‘Are you Ramadan-ready?’ That was the poster in Sainsbury’s advertising its delicious range of fast-breaking foods (rice was one). And the striking thing about it was… the ‘you’. That ‘you’ means the normal customer, the default Sainsbury’s shopper.

Same with the email I got from the swanky Belgravia hair salon I used to visit:

Here, we understand that Ramadan is a time of reflection, renewal and spiritual focus – and we also know how important it is to take a moment for yourself amid the busy days of fasting and prayer.