South Africa, Sept. 15 -- The answer isn't always about louder advertising and better targeting. It's about tapping into something more human, and ultimately more powerful: passion.

An audience's shared passion has fast emerged as the new currency of connection. In this emotional economy, consumers trade their time and loyalty for brands that truly fuel the things they love - this could be anything from music, fitness, food, sports, gaming or even bird watching.

In fact, Passion Pulse research shows that 78% of South Africans rate their commitment to their passions between eight and 10. That's not a casual interest, that's a cultural signal, and brands that recognise its value are better positioned to connect meaningfully.

Why passions...