MSQ Ritualized

Launched in Cannes exactly a year since the original white paper, Ritualized: The Documentary seeks to dive deeper into human behaviour via the power of Rituals.

Over the course of several months, consumers across the UK, US, India and China allowed us to enter their world and observe their hugely personal rituals – the things they do that animate their lives and make them the best versions of themselves.

The result is a glimpse into the messiness, rawness and realness of the human experience. There's a deeper insight to these moments that can breed effective marketing for brands – at MSQ, it's been our mission to understand how.

Join us for an exclusive screening where we'll:

🌸 Share the Ritualized documentary
🌼 Reveal research findings and actionable frameworks
🌺 Demonstrate how you can apply ritual thinking to tangible business outcomes; right from ideation through to audience targeting

Using our AI-powered tools (MSQ Assist and MSQ Growth Engine), we'll show you exactly how ritual insights translate into actionable marketing strategies. You'll see how the theory becomes real campaigns, real targeting, real results.

This is theory and practice. The insight and the application.

Where?
LinkedIn HQ
123 Farringdon Road, London, EC1R 3DA

When?
12th February 2026, 15:30 - 18:30

Who?

Did you know that 70% of consumers are open to adopting new rituals? And 39% feel more positively towards brands that become part of their rituals?

However, brands that try to force rituals on consumers or create rituals where they don’t naturally exist risk being seen as an uninvited guest.

Whereas traditional marketing approaches consumer behaviour from the standpoint of the brand, rituals flip this script on its head. The consumer is in charge of creating their own personal rituals and deciding whether and how to incorporate brands — not the other way around.

Our white paper serves as a guide for brands looking to tap into the power of rituals. It offers insights, strategies, and practical examples to help brands authentically engage with their consumers in ways that matter.

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How rituals tap into connection – and why it’s crucial for marketers to drive meaning

Samori Gambrah, Diageo’s Global Brand Director for Captain Morgan, discusses with Eleanor Lloyd Malcolm, Co-Managing Director for Freemavens.

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The importance of understanding the why behind ritualistic behaviour

Ellesha Kirby, Global Executive in Consumer Health and Beauty and previously Global Head, Skin Health & Beauty and Design at Kenvue, in conversation with Kit Altin, Chief Strategy Officer at The Gate London.

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A deep-dive into the psyche behind ritual-led behaviors

Kimberly-Clark’s President of North America Family Care, John Starkey, explores the impact of rituals in building the best campaigns with Justin Cox, MSQ Chief Strategy Officer for the region.

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Why Connection, Commencement and Maintenance are rich grounds for rituals to play in

Mars’ Global Food & Nutrition Chief Marketing Officer, Matt Graham, gives his views on rituals to Kit Altin, Chief Strategy Officer at The Gate London.

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From Rituals to Revenue: How everyday behaviors can fuel brand meaning

Samori Gambrah, Diageo’s Global Brand Director for Captain Morgan, discusses with Eleanor Lloyd Malcolm, Co-Managing Director for Freemavens.

Breakthrough research by WARC Advisory and MSQ presented in new whitepaper: 'Harnessing the power of rituals: Where marketing meets meaning'

This breakthrough research examines the role of rituals in consumers’ lives, how people participate in them and why, and explores the potential opportunities that brands can unlock. Read more via Little Black Book.