And I think if you are prepared to kind of be really self-critical, but really aware of both what is good, but also what is still challenging and honest about those things, then I think most of the time you'll come out in the right place.

I'd agree with that.

And I think, gosh, it's been incredible ebb and flow of sustainability claims that we've seen.

And it's fantastic to see these being called out more now than we've seen before.

There's more legislation coming into force, certainly around Europe, which is banning greenwashing.

And that is really making organizations pause to think.

And that's a really good thing.

So when we get it right, it's all of those things working together to get the right outcome.