How have you sort of seen the way that you operate change?

I think what's interesting is the tactics have changed, but the way we operate really hasn't.

From a purpose lens, which leads to a lot of the advocacy, kind of what we stand for, when we do our annual impact report, for example, it is not a data sheet.

It is actually intended every much for the consumer as it is for the raters and rankers of sustainability things.

In the past report, the whole thing was, what do you give an elf about? So we do use elf creatively in many statements.

Anything is elfing possible.

And the campaign was, give an elf.

Like, do you have any advice for people that are trying to change their organizations from within if they don't potentially have this kind of lens?