New research reframes Ramadan from a seasonal spike to a sequence of decision-making moments across key categories. Dubai — Platformance, a FAST Ventures company, has released its latest industry report, Moments of Influence: Connecting With the Arab Consumer’s Ramadan Rhythm, offering a new framework for understanding consumer behaviour during the holy month. The research positions Ramadan as a series of situational moments, shaped by changes in routine, culture, family dynamics, and timing. Hassan Shoker, Chief Commercial Officer of Platformance, said: “Ramadan is not a spike in demand, it’s a shift in behaviour. Brands that treat it as a single moment risk missing where influence actually happens.