 I did want to dig a little bit, maybe into sustainability. It feels like it's something that's not just the sole responsibility of the marketing team. If you go back to marriage in the 40s, you did not give a diamond ring. A market was created. Customer behavior was changed that you cannot get engaged with that diamond. And if you apply that to sustainability, you go, how can marketers reframe the choices you make? How can you actually start making people make better choices? So there's undoubtedly an issue. Having said that, organizations, businesses have to create new solutions, new packaging solutions, new ways of engaging. And then you can go very macro around it, which is what, how do you chase value? What's future value? What's growth in the future? So, you know, it's an end-to-end systemic shift in the world. And we kind of say it's everybody's business.