South Africa, Sept. 10 -- Rather than relying solely on promotional messaging, Van der Merwe believes brands are increasingly recognising the value of creating moments that make people feel something.

"In an environment where consumers are constantly exposed to negative headlines, economic pressures and information overload, brands that create meaningful, optimistic experiences are earning greater attention and loyalty," says Van der Merwe. "The rise of feel-good marketing reflects a shift from simply telling stories to creating moments that audiences can genuinely connect with."

While purpose-led marketing has shaped the industry for several years, Van der Merwe believes audiences are now looking for something more tangible than purpos...