South Africa, Sept. 15 -- The figures tell a story that looks contradictory on the surface. 67% of South Africans say they often feel anxious about their lives, up seven percentage points from 60% in 2021. Over exactly the same period, the share who say they are happy with their lives has climbed from 69% to 79% - a 10-point jump. Anxiety and happiness are rising together, and for brands trying to stay relevant, understanding why matters more than treating either number in isolation.

The temptation is to read these as opposing forces, but they are not. What the data shows is that joy is no longer being held back for better times. For most people, it has become something to reach for in the middle of difficulty rather than after it - a co...