 What I realised at that point was that businesses and brands don't change, they won't exist. We need brave leaders who are prepared to stand up, be counted, to say the things that sometimes people don't want to hear. I've developed a business of my own, a brand that is contributing from an environmental perspective and in doing that and having that success, it's influenced our competitors to change for the good as well. So it's important that we take our own responsibility for what we can do to make a difference.