Emotion, not reason, is driving these declines.

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History, along with basic economic logic tell us that emotion, rather than rational thought, is driving this latest bout of low economic self-esteem.

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When the customer is empowered with an emotion that speaks to the morals and values driving their basic desires, your message and brand become sticky.

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And so, in terms of your focus on environment, did you find yourself approaching it, you know, from that - you know, almost like a logical storytelling kind of approach or did you really feel an emotion and, you know, it's what's driving you to want to do more about the environment?

NPR: Rocky Mountain Activist Carole King