Introducing Rituals, a major study exploring what rituals mean to people, and how brands earn a role within them in 2026
THE MORNING COFFEE
THE SUNDAY RESET
THE GAME YOU WATCH WITH FRIENDS
Rituals create rhythm and meaning
People’s days are already structured by these moments – small but powerful rituals that bring comfort, reinforce identity, and create connection in a chaotic and unpredictable world.
Brands aren’t part of these moments by default. They have to earn their place.
So, how important are rituals to people?
And how do brands earn a place within them?
TRA conducted a quantitative and qualitative study with 1,000 Australians and 1,000 Aotearoa New Zealand to find out.
Brands aren’t part of these moments by default. They have to earn their place.
So, how important are rituals to people?
And how do brands earn a place within them?
TRA conducted a quantitative and qualitative study with 1,000 Australians and 1,000 Aotearoa New Zealand to find out.
8 in 10
people report having rituals
Across the data, we see that everyday life is becoming more effortful to maintain – with more pressure, more trade-offs, and less control.
Rituals are a response to that.
Rituals are a response to that.
The importance of rituals is increasing
55%
of Australians believe rituals will become more important in future.
49%
of New Zealanders believe rituals will become more important in future.
60%
Among those aged 25-34, this rises
to 60% across both markets.
Rituals are not just persistent – they are becoming more consciously valued. They are an emerging way people navigate modern life.
What makes a ritual a ritual?
Rituals are defined by intention, structure, and emotional outcome. They are not just repeated, automatic behaviours, like habits or routines. They do emotional work.
Across the qualitative research, three defining characteristics emerged:
Rituals are intentional
They are done with purpose – to create a feeling, mark a moment, or reset mentally.
They are done with purpose – to create a feeling, mark a moment, or reset mentally.
Rituals have structure
They follow a sequence – specific steps, timing, objects or cues that give the moment consistency and meaning.
They follow a sequence – specific steps, timing, objects or cues that give the moment consistency and meaning.
Rituals deliver a feeling
They create an intended emotional outcome – whether that’s calm, control, connection, pride, or belonging.
They create an intended emotional outcome – whether that’s calm, control, connection, pride, or belonging.
The behaviour may be shared,
but the meaning is not
Across both Australia and Aotearoa
New Zealand, similar rituals show up:
coffee, scrolling, exercise, shared meals,
time outdoors.
For some, these behaviours are automatic.
For others, these moments carry intent.
For some, these behaviours are automatic.
For others, these moments carry intent.
Brands have permission to take part,
but only in specific ways
Consistency
59% of Australians and 49% of New Zealanders are open to brands that show up consistently.
Personalisation
55% of Australians and 51% of New Zealanders are open to brands that tailor the experience.
Ease
53% of Australians and 46% of New Zealanders are open to brands that make the moment easier.
If a brand interrupts the ritual, it gets rejected.
If it supports the ritual, it gets embedded.
If it supports the ritual, it gets embedded.
Some rituals invite brands,
others resist them
Rituals vary in visibility, meaning, and sensitivity.
Some are:
Shared and social
Open and functional
Shaped by context
Others are:
Deeply personal
Tied to identity, life stage, or culture
Deliberately protected from outside influence
Brands have permission to take part,
but only in specific ways
Most brands interrupt rituals, the best ones earn a place in them
Brands must move beyond behaviours to understand what moments mean, where brands are welcomed, and how to support rituals without disrupting them.
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