Built on fresh research, real voices from South African communities, and Time Out's connection to city culture, The Joy Revolution — proudly sponsored by Jacaranda FM — aims to prove that authentic human connection is the most potent driver of happiness, and business success, in 2026 and beyond, says the brand.

South Africans are Making the Shift From Surviving to Thriving

Key insights for South Africa aim to reveal a nation moving decisively from survival to thriving. South Africa is a nation ready to re-embrace connection and actively pursue joy. In 2025, South Africans indicated that they were thankful just to make it through. In 2026, the outlook indicates that we are ready to thrive, adds the brand.

A National Mood Shift

Across regions, sentiment is shifting from recovery to renewed optimism. In 2025, South Africans leaned into gratitude, contentment and survival-driven emotions, says the brand.

By 2026, Gauteng's rising confidence is spreading nationally, KwaZulu-Natal is showing more optimism, while the Western Cape is shifting towards peace and inspiration. The collective mood is more balanced, with joy, confidence and hope becoming stronger drivers for the year ahead, adds the brand.

Sparking Joy in South Africa

Through this research, Time Out South Africa explains that connection doesn't just fill peoples calendars, it fuels their souls. 81% of South Africans say spending time with people they like gives them energy. Outdoor adventures top the list with more than 60% wanting to connect through nature, says the brand.

Community, food and familiarity still reign. Food festivals, wellness events and creative workshops are surging, signalling a shift from passive entertainment to active participation, adds the brand.

What This Means for Brands

The data aims to prove that joy is not a soft metric, it's a strategic advantage. Brands that win in 2026 will be those who bring people together, celebrate local culture, understand emotional context, create shared, human moments and build belonging, not just impressions, says the brand.

Time Out's global The Joy Revolution series features a deep dive into how socialising shapes peoples brains, how real voices and video stories from Time Out editors and communities can hit the "joy" mark and inspiring case studies of joyful marketing campaigns that delivered measurable business results through meaningful connections, adds the brand.

"If the Joy Revolution teaches us anything, it's this: South Africans don't need perfect lives, they need people. Joy isn't loud here — it's the quiet moment where you feel held, seen, or simply less alone," says Melissa McNally, Research and Analytics Manager, SoundInsights, Kagiso Media Radio. "And when brands meet us in those real moments, the everyday, the ordinary, the human, they move from being background noise to becoming part of how we live."

"Time Out South Africa is in the business of joy. Our platforms in Cape Town, Johannesburg and Durban are about bringing joy to South Africans through incredible experiences in your city," says Anthea Carstens, General Manager of Time Out South Africa.

"Our editorial teams love their cities and work hard to ensure locals and visitors have access to the best each city has to offer, and share where you can find joy and connection with family, friends and even strangers. This study shows that social connection and experiences are what South Africans want and need, and Time Out's goal is to ensure we help our audience find it," says Carstens.

“The Joy Revolution's results affirm the resilience, resourcefulness, and relationships that make us a hopeful society. Where hope thrives, brands can grow and flourish. We'd love for you to come along on this journey of joy with us," concludes Mervyn Naidu, Commercial Manager of Time Out South Africa.

For more information, visit www.kmradio.co.za. You can also follow Kagiso Media Radio on Facebook, or on LinkedIn.

*Image courtesy of contributor