Chris Upton

So it sounds pretty selfish.

And it isn't.

So let me first of all assure you of that.

Really what it looks at is the relationships we have with brands are quite complex.

And the survey looks across it in three dimensions.

One, the functional.

Is it doing what I need it to do?

Two, the personal.

How is it making me feel?

How is it making me do my life better?

And then the third is the collective communities aspect.

social, environmental, all the rest.

And what we found was during the pandemic, as you mentioned, there was a huge push for collective.

I mean, we would have felt the spirit of it here as well.

But now, recently, what we're facing with is a lot of

crises.

So from an economic perspective, things are getting more expensive.

From a geopolitical, everything feels a bit more uncertain.

And really what that's meaning is people are having to put a lot more focus on the personal, but still expect the collective.

So the way I would phrase it is it's like when you get onto a plane and the advice they give you, put your own mask on first before you help others.