Chris Upton

Does it do what I want it to do?

Is it getting me from A to Z?

But actually how you feel about that brand, that emotional resonance.

has a huge decision, has used part to play in the final decision that you make.

So by brands building out those personal and collective measures, it is actually influencing how you feel about the brand and the decision that you finally make.

Are we less loyal today than we might have been a decade ago towards brands?

So I would suggest that we're not it's not that we're less loyal.

We've just the bar is a lot higher.

So to get to win our loyalty as consumers, it takes a lot more.

And that's because we're way more discerning and we're expecting more of the brands and we're less accepting.

So, for example, two thirds of brands feel that people brand.

Two thirds of people feel that brands should be doing more for society, for the environment.

And what they're doing is they're actually turning away from brands that aren't doing that.

And yet they do need to put fuel in their car and heat their homes.

They still need to do so.

I mean, it doesn't negate the fact that this is why personal value, the personal element to be driven up.

You still have to.

It still has to be an acceptable price.

It still has to do what I need it to do.

But ultimately, what people want to do right now and the big drive we're seeing is people want to be smarter with the money.