The Role of Brands to Drive Down Cost

i think there's a very interesting potential well here, which is around atlly, an opportunity that brands can take for a sort of slightly higher purpose. And i think there is a role for businesses to create the right change, just not for vulnerable people, the sick and the old, but also for vulnerable people in lower income groups. I think one great output of great c x should be around creating greater efficiencies that help to drive down cost in organization. You know, we're starting to see this a little bit in data. People are empowered now to give their data, and people are paying, you know, and companies are paying for their data because there's the ev of transparency