 I'm Helen, thank you firstly for sitting down with me today. It's great to have you here. So I guess the first question is, and it is quite a big one, do you think it's possible for industries such as FMCG, where you work, or the fast fashion industries, do you think it's possible for them to become truly sustainable in the future? If I didn't believe that, then there's not much point really in making small steps. But what I do believe is that every single attempt we make, Ieithio'r unigwyr bod hynny'n gyfnodol sydd yn cael ei ffordd yn ymddangos. Roedd yn ymddangos yn ymdyn nhw, y bod ymddangos yn ymddangos ymddangos o'r ddweud o ffordd i'w dweud yma. Dwy'r cwylwch'n ei wneud i chi, rhai ei wneud yn cael ei gweithio'r ffordd. Felly mae'n fath o'r peth oedd yn ymddangos a'r gwrs yn ymddangos i gael i'ch bod ni'n gweithio'n gweithio'n gweithio'n gweithio. Cysylltu gynhyrch y gallwn cael ei ffyrir, maen nhw'n dweud o ddifen yn yr ystyried yma, ac mae ymlaen yn ei wneud o'r dorod, ac mae'n gweithio'n gwybod o'r ddweud, ac mae'n gweithio'n gweithio'n gwybod, ac mae'n gweithio'r ddweud o'r ddweud, oedd yn gweithio'r ddweud o'r ddweud, maen nhw'n gweithio'n gweithio. Ond mae'n gweithio'n gweithio. Udydd ychydig i'r cyfnoddau mewn ychydig iawn, wrth yw'r wirheadfyrr CIM, wrth CIM ym Mhwyl, ac wrth'i'r hwnnw'r code, yma, y code, ychydig yn ein code sydd, i'w ffordd cydfaith o'r brifysgau yn y ddechrau, a'i ddim yn bwynt yn rhywbeth. Rwyf wedi'n ei ddweud i allu'r gwrs i'r ffordd. Mae yma, yn y rhaid i'r ffordd, mae'n cyfrifau sydd ei wneud o'r brand ffmcg. Felly, we absolutely need to do better. We absolutely need to step up. But we can only do that if we mobilise every shopper that comes into those stores, every consumer that consumes that product. We tell them what impact that has. We give them the tools to make decisions themselves. That tiny story adds up, and adds up, and adds up, and gains momentum. By making it mysterious and complicated, we're not going to get any crossover or cut through within FMCG, because there are too many messages already. Every small win is still a win at the end of the day. It should be celebrated. I agree. I guess when you founded Collective Stories, your company, was sustainability always at the heart of the value that you wanted to be in Collective Stories? Was it always there? Absolutely. Collective Stories is founded on lots of tiny stories, so we work with our clients to bring together stories like sustainability, consumer stories, stories of macro insight, stories of trends, what's happening in our categories. Within FMCG, we've got so many categories. We've got food, we've got health and beauty, we've got dental, we've got deodorants. Within those, there are so many different and tiny stories, and it's recognising that. I think sustainability, I've been doing this for many, many years now. When I first started out, sustainability was, if you imagine a PowerPoint deck, it was always at the back, and it was always like a tick box. We had to have it, we had to do it, and then the retailers mobilised, and actually that sustainability information came further into the deck. And now actually, I would say it's at the start of the story. You can't have a seat at the table if you are not responsible on this topic. But again, as I say, a lot of SMEs just need help and need the story breaking down or the right way to tell the story and remove that fear from the story is what we do. Absolutely. So what role would you say storytelling has in the sustainable marketing journey? Is storytelling the key to transparency and driving action? Absolutely, and I think it's storytelling. I spoke earlier about the key storytelling concept of the hero's journey. So to be impactful with the story, you have to take the audience on the journey with you. You have to make them the hero of the story and say, we're going to do this together. And to my previous point when I talked about empowering them through information, but speaking to them in the right way, the right tone of voice, and speaking to them where they are, that's the only way we will do it. We have to take them with us. It's not about telling somebody a story and expecting them to listen. That's not, it's not a linear journey. It's a journey where we scoop up that consumer, we make them care because at the end of the day we can't make anybody do anything. The stories are not magic. They're not a silver bullet. It's about empowering people and taking them with us on the journey. Yeah, absolutely. Well, thank you very much.