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Rituals unlock access to consumers’ deep emotional behaviours to support meaningful brand-building

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WARC Advisory

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

72% of consumers incorporate brands into their rituals at least some of the time, and 39% feel more positively toward brands that become a part of ritual

Rituals are driven by personal meaning even when providing practical benefit: 44% of rituals are centred around daily routine, 25% around self care. For 33% rituals provide structure, escape (32%) and control (31%)

17 September 2024 – WARC Advisory and creative, technology and media group, MSQ have released a whitepaper today, 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: 72% of consumers surveyed incorporate brands into their rituals at least some of the time, 70% are very, or somewhat, open to adopting new rituals, and 39% feel more positively toward brands that become a part of rituals, the report finds.

As brands battle to connect more meaningfully with consumers, the report outlines how rituals – defined as a succession of behaviours designed to induce an emotional transformation – can enrich understanding of consumer behaviours, unlocking access to more meaningful brand building. This allows brands to unleash deeper connections and generate longer relationships. The whitepaper outlines marketing opportunities through engaging in rituals.

The analysis combines a WARC Advisory survey of 4000 consumers across Germany, France, UK and the US, and in-depth expert interviews with marketers, culture experts, behavioural scientists and neuroscientists including: Dr. Marcus Collins, Professor at the Ross School of Business, University of Michigan, Author of For the Culture; and Sian Davies Global Founder, The Behavioural Architects.

In addition, through utilising its Texture tool to analyse over 688,000 social media data sources and 200 million search data points, Freemavens (an MSQ agency) has unearthed eight ritual types that show a range of individualised and collective behaviours within three specific categories – Personal Care, Alcoholic Beverages, Finances – outlined within the report: Security, Maintenance, Celebration, Identity, Commencement, Connection, Enhancement and Calming.

Kate Howe, Executive Director, MSQ, said: “This whitepaper reveals that rituals offer more than just a glimpse into consumer behaviour—they provide a roadmap to creating long-lasting brand relationships. By understanding the emotional transformations that rituals are designed to induce, brands can align their strategies to resonate more deeply with consumers’ emotional needs.”

Imaad Ahmed, Head of Advisory, EMEA & Americas, WARC, commented: “Our research found that seventy two percent of consumers incorporate a specific brand into their rituals for reasons of familiarity, better experiences and convenience. Brands who actively observe customer behaviour, facilitate enhanced ritual experiences when customers allow, and participate in those rituals as much or as little as the customer chooses, tend to win. Brands grow in emotional value to consumers if they become part of their rituals. By growing a brand’s emotional value, marketing meets meaning.”

The whitepaper provides a set of guiding principles on rituals to help marketers identify and understand their role in consumers lives:

Principle 1. Rituals are driven by personal meaning even when providing practical benefit

One in four people surveyed say that, “creating the rules or beliefs for living my life” best describes the impact of their rituals, and nearly the same number agree that “rituals give my life purpose and meaning.” Rituals are most often connected to mindfulness and self-care, the report finds.

Principle 2. Rituals offer support for the individual in an atomised society

Rituals are often thought of as something that individuals do to connect to others and create a sense of community, whether through religion, culture, sports, or other shared experiences. While those rituals are just as important today, the data showed how often rituals are used to support the individual. 56% of rituals centre around personal care, or deepening connections with others. Beyond being concentrated in our daily routines, these rituals are focused on nurturing self and relationships. The research finds that rituals are most often carried out inside the home, and twice as often individually, than with friends or family. Also 50% of consumers surveyed involve others in their rituals at least some of the time.

3. Rituals provide structure and control in a volatile environment

One of the core functions of rituals is to provide a stabilising mechanism to counteract the forces which may create an individual’s sense of losing control. Of those surveyed, structure (33%), escape (32%) and control (31%) were the top three benefits of rituals.

4. Rituals create meaning in a world obsessed with efficiency

In a technology-driven culture that is hyper-focused on efficiency, people’s lives are more efficient than ever, resulting in a struggle to achieve a balance with mental and physical health, and overall happiness. In marketing, efficiency is by no means a bad thing. However, meaning and emotion in marketing messages and customer experience can often be lost in the quest for endless automation and efficiency. Rituals can enhance experiences and help to create rules and beliefs in people’s lives, the analysis finds.

