The Broader Ethical Appeal of Halal and How it Complements other Certifications
Muslims are the major purchasing demographic for many Halal brands – but interestingly, many Halal-certified companies also have strong demand from non-Muslim consumers. This is in part because Halal has a broader appeal to consumers who value purity, transparency, and animal welfare.
Halal certification also fits well with other environmental and ethical certifications, making it an essential qualification for brands aimed at socially conscious Muslims as well as a valuable addition to brands marketing primarily to a non-Muslim audience.
Research in Malaysia has found that consumers associate Halal with purity, health, and higher quality of food, and that even non-Muslim consumers seek out Halal certified products because they share the ethical principles behind it. Halal products must be produced in a clean environment, contain wholesome ingredients, and be free of anything that can cause harm such as heavy metals or toxins. Halal certification indicates an attention to purity and communicates that the company is honest and confident enough in their practices to invite third-party verification. This assurance is useful for any consumer interested in purity, for example, those who purchase organic food and cosmetics for that reason.
Ideally, Halal products should always reflect broader Islamic values, but certification deals specifically with whether or not a product is permissible to use or consume, not every aspect of its production. While Halal aims to ensure ethical treatment of animals and purity of food, it only touches on some aspects of social, ethical, and environmental practices associated with food and cosmetic product production. In other words, are the products “tayyib” (good, pleasant, agreeable, safe, healthy) . Global supply chains can leave some doubts about these realms, just like they do about Halal suitability. This is evident in the popularity of organic, fair trade, and other certifications across many demographics, and Muslim Millennial consumers in particular are interested in them to ensure that the food is not just permissible, but consistent with all Islamic values.
Islam encourages a reverence for the earth and the natural systems that support human life so certifications like organic, which aim to make farming practices more sustainable, and initiatives to exclude ingredients with environmentally destructive production practices like palm oil, are a great complement to Halal. So are Fair Trade, Fair Labor, and Direct Trade certifications, indicating that the company has done its best to treat employees and suppliers with respect and fairness, which is very important in Islam.
Halal is not the same as vegan or cruelty-free certifications but overlaps in some ways. These values align with Islamic values of ethical treatment of animals, which precludes causing pain or distress, and the stipulation that their slaughter must be done humanely and only for sustenance - never for sport or entertainment. As a result, Halal cosmetics cannot be tested on animals, which fits well with cruelty-free certifications. While Halal-certified products can still contain animal products, they need to be from Halal sources and be traceable and wholesome. Many Muslims consumers are also happy to purchase cosmetics and self-care products that are vegan and cruelty-free. Free-range and humanely-raised certifications are also a good fit.
A great example of how Halal certification fits brands with broad ethical and eco-conscious appeal is Numi Organic Tea, a company certified by Islamic Services of America. In addition to Halal, Numi is certified Organic, non-GMO, Fair Trade, and Climate Neutral, as well as being Fair Labor Verified. They are also a certified B Corporation and emphasize their recyclable and compostable packaging. These certifications help Numi stand out in the market for their commitment to ethical, sustainable practices.
Another good example is PHB Ethical Beauty, a UK-based cosmetics company that offers a wide range of makeup, skin care, and body products. Their products are 100% vegan, not tested on animals, and organic, in addition to being alcohol-free Halal certified. They are also palm oil free, have an award for ethical sourcing practices, and donate 20% of profits to charity. The Halal certification fits in well here, highlighting both the purity of the products themselves and signaling to eco- and socially conscious consumers that the company is one they can feel good about supporting.
If your business already has environmental, social, or ethical certifications, consider adding Halal to emphasize the purity of the product to all consumers, and to make it stand out to Muslim buyers.
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