--- title: MSQ Ritualized description: A page for a research study into the opportunities for marketers around Rituals, by MSQ. image: https://connect.msqpartners.com/hubfs/1.jpg --- [Skip to content](https://connect.msqpartners.com/ritualized#main-content) ![MSQ_WhiteLogo_RGB](https://connect.msqpartners.com/hubfs/HAKE/Landing%20Page%20Assets/MSQ_WhiteLogo_RGB.svg) - [Home](https://www.msqpartners.com/) - [About](https://www.msqpartners.com/about) - [Services](https://www.msqpartners.com/services) - [Work](https://www.msqpartners.com/work) - [News & Views](https://www.msqpartners.com/news-and-views) - Impact Show submenu for Impact - [AI](https://www.msqpartners.com/ai) - [Sustainability](https://www.msqpartners.com/sustainability) - [Culture](https://www.msqpartners.com/culture) - Events Show submenu for Events - [Le Club MSQ Cannes 2026](https://connect.msqpartners.com/le-club-msq-2026) - [MSQ Asia Week](https://connect.msqpartners.com/msq-asia-week) - [Contact](https://www.msqpartners.com/contact) Open main navigation Close main navigation - [Home](https://www.msqpartners.com/) - [About](https://www.msqpartners.com/about) - [Services](https://www.msqpartners.com/services) - [Work](https://www.msqpartners.com/work) - [News & Views](https://www.msqpartners.com/news-and-views) - Impact Show submenu for Impact - [AI](https://www.msqpartners.com/ai) - [Sustainability](https://www.msqpartners.com/sustainability) - [Culture](https://www.msqpartners.com/culture) - Events Show submenu for Events - [Le Club MSQ Cannes 2026](https://connect.msqpartners.com/le-club-msq-2026) - [MSQ Asia Week](https://connect.msqpartners.com/msq-asia-week) - [Contact](https://www.msqpartners.com/contact) ![Ritualized_25_type_white](https://connect.msqpartners.com/hs-fs/hubfs/Ritualized_25_type_white.png?width=700&height=98&name=Ritualized_25_type_white.png "Ritualized_25_type_white") Where marketing meets meaning [ Download the white paper ](https://connect.msqpartners.com/ritualized-download?hsLang=en) ## Imagine a world where the everyday rituals that guide our lives – from the simple act of making coffee each morning to the more elaborate traditions of celebration – are not just personal quirks but untapped opportunities. ## HARNESSING THE POWER OF RITUALS 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. [ Download the white paper ](https://connect.msqpartners.com/ritualized-download?hsLang=en) ![Ritualized_whitepaper_cover](https://connect.msqpartners.com/hs-fs/hubfs/Ritualized_whitepaper_cover.jpg?width=437&height=560&name=Ritualized_whitepaper_cover.jpg "Ritualized_whitepaper_cover") ![MSQ_WARC_logo_lockup_white](https://connect.msqpartners.com/hs-fs/hubfs/MSQ_WARC_logo_lockup_white.png?width=330&height=28&name=MSQ_WARC_logo_lockup_white.png "MSQ_WARC_logo_lockup_white") ## RITUALIZED THE DOCUMENTARY 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*. --- If you're a brand interested in a complimentary Ritualized debrief and full documentary screening, please complete the form to be introduced to our team. Joined-up Thinking on Rituals ## WHERE MARKETING MEETS MEANING ACROSS MSQ ![Ritualized_article_connection](https://connect.msqpartners.com/hubfs/Ritualized_article_connection.png) ### 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. [ Read more ](https://www.msqpartners.com/news-and-views/how-rituals-tap-into-connection) ![Ritualized_article_behaviour2](https://connect.msqpartners.com/hubfs/Ritualized_article_behaviour2.png) ### 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. [ Read more ](https://www.msqpartners.com/news-and-views/the-importance-of-understanding-the-why-behind-ritualistic-behaviour) ![Ritualized_article_psyche3](https://connect.msqpartners.com/hubfs/Ritualized_article_psyche3.png) ### 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. [ Read more ](https://www.msqpartners.com/news-and-views/a-deep-dive-into-the-psyche-behind-ritual-led-behaviors) ![Ritualized_article_play4](https://connect.msqpartners.com/hubfs/Ritualized_article_play4.png) ### 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. [ Read more ](https://www.msqpartners.com/news-and-views/why-connection-commencement-and-maintenance-are-rich-grounds-for-rituals-to-play-in) ![RITUALIZED-CREATIVE SALON-1](https://connect.msqpartners.com/hubfs/RITUALIZED-CREATIVE%20SALON-1.png) ### From Rituals to Revenue: How Everyday Behaviors Can Fuel Brand Meaning Eleanor Lloyd Malcolm and Kit Altin talk to Creative Salon about the story behind the research, and how rituals in marketing are a part of daily life, not just another ad to swipe past... [ Read more ](https://creative.salon/articles/features/the-gate-freemavens-rituals-research) ![RITUALIZED-LBB](https://connect.msqpartners.com/hubfs/RITUALIZED-LBB.png) ### 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. [ Read more ](https://lbbonline.com/news/rituals-unlock-access-to-consumers-deep-emotional-behaviours-to-support-meaningful-brand-building) ### What's the potential of untapped rituals on your brand? 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