Alongside presenting key insights, the whitepaper explores key macro forces and trends that are shaping rituals: Declining faith in institutions, influence of social media on ritual discovery and sharing, shifting priorities in the post-pandemic economy, and new rituals forming across generational divides.

While marketing campaigns built entirely around rituals are rare, the report provides case studies of brands that have optimised ritual behaviour to solve a business challenge, from KFC to The Guardian. The study also offers actionable insights for brands wanting to tap into the power of rituals.

Experts interviewed for this report:

Dr. Marcus Collins, Professor at the Ross School of Business, University of Michigan, Author of For the Culture
Sian Davies, Global Founder, The Behavioural Architects
Leila Fataar, Founder, CEO & CSO, Platform13
Samori Gambrah, Global Brand Director, Captain Morgan, Diageo
Matthew Graham, Chief Marketing Officer, Global Food & Nutrition, Mars
Ellesha Kirby, Global Executive in Consumer Health and Beauty and previously Global Head, Skin Health & Beauty and Design at Kenvue
Samrat Saran, Head of Client Solutions, Neuro-Insight US & Europe
John Starkey, President Family Care North America, Kimberly-Clark
Eli Velez, Managing Director, Partner Agencies & Superette, DoorDash
Jelina Wan, General Manager, Mars Taiwan & Hong Kong
Natalie Wills, VP of Brand Marketing, Booking.com
 



 

Business

Nigeria and Senegal Must Follow Ghana and Mozambique Against Exclusionary Practices

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African Energy Chamber

African private sector leaders call for withdrawal from Frontier Energy events that marginalize local talent, championing inclusion, fair contracting and the Alliance model of partnership

JOHANNESBURG, South Africa, April 10, 2026/APO Group/ –The African private sector is raising the alarm over Frontier Energy Network’s policies that systematically exclude African professionals and service providers from meaningful roles in major energy forums. Such exclusionary practices threaten decades of progress in African energy development, including local capacity building, knowledge transfer and economic participation.

Frontier’s approach, framed as a global platform for Africa, is in practice a system that extracts value from the continent while denying Africans the opportunities to lead, participate and benefit. Marginalizing the very people who build, operate and sustain energy projects is not partnership – it is structural exclusion masquerading as opportunity.

African businesses – particularly in Nigeria and Senegal, which drive regional growth – must reassess their participation in platforms that perpetuate these policies. African capital, sponsorship and attendance cannot continue to legitimize forums where local stakeholders are systematically sidelined. Market access must be earned and mutually respected.

Mozambique and Ghana have already set a precedent. In March 2026, Mozambique’s oil and gas industry withdrew from the Africa Energies Summit in London, citing repeated failures by the organizers to improve diversity, transparency and inclusion of Black professionals in leadership, contracting and deal-making roles. In early April 2026, the Ghana Energy Chamber followed suit, formally pulling out of the same summit over discriminatory hiring practices that sidelined African professionals, executives and service providers. These coordinated actions send a clear message: Africa will no longer support platforms that deny its talent the right to lead, contribute and benefit.

Africa will no longer sit quietly while its talent is excluded from opportunities on its own continent

The gold standard for companies to thrive in Africa is robust collaboration with international partners while building local capacity – exemplified by Senegal-based energy services company Alliance Energy. Alliance has advanced African expertise in the sector, notably supporting the launch of the National Institute for Petroleum and Gas in Senegal to train young professionals for leadership roles, while backing diverse energy initiatives across power, solar, gas and wind that strengthen Senegal’s position as a regional energy hub.

This success demonstrates that African companies flourish when local talent, leadership, contracting and workforce development are central to execution, alongside strategic partnerships with the US, UK and Europe. Any entity attempting to operate in Africa without a commitment to hiring or contracting local professionals threatens not only the ecosystem that nurtured companies like Alliance Energy but also the continent’s broader ambition to grow regional capability, ownership and sustainable energy development.

“The message is simple,” says Dr. Ndjuga Dieng, Managing Director of Alliance Energy. “Africa will no longer sit quietly while its talent is excluded from opportunities on its own continent. Nigeria, Senegal and all African nations must follow the lead of Ghana and Mozambique by standing against platforms that discriminate. Protect your people, your companies and your energy future. Inclusion is not optional – it is the foundation of growth.”

