we can change? and by moving to lower carbon ingredients — things like lactic acid, which is developed from fermenting maize — we were able to reduce the carbon footprint and that means it's set up for the future — a low—carbon, low—water economy. reckitt aren't the only ones turning to this tech. there are estimates the market for digital twins could be worth billions of dollars over the next decade. but having all the data on sustainability is one thing. companies need to act on it. i think when a lot of people hear about big companies and sustainability, they probably roll their eyes because big companies are out to make money. what is the balance there between being more sustainable and still bringing pounds in? well, the key here is how we can decarbonise and still grow. so, if we can achieve our ambition to be net zero by 2040, we can grow as well, and that decouples those two — those two topics. it could be years before we know