Human8 – What Matters Report, 2024

The Human8 – What Matters Report, 2024 is a culmination of expert cultural and semiotic analysis conducted by the Space Doctors teams in EMEA, APAC, and the US. With input from their global network of semiotic, cultural, and category experts, they have identified four dimensions of change. These dimensions are then mapped in a cultural framework of "positive transformation" to provide context for a more meaningful and regenerative future. The report also incorporates perspectives from cultural AI and changemakers. Eight culture-led codes of transformation were developed with input from Space Doctors' global network of leading-edge consumers, the Illume Guides. These codes were further validated through global semiotic and cultural networks and the in-house cultural AI and analytics team. To contextualize these transformation codes and hypotheses, the report engaged with 69 consumers from ten markets through a two-week insight community. Creative tasks and discussions were conducted to capture the drivers, barriers, frictions, and needs that people experience with each code and how these manifest in their lives. Additionally, in an effort to understand the worldwide manifestation and extent of these changes, 13,028 consumers in 17 markets were surveyed. The global quantification revealed the prominence of these changes, the say-do gap experienced by people, and the sector playing field for each code.