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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
 



 

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Zambia–Lobito Railway Moves Towards Financial Close as President Hichilema Meets Africa Finance Corporation (AFC) Leadership

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Project advances towards financing with preferred EPC bidders selected and letters of intent covering approximately 2 million tonnes a year signed

LUSAKA, Zambia, November 6, 2026/APO Group/ –His Excellency Hakainde Hichilema, President of the Republic of Zambia, has received a delegation from Africa Finance Corporation (AFC) (www.AfricaFC.org), led by its President and Chief Executive Officer, Samaila Zubairu, to review progress on the Zambia–Lobito Railway Project. AFC, the continent’s leading infrastructure solutions provider, is the lead sponsor and developer of the project.

The approximately 830-kilometre railway will connect Chingola in Zambia’s Copperbelt to Luacano in Angola, where it will link with the existing Benguela Railway and provide direct access to the Atlantic Ocean through the Port of Lobito.

 




 
 

A strategic component of the broader Lobito Corridor initiative, the project has reached several important development milestones. AFC last month announced preferred bidders for the engineering, procurement and construction (EPC) contracts for the Angolan and Zambian sections, following an international competitive tender. The project has also signed memoranda of understanding and letters of intent with prospective railway users covering approximately 2 million tonnes of freight a year.

Every tonne that leaves Zambia unprocessed takes jobs away with it

In addition to providing a direct Atlantic export route for Zambia’s copper and critical minerals, the project is being developed as an integrated economic corridor supporting agricultural exports, petroleum logistics, manufacturing and regional trade. Transit from the Copperbelt to the Port of Lobito is expected to take approximately seven days.

The project’s commercial strategy targets approximately 5 million tonnes of annual freight at steady state, comprising petroleum products, agricultural commodities, copper, cobalt, zinc and other industrial cargo. AFC is targeting financial close in 2027.

Discussions focused on continued collaboration between AFC and the Government of Zambia on the project’s next steps, including the railway’s right of way and land for associated agricultural, petroleum and freight-handling facilities. The meeting also considered rail sector policy measures to support the corridor’s long-term competitiveness, including integration with the Zambia Railways network and the Chingola–Ndola line.

President Hichilema reaffirmed the railway’s importance to Zambia’s economic development and regional integration. He said: “The Zambia–Lobito Railway is central to our vision of transforming Zambia into a competitive regional hub for trade, manufacturing, agriculture and mineral value addition. By connecting our productive sectors to international markets more efficiently, we can reduce logistics costs, attract investment and create jobs. We welcome AFC’s progress and will continue working closely together to advance this strategic project.”

Samaila Zubairu, President and Chief Executive Officer of AFC, said: “Every tonne that leaves Zambia unprocessed takes jobs away with it. This railway changes that. Starting in Chingola, it gives Zambia a seven-day route to the Atlantic and every reason to process, manufacture and add value at home. With preferred EPC bidders selected and strong interest from freight users, we are now working with the Governments of Zambia and Angola, the African Development Bank, the Government of Italy and our other partners to reach financial close. We are building a railway. Zambia will build an economy on it.”

AFC continues to work with the Governments of Angola and Zambia, the European Union, the United States Government, the Government of Italy and the African Development Bank, alongside Italian development finance institution CDP and Italian export credit agency SACE, to bring the Zambia–Lobito Railway into construction.

Distributed by APO Group on behalf of Africa Finance Corporation (AFC).

 




 

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Mukuru Partners with Flash to Add 170,000 Cash Pay-in Points Across South Africa

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New partnership brings remittance payments into township, peri-urban and rural spaza shops nationwide

JOHANNESBURG, South Africa, November 6, 2026/APO Group/ –Mukuru (www.Mukuru.com), a leading financial services provider, has partnered with Flash, a payments technology company with an extensive network of spaza shops across South Africa, adding 170,000 cash pay-in points where customers can now pay for their Mukuru remittance orders. The network includes Flash’s broader merchant footprint, giving Mukuru access to locations through Flash and its partner networks. These new locations are now operational, reducing the time and distance many customers currently travel to make a payment.

