The power of rituals: How traditions strengthen culture

Rituals are the backbone of organisational culture

Culture is more than a set of values on a wall. It lives in the everyday habits, interactions and shared experiences of a team. Rituals are the patterns that reinforce those behaviours and make culture tangible.

There is also solid science behind why rituals work.

Research from the University of Southampton and the University of Missouri shows that nostalgic memories increase social connectedness, a sense of meaning and optimism. Dr Tim Wildschut and Dr Constantine Sedikides found that when people recall nostalgic moments, they feel more supported and more bonded to others. Additional work by Professor Clay Routledge demonstrates that nostalgia strengthens a person’s sense of purpose and lifts their outlook.

These findings help explain why Christmas rituals feel emotionally rich. Repeated traditions, familiar cues and shared memories activate a stronger sense of belonging. When organisations create their own rituals, they draw on this same psychological effect, building attachment and identity within their teams.

Studies by anthropologist Dimitris Xygalatas show that participation in shared rituals increases cooperation and strengthens social bonds, even in groups of people who were not previously close. Reddish, Fischer and Bulbulia found that synchronised rituals, such as performing the same routine together, can increase cooperation by up to 50 percent.

Taken together, the science is clear: rituals create consistency, strengthen connection and make culture something people can experience, not just read about.

Examples of rituals in the workplace

• Onboarding moments: Welcoming new employees with structured introductions, team breakfasts, or personalised CEO welcome video sets the tone for belonging from day one.
  
• Weekly standups or check-ins: Regular touchpoints help teams connect, share progress, and celebrate small wins, reinforcing collaboration and transparency. We share our #weeklywins (can be big, small, work-related or personal) and it’s a ritual we enjoy as it brings us closer together.
  
• Recognition practices: Highlighting achievements in team meetings or through digital shout-outs embeds appreciation into the rhythm of work. When people feel seen - it gives them permission to be themselves, creating a deeper sense of belonging.
  
• Shared language and symbols: From internal jargon to branded merchandise, consistent symbols reinforce identity and belonging. We call ourselves ‘belongers’ as a term of endearment which has just stuck.
  

These moments may seem small, but repeated over time, they anchor culture and make organisational values real. Intentional design ensures these rituals are consistent and meaningful.

The link between rituals and belonging

Rituals create consistency in a world of constant change. When employees know what to expect and feel included in shared traditions, trust and engagement grow. Research shows that shared experiences strengthen social bonds and improve cooperation. Teams that participate in rituals are more motivated, collaborative and aligned with their organisation’s purpose.

How to implement rituals that strengthen culture

Designing effective rituals requires thought, intention, and consistency. Here are practical tips to make rituals work in your organisation:

1. Start small and consistent: Begin with one or two rituals, such as a weekly team check-in or a monthly recognition moment, and ensure they happen consistently. Predictability helps rituals stick.
   
2. Tie rituals to values: Every ritual should reflect the organisation’s core values. For example, if collaboration is a value, implement cross-team brainstorming sessions that celebrate joint effort.
   
3. Celebrate milestones: Recognise both team and individual achievements regularly. Whether it is a project launch, anniversary, or personal milestone, these moments reinforce belonging.
   
4. Make it participatory: Rituals are stronger when everyone contributes. Encourage teams to suggest activities, lead celebrations, or share stories to make rituals meaningful and inclusive.
   
5. Incorporate symbols and language: Branded merchandise, shared phrases, or visual cues can reinforce identity and create cohesion. Even simple traditions like a shared hashtag for achievements can strengthen culture.
   
6. Evaluate and adapt: Rituals should evolve as teams grow. Ask for feedback, track engagement, and refine practices to ensure they continue to reinforce culture and belonging.
   
   

Mapping key touchpoints and designing rituals that are repeatable, meaningful, and aligned with organisational purpose and values can make culture visible and experienced, not just aspirational.

How rituals shape belonging

Christmas endures because it is built on rituals that reinforce identity and belonging. The same principle applies to organisational culture and brand experience. By designing traditions such as onboarding practices, recognition routines, or team rituals, brands create stability, strengthen culture and foster a sense of belonging.

References

1. Xygalatas, D., et al. (2013). Ethnographically informed study of ritual and cooperation. PubMed. https://pubmed.ncbi.nlm.nih.gov/23666518
2. Whitehouse, H., et al. (2018). The role of shared rituals in social bonding and cooperation. PMC. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6266683
3. Reddish, P., Fischer, R., & Bulbulia, J. (2013). Synchrony and collective action: How rituals foster cooperation. College Sidekick. https://www.collegesidekick.com/study-docs/3683046
4. Wildschut, T., Sedikides, C., Arndt, J., & Routledge, C. (2006). Nostalgia: Content, triggers, functions. Journal of Personality and Social Psychology, 91(5), 975–993. https://doi.org/10.1037/0022-3514.91.5.975
5. Routledge, C., Arndt, J., Sedikides, C., & Wildschut, T. (2011). The past makes the present meaningful: Nostalgia as an existential resource. Journal of Personality and Social Psychology, 101(3), 638–652. https://doi.org/10.1037/a0024292
6. Zhou, X., Sedikides, C., Wildschut, T., & Gao, D. (2008). Counteracting loneliness: On the restorative function of nostalgia. Psychological Science, 19(10), 1023–1029. https://doi.org/10.1111/j.1467-9280.2008.02194.x