Digital Collective

Jarika Moon

🎙️ The Digital Collective by Lunar Innovations Welcome to The Digital Collective—where tech, culture, and consciousness collide. Hosted by Jarika Moon, a digital marketer, activist, and entrepreneur, this podcast dives deep into the ever-evolving digital world. Each episode unpacks the latest in tech news, marketing trends, and digital innovation—while also holding space for real talk on identity, community, creativity, and social impact. From AI to branding, marketing, propaganda, & even activism, we explore how the digital age shapes our lives—and how we can shape it back with purpose. Whether you're a digital native, a curious creative, or a change-maker, The Digital Collective is your space to stay informed, inspired, and empowered. 🧠 Fresh insights. 📲 Real conversations. 🌐 A community of thinkers, doers, and disruptors. New episodes drop weekly. Join the collective and be part of the digital future—on purpose.

  1. 4D AGO

    Collective Corporation Files: Slice of Complicity | Pizza Hut & Dominos Effect

    🎙️ The Digital Collective Podcast Segment: Collective Corp. Files Episode Title: Collective Corporation Files: Slice of Complicity | Pizza Hut & Dominos Effect Host: Jarika Moon By: Lunar Innovations   Collective Corporation Files: Slice of Complicity | Pizza Hut & Dominos Effect Before the delivery tracker, before the stuffed crust, before the app that lets you watch your pizza cross town in real time, there was Naples. There were the working poor. There was leftover dough, cheap tomatoes, and a food that was never meant to be anything more than dinner. This episode, we trace pizza from its roots in the dense waterfront neighborhoods of southern Italy all the way to the $44 billion American industry it became, and we don't look away from what got lost in that journey. Pizza Hut. Domino's. Two names so embedded in American memory they almost feel like institutions. Birthday parties and Book-It rewards. Late nights and game days. These brands didn't just sell food; they sold comfort, convenience, and a sense of belonging so well-crafted it still holds decades later. But comfort has always been the easiest place to hide something you don't want people to look at too closely. So, let's look. In October 2023, Domino's Pizza Israel posted content celebrating donations of food to IDF soldiers with the caption "Domino's loves the IDF." Pizza Hut's Israeli franchise reposted images of soldiers posing with free Pizza Hut boxes at military bases, content that generated over 136,000 boycott posts and no formal condemnation from parent company Yum Brands. Both companies have leaned on the franchise model as a firewall, but when your name, your logo, and your brand recognition are what's going viral, the firewall argument doesn't hold. Both Pizza Hut and Domino's appear on BDS-supported boycott lists and the American Muslims for Palestine boycott guide. This episode breaks down exactly what each company's franchise did, why the parent company defense falls apart under scrutiny, and what you can do with that information the next time you're tired on a Friday night and reaching for your phone. Your money has a direction. The question is whether you've chosen it or just let habit choose for you. Call the local spot. Find the independent pizzeria. And come back to the Digital Collective Podcast for the next file, because Pizza Hut and Domino's are far from the last companies on this list. We're just getting started. Digital Collective Podcast Segment Guide 🚀 Story Mode The Secret Frequency A sci-fi narrative series following Jarika through a futuristic world where space, time, and storytelling collide. Each episode weaves real American challenges into an original fictional universe, making awareness feel like an adventure. Fun, sharp, and unexpectedly eye-opening. 🗂️ Collective Corporation Files The investigative segment. Deep dives into corporate history, labor practices, consumer manipulation, and accountability. Researched, sourced, and told with intention. If a company has something to answer for, this is where it gets filed. 📡 Against the Current The real-time cultural commentary segment. What's trending, what's troubling, and what deserves a closer look, from political shifts to marketing manipulation. Grounded, journalistic, and never late to the conversation. 🌄 Local Luminary (4-Tuesday months final episode) Spotlighting voices from rural Colorado. Entrepreneurs, nonprofits, coaches, community programs, the people doing the work close to home. An interview series rooted in community, connection, and local impact. After every episode, I sit down and write about it. What happened, how I felt about it, what's still on my mind. Frequency Check is my post-episode debrief, equal parts recap, reaction, and reflection. Frequency Check is a new segment in an article format that will be released a day after a Story Mode episode has dropped. This will give you the authors reflection and creative insight on the episode itself. Creating a cozy, conversational, and reflective space for listeners and the author to connect! This article will be available on Substack, linked in the show notes. https://linktr.ee/lunarinnovationsdmarketing Guide to BDS Boycott & Pressure Corporate Priority Targeting | BDS Movement xo Jarika Moon Stay Connected Digital Collective Podcast Host Author of a speculative science fantasy series: "Jarika Moon and the Secret Frequency," found on the Digital Collective Podcast.

