The idea distilled
In 2026, Australians aren’t opting out of everything. They’re opting out of almost everything… except the things they genuinely love.
For years, marketing has been built on reach, frequency, and the assumption that if you show up enough, people will pay attention. But that model is cracking. In an age of limitless information, endless distraction, and relentless disruption, consumers have developed a powerful filter. They’re tuning out the noise and doubling down on their passions.
And that’s where the opportunity lives.
The passion economy is booming
Each individual passion is an opportunity for brands to engage with consumers, and an incredible pathway for brand growth.
Instances of passions across the country. All opportunities for brands to connect.
Estimated total spent on pursuing our passions per year. That’s an average spend of $720 per passion, per year.
When done right, aligning to passion does three things.
- When Customers are obsessed about a passion, they spend 3 times more with brands that support their passions.
- Customers are 40% more likely to pay a premium with brands that support their passions.
- Customers who are deeply engaged with their passions are twice as likely to become brand advocates for their favourite brands that support their passions.
3 no-regret plays, to harness the power of passions and fuel brand fandom.
Understand your customers' passions
the value you can create in a direct, adjacent or halo role.
