To be a catalyst for consciousness – conscious consumption, conscious living. We do a lot of live events where we teach kids a little bit about sustainability. We put eco-trivia on the back of our athlete trading cards and engage them with little games. We’re planting seeds; it’s a long-term goal. The more support the kids get and the more they see their heroes and sheroes representing these things, the more comfortable they’ll feel about it. They’ll see that it’s cool. We need to expose them to the information so they can make conscious decisions.