South Africa, June 30 -- We are connected on so many levels. From sport, music, friends and experiences, to culture, food and fashion. All of these connective elements are amazing to target consumers, but it is even more important to understand what makes them tick.

Samantha Joshua believes that too often we use race as a criterion to identify and understand our target markets, but this is not always accurate as the colour of your skin cannot be a deciding factor as to why people love and do certain things.

With nearly 25 years of working in the media and advertising industry, as a media strategist, a planner and a buyer for brands including Takealot, Mr. D, Hunter's, Savanna, FNB, Canopy Growth, Samantha Joshua was encouraged to take h...