> Save your customer loyalty energy for businesses where you can actually establish a connection

I feel like modernity has brought about an identity for people as consumers. Much like a pro sports team who you have no relationship with beyond proximity, brands have slowly gained the same kind of consumptive identity associations. I see it by for the most in golf, where people literally wear caps repping their favorite club and ball manufacturers, rather than athletes.

For me, I’m prefer to associate with brands that have some kind of editorial voice that align with my own. Like media outlets, university, or individuals.