Tell us a little bit, Carlos, because you've been a real pioneer, a real leading force in creating a manifesto for sustainable print.

Yeah, the realization of the need of collaboration came when, again, we started measuring.

And I always call these low-resolution numbers.

So even if you don't have all the numbers, let's get some numbers, which it helps take decision.

And realizing that a lot of the numbers were outside and I needed to share with the printers, to the material manufacturers, to the inks.

So we need to collaborate to get the full picture.

And once we have the full picture and then we need to improve, then what we realize is that it's not only ourselves.

But if we look to how can we anticipate what are the differentiators going to be moving forward? And how can we sort of like adapt in print to survive, become, you know, still be relevant? How do you see the future and the future in print?