At the beginning of every year, the marketing industry performs a familiar ritual. Trend decks circulate. Forecast reports multiply. Dashboards glow. Data is presented with the confidence of prophecy.
But according to Thando Mxosa, Strategy Director at Penquin, something essential is being lost in the noise. The industry, he argues, is drowning in data while starving for humanness – and that imbalance is not just inefficient, it is dangerous.
The Data Delusion
In an era where marketers can track clicks, carts and conversions with surgical precision, the temptation is to lead with measurement. Mxosa believes that is a fundamental error.
“Numbers are excellent at telling you what is happening,” he explains. “But only people can tell you why it’s happening. If we continue to lead with measurement, we’re essentially trying to read a book by only looking at the page numbers.”
It’s a sharp metaphor, but a credible one. Behavioural science and decades of brand research consistently show that data without context leads to shallow insight.
Metrics reveal patterns; they do not explain motivations. In a complex market like South Africa – shaped by economic pressure, energy instability and shifting cultural dynamics – surface-level interpretation can easily misfire.
Mxosa describes the industry’s growing obsession with metrics as a “backwards bad habit.” Instead of insight informing measurement, measurement has begun dictating strategy.
A Return to Marketing Discipline
For 2026, Mxosa advocates a reset – not a technological revolution, but a disciplined one. His proposed framework is deceptively simple:
Observe.
Understand.
Describe.
Measure.
The order matters.
Observation requires slowing down long enough to notice lived realities. Understanding demands qualitative depth – conversations, ethnography, cultural context. Description forces clarity in articulating the human tension at play. Only then should measurement validate or refine the strategy.
This approach aligns with established strategic planning models used in leading global agencies, where insight precedes instrumentation. It also reflects a broader industry shift back toward human-centred design principles, where empathy is treated as a competitive advantage rather than a soft skill.
Asking Better Questions in 2026
What does this look like in practice?
Mxosa challenges brands to move beyond dashboard metrics and ask what he calls “raw human questions” — questions rooted in the South African lived experience.
Who is sacrificing time or dignity to afford your product?
Where can you give back hours to an exhausted consumer?
What builds trust during a blackout?
How does your brand respond when national sentiment rises or falls?
These are not questions a spreadsheet can answer. They require cultural fluency, on-the-ground listening and strategic courage.
In a country where power outages disrupt daily life and economic pressure shapes purchasing behaviour, emotional context is not a luxury variable. It is the operating environment.
The Real Shift Is Cognitive
While 2026 will undoubtedly bring another wave of AI-driven tools and predictive technologies, Mxosa insists the real transformation is mental, not mechanical.
“If your plan is built solely on what the data says, you aren’t marketing – you’re accounting,” he says. “To truly move the needle, you have to find the pulse beneath the percentage.”
From an EEAT perspective – experience, expertise, authority and trust – this argument carries weight. As Strategy Director at Penquin, Mxosa operates at the intersection of brand, communication and consumer insight in one of Africa’s most dynamic markets. His stance is not anti-data; it is anti-superficiality.
The message to marketers is clear: technology will continue to evolve, but human motivation remains stubbornly complex. The brands that win in 2026 will not be those with the biggest dashboards, but those who interpret their numbers through a deeply human lens.
In other words, before measuring the market, understand the people in it.
Watch this space for updates in the Opinion category on Running Wolf’s Rant.
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