That's a great example. And some of the things that we ought to be thinking about when we are creating informational products especially. So let's start by having a just shared definition of what equity and inclusion means in news products. So they're not exactly the same when we talk about inclusion. We talk about bringing an inclusive perspective throughout the like throughout the design process. And this includes many dimensions and intersections of diversity. And this can be race, gender, socio economical status, ability or disabilities or an all of them intersect with each other. We are not just one dimension of our identity. We inhabit it in the intersection of all of the identities that we have. And here's the difference between equity and inclusion. So, we need to be inclusive throughout the whole process, because we are trying to achieve equitable results and what we mean about that is that we need to consider what differences affect the way that a person relates to our products, and provide solutions that are fair for each person's regardless of these differences. So when we talk about equity, we're talking about the results of our inclusion work, and making sure that we understand that we can be inclusive, like we can be inclusive in the process, but we should be optimizing for equity, so that we are actually getting fair results for the people and the communities that we're trying to serve and support with our information or products. So why is it important as an industry that we actually take a chance of thinking in depth about building equitable and inclusive news products besides of course, being the right thing to do? So I'm guessing in this room, we are all familiar with the trust issue and the trust problem our industry is facing, right? So there's an increasing number of people in the world that currently do not trust news organizations and currently do not trust journalistic organizations. But also there's an increasing number of members from underrepresented communities that not only feel that media representation is not accurate and fair to them, but also actually harmful. So if we actually want to bridge those gaps, and if we actually want to rebuild trust with our communities and with our audiences, we need to take actual and concrete steps to represent them better. There is no way we're going to rebuild that trust. If they don't feel that we are representing them and the people in our news organizations are representing their needs and can empathize with what's happening to them. So that's why we not only more news, product thinkers that are centering audiences, into everything news organizations do, but also we need more diversity among those product thinkers. So that we can actually represent the communities we want to serve. And we can empathize with what is going on in those communities. Also, it's not just the right thing to do it is actually a very smart business decision. Like a study made by silverpop and summarize that Forbes work that has showed that inclusive teams make better business decisions up to 87% of the time. Teams that follow an inclusive process, make decisions twice faster with half the meetings, and decisions that are made and executed by diverse teams generates 60% better results. So and this is also for us that because I understand we will go into our newsrooms. And we all want to take this into intentional work of being more equitable and inclusive with what we're doing. But we will need to take this up. And we will need to have business arguments to that. And this is one of them. But this is not just the only one. We've seen time and again how the new generation especially younger years younger kids Gen Z i do not enjoy those categories that much but that's how the Microsoft study was done. are actually stopping to buy or consume brands that they don't feel represent. Their values. So we stand to lose a lot as a media industry if we don't actually bridge the gaps with our audiences and communities and start rebuilding those, those links and trust and connections with them. So what are some steps that we can take towards inclusive and equitable design I'm here. I want to make sure that while we go through all of this, you all feel free to just like raise your hand or abruptly interrupt me to share your experiences because this is not just coming from from me or from the MPAA it's, we are building this discipline together. And we also want to build it with inclusion and equity at the forefront of what news product thinking actually means. Okay, here we go. Okay, I am going to cite a quite controversial source for the media industry. But hear me out for a bit. Who has created products that are more widely spread and use and adopted than Google? We're not talking like we're not reviewing their intentions of doing this, but just their execution of it. Who here understands Google Gmail, Google Calendar, who here uses Google translation? Who feels it was made for them, even though it was made in an office in Silicon Valley? We all do. So, okay, move. There's a lot of things the media industry needs to discuss with Google. But there are also some things that we can actually take advantage of it and try and think, hey, maybe we can implement some of those things to make sure that our products are as universals as theirs. So we are taking some of their principles of product inclusion and equity and understanding it as the ongoing work of building belonging through our products, making people feel that they belong. So inclusive design places people are at the heart of the design process and this is very similar what to what product does, which is putting people at the center of everything and organization does so some principles of universal design that we can already start implementing are equitable use, what does that mean? It means that what we are doing needs to be as universal as possible. And that makes way more sense for informational products because we want to make sure that trustworthy, accurate information reaches the biggest audience possible, right? But that wouldn't be enough if we didn't talk about flexibility in use. Because yes, you cannot design a product that's meant for everyone. That's probably going to be a mess. We all have different needs. So making sure that we offer options or the use of our product and we offer alternatives. So if someone needs transcription, they can turn on transcription. If someone does not need transcription, they can turn it off. So in that sense, we keep expanding the amount of people that can actually use and interact and engage with our news products. Then simplicity this is as simple as it sounds like keeping our design. Simple, clear, homogeneous, making sure that the bottoms that need to close a tab look like a bottom that needs to close the tab and make sure that they are not hidden in some sort of advertising. And this is important especially because there's a lot of people that we all have different digital competencies. We all have different ages, as like as much as we can. Keeping the design simple helps a lot of people that might not have the many digital competence competencies that all of you digital journalists have