For six years, we’ve been exploring what matters to people. In 2025’s Fulfilment Rewired, we saw people respond to uncertainty by reclaiming control and meaning: slowing down, making intentional choices and finding fulfilment in everyday moments.

In 2026, the world has only grown more contradictory: economic pressures collide with technological leaps, political polarisation intersects with cultural acceleration. In this landscape, people are finding meaning by learning to navigating  the bigger picture, recalibrating who they are within it and learning to thrive in the in-between.

What emerges is a recalibration of identities. Individually and collectively, people are renegotiating what it means to belong, to be visible, to feel recognised and to stay true to themselves.

Our 2026 edition of the What Matters report will drop in December, exploring eight trends that illuminate how identities are being reshaped across culture and what this means for brands.

Pre-register below to get early access straight to your inbox.