Previously, customers often had to travel to banks or dedicated payment outlets to pay for their Mukuru orders. Now, they can simply visit a spaza shop close to home, work or where they usually shop.

For people in townships, peri-urban and rural areas who rely on cash and have traditionally had limited access to formal pay-in points, particularly South Africa’s migrant communities, this change removes a real barrier and makes it easier to send money home. With these pay-in points inside spaza shops, Mukuru’s services become part of places people already go, meaning fewer extra trips and more timely payments.

Every additional pay-in point represents one less barrier for a customer trying to send money home

“Every additional pay-in point represents one less barrier for a customer trying to send money home,” said Erone Kyte, Commercial Manager: Cross-Border Remittances at Mukuru. “Our partnership with Flash gives us the scale to bring Mukuru’s services into the everyday spaces our customers already know and trust. It’s a meaningful step in making remittances simpler, more accessible and genuinely closer to the communities we serve.”

For Mukuru, working with Flash means reaching even more customers in underserved urban, township, and rural areas. By leveraging Flash’s established network, Mukuru can now offer cash pay-in options where they didn’t exist before. The expanded network is expected to help more people access Mukuru’s services, support growth in its South African customer base, and make cross-border payments more convenient.

Rens Rezelman, General Manager for Flash’s Merchant Division, commented, “Flash works to bridge the digital product and payments gap between businesses and consumers across the country. Launching Mukuru across our network presents another opportunity to bring a familiar brand closer to the people who need it most.”

The sector is now recognised as a R750 billion  industry. According to data tracked by Trade Intelligence, total turnover recently reached R197 billion, growing at roughly 15% annually. Research confirms that traditional trade and spaza shops are growing faster than large supermarket chains, with almost 80% of South African households shopping at these traditional trade outlets regularly. (https://apo-opa.co/4iDwZr8) Bringing Mukuru payments to these stores is a natural fit and helps shop owners draw in more customers and offer more services to their communities. Mukuru and Flash will build awareness of the new pay-in option through store, digital, and community promotions in the coming months.

This partnership is part of Mukuru’s ongoing drive to make cash pay-ins easier and improve access to remittance services for people living and working in areas with limited formal financial services. Over the past two years, the company has made similar moves to make its payment network bigger and more accessible across the region.

Mukuru customers looking to pay closer to home can easily find their nearest participating Flash pay-in point using the Mukuru app or website.

Distributed by APO Group on behalf of Mukuru.

 

 




 

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How CESI is helping shape Africa’s next-gen power grids

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CESI, a global engineering and consulting company specialising in power systems and energy transition, has supported utilities, transmission system operators and public institutions

CAPE TOWN, South Africa, November 6, 2026/APO Group/ –Across Africa, power systems are undergoing a profound transformation. Rapid population growth, urbanisation, industrial development and ambitious electrification goals are increasing pressure on networks that must improve reliability, integrate growing volumes of renewable energy and strengthen regional interconnections.

 




 
 

For utilities, regulators and governments, this creates a dual challenge: planning future power systems while modernising the infrastructure required to operate them safely and efficiently.

Drawing on projects delivered across the continent CESI, a global engineering and consulting company specialising in power systems and energy transition, has supported utilities, transmission system operators and public institutions in addressing both long-term planning requirements and grid modernisation challenges. These experiences highlight how strategic planning and operational modernisation are becoming increasingly interconnected.

Planning for growth in a changing energy landscape

Many African countries are updating power sector strategies to reflect changing demand patterns, evolving technologies and new regional opportunities. National master plans in countries including Angola, Mozambique and Liberia are examining how generation, transmission and distribution systems can evolve over the coming decades while remaining technically feasible and financially sustainable.

