New global study reveals 8 ways brands can help create a regenerative future

Our 2024 What Matters report takes a clear and provocative stance for positive change driven by a global call for urgency, as new research reports 8 out 10 people worldwide are seriously worried about the future and feel brands need to take responsibility.

Cover the 2024 What Matters report
Cover the 2024 What Matters report


New global research by Human8 and Space Doctors reports 8 out of 10 people worldwide are seriously worried about the future confirming the pressure on people and planet is at an all-time high. We’ve witnessed political instability and armed conflicts pushing people out of their homes. The cost-of-living crisis continues to put pressure on budgets and the impact of climate change is becoming more and more visible.

With an additional 79% of people worldwide agreeing we need to move beyond ‘sustaining’ and into ‘reversing’ the damage done, the global agency advocates the shift towards ‘regenerative sustainability’. Where traditional sustainability focuses primarily on maintaining the current state of the environment, regenerative sustainability or ‘regeneration’ broadens the scope. It’s not only about the planet. And it’s not only about doing less harm. It’s about restoring and reimagining everything, including how businesses are run, to reshaping human norms and ecological systems.

When looking at the world and making decisions, it’s important to focus on creating mutual benefits rather than thinking someone has to lose for another to win. Regeneration implies a shift from the old idea that everything is like a game where one person’s gain is another’s loss.” says Camille Nicita, CEO Human8.

“As a certified B-Corporation the movement for regeneration is part of Space Doctors DNA. With this in mind, we started our 2024 What Matters journey by developing a cultural framework of positive transformation, a model which revealed the 4 main dimensions of positive change that all brands should be aware of. These dimensions provide the context for a further 8 cultural codes of transformation – meaningful and actionable paths to adopting a regenerative mindset and identifying powerful, systemic solutions.” says Maya Madhusoodan, Director at Space Doctors.

The four-part global study showcases a unique mix of cultural and human insight methodologies, culminated in an insight community across 10 markets and a quantification with 13,028 consumers across 17 markets. Not surprisingly, the research has a clear message for brands as 85% of people worldwide feel brands need to take responsibility to help safeguard the future of our planet.

We need to fundamentally change how we do things if we want to safeguard the wellbeing of present and future generations. We see many people, organisations and brands wanting to make a positive change, but they often don’t know how or where to start. Our 2024 What Matters report not only reveals the frictions and needs of people worldwide, but also outlines the actions brands can and must take to respond to what matters to people worldwide.” adds Nicita. “We, as an organisation, are also on a mission to do business in the best way possible, and we want to help our clients do the same.

Market Specific releases are available below:

UK: More than 7 out of 10 people in the UK are worried about the future – Human8 (

US: Human8 unveils US consumer priorities in Regenerative Sustainability – Human8 (

South Africa: 9 out of 10 people in South Africa are worried about the future – Human8 (

Australia: Nearly 7 in 10 want to move beyond sustainability to regeneration – Human8 (

France: More than 8 out of 10 people in France are worried about the future – Human8 (

Germany: Close to 7 out of 10 people in Germany are worried about the future – Human8 (

What Matters in 2024?

This is not a trends report, but a story about what matters. Based on cultural and semiotic analysis in collaboration with Space Doctors, a global online insights community and a 17-market quantification, we bring you 8 themes that highlight what matters in 2024 and beyond. 
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