How Does Sustainability Impact Innovation?

Sustainability is one of those topics where it can be a little vague, right? In terms of, you know, we set these big goals around reducing emissions or how we use plastics. And I think there's still a question mark around what are the metrics of those small sort of steps in sustainability. But innovation does play a role, right? Where we can start to say, well, if we include sustainability as part of the innovation construct, we can now start to play some smaller metrics around that.