sam simister, thank you so much forjoining me. am, because your company works with big uk brands like boots, the pharmaceutical giant, plus marks and spencer. what kind of advice are you giving companies about reaching menopause—age women? that's a great question, aaron. thank you. so, gen m, the menopause partner of brands, exists to help brands understand this audience better and to support them, to empower them, to inspire them to better support through improved products, services, better education, awareness, etc. i think the other important thing to say is that everything that we do is underpinned by research. and the first report we commissioned, we called it the invisibility report back in 2020. and it was this data, aaron, that we believe really compelled and provided the catalyst for these businesses to come on board. a1% saying they felt lonely, invisible and dispensable, 88% saying they wanted absolutely more support from brands, and 90% saying theyjust felt overlooked by brands and society as a whole. you've come up wit