By Michela O’Connor Abrams When did we move from transaction-based consumerism to brand ambassadors or brand critics? It used to be that consumers only wanted to know the facts. How much does a product cost? How long will it last? Is there a warranty? Today, consumers are looking for a relationship with a brand that transcends these practical questions. They are changing what matters to them, and this has become especially pronounced during the pandemic. It’s not about the b