Passion pulse '24: Our antidote to dull

Now in its third year, M+C Saatchi Group AUNZ’s proprietary research uncovers Australia’s evolving passions and the new communities they create.

Tracking 332 passion points across 27 categories—from sport and music to DIY, pets, and even politics—we reveal how niche interests are thriving in a post-homogenised world, reshaping identity and connection.

The old engagement playbook is obsolete. With many passions existing beyond traditional media, brands must rethink how they show up, add value, and amplify their presence.

The opportunity? To embed in culture, shape lives, and drive both impact and profit. Want to learn more?