thinking
October 2024
Passion Pulse '24: Our Antidote to Dull
Now in its third year, our proprietary research from M&C Saatchi Group AUNZ sheds a light on Australia's wide range of varied passions, and the evolving ways we connect to them and build community.
The research tracks 332 unique passion points, organised into 27 distinct categories - from the traditional, like sport, music, film & TV, the Arts or fashion, to things like DIY, pets, cooking, craft, board games or computing or even politics or societal and environmental issues.
The explosion of niche passions occurs after a period of cultural homogenization, with people finding new communities online, connected by shared passions, and creating a renewed sense of self-identity.
The engagement playbook has also changed.
Many high-penetration passions exist without a traditional media ecosystem around them, meaning brands need to evolve the ways they show up, the value they bring, and the connections plan through which to amplify their presence.
It presents a world of fascinating opportunities for brands to insert themselves in culture, and the lives of ordinary people, in ways that will make a big impact on their brand and their bottom line.
Read more thought leadership from M&C Saatchi Group here.
