South Africa, Dec. 12 -- Human8, the global marketing insight consultancy, in collaboration with in-house cultural strategy experts from Space Doctors, unveils its sixth annual What Matters report. This year's edition explores eight trends that illuminate how identities are being reshaped and provides insights that will help brands navigate a world where contradictions are the new normal.

For six years, Human8 has been exploring what matters to people around the world. The 2025 report, titled Fulfilment Rewired, found people responding to uncertainty by reclaiming control and meaning: slowing down, making intentional choices and finding fulfilment in everyday moments.

In 2026, the world will feel even more contradictory. Economic pressu...