I'm Going to Come on to the Money Things

When did you start to look at shopping and capitalism more broadly with this academic angle? And how did that framework kind of help you to strip away any emotional relationship with consumers? We're so emotionally invested in buying because we've been brought up to believe shopping is therapy, you know? I think it was in my 20s where I began to feel really grossed out by my own consumption. There were certain brands where I would just be like, what are people doing? Even as a consumer myself, there was one brand who I won't name but let's just say I've always been 38 at heart and never quite 21 who was born middle age.