African energy markets have historically thrived on collaboration, both within the continent and with international partners. Events such as the Offshore Technology Conference (OTC) and the Invest in African Energy (IAE) Forum exemplify this model, integrating African executives, policymakers and service providers into core programming, deal-making and knowledge transfer.

African stakeholders must prioritize platforms that respect local content, equitable hiring and fair contracting. Strategic withdrawal from exclusionary events is not isolationism – it is a stand for principle, economic logic, and the future of Africa’s energy sector. The continent defines its own trajectory and will engage only with partners that recognize African talent as integral, not optional, to the industry’s future.

The position advanced by Alliance Energy aligns with broader advocacy across the continent, including that of the African Energy Chamber, which has consistently called for stronger local content policies, fair contracting practices and greater inclusion of African professionals across the energy value chain. This alignment underscores a growing consensus among African private sector leaders that sustainable industry growth depends on meaningful participation by local companies and talent, not their exclusion.

Distributed by APO Group on behalf of African Energy Chamber.

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Sheraton Nouakchott marks the entry of Marriott International in Mauritania

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Nouakchott

As Mauritania’s cultural and economic heart, Nouakchott offers visitors a glimpse into the serene beauty and rich heritage that define this remarkable Northwest African nation

We are proud to have brought Marriott International to Mauritania with the opening of Sheraton Nouakchott, the first internationally operated and branded hotel in the country

NOUAKCHOTT, Mauritania, April 10, 2026/APO Group/ –Sheraton Hotels & Resorts, part of Marriott Bonvoy’s (www.Marriott.com) portfolio of more than 30 hotel brands, recently celebrated the opening of Sheraton Nouakchott Hotel (https://apo-opa.co/4t3YGO4), marking the entry of Marriott International into a new territory, Mauritania. Since opening its doors, Sheraton Nouakchott has, positioned itself as a new hub for business, events and leisure in the Mauritanian capital.

 

Nouakchott, the capital of Mauritania, is a coastal city where tradition and modernity meet. Nestled between the vast Sahara and the Atlantic Ocean, it serves as a gateway to the country’s breathtaking natural landscapes, from golden dunes and tranquil oases to rugged coastlines and untouched desert plains. As Mauritania’s cultural and economic heart, Nouakchott offers visitors a glimpse into the serene beauty and rich heritage that define this remarkable Northwest African nation.

Ideally located near iconic landmarks such as the Marché Capitale and the National Museum of Mauritania, as well as Nouakchott’s beaches and fishing port — and just a short distance from the desert — Sheraton Nouakchott offers an ideal base from which to discover the destination.

“We are proud to have brought Marriott International to Mauritania with the opening of Sheraton Nouakchott, the first internationally operated and branded hotel in the country. Since welcoming our first guests, the hotel has quickly established itself as a destination for both travellers and the local community. This milestone underscores our commitment to delivering exceptional hospitality experiences in emerging markets, while celebrating the culture and character of each destination,” said Sandra Schulze‑Potgieter, Vice President, Premium, Select & Midscale Brands, Europe, Middle East & Africa, Marriott International.

Local design inspiration

Traditional crafts, from wood carving to metalwork, are woven throughout the hotel’s materials and furnishings, creating spaces that feel both rooted and refined. Every detail tells a story of local artistry, heritage and place, offering guests an immersive experience inspired by Mauritania’s cultural and natural beauty.

Inspired by the legendary landmarks along the Trans‑Saharan trade route, the hotel’s design blends regional heritage with contemporary elegance. The circular ceiling of Feast restaurant draws inspiration from the Richat Structure, also known as the Eye of Africa. Earthy tones and organic materials reference the dramatic landscapes of the Adrar Mountains, while patterns inspired by Chinguetti and Oualata are reinterpreted throughout guest rooms, public spaces and Bene restaurant.

Meeting spaces echo the stone architecture of Tichitt, one of West Africa’s oldest towns and a historic caravan hub.

Guest rooms and suites with local charm

Sheraton Nouakchott features 200 spacious guest rooms and suites, including two Presidential Suites, combining contemporary comfort with subtle local touches. All rooms are equipped with the latest technology and Sheraton signature amenities, including the iconic Sheraton Sleep Experience.

The Sheraton Club offers Marriott Bonvoy Elite members and Club guests an elevated, all‑day experience, with curated food and beverage offerings, premium amenities, enhanced connectivity and a private environment designed for both productivity and relaxation.

