Muslim Sensitivities

By Wayne A. Conaway and Terri Morrison
© Copyright 2004, All Rights Reserved

The beliefs of xenophobic Islamic fundamentalists like the Taliban are not relevant to this column. Few, if any, US executives are doing business with them. However, most North American corporations do work with Muslims, and it is important for North American businesses to consider and appreciate Muslim sensitivities. While there are some fundamental differences between the branches and sects of Islam (i.e., the Sunni, the Shiite, and the Sufi), there are many commonalties as well. Here, we will outline some general areas in which Western businesses can inadvertently fall afoul of Muslim custom and tradition.

In a previous article, we related how Nike was forced to recall thousands of sneakers in 1997. The flame design on these shoes inadvertently resembled the Arabic word for God ("Allah"), and Muslims saw this as a desecration. Facing worldwide protests and boycotts of their shoes, Nike capitulated.

What are some other ways that religion influences the lives of Muslims?

Perhaps the primary taboo involves impious use of the name of God, or Allah. The name of Allah is considered sacred; when written, it must be treated with reverence. Some Muslim African schools, too poor to afford paper for students, teach them to write Arabic in washable ink on boards. So sacred is the name of Allah that, when the ink is washed off the boards, the ink is reverently disposed of, lest the name of Allah be defiled!

The Saudi Arabian flag displays an Arabic inscription that contains the word Allah. To a Muslim, this requires that the Saudi flag be treated with particular reverence. One constant irritation occurs every time the Saudi Arabian soccer team qualifies for the World Cup. Someone always markets a soccer ball decorated with the flags of all the World Cup countries. Kicking the Saudi flag again puts the name of Allah in contact with the foot, which is unacceptable.

A common challenge for meeting managers is finding a convenient time for a global workforce to communicate. Meetings – whether they are global videoconferences, conference calls, or face-to-face meetings – must occur during a time when the participants are not on holiday, asleep, or praying. The holy day for devout Muslims is Friday – no business is conducted, and many people take off Thursdays too. So, if your Islamic employee or client works from Saturday through Wednesday, your conference schedules may need some adjustments.

Once you do arrive in person, it is important to allow your Islamic contact to initiate any physical greeting. Never impose your Western-style handshake, hug, or kiss on anyone from the opposite sex if you are in an Islamic (or Orthodox Jewish) environment. While it is true that many Muslims in less rigorous countries (like Turkey) are perfectly comfortable exchanging kisses on the cheek, it is better to err on the side of formality, rather than insult your host or co-worker.

Other Islamic prohibitions are well known. Anyone who has visited Saudi Arabia is warned that the possession of alcohol, pork, or pornography is prohibited. (Another offensive World Cup-related product was a special edition of World Cup wine, sporting the Saudi flag. Since Islam proscribes alcohol, a bottle of wine should never be decorated with the Saudi flag.)

Naturally, not all Muslims obey Islamic law just as many Christians violate their own rules. Many Muslims (especially the ones Western business executives meet) will drink alcohol. But, Western businesspeople should not make assumptions. A Turkish executive who drinks alcohol when visiting the US might not do so back in Turkey. He might imbibe in a Turkish nightclub, but not at home. So, just because you have shared some drinks with that executive in a nightclub, don't assume he'll be pleased if you bring him a bottle of wine when you're invited to his home.

Modesty is also an important virtue among Muslims. When visiting a country with a Muslim majority, it is important to dress appropriately. This doesn't mean just covering the skin; the profile of body should be obscured. Tight latex clothing is unacceptable. Women, especially, should opt for baggy, loose clothing. This is more important in a theocracy like Saudi Arabia, where the official religion is the Wahabi branch of Sunni Islam. Your status as a foreigner is no protection.

Conducting business globally, or at home, means perceiving and adapting to the beliefs and desires of your clients. For the international businessperson, avoiding offense to Muslims – or any religious group – promotes a civilized way of life. Now more than ever, corporations should have their products, advertisements, and campaigns reviewed by Muslims (and Arabic speakers) before they hit the shelves, or the media.

Excerpted from OAG Frequent Flyer, October 5, 2001