Most business strategy relies on flawless logic, which is precisely why it fails in a real world governed by delightfully irrational human behaviour.

Brand Genetics’ The Human Code is the antidote to spreadsheet-think, dedicated to revealing the human motivations that unlock brand growth.

Every month, we take a fresh look at a major behavioural shift and decode the psychology driving it. For our fourth edition, we are decoding the DNA of the FIFA World Cup and the new era of choosing stress.

With the World Cup starting in a little over a week’s time, marketers are already dusting off their traditional playbooks of “joy,” “unity,” and “celebration.” But the psychological reality of 2026 is very different. We are currently living through a state of chronic macro-stress; a messy, isolating “me-distress” that we cannot switch off.

Ironically, rather than tuning out to relax, billions of fans will voluntarily opt in to the exhilarating, high-stakes tension of the tournament. Why? Because it offers a guaranteed resolution. Consumers are engaging in “benign masochism” – micro-dosing chosen stress in a safe environment to build resilience.

If your brand is still trying to dampen the tension to sell joy, you will miss the underlying motive. The most successful brands recognise sport as an essential psychological relief valve and are looking for ways to facilitate the scream.

Are you ready? Read below to find out…