As our world becomes ever more complex, people’s reaction to the rapid pace of modernisation and globalisation is manifesting across markets through fear of contamination, pollution and urbanisation, mental health challenges, and the loss of traditional culture and ways of life. As a result, we are all seeking a greater sense of control over our lives and a more intuitive way of living. We are not searching for greater functional utility, but rather seeking out brands that offer a greater emotional utility. In fact, ‘affinity’ means ‘a natural attraction, liking or feeling of kinship’ and increasingly, brands that shift focus from product communications to demonstrating ‘affinity’ are ‘feeling right’ to consumers and with greater relevance than those that simply ‘look right’.