So I'd love you to share some of the insights from our recent study there, especially the relevance to financial institutions.

Yeah, so just to put it into context, everything that Andrea mentioned, and I don't want to be a Debbie Downer, so it's not that I'm negative, but one thing that we keep hearing repeatedly here in Ipsos is something that we have coined and we now call the endurance economy.

What does that mean? It means Canadians have moved beyond viewing affordability challenges as a short-term issue.

We usually say...

The economic context is no longer a crisis.

It's now a chronic issue.

This means that higher housing costs, elevated debt burdens, and cost of living pressures have now become an ongoing reality for many households.

moments that match with your own brand, right? So not every bank maybe will be able to deliver on the human element in the way that TD can, but I think finding those particular ways of delivering that are aligned to a particular business's own brand promise, I think would be the best starting point.