    18 min
  2. MAY 8

    Story Mode: Chapter 8 | The Road to Frostveil Mountain | The Secret Frequency with Jarika Moon

    🎙️ The Digital Collective Podcast Segment: Story Mode Episode Title: Story Mode: Chapter 8 | The Road to Frostveil Mountain Host: Jarika Moon By: Lunar Innovations Story Mode: Chapter 8 | The Road to Frostveil Mountain Subscribe now The Hive departs the Grove before dawn in a carefully orchestrated operation, splitting into two teams with the help of Slug and Syire, twin Grove operatives running a ghost signal to keep Iron Nexus eyes pointed the wrong direction. Atlas leads the main group northwest toward the Frostveil range while the twins head east on a cache run, carrying the cover story with them. Day one ends at the base of the Frostveil, where a message from Maizen brings word of violence at the checkpoints. Faelyn receives it without breaking, and a quiet moment between her, Atlas, and Jarika sets the tone for what lies ahead. Day two takes the group into the mountain itself, through extraordinary terrain, strange wildlife, and plants that glow in the dark, as Atlas navigates the ascent with steady precision and the weight of her own history with this place. That evening around the fire, Jarika opens a conversation about Mercer and the choice he made to share Theta freely. What follows is one of the most honest exchanges the Hive has had. Fae and Narie speak plainly about what it means to be on the receiving end of gatekeeping, and Jarika sits with an uncomfortable truth about herself, that she had been doing the same thing she feared in others. By the time the fire burns low, something in the group has shifted. They climb toward Sky Forge in the morning and they do it changed. Tune in the first Tuesday of each month and every other Friday! https://linktr.ee/lunarinnovationsdmarketing xo Jarika Moon Stay Connected Digital Collective Podcast Host Author of a speculative science fantasy series: "Jarika Moon and the Secret Frequency," found on the Digital Collective Podcast.

    1h 4m
  3. MAY 6

    Story Mode: Chapter 7 | The Grove and The Innovator | The Secret Frequency with Jarika Moon

    🎙️ The Digital Collective Podcast Segment: Story Mode Episode Title: Story Mode: Chapter 7 | The Grove and The Innovator Host: Jarika Moon By: Lunar Innovations The Secret Frequency | Chapter 7: The Grove and The Innovator The Hive is in motion, and nothing is what anyone expected. After a Theta contact that nobody initiated, Jarika Moon pulls her crew together and they have less than two hours to move before the city locks down around them. Secrets surface inside Jarika's apartment before they even make it out the door, and what gets said between best friends in that living room will change the shape of the Hive permanently. Then they reach the Grove. And everything Jarika thought she knew gets dismantled in real time. What waits underground is not what the city told her to expect. Not even close. The Grove has been building something extraordinary while Lumaria wasn't looking and walking down that ramp is the first of several moments in this chapter that will force Jarika to reckon with whose voice she's actually been listening to. The mission sharpens fast. There's a shield, a fracture, a missing man, and a mountain that one member of the Hive has very personal reasons to never want to see again. Atlas Rose is about to carry the whole crew through something, and Moab knows exactly what that will cost her. And somewhere at the top of the Frostveil range, Mercer Leigh has been doing something that nobody sanctioned. You get to hear about Slug and Syire. Uncover more about Warden Osarian. You also get to learn a hard truth about Atlas! SO MUCH to unpack this episode. The truth bombs in this one don't announce themselves. They just land. Digital Collective Podcast Segment Guide 🚀 Story Mode: The Secret Frequency with Jarika Moon A sci-fi narrative series following Jarika through a futuristic world where space, time, and storytelling collide. Each episode weaves real American challenges into an original fictional universe, making awareness feel like an adventure. Fun, sharp, and unexpectedly eye-opening. 🗂️ Collective Corporation Files The investigative segment. Deep dives into corporate history, labor practices, consumer manipulation, and accountability. Researched, sourced, and told with intention. If a company has something to answer for, this is where it gets filed. 📡 Against the Current The real-time cultural commentary segment. What's trending, what's troubling, and what deserves a closer look from current fads, propaganda, to political shifts to marketing manipulation. Grounded, journalistic, educational, and never late to the conversation. 🌄 Local Luminary Spotlighting voices from rural Colorado. Entrepreneurs, nonprofits, coaches, community programs, the people doing the work close to home. An interview series rooted in community, connection, and local impact. https://linktr.ee/lunarinnovationsdmarketing xo Jarika Moon Stay Connected Digital Collective Podcast Host Author of a speculative science fantasy series: "Jarika Moon and the Secret Frequency," found on the Digital Collective Podcast.

