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  "documentTitle": "Beyond 2021: How to Get Ahead and Stay Ahead",
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      "text": "One of the reasons many of us found 2020 emotionally challenging was the cancellation or disruption of the rituals we’ve built our lives around. Rituals are the habits to which we attach meaning and feelings. They’re the things we do regularly that may seem small but their effect on our mental wellbeing is big. This trend is about companies’ opportunity to help people in their search for new meaning through new rituals that bring them joy and comfort. It starts with understanding the blank space left by a lost ritual and designing the right thing to take its place. Rituals often associated with brands tend to fall into four categories: ritual as portal (a transition point between the different versions of ourselves), ritual as sense of belonging (those that relate to community and social connection), ritual as comfort (those that sit in the “me time” bucket), and ritual as anchor (the moments that give us a framework and mark the passing of time).",
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