The Risk of Purpose Washing

I think there is a risk of kind of purpose washing, and I think there are definitely some organizations where, you know, they craft this kind of lofty vision. We are in the early states of a bit of a purpose backlash, certainly the external purpose because as you say, it doesn't always align when you've got your kind of marketing. There will be a reckoning with which organizations were just essentially bludgeoning their way to success by jumping on every trade or trend that comes along. It's fun to jump on everything, but people need something more authentic and long-lasting than what we're seeing now.