Page 138 - FDF PR REPORT - MARCH 2025 (ENGLISH)

4/3/25, 4:24 PM Cherished amidst change: Ramadan has evolved and adapted,...

Cherished amidst change:

Ramadan has evolved and

adapted, find ZU students

27 Mar 2025

Prayers at Sheikh Zayed Grand Mosque, Ramadan 2024.

Muhammad Yusuf, Features Writer

Zayed University (ZU) students from the College of Businesss - Alyaa AlZubaidi, Meitha Almehairbi
and Amna Alhammadi (all researchers) - are working on a market research project on Ramadan.
They have conducted focus group discussions with senior citizens to research how different
Ramadan is today compared to the times when they were at the age of today’s students, meaning
40-50 years ago. The researchers conducted focus group discussions with 18 Emirati women (aged
65+), with the support and help of Family Development Foundation in Abu Dhabi. The preliminary
findings of the research were very compelling, and promising for publishing in an academic journal.
The study revealed many interesting facts, including the impact of Modernisation; the effect of
Consumerism, when spending more was considered trendy; and that the Year of Community was
launched at the right time. Sustainability is not just about preserving the environment, but is also
about preserving cultures and traditions, the researchers underline. Alyaa AlZubaidi is Senior, BSc
Marketing and Entrepreneurship; Meitha Almehairbi, is Senior, BSc Marketing and Entrepreneurship;
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