Rituals are a source of comfort and joy, creating moments we anticipate and cherish. According to Harvard Business School, rituals increase the enjoyment of consumption by encouraging deeper involvement in the experience. For example, have you ever eagerly awaited your Spotify Wrapped of the year? It’s become a tradition, a ritual that we anticipate; it sparks joy and promotes conversations and a deeper connection to the brand. This is the power of rituals in action: they’re not just habits but experiences we expect, appreciate, and share with others.

Ultimately, marketers aim to create rituals that become part of the product’s consumption experience and provide repeatable moments that resonate with audiences on an emotional level. By promoting rituals, brands strengthen loyalty and make consumers feel an active part of their story.

Why rituals work for brands

As we've come to understand, rituals are a basic part of human culture and a fundamental element in our evolutionary history. They arise naturally from the interactions between individuals and the external environment, providing a sense of predictability and comfort. By engaging in recurrent actions, we find psychological reassurance and deeper satisfaction in our experiences. This natural connection with rituals lays a foundation for their effectiveness in branding strategies.

Rituals are a powerful tool for brands to connect with their audiences, as they tap into our need for consistency and emotional attachment to familiar patterns. When a ritual becomes part of a consumer’s life, it transforms the relationship with the brand into a more meaningful, shared experience that builds loyalty and gives the consumers something to look forward to, strengthening their engagement with the brand. In addition to emotional connection, rituals drive word-of-mouth marketing as consumers share their experiences with friends, family, and online communities. They foster long-term loyalty and create consistent touchpoints that differentiate a brand in a competitive industry.

Spotify Wrapped, for example, goes beyond summarizing our most listened-to songs and artists. Every year, it creates a highly organic shareable moment as users proudly post their Wrapped results on social media. By creating a tradition that resonates with each user while driving collective excitement, Spotify manages to be part of their audiences’ end-of-the-year traditions.

Moreover, in a crowded market, rituals help brands stand out by focusing on an experience, rather than just selling their products. They make brands memorable and cultivate a sense of belonging among their audience.

Examples of brands and their rituals

  • The Super Bowl halftime show: It has become a cultural ritual eagerly awaited by millions, including those who aren't football fans. The experience involves celebrating and enjoying a performance that transcends the game itself. Not to mention that many brands surf on the hype of this event by creating memorable advertisements to present during the game, making the Super Bowl a shared cultural phenomenon.

  • Starbucks seasonal cups: The arrival of their holiday-themed cups signals the start of a festive season for many, creating an emotional connection that goes beyond the coffee itself. This simple ritual builds loyalty and reinforces Starbucks’ identity as a part of consumers’ holiday traditions.

  • Oreo and the ritual of twisting, licking, and dunking: Oreo has turned the way we eat their cookies into a playful ritual experience with the "twist, lick, and dunk" method. This simple yet interactive practice has created a global bond with its audience, making the act of eating Oreos both engaging and unforgettable.

  • Apple’s product launch events: Their events build anticipation and excitement, sparking discussions and fostering a loyal community eager for their announcements, turning every launch into a global ritual.

  • Newsletters and podcasts: Many of them have established rituals by consistently releasing new content on specific days and times. For instance, subscribers look forward to receiving their favorite newsletter every Monday morning or tuning into a new podcast episode every Thursday. This reliability creates a sense of routine and strengthens the audience’s connection to the brand.

The power of rituals lies in their ability to create engaging, repeatable, and memorable moments that resonate with audiences. Whether through playful practices like Oreo’s "twist, lick, and dunk”, annual traditions like Spotify Wrapped, or consistent releases of newsletters and podcasts, rituals connect brands with their consumers on an emotional level and enhance the enjoyment of consumption.

For brands, building rituals doesn’t require grand gestures. Even small, consistent practices can foster loyalty, spark joy, make your brand memorable, and drive a sense of belonging. By integrating rituals into your audience’s lives, you create shared experiences that not only strengthen connections but also transform your brand into a trusted and cherished part of their routine. The power of rituals is undeniable, offering brands an opportunity to create a longer impact on their consumers. It’s time for more brands to embrace this strategy and leverage it to build stronger, more enduring connections with their audiences.