In a world of digitally savvy, multi-tasking consumers, it is becoming harder and harder for brands to capture consumer attention, let alone drive meaningful interactions. It’s not a surprise that many brands have resorted to using clickbait tactics, and while sensational headlines may draw consumers in, this strategy will do so at a very low cost — oftentimes resulting in little to no brand impact. In fact, a recent Harvard University study suggests the opposite to be true — finding that clickbait actually diminishes brand trust. With this in mind, marketers should focus less on serving clickbait, and more on keying into those prime moments when consumers are more receptive to meaningful interactions with brands. One of those moments is when consumers are engaged with their passions. Passions are often sparked during childhood, or emerge after a life-changing event like a health scare. They are core to who we are, and oftentimes, foundational to many of our closest relationships.