South Africa, Feb. 13 -- In a crowded gym, a family of four sit huddled together on makeshift beds pushed side by side each other. The parents wrap donated blankets around their shoulders; the teenagers lean against each other. Someone suggests a movie: something light, something old. They settle on a childhood favourite, a worn-out Pixar film, its colours flickering softly on the phone screen. Familiar voices, the opening music, the brand logo before the title. For a few minutes, it feels like the flood damage caused to their home no longer matters because they are together.

This is not just nostalgia. Research shows it is a form of collective coping. When the world feels unstable, why do we cling to familiar household brands and family...