paper further goes on to articulates guidelines for brands to overcome these challenges.
Key Considerations:
• Value Over Volume: Focus on affordability, practicality, and transparency in promotions.
• Local Resonance: Leverage cultural connections to build trust and relevance.
• Frugal Joy: Celebrate creative and cost- conscious ways Indonesians are maintaining the
festive spirit.
• Digital Innovations: Embrace platforms like BNPL and Muslim Fintech app to enhance
reach, accessibility and engagement.
• Purpose-Driven Campaigns: Highlight meaningful spending and charity to align with the spiritual essence of Ramadan.
• Emotional Connection: Use storytelling to create meaningful and relatable campaigns.
• Technology for Precision: Leverage AI and data analytics for precise targeting and deal remarketing.
• Community-Centric Approach: Build campaigns that celebrate and support local communities.
By understanding these dynamics, both individuals and brands can navigate the complexities of Ramadan, fostering a more meaningful and fulfilling experience for all.
Anish Daryani, Founder, President Director and CEO, Moonfolks, said: “In yet another Ramadan shrouded by economic stress, declining earnings and increasing costs, the ingenuity and creativity of consumers to overcome these challenges leaves us with a feeling of awe. We have used these insights, and more, in developing all our Ramadan Campaigns this year. We believe having years to the ground gives our brands an edge in staying ahead of the market challenges, ensuring we continue to deliver audacious commerce for them, even in times that are less favourable.”
Elki Hendria, Chief Strategy and Digital Officer, Moonfolks, who also co-authored the whitepaper, added: “There’s clearly nothing coming in the way of Indonesians making the most of their Ramadan. We call this the spirit of “Semangat” which translates into “keep up the spirit” or even “keep fighting”. “Pantang Menyerah” is another terms we use to imply “never give up”. We saw this during Covid-19, and we’re seeing this again during an economic squeeze. Brands need to fuel this spirit to win hearts of consumers, and a share of their wallet”.