Contemporary Da’wah Strategies to Promote Halal Awareness Among Generation Z in Indonesia

Abstract

Contemporary religious outreach faces a critical juncture as Indonesia’s demographic focus shifts toward Generation Z, necessitating a fundamental reevaluation of Halal communication. This research explores the evolution of digital da’wah strategies to cultivate robust Halal consciousness among young digital natives. Utilising a qualitative systematic literature review, the researcher synthesised scholarly perspectives, government reports, and digital industry analyses published between 2014 and 2026. The methodology employed thematic analysis and triangulation to evaluate diverse communication tactics and their influence on consumer perception. The findings demonstrate that short-form video platforms, specifically TikTok and Instagram Reels, serve as the most influential media, yielding four times the interaction rate of traditional lectures. Aesthetic-visual strategies, influencer-led narratives, and storytelling successfully reframe Halal from a restrictive legal mandate into an aspirational, ethical lifestyle choice. These interventions effectively increase proactive verification behaviours and strengthen communal pride among Gen Z. Digital da’wah effectively bridges the gap between theological mandates and modern consumer identity by utilising relatability and visual professionalism. The research concludes that integrating religious education into organic social media ecosystems is essential for sustaining Halal awareness among Indonesia’s future economic leaders.