Local flavours meet international influence

The hotel features two restaurants, a Lobby Bar and a Pool Bar. Feast, the all‑day dining restaurant, serves locally inspired and international dishes made with seasonal ingredients. Bene offers an immersive Italian dining experience in a warm, inviting setting. The Lobby Bar provides a relaxed meeting point from morning coffee to evening gatherings, while the Pool Bar offers refreshing drinks and light bites by the outdoor pool.

 

Facilities offering a resort feel in the heart of the city

Despite its central urban location, Sheraton Nouakchott delivers a resort‑like atmosphere, centred around an expansive outdoor pool. Guests can maintain their fitness routines in the fully equipped fitness centre — featuring separate floors for women and men, hammam and sauna — or enjoy the outdoor tennis court. The Sheraton Spa features three treatment rooms, offering a peaceful retreat after a day of exploration or meetings.

Meetings & events curated to perfection

Sheraton Nouakchott offers more than 2,600 square metres of flexible Meetings & Events space, including a Grand Ballroom, a Ballroom and four additional meeting rooms. A signature Sheraton Community Table sits at the heart of the hotel, providing a welcoming space for informal meetings, remote work and collaboration. A dedicated events team ensures seamless delivery from concept to execution.

Gatherings by Sheraton

In line with Sheraton’s global community‑centred approach, Sheraton Nouakchott hosts Gatherings by Sheraton, curated weekly experiences designed around enrichment, renewal and local stories. Guests and locals can take part in Mauritanian mixology sessions using local mint tea and fruits, or storytelling evenings inspired by Saharan traditions.

Distributed by APO Group on behalf of Marriott International, Inc..

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African Energy Chamber (AEC) Supports Perenco Partnership to Advance Industry 4.0 Skills in Central Africa

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African Energy Chamber

The African Energy Chamber welcomes Perenco Cameroon and Perenco Gabon’s partnership with UCAC-ICAM to launch an Industry 4.0 lab, advancing local skills development and strengthening Africa’s industrial future

JOHANNESBURG, South Africa, April 9, 2026/APO Group/ –A new partnership between Perenco Cameroon, Perenco Gabon and the UCAC-ICAM Institute in Douala to establish an Industry 4.0 laboratory marks a significant step toward aligning academic training with the evolving needs of the energy and industrial sectors. The facility will give students access to advanced automation, digital simulation and smart production technologies, helping close the gap between academic learning and the practical, industry-ready skills required across Central Africa’s industrial landscape.

 

As the voice of Africa’s energy sector, the African Energy Chamber (AEC) welcomes the initiative as a scalable model for local content development. By equipping students with Industry 4.0 capabilities, the laboratory directly supports the Chamber’s mandate to ensure greater in-country value creation and workforce participation across Africa’s energy value chain. The initiative also addresses critical skills shortages, enabling operators to increasingly rely on locally trained talent.

 

Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa

The partnership underscores Perenco’s long-term commitment to sustainable development and capacity building in Cameroon and Gabon. Designed as a mini-factory, the UCAC-ICAM laboratory enables students to engage with real-world industrial tools and processes. This hands-on approach will support the development of engineers and technicians capable of contributing to key projects, including operations in the Rio del Rey Basin and infrastructure developments such as the Cap Lopez LNG terminal in Gabon.

 

Students across multiple disciplines will benefit from hands-on exposure to the lab’s advanced technologies. General Engineering students will train using robotic systems and virtual reality simulations, while Computer Science Engineering students will focus on industrial IoT and smart technologies. Process Engineering students will gain experience in automated production systems, and Petroleum program students will develop expertise in energy systems and instrumentation control. Graduates from UCAC-ICAM are being actively recruited by leading companies operating in Douala, reflecting growing demand for locally trained, industry-ready talent.

“Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa,” says NJ Ayuk, Executive Chairman of the AEC. “This partnership demonstrates how industry and academia can work together to create a highly skilled workforce that will drive Africa’s industrialization and energy future. It is exactly the type of initiative needed to ensure Africans play a leading role in developing the continent’s resources.”

The UCAC-ICAM laboratory represents a strategic investment in Africa’s industrial and energy future. By strengthening local capacity, advancing technology adoption and supporting independent operators, the initiative aligns with the AEC’s broader vision of a self-sufficient and globally competitive African energy sector.

Distributed by APO Group on behalf of African Energy Chamber.

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