THE POWER OF PASSIONS: TAPPING INTO CONSUMERS' EMOTIONAL BONDS

Summary from the TLDR Marketing newsletter

92% of purchasing decisions are driven by emotion. Three-quarters of people surveyed across eight markets say engaging in their passions is a part of their identity. Marketers should focus on segmenting audiences by their interests (ie. music, food, travel, and sports), rather than traditional demographics. By leveraging insights from neuromarketing and understanding consumers' emotional ties, brands can better resonate with their audiences.