Rituals, Brands, and Human Connection

As both Head of Brand and Communications at The Marketing Society and a certified coach specialising in positive mindset and self-care, I was particularly excited to host our recent Global Conversation event with MSQ on rituals and their role in marketing. The intersection of personal wellness and brand strategy provided fascinating insights that I believe are valuable for marketers seeking deeper consumer connections.

Justin Cox, Chief Strategy Officer at MSQ North America, presented compelling research that challenges how we think about consumer behaviour. Rather than just observing what people do, the focus was on understanding why they do it – particularly through the lens of rituals. (You can watch the full recording by clicking the link at the end of this piece).

The Power of Emotional Transformation

One of the most striking insights from the session was how rituals serve as bridges between emotional states. As Justin explained, "Rituals are a sequence or series of connected behaviours that transform you from one emotional state to another." This is particularly relevant in our fast-paced world, where consumers are seeking ways to navigate complexity and find meaning.

The research revealed that people engage in up to five rituals daily, many practicing them for five years or more. These aren't just grand ceremonies – they're intimate, personal moments that help people manage their daily lives and emotional wellbeing. I know my own coffee-making ritual is a must-have to start the day in the right way.

Brand Authenticity in Ritual Spaces

Venaig Solinhac, Vice President Global Brand Lead for Baby and Vice President Essential Health, APAC, Kenvue shared a powerful example from the baby care category, noting how bath time transcends mere cleansing: "It's not only about cleaning. When you hear moms and dads and caregivers around the world, really, the emotion is about giving love and giving confidence for the future."

This illustrates a crucial point for marketers: successful brand integration into rituals requires understanding the deeper emotional outcomes consumers are seeking. It was noted during the research, "Marketers must understand behavioural psychology and the outcomes that consumers are looking for."

Cultural Nuances and Trust

A fascinating aspect of the discussion was how rituals vary across cultures while serving similar emotional needs. Venaig's insights about baby bath time rituals in different countries – morning massages in India, multiple daily baths in Brazil, evening relaxation routines in Europe and the US – highlighted how brands must adapt their approach while staying true to core emotional benefits.

Key Takeaways for Marketers

1. Look Beyond Behaviour: Instead of just tracking what consumers do, invest time in understanding the emotional transformations they're seeking through their rituals.

2. Authentic Integration: Brands should find natural, authentic ways to support existing rituals rather than trying to force new ones.

3. Trust Matters: As Venaig pointed out, there's "a big difference between noise and trust." In an age of information overload, brands need to focus on building genuine trust rather than adding to the noise.

As marketers, we often focus on efficiency and measurable outcomes. However, this session reminded us that the most powerful brand connections often come through understanding and supporting the meaningful rituals in people's lives. By taking the time to truly understand these emotional transformations, we can create more meaningful, lasting connections with our consumers.

The future of brand building lies not just in what we can observe, but in how deeply we can understand and respectfully participate in the rituals that give meaning to people's daily lives. As we move forward in 2025, this understanding becomes ever more crucial in building authentic, lasting brand relationships.

Watch the full event here:  Global Conversation: Rituals- New Year, New You with MSQ

Rachel Letham is Head of Brand and Communications at The Marketing Society and a self-care coach. 

Published 22 January 2025