According to the Cambridge Dictionary a ritual is “a way of doing something in which the same actions are done in the same way every time; or a fixed set of actions and words, especially as part of a religious ceremony.”

While traditionally rituals have been linked to religion or spirituality, in more recent times psychologists have started to study the brain processes and drives behind engaging in these behaviours – to gain a deeper understanding of these practices, and their benefits.

Ritual actions do not produce a practical result on the external world—that is one of the reasons why we call them ritual. But to make this statement is not to say that ritual has no function . . . it gives members of the society confidence, it dispels their anxieties, and it disciplines their social organisations. —George C. Homans, Anxiety and Ritual, 1941

On a personal level engaging in ritual behaviour can provide structure and stability, emotional regulation, connection and belonging, and meaning and purpose. Whether it’s as simple as a morning coffee on your back porch before work or as detailed as how we honour the dead, ritual helps to ground us and bring purpose to our actions.

In terms of business, ritual can also play a role in how people spend their money. In a recent (2024) research piece by WARC titled, Harnessing the power of rituals: Where marketing meets meaning, it was revealed 72% of consumers reported incorporating brands into their rituals at least some of the time, while 70% are ‘very, or somewhat, open’ to adopting new rituals, and 39% feel more positively toward brands that become part of their rituals.

As a part of the research WARC interviewed a number of industry leaders in fields such as marketing, consumer behaviour and neuroscience – discovering that brands seeking to connect more meaningfully with consumers can turn to rituals. Ritual consumption helps to enrich the consumer experience, creating stronger brand connections and generating longer, more dedicated relationships between brand and consumer.

Building ritual into your brand is a powerful way to create loyalty and community around your product or service, as rituals give your customers something familiar, meaningful, and repeatable to connect with—beyond the product itself.

Here are some things to think about when building ritual into your brand:

Understand your audience’s emotions and habits

First things first, engaging market research is essential to identify moments where customers interact with your product in a meaningful or emotional way. Research will help to define any patterns in the when, how, or why consumers use your product—especially around transitions, celebrations, or personal care.

Find a natural repetition point

Rituals are repeatable. Look for natural rhythms in your customer journey—daily, weekly, seasonal, etc. Ask yourselves, “When could this become a habit?” or “Where do we already have habitual engagement?” Not sure of your customer journey? Have one mapped out by a market research agency like Square Holes.

Design the ritual experience

Incorporate:

• Trigger or Cue: What initiates the ritual?

• Sequence or Steps: What are the repeatable, simple steps?

• Symbolism or Meaning: What emotional or cultural resonance does it carry?

Build sensory and symbolic elements

Use sensory cues (sound, scent, visuals, packaging) to reinforce repetition and memory. You can also create branded symbols, phrases, or gestures that become part of the experience (e.g., Nike’s “Just Do It” as a motivational ritual phrase).

Encourage participation and sharing

Invite your audience to make the ritual their own, personalise it, or share it on social media. Create community around the ritual (hashtags, challenges, group events).

Reinforce through storytelling

Share stories (yours and your customers’) that highlight the ritual and what it represents. This helps the ritual become not just behaviour, but part of the brand narrative.

Rituals are more than just repeated actions—they are powerful psychological tools that offer structure, meaning, and connection, both in personal life and consumer behaviour. By understanding your audience, identifying natural points of repetition, and crafting meaningful, sensory-rich experiences, brands can transform ordinary interactions into purposeful rituals. In doing so, they don’t just sell a product—they become part of their customers’ lives in a lasting, memorable way.