Do you think they're gonna be looking for something different, or, or what, what do... how do you think it, it, it will pan out?

I think youth marketing will move away from being purely digital-first, um, and the future is probably more integrated and experience-led.

I think we're seeing that shift slowly as AI and, uh, you know, digital becomes more powerful and more involved in our lives.

We're starting to see certain people, certain communities, certain groups almost pulling away from that slowly.

Um, and I've been saying this for the last couple of years.

We're obviously yet to see it play out.

We're clearly digital first.

[laughs]