By Hafsa Ahmed and Tasneem Vali – Freelance writers
In today’s world, branding is one of the most important marketing concepts of any product, person, business or advertising strategy. Islam’s branding strategy is ‘Adl (justice), which is a dominant theme throughout the Quran and the fundamental concept, from which all human rights evolve. In this article, we address the need to reconstruct our modern concept of justice, as defined by secular laws, and accept justice as an Islamic brand – the concept of ‘Adl.
“It’s not fair!” Most parents would agree this is the most frequently used phrase by their toddlers to get what they want. Although sometimes exasperating and mostly funny, it reflects the intuitive sense of justice in our young children, who have just learnt to speak. They have not yet been tainted by the world and indoctrinated into its system of justice and equality. Yet they call us out when something does not feel fair. As soon as it is disturbed or denied, this sense of balance sets of an alarm in us, no matter how young we are.
To reinforce and refine these innate human qualities of integrity, honesty and justice, Allah (swt) sent revelations and messengers. “And for every Ummah (a community or a nation), there is a Messenger; when their Messenger comes, the matter will be judged between them with justice, and they will not be wronged.”(Yunus10:47) Throughout his life, Prophet Muhammad (swt) served as a beacon of justice, guiding us to be fair and just, even when we are faced with unsurpassable injustices.
As Muslims, we must comprehend and implement this Islamic brand of justice in our individual and collective lives with as much fervor, as we fast during Ramadan. The presence of Dhulm or injustice must be as abhorrent to us as stealing or murder.
Allah (swt) repeats His command in the Quran in several places. “Verily, Allah enjoins Al-Adl (i.e. justice and worshipping none but Allah Alone – Islamic Monotheism)…” (An Nahl 16:90) “O you who believe! Stand out firmly for justice, as witnesses to Allah, even though it be against yourselves, or your parents, or your kin, be he rich or poor…” (An-Nisa 4:135). “O you who believe! Stand out firmly for Allah and be just witnesses and let not the enmity and hatred of others make you avoid justice. Be just: that is nearer to piety.” (Al-Ma’idah 5:8)
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