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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

Afreximbank Africa Trade Report shows Africa can turn geopolitical disruptions into long-term growth opportunity

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Afreximbank

The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts

CAIRO, Egypt, June 24, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has launched the 2026 edition of its flagship African Trade Report themed “Leveraging Geopolitics for Trade and Industrialisation in Global Africa.” The report presents a comprehensive review of trade and economic developments across Africa and globally in the context of the 2025 operating environment, while outlining available strategic options for Africa to transform ongoing geopolitical tensions and associated supply chain disruptions into long-term resilience for growth and shared prosperity across the continent.

 

The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts. Reflecting the continent’s growth resilience, the report shows that while global economic growth slowed to 3.4 percent in 2025 and is projected to further ease to 3.1 percent in 2026, Africa’s real GDP growth strengthened from 3.4 percent in 2024 to 4.5 percent in 2025. This performance not only surpasses the global average but also highlights the continent’s improving economic fundamentals in a fractured world economic order.

Africa’s merchandise trade also delivered strong performance, expanding by 6.1 percent to reach approximately US$1.5 trillion, while aggregate inflation declined sharply from 21.6 percent in 2024 to 13.1 percent 2025. These outcomes reflect the stabilising effects of prudent macroeconomic management, ongoing policy and institutional reforms, and the countercyclical interventions of development finance institutions across the continent.

Commenting on the Africa Trade Report’s findings, Dr Yemi Kale, Group Chief Economist and Managing Director of Research and Trade Intelligence at Afreximbank, said:

By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future

Africa stands at a critical juncture. Geopolitical tensions and economic fragmentation are reshaping global trade patterns, but they also present a historic opportunity for the continent. By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future.

Afreximbank

“It is imperative for the continent to act decisively to strengthen regional value chains, deepen industrial capacity, expand access to trade finance, and accelerate continental integration. Through coordinated policy action, strategic infrastructure investment, and stronger development finance institutions, Africa can build a more resilient, inclusive, and value-added trade ecosystem. Africa cannot afford to delay.”

The report further highlights that Africa’s export performance remains constrained by a persistent trade finance gap, estimated at approximately US$74 billion in 2025. The challenge is exacerbated by limited foreign exchange liquidity and the continued decline in correspondent banking relationships, factors that restrict the continent’s capacity to fully realise its trade and industrial potential.

At the same time, evolving shipping routes and prolonged disruptions to global logistics networks continue to extend delivery timelines and increase freight and trading costs. These pressures are particularly acute for African economies that remain heavily reliant on imported inputs and external markets, even as global supply chains increasingly reconfigure toward resilience, diversification, and emergence of alternative production hubs.

The report also outlines several strategic priorities, including the accelerated implementation of the African Continental Free Trade Area (AfCFTA), the expansion of digital payments infrastructure through the Pan-African Payment and Settlement System (PAPSS), and coordinated reforms to the global financial architecture. It further underscores the growing role of African financial institutions in strengthening economic resilience. Afreximbank, a founding member of the Alliance of African Multilateral Financial Institutions (AAMFI), disbursed US$17.5 billion in 2024 and is working to double intra-African trade finance by 2026. Meanwhile, Pan African Payment and Settlement System (PAPSS) is already helping to reduce transaction costs and lessen reliance on foreign currencies across the continent.

As geopolitical tensions continue to reshape global supply chains and trade patterns, the continent’s ability to leverage these shifts will depend on strengthening industrial ecosystems, expanding intra-African trade, and sustaining coordinated financial support. Ultimately, a combination of adaptive policy frameworks, strategic trade positioning, and robust direct foreign investment interventions will be central to driving a resilient, inclusive, and sustainable industrialisation pathway for Global Africa. The imperative now is to act with ambition and urgency. This would require accelerating the implementation of the African Continental Free Trade Area (AfCFTA), expanding intra-African trade finance, strengthening transport and logistics infrastructure, and deepening digital payment systems through the Pan-African Payment and Settlement System (PAPSS).

The full report can be downloaded here:  https://apo-opa.co/4xNkbFx

Distributed by APO Group on behalf of Afreximbank.

 

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Islamic Development Bank (IsDB) Institute Strengthens Global Partnerships through Strategic Bilateral Engagements at 2026 Group Annual Meetings

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IsDBI

The meetings reaffirmed IsDBI’s commitment to advancing Islamic economics and finance as a catalyst for sustainable development, innovation, financial inclusion, and economic transformation across Member Countries and beyond

BAKU, Azerbaijan, June 24, 2026/APO Group/ –The Islamic Development Bank Institute (IsDBI) (https://IsDBInstitute.org/) successfully conducted a series of bilateral meetings with government institutions, multilateral organizations, financial regulators, academic institutions, development agencies, and industry leaders on the sidelines of the 2026 IsDB Group Annual Meetings in Baku, Azerbaijan.

