Unlocking the power of rituals. Native American tribes performed rain dances to summon their spirits and ancestors to bring rain. The ancient Egyptians mummified cats and buried them with their owners so they could remain together in the afterlife. During the Roman festival of Saturnalia—in honor of the god Saturn—masters and slaves would temporarily swap clothes and roles. It would be easy to dismiss rituals as irrational and outdated, but rituals tap into a fundamental human need to connect, belong and make sense of life. Rituals serve as anchors in a changing world. Rituals don’t offer a practical outcome in the external world, but they deliver numerous psychological and social benefits. First, rituals offer structure in times of uncertainty, making us feel less anxious and more in control. When Anthropologist Bronislaw Malinowski visited the Trobriand Islands in Papua New Guinea in 1915, he made a groundbreaking observation. The fishermen would engage in elaborate rituals before fishing in the deep ocean but not when fishing in the calm lagoon. Rituals were a means of coping with the unpredictability of the Pacific Ocean. Second, rituals create a stronger emotional connection within the community. Finally, in a seemingly random world, rituals create a shared meaning. Modernity has stripped away rituals that once grounded us. Western cultures have fewer explicit rituals than traditional cultures. Church attendance has declined in the U.S. and Western Europe. Marriage rates are at an all-time low. Cremation is replacing traditional burials. But we still participate in rituals without being aware of them. Certain rituals are so ingrained in our routines that they become invisible to us. Like a morning coffee, singing happy birthday and shaking hands before a meeting. In sports, psychologists have proven that pre-performance rituals can enhance performance and reduce anxiety. No wonder Michael Jordan wore his University of North Carolina (UNC) practice shorts underneath his Chicago Bulls uniform in every game. Usain Bolt ate chicken nuggets before races. And Christiano Ronaldo always steps on the pitch with his right foot first. Over time, rituals have shifted from collective endeavors to individual pursuits. I term this the rise of micro-rituals. Modern examples include slowmaxxing on TikTok, a movement where young people encourage a slower pace of life—reading books, slow cooking and relaxation—over the speed and productivity of hustle culture. Attempting to reclaim time and reject externally driven pressures. Gen-Z is also leading the surge in gym memberships. Going to the gym offers some much-needed structure and control in a chaotic world. The rise of run clubs represents a similar desire to create new collective rituals. Many running clubs incorporate a pre-workout coffee or post-workout drinks into the experience. Young people’s embrace of granny hobbies like knitting, napping and scrapbooking is all emblematic of the deeper desire to build rituals. Much like the fishermen of the Trobriand Islands, we are looking for rituals to help us navigate choppy waters. Despite modern life eroding the magic and mystery of rituals from our collective memory, some mass rituals still endure. The most widely watched live TV moments are sporting events like the Summer Olympic Games, FIFA World Cup and Cricket World Cup. The 2022 FIFA World Cup Final was watched by 1.5 billion people. TV viewership is plummeting globally, but sporting events are bucking the trend. Watching sports is inherently ritualistic: the spectacle happens at a specific time, following a recognized pattern from kick-off, halftime and post-match commentary. The experience is rarely solo; most people watch sports with friends and family, or at stadiums, surrounded by fans and rivals. Club logos, logos and jerseys have symbolic value. Fans experience a rollercoaster of emotions, ranging from despair to elation. Such rituals are critical for the formation of social identity. For example, I’m a Liverpool fan, not a Manchester United fan. MORE FOR YOU Similarly, young people are turning to religion in search of community and meaning. Young men in the U.S. and Europe are embracing Catholicism in search of guidance and structure in a disoriented world. Festivals are also booming; a recent survey reveals that Gen-Z’s ideal summer would consist of five festivals. There are some iconic examples of brands creating and tapping into rituals, such as Nestlé’s “Have a Break, Have a KitKat” and Kellogg’s making “Breakfast the most important meal of the day.” More recently, Aesop has transformed functional handwashing into a luxurious self-care ritual. In times of uncertainty, we seek rituals to find comfort, control and meaning. Modern life has eroded most collective rituals in the pursuit of productivity. However, rituals are an intangible but fundamental part of human existence. Rituals make us feel rooted, connected and part of a community. Young people are seeking ancient and new rituals to navigate the current sea of uncertainty. Brands have the opportunity to create rituals that help young people navigate the unpredictable waves of life. Editorial StandardsReprints & Permissions