30Under30 Nominee: Charles Sithole

Great to hear from Global 30 Under 30 Nominee, Charles Sithole, a Senior Insight Consultant at Human8, based in Johannesburg, South Africa. Charles is also the Chairperson of the Southern African Marketing Research Association (SAMRA). Charles’ work is rooted in understanding people, influencing meaningful business decisions and helping shape the future of the profession. But beyond the titles, Charles is someone who believes that when we understand people better, we create the possibility to change things for the better.

How did you find your way into research, data and insights?

My journey into insights began long before I knew there was an industry dedicated to understanding people.

I started my working life as a cashier at Dis-Chem. Every day, I stood behind a counter, meeting people from different walks of life, each carrying their own stories, circumstances and reasons for being there. I didn’t know it then, but I was learning one of the most important lessons of my career: people are never just numbers, transactions or statistics.

As I continued my studies and eventually found my way into market research, that curiosity about people became something much bigger.

From my early professional years at Ipsos to my current role at Human8, I’ve discovered that the most powerful insights often begin with the simplest question: why? What began as a curiosity became a career. And what began as a career eventually became a purpose.

Today, as Chairperson of SAMRA at 29, I sometimes reflect on the distance between where I started and where I stand. Not because the journey has been extraordinary at every turn, but because it reminds me that extraordinary things can grow from ordinary beginnings.

What part of your work are you most proud of and why?

I’ve been fortunate to experience moments I once could only have imagined. Being recognised among the Significant Insights Global 30 Under 30 in 2025 was one of them. Becoming Chairperson of SAMRA at 29 was another.

But when I think about what makes me proud, I don’t immediately think about the recognition. I think about responsibility. I think about the young professional who walks into a room filled with experienced leaders and wonders whether their voice belongs there. I know that feeling. I’ve been that person. And today, I have the privilege of helping create spaces where the next generation can walk into those same rooms with confidence.

Through my work, industry leadership and mentorship, I’ve come to realise that achievement is not simply about how far you rise, but about what becomes possible for others because you did.

Of course, I’m proud of the research I’ve delivered and the strategic decisions I’ve helped influence. But the impact that matters most to me extends beyond a project or presentation. It’s knowing that somewhere, someone might look at my journey and think, perhaps I can do that too. Because the greatest achievement isn’t earning a seat at the table. It’s making sure someone else has the opportunity to sit there tomorrow.

What have you learned so far that you wish you’d known when you started your career?

That you don’t have to wait until you feel ready to become the person you’re capable of being.

Early in my career, I believed that hard work, technical excellence and delivering results were enough. Over time, I discovered that the real difference often lies in the things we cannot measure: courage, empathy, conviction and the willingness to speak up when something matters.

I’ve learned that the most experienced person in the room isn’t always the person with the most valuable perspective. And that leadership doesn’t begin when someone gives you a title. It begins when you decide to take responsibility for something bigger than yourself.

There have been moments when I’ve questioned whether I was ready for the opportunities in front of me. But growth rarely arrives with certainty. Sometimes you must believe in your potential before you have the evidence to prove it.

If I could tell my younger self one thing, it would be this: stop waiting for permission to become who you are meant to be.

What excites you most about the future of insights and what would you like to help change?

I believe we’re living through one of the most defining moments in the history of our profession. Artificial intelligence and emerging technologies are changing almost everything about how we work. But amid all this transformation, I believe one thing will become more valuable, not less: our ability to understand what it means to be human. Technology can tell us what people are doing. It can identify patterns, analyse information and accelerate discovery. But our responsibility is to ask what those patterns mean, why they matter and what organisations should do differently because of them.

I want to help move our profession from simply delivering research to shaping decisions, influencing strategy and creating meaningful change. And I want Africa to have a stronger voice in that future. Our continent has extraordinary talent, diverse perspectives and stories the world has yet to hear fully. I believe the next generation of African researchers deserves more than an invitation to participate in global conversations. We deserve the opportunity to help lead them.

For me, the future of insights isn’t simply about smarter technology. It’s about a profession that is more human, more influential and more inclusive than ever before. And that’s a future I’m determined to help build.

What advice would you give someone just starting out in the industry today?

Don’t let where you begin convince you of where you belong. You don’t need the perfect background, the perfect connections or a perfectly planned career to make a meaningful contribution to the world of insights.

Be curious. Ask the questions others are afraid to ask. Look beyond the numbers, challenge assumptions and never forget that behind every data point is a human being with a story worth understanding.

Learn the methodologies, embrace technology and develop your analytical skills. But remember, the greatest researchers aren’t simply those who know how to interpret data. They’re the ones who can turn understanding into action and insights into meaningful change.

Surround yourself with people who challenge you to grow and never underestimate the value of your own perspective. Even the most respected voices in our industry were once beginners too.

There will be moments when you question yourself. Moments when your recommendations go unheard, when progress feels invisible or when you wonder whether the work you’re doing is making a difference. Keep going. Because sometimes the research you’re conducting today, the questions you’re asking and the conversations you’re having, are preparing you for opportunities you cannot yet imagine. And when those opportunities arrive, remember the people who helped you get there. Be the person who encourages the next young researcher, who makes room for a different perspective and who reminds someone else that their voice matters.

Who has helped you along the way?

One of the greatest lessons my journey has taught me is that nobody truly succeeds alone. Behind every milestone, every opportunity and every moment of growth are people who believed in us, sometimes long before we learned to believe in ourselves.

I’ve been incredibly fortunate to cross paths with remarkable leaders, mentors and colleagues at Human8, SAMRA and across the broader market research industry who have challenged my thinking, pushed me beyond my comfort zone and encouraged me to see possibilities beyond what I once imagined for myself. Some opened doors. Others taught me how to walk through them. And a few taught me that sometimes, you have to find the courage to build your own.

I’m equally grateful for the people whose contributions may never appear on a professional profile or be acknowledged on a stage. Those who offered a word of encouragement, shared their wisdom, gave me an opportunity or simply reminded me to keep going when the journey became difficult.

I’ve come to understand that mentorship isn’t always a formal relationship and leadership isn’t always about having a title. Sometimes, the smallest act of belief can change the entire direction of someone’s life.

As I reflect on how far I’ve come, I realise that the greatest way to honour those who helped me isn’t simply to thank them, but to become that person for someone else. Because the most meaningful legacy we leave behind isn’t measured by how far we’ve gone, but by how many people we’ve helped move forward. And if my journey inspires even one young person to believe that their dreams are within reach, then perhaps the greatest part of my story is still being written.

Thank you again, James, and to the Significant Insights team, for continuing to recognise emerging talent and reminding young professionals around the world that their stories are worth telling.