 40% of Gen Z has boycotted a brand because they didn't match their sustainable values in some way. Sustainability is the new standard, it's the future of business. Think about sustainability as an opportunity to draw in a more eco-conscious consumer base, especially when you have generations like mine, like Generation Z, who are extremely educated about these topics. They're also educating their households as well. I talk with a lot of people who are like, you know, my teenage daughter started talking to me about the impacts on the environment that the fashion industry has. Consumers are speaking with their dollars and they are supporting the brands that are really authentically tackling environmental issues. A lot of brands are coming to me and they're like, how can we make our customers get it? How can we make our customers know that we're so sustainable instead of just figuring out, okay, how can we be so sustainable? Your customers are going to know more about this topic than you will. And so it's going to be very, very, very hard in many instances to greenwash and to use these buzzwords. You really have to not find that intimidating, but actually take on this unique responsibility in a way that is more about the impact than about the aesthetic. People tend to think that sustainability is just doing one thing or the other. It's just about, oh, we're just going to lessen carbon emissions or we're just going to reduce single-use plastic use because there are so many different sectors. Figure out what really speaks to you because that makes how you handle implementing sustainability in your business that much more powerful and that much more authentic. You can just take that spark and then just delve into that topic and then figure out how you can make an impact. As a business owner, obviously you want to be realistic, but you also really have to be ambitious and know that sustainability is a top priority because it also is a matter where time is of the essence. I think that people do need to understand that everybody worries and feels like they're just going to be one drop in the bucket, but every drop creates a ripple effect. It will really be all worth it in the end if we all make these important changes.