“if the choice comes down to, we think the elasticity is going up or we're going to have to not pass through some cost, we're going to err towards taking the price increase rather than not taking the price increase.”

In context

“creases have gone through. I do not expect elasticities to be inelastic going forward. There's a reason you got the name elasticity. And so I fully expect, as I commented earlier on, inflation generally ends with some pressure somewhere. I expect elasticity to increase at some point in the future. Will that be next quarter? Or will that be next year? I can't give you the answer to that because it's very dependent on some macros, and it's probably going to vary by country. But we are very attuned to it, which is why I talked about how we are leaning into investing behind our brands so that we earn the right for the price increases, so that we can minimize the elasticity and that we keep a sharp eye on affordability, which again tends to minimize elasticity if we use RGM well. But as I say, if the choice comes down to, we think the elasticity is going up or we're going to have to not pass through some cost, we're going to err towards taking the price increase rather than not taking the price increase. As I said earlier, not seeing the cost go through and arriving at a recession being behind the curve is less desirable than embarking and having to take the hit from a greater elasticity in the short term. And so that's our kind of modus operandi, and we will certainly seek to earn the right to take the price increases. We certainly aren't looking to take price increases just because we can. We want to earn them as a brand, and we want to make sure we recover the cost over time. Operator: Our next question comes from Rob Ottenstein from Evercore. Rob Ottenstein : James, in the opening comments, you mentioned that you had digitally connected, I believe, with 2 million customers in Latin America. Can you elaborate on what that allows you to do? What that means, the upside there? What you're”