From how I interpreted the way he positioned it, reputation is very much about the here and the now, i.e. how do people feel about the company right now? And trust is almost that forward-looking, how do I feel about how this company is going to behave and act in the future?

I think there is the opportunity within advertising to be more explicit about, will the outcome of this next campaign help to build people's trust in what it is that we're offering and to make that more explicit and build that in.

You know, trust, we went back to the sort of the origins of the word, you know, what is it about? And it's that, you know, it's rooted in a Germanic, which is about being firm and strong.

And actually it's about a confidence in you, right? And there's an interesting synergy there with advertising because really advertising is a promise.

Advertising is a promise to you that here's something that I offer and I think it's great and in a really entertaining, brilliant way, I'm going to tell you about that.

And then it's up to you whether you take me up on that promise or not.

And then behind the scenes, obviously, we need to deliver on that promise.

Is that a sensible position to hold when it comes to counteracting green hushing and encouraging more organisations to communicate in this