Is there still ways to innovate? Is there still goals that you have to meet? Great question and

a very, very big question.

So I'll try to Keep it as simple as I can.

When I started, which was in 2021, we were working towards our 2025 sustainability goals.

Every five years, we have a self-reporting year that our sustainability team holds us accountable for.

Emily Foster, Ella Ralph really are my counterparts in that.

Before, when I started, Allie Kinney was still involved and Allie really built the program at Burton and Don and Allie go way back, um, And they really paved the path for that.

You're the first person to touch it.

So how important is transparency when communicating these kind of sustainability progress?

I love that question, and I love the nod to that art version that we did for our initial launch of our Vela bags.

Burton has permission to be fun and playful like that.

We also have permission to be a l- a little provocative.

That's just the brand's loyal following in the early days, in the eighty, nineties was so countercultural.

There's a permission there, and again, being privately held and being owned by someone who wants to see that kind of stuff because that's who we are, that's who she is, it really opens the lens for us to be able to speak about those things.

And that messaging, that was an effort to be transparent.

So when you think about the future of packaging, what is one thing that really gives you hope?