How did you get started in that? Or what made you become more active in that?

Yeah, thanks.

So when I was thinking about this question, I think I have to look back to a study that we did here at the museum about 15 years ago.

It was a millennial study, how to engage millennials, because it's how do you get more visitors, right? We're an attraction, we're a museum.

We want more people to be engaged with our mission.

Our mission is to connect more people more closely with nature.

And so in doing that, we needed to understand what are they interested in? And from this really great study that we did for the whole region and asking lots of people their different opinions, people who came, people who didn't come, we really learned what else they were doing with their time.

And how about you, Hilary? How has your work changed or evolved over time? I've talked about some of this, but...