What truly drives a purchase? Passion. But our research shows that not all passions are created equal. Understanding the difference is your key to unlocking growth. We've identified three distinct ways people connect with their passions: High-Reach Passions (Music, Cinema, Self-Care): These passions engage millions. To connect, brands need to feel culturally relevant and stand out in a crowd. High-Spend Passions (Travel, Dining, Wellness): This is where people make big-ticket, discretionary purchases. Here, consumers expect exceptional value, exclusivity, and convenience. High-Commitment Passions (Sports, Gaming, Pets): This is where people are emotionally and financially all-in. They expect brands to be reliable, credible, and provide a true sense of belonging. The common denominator? Passions don’t live in silos—they overlap. A traveler is often a foodie. A sustainability advocate also cares deeply about their pets. So, what does this mean for your brand? Stop looking at passions as separate buckets. Instead, build an ecosystem. A concert isn't just a ticket—it’s the streaming tech to discover the artist, the fashion for the look, and the loyalty program that makes it all feel seamless. When you connect the dots between what people love, you become more relevant. This insight comes from Mastercard's proprietary Passionomics research, based on thousands of consumer interviews across the Americas. Subscribe for the latest from Tobias Puehse, SVP of Insights & Intelligence Americas, and learn how to turn consumer realities into meaningful action. #ConsumerInsights #MarketingStrategy #BrandGrowth #PassionEconomy #Mastercard

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