 

The meetings reaffirmed IsDBI’s commitment to advancing Islamic economics and finance as a catalyst for sustainable development, innovation, financial inclusion, and economic transformation across Member Countries and beyond.

The engagements covered a wide spectrum of strategic themes, including Islamic finance ecosystem development, regulatory and legislative reform, capacity building, sukuk market development, Islamic social finance, digital transformation, fintech, sustainable finance, waqf innovation, and knowledge partnerships.

Among the key engagements were discussions with representatives from the Governments of Tajikistan, Libya, Maldives, Türkiye, Ethiopia, and Sierra Leone on strengthening Islamic finance ecosystems through technical assistance, regulatory enhancement, and institutional capacity development.

The Institute also met with leading international organizations and standard-setting bodies, including the Islamic Financial Services Board (IFSB), AAOIFI, the Eurasian Development Bank, and the Islamic Microfinance Development Fund (FDMI). The meetings explored avenues for collaboration in research, standards development, capacity building, and strategic initiatives aimed at broadening the global reach and impact of Islamic finance.

Several meetings focused on innovation and emerging opportunities, including discussions with Rosatom State Corporation on sustainable financing solutions and sukuk structures, Islamic Money Australia on digital Islamic banking models, and INCEIF University on Islamic social finance data, waqf tokenization, and applied research collaboration.

The Institute also explored partnerships with organizations from Brazil, Palestine, Somalia, Senegal, Djibouti, and the private sector to advance knowledge dissemination, capacity-building programs, blended Islamic finance solutions, cash waqf digitalization initiatives, and investment-related research.

Commenting on the outcomes of the engagements, the Institute’s team, led by Acting Director General, Dr. Sami Al-Suwailem, noted that the meetings reflected the growing global interest in leveraging Islamic economics and finance to address contemporary development challenges and unlock new opportunities for inclusive and sustainable growth.

The discussions generated a pipeline of follow-up initiatives, including technical assistance programs, joint research projects, capacity-building activities, policy advisory support, and collaborative knowledge-sharing platforms.

The 2026 IsDB Group Annual Meetings provided a valuable platform for strengthening existing partnerships, establishing new strategic relationships, and advancing the Institute’s mission of promoting innovative, impactful, and development-oriented Islamic economics and finance solutions worldwide.

Distributed by APO Group on behalf of Islamic Development Bank Institute (IsDBI).

 

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Energy

Nigeria Accelerates $750B Mining Vision Ahead of African Mining Week (AMW) 2026

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Etu Energias

African Mining Week will showcase opportunities within Nigeria’s mining value chain as the country seeks capital to unlock its $750 billion worth of untapped mineral deposits

CAPE TOWN, South Africa, June 24, 2026/APO Group/ –Nigeria’s mining sector is entering a new phase of growth as regulatory reforms, downstream investments and international partnerships strengthen investor confidence in one of Africa’s largest untapped mineral markets. The country’s solid minerals sector has secured approximately $3 billion in investments over the past three years, reflecting growing investor confidence as the West African nation seeks to bridge the financing gap hindering large-scale mining development.

 

The investment milestone comes as Nigeria deepens engagement with investors to unlock its estimated $750 billion in untapped mineral resources. The country is targeting an increase in mining’s contribution to GDP to 10%, creating lucrative investment opportunities for global mining industry players.

These developments come as African Mining Week (AMW) 2026 – Africa’s Most Influential Mining Conference, taking place in Cape Town from October 14-16 – prepares to showcase Nigeria’s expanding project pipeline and investment opportunities. Through dedicated country sessions, project showcases and executive networking, the event will connect international investors with Nigerian policymakers, mining companies and service providers driving the country’s mining transformation.

Nigeria’s expanding investment pipeline is a testament to its drive to strengthen partnerships. In June 2026, indigenous company Romulus Mining announced plans to increase investments across its gold and lithium portfolio from approximately $50 million to $150 million over the next three years, underscoring growing private sector confidence in the country’s mining outlook.

A partnership deal signed with Turkey in May 2026 is expected to support cooperation in geological exploration, mining technologies, digitalization and capacity building, while creating new opportunities for Turkish investment and technical expertise across Nigeria’s mining value chain.

Meanwhile, the advancement of several downstream projects – including a $600 million lithium processing facility in Nasarawa State and a $200 million lithium processing plant in Abuja – underscores Nigeria’s commitment to boosting mineral production and supporting industrialization.

Amid these developments, AMW 2026 provides a timely platform for investors seeking to capitalize on one of Africa’s most promising mining markets. The event will facilitate strategic partnerships that support exploration, mineral processing and long-term industry growth, reinforcing Nigeria’s ambition to develop a $1 billion economy by 2030 on the back of its mining industry.

Distributed by APO Group on behalf of Energy Capital & Power.

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