Ethical consumerism has been a rising trend over the past decade, with 62% of Gen Z consumers preferring to purchase products sourced and manufactured under ethical guidelines.
Halal consumerism has also gained significant traction in recent times in light of the global rising Muslim population and the exponential economic growth of Muslim-majority countries.
While ethical and halal consumerism do not share textbook definitions, they do, however, go hand-in-hand when it comes to prioritizing ethical practices in sourcing and production.
Moreover, both forms of consumerism emphasize the importance of transparency and ethical quality. Therefore, Muslims adhering to halal guidelines also naturally makes them comply with the ethical consumerism guidelines.
In this blog, we will explore how halal and ethical consumerism go hand-in-hand and why penetrating the halal market is catching two fish on one hook.
- 1 Where Halal and Ethical Consumerism Meet
- 2 How to Target Halal and Ethical Consumer Market?
- 3 How to Get Halal Certification?
- 4 Wrapping Up
- 5 Get in Touch
- 6 Featured Insights
- 7 Get in Touch
Where Halal and Ethical Consumerism Meet
There are several aspects where both halal and ethical consumerism intersect. 3 main areas where they both meet are:
The Prophet Muhammad said, “Cleanliness is half of faith” (Sahih Muslim).
This alone is a sufficient testament to the importance of hygiene when it comes to halal consumerism. Halal guidelines particularly require all halal-certified products be produced in a hygienic and humane environment.
Similarly, ethical consumerism also strictly emphasizes the importance of hygiene in production and manufacturing processes. All ethical consumer certifications also mandate safe and hygienic conditions for both the product and workers.
2. Animal welfare
Halal-certified products can only be sourced from animals that have been healthy at the time of slaughter, with their blood fully drained from their veins. Moreover, halal guidelines also outline that the method of slaughter for animals be designed to minimize the animal’s suffering.
These halal guidelines also align with ethical consumerism which similarly places a strong emphasis on the humane treatment of animals. Ethical consumers often seek out products that are labeled as “cruelty-free,” as indicators that the animals were treated with respect.
3. Natural & Organic and Tayyib
There is a concept in halal termed “Tayyib.” Translated directly, it means “Pure”. This concept leans in favor of foods that are pure, healthy, and good for you. This is embedded in many consumers’ psyche and for products that are natural, organic, and overall pure and better for you, they might find asymmetrical success with halal consumers.
Likewise, ethical consumerism places a high value on natural and organic products. Ethical consumers often seek out foods that are certified organic, GMO-free, or made from sustainably sourced ingredients
How to Target Halal and Ethical Consumer Market?
The halal and ethical consumer market is tremendously massive in size. Hence, businesses that are able to penetrate this intersection are bound to set themselves up to grab a massive share of the booming halal and ethical market.
Here are some tips to help you tap into the market segment:
Tip #1 – Do your research:
Learn about the halal standards and regulations alongside ethical consumerism in your target markets. Find out what are the most popular halal products or categories among your potential customers. This will help you revamp your portfolio according to the interests and preferences of both the halal and ethical consumer segment.
Tip #2 – Get certified:
Obtaining a halal certification from a reputable authority can significantly boost your credibility and trustworthiness not just among halal consumers, but also ethical consumers as there are so many obvious similarities between the two.This may also help you comply with the legal requirements in some countries where halal and ethical certification is mandatory for certain products or sectors. In this manner, a halal certification can also serve as a quality assurance mark for your products.
Tip #3 – Be engaging:
Create engaging content that educates consumers regarding halal and ethical consumption. Even if your existing products are aligned towards the halal market, you can use informative advertising to educate non-Muslim consumers about the ethical benefits of halal products.
You can also use key influencers among the halal community to spread more awareness regarding the overlaps between halal and ethical consumerism to attract a larger target audience towards your products.
How to Get Halal Certification?
To tap into the growing halal market, you will need to get halal certified. We understand how getting halal certification may sound like too much of a hassle. However, we guarantee a smooth process towards getting halal certified by following the steps below:
Step 1 – Pick the right halal certification organization:
There are many halal certification bodies around the world, each with their own standards, criteria, and procedures. You need to choose a halal certification body that is recognized and accepted by your target markets and customers.
One such organization is the American Halal Foundation (AHF), which is recognized in all major markets and also provides specific halal certification based on the industry you operate in.
Step 2 – Apply for halal certification:
After picking a halal certification provider, you will need to fill out an application form and submit it to the halal certification body along with the required documents.
Check out the simple 3-step halal certification process of AHF right here.
Step 3 – Pass the audit and receive halal certification:
After applying for the halal certification, you will have to pass an audit conducted by the halal certification provider. Once you pass the audit, you will receive a halal certification indicating the name of your company and the products or services that are certified halal.You can then use the halal logo and certification to market your products as halal certified in both the halal and ethical consumer markets.
Wrapping up, Halal and ethical consumerism go hand-in-hand in consumer psychology, as they both reflect the values and beliefs of those consumers who want to be responsible in their consumption choices.
Halal and ethical consumerism are two trends that are shaping the global market today. Halal consumers are looking for products that meet not only their religious obligations but also their ethical values.
To target this growing market segment, the first step is to get halal certification from a reputable authority. This is because halal certification is extremely vital for Muslim consumers.
Therefore, it is important for businesses to not only acquire halal certification, but also communicate the deeper values that unite halal and ethical consumerism.