A key trend is the growing emphasis on integrated planning. Rather than treating generation, transmission and distribution separately, stakeholders are increasingly assessing investments across the entire value chain to meet future demand efficiently and reliably. Demand forecasting methodologies are also evolving, considering industrial development, electric mobility and broader electrification trends.

Renewable energy integration is another central consideration. Africa possesses significant solar, wind and hydropower resources, but integrating these technologies requires careful assessment of transmission capacity, system flexibility, reserve requirements and grid stability. In this context, CESI has contributed to power sector master plans and network studies evaluating future development pathways while addressing reliability, economic and energy transition objectives.

Regional interconnections as strategic infrastructure

Regional integration continues to play an increasingly important role in Africa’s electricity sector. Future Interconnection projects linking countries such as Ethiopia and Somalia, Uganda and Tanzania, and Uganda and South Sudan demonstrate how cross-border infrastructure can enhance energy security and optimise the use of available generation resources.

Delivering these projects requires more than engineering analysis. Technical, economic, regulatory and operational considerations must be aligned among participating countries. Through its involvement in several interconnection initiatives at different stages across Africa, CESI has supported stakeholders in assessing feasibility, network performance and operational requirements for cross-border electricity exchanges.

As regional power markets continue to develop, interconnected systems are expected to contribute further to reliability, operational flexibility and efficient resource utilisation.

Modernising grid operations for greater reliability

Alongside long-term planning, utilities are investing in modern operational technologies to improve management of increasingly complex power systems. Control centres, SCADA systems, energy management systems (EMS) and telecommunications networks are becoming essential components of modern grid operations.

In countries including Mozambique and Angola, projects are supporting the development of advanced control centres capable of monitoring generation facilities, transmission networks and interconnections through integrated operational platforms. These systems provide operators with real-time visibility and decision-support capabilities that strengthen system reliability and operational efficiency.

Meanwhile, programmes in Tunisia and Nigeria illustrate how utilities are upgrading ageing SCADA and EMS infrastructures to meet evolving requirements. Modern solutions increasingly incorporate

  • cybersecurity,
  • wide-area monitoring capabilities and
  • renewable energy management functions.

CESI’s experience in control centres, SCADA/EMS systems and power system operations reflects the growing importance of digital technologies in enabling more resilient and responsive electricity networks.

Building resilience and technical capacity

Environmental and social considerations are becoming increasingly important across both planning and modernisation initiatives. Climate resilience now plays a central role in infrastructure development, particularly in countries exposed to extreme weather events or heavily dependent on hydropower resources. As a result, environmental and social assessments are increasingly integrated into project design and investment decision-making processes.

Capacity building is equally important. New technologies and analytical tools require utilities and public institutions to continually strengthen technical capabilities. Training and knowledge-transfer programmes have therefore become integral components of many planning, interconnection and grid modernisation projects, helping organisations develop the expertise needed to manage increasingly sophisticated power systems.

An integrated approach to Africa’s power future

Several common themes are emerging across Africa’s electricity sector. Utilities are adopting longer-term planning horizons, renewable energy is becoming a central driver of network development, regional interconnections are expanding opportunities for power exchange, and digitalisation is transforming power system operations.

Together, these trends point towards a broader evolution of African power systems. The challenge is no longer simply expanding infrastructure, but ensuring that future networks are planned, operated and modernised in a coordinated manner. Achieving this objective will require continued collaboration among utilities, governments, regulators, financiers and technical stakeholders.

Experience across the continent suggests that integrating sound planning with targeted grid modernisation can support the development of more reliable, resilient and adaptable power systems, helping meet Africa’s long-term economic and social development goals.

CESI is a partner of ESI Africa, the power, energy, water, transport and utility multimedia platform that forms part of VUKA Group.

Read the article and access more information: https://apo-opa.co/47Xr1g3

Distributed by APO Group on behalf of VUKA Group.

 

 




 

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