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The Science Behind Rituals - Why Daily Habits Change Our Lives

The Phew Way, explained through P E A C E

In a fast-moving, unpredictable world, rituals do something powerful.
They create calm in the body first — and when the body feels calm, everything else begins to shift.

At Phew, we teach rituals, not rules.
Because rituals work with the body, not against it.
And when they are chosen — not imposed — they create lasting change.

Science helps us understand why.

Using the P E A C E framework, we can see how small, intentional daily habits shape our emotional wellbeing, confidence, and sense of control — quietly, consistently, and meaningfully.

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P — Predictability & the Brain

The human brain is wired for prediction.
Neuroscience shows that our brains are constantly scanning the environment, asking one question: Am I safe?

Predictable actions reduce cognitive load — the mental effort required to process uncertainty. Research in neuroscience and psychology has shown that familiar, repeated behaviours help lower stress responses and reduce activity in brain regions associated with threat detection.

Studies published in Nature Human Behaviour and Psychological Science demonstrate that predictable routines and rituals can reduce anxiety and stabilise emotional responses, particularly during periods of stress or uncertainty.

In simple terms:
when the brain knows what’s coming next, it can relax.

This is why small rituals — the same gentle actions repeated each day — feel grounding. They signal safety to the brain and create moments of calm in otherwise busy lives.

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E — Emotional Regulation

Rituals help us manage how we feel — not by suppressing emotions, but by giving them somewhere to land.

Psychological research shows that rituals are especially effective at helping people regulate emotions during transitions: moving from work to rest, activity to stillness, stress to calm. A landmark study published in Journal of Experimental Psychology found that people who engaged in simple rituals experienced lower emotional intensity and greater emotional control.

Rituals act as emotional buffers.
They help the nervous system settle, allowing emotions to process rather than overwhelm.

This is why even small acts of care — moments of freshness, comfort, or reset — can shift how we feel emotionally. They help the body transition, and the mind follows.

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A — Autonomic Nervous System

The autonomic nervous system controls our stress response. It has two key branches:

• the sympathetic nervous system (fight or flight)
• the parasympathetic nervous system (rest and regulate)

Research in psycho-physiology shows that repetitive, intentional actions — especially those associated with comfort, care, and familiarity — activate the parasympathetic nervous system. This leads to slower heart rate, deeper breathing, and reduced cortisol levels.

In other words, rituals don’t just feel calming — they are biologically calming.

This is why comfort rituals matter. They help the body move out of survival mode and back into balance. When the body feels safe, the mind becomes clearer, steadier, and more resilient.

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C — Confidence & the Compounding Effect 

Confidence doesn’t usually appear overnight.
It builds quietly, through repetition.

Behavioural science and neuroplasticity research show that small, repeated actions reshape neural pathways over time. This is known as the compounding effect — where consistent, low-effort behaviours create meaningful long-term change.

Studies on habit formation and self-efficacy demonstrate that when people successfully complete small, supportive actions, their confidence grows naturally. This confidence isn’t performative — it’s embodied.

Comfort leads to confidence.
Confidence reinforces behaviour.
And over time, the effect compounds.

This is why small rituals have such a big impact. They don’t demand perfection. They create momentum.

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E — Empowerment Through Choice

Perhaps the most important piece of all.

Research in psychology consistently shows that choice and autonomy are essential for wellbeing. Self-Determination Theory — one of the most widely accepted frameworks in behavioural science — identifies autonomy as a core human need.

When behaviours are chosen, not imposed, they are more effective, more sustainable, and more emotionally supportive.

Rituals only work when they are yours.

This is why rigid routines often fail — and why rituals succeed.
They adapt. They respond. They respect individuality.

At Phew, we don’t tell women what to do.
We support them to choose what feels right — and to trust their bodies.

Choice removes shame.
Choice builds trust.
Choice turns care into empowerment.

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The Science, Simplified

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References & Further Reading (Accessible Science)

• Hobson, N. M. et al., Journal of Experimental Psychology – Rituals and emotional regulation
• Brooks, A. W. et al., Psychological Science – Rituals reducing anxiety and stress
• Thayer, J. F. et al., Biological Psychology – Autonomic nervous system regulation
• Deci, E. L. & Ryan, R. M., Self-Determination Theory – Autonomy and wellbeing
• Lally, P. et al., European Journal of Social Psychology – Habit formation and behavioural change
• Davidson, R. J. & McEwen, B. S., Nature Neuroscience – Stress, regulation, and resilience