    1h 13m
  4. APR 28

    Local Luminary: Deliberate Direction with Al Kogler | What is Your Plan?

    🎙️ The Digital Collective Podcast Segment: Local Luminary Interview Episode Title: Local Luminary: Deliberate Direction with Al Kogler | What is Your Plan?  Host: Jarika Moon  By: Lunar Innovations Local Luminary: Deliberate Direction with Al Kogler | What is Your Plan?  Today's Local Luminary is someone who has spent decades turning big ideas into real outcomes, for organizations, for communities, and now, for people like you and me. Al Kogler spent over fifteen years with the Communications Workers of America, rising to Administrative Director after building a career rooted in technical expertise and business development. He retired in January 2020, but retirement clearly has a different meaning for Al, because he has not stopped working toward something. These days, Al channels that same strategic energy into Deliberate Direction, a coaching and planning program designed to help people bridge the gap between where they are and where they want to be. Whether you are launching a new venture, growing an existing one, or just trying to get clear on what you actually want, Deliberate Direction gives you the tools, the framework, and the roadmap to make it real. Al is also deeply embedded in this corner of Colorado. He serves as Board Vice President for the Grand Mesa Arts and Events Center in Cedaredge, and has served on commissions ranging from the Loveland Communications Technology Commission to the Colorado Pay Equity Commission.  He lives in Austin, Colorado, with his wife Connie. He is a builder. Of plans, of community, of people. And I am really glad he is here. I met Al he was my teacher while taking Deliberate Direction myself. This was the very program that birthed my business Lunar Innovations and my podcast Digital Collective. I have learned so much from him already and I'm honored to have him on the podcast. Welcome to Digital Collective, Al. Deliberate Direction Website: https://deliberatedirection.org/about/ Jarika Moon's Socials:  https://linktr.ee/lunarinnovationsdmarketing Digital Collective Podcast Segment Guide 🚀 Story Mode: The Secret Frequency with Jarika Moon A sci-fi narrative series following Jarika through a futuristic world where space, time, and storytelling collide. Each episode weaves real American challenges into an original fictional universe, making awareness feel like an adventure. Fun, sharp, and unexpectedly eye-opening. 🗂️ Collective Corporation Files The investigative segment. Deep dives into corporate history, labor practices, consumer manipulation, and accountability. Researched, sourced, and told with intention. If a company has something to answer for, this is where it gets filed. 📡 Against the Current The real-time cultural commentary segment. What's trending, what's troubling, and what deserves a closer look from current fads, propaganda, to political shifts to marketing manipulation. Grounded, journalistic, educational, and never late to the conversation. 🌄 Local Luminary Spotlighting voices from rural Colorado. Entrepreneurs, nonprofits, coaches, community programs, the people doing the work close to home. An interview series rooted in community, connection, and local impact. xo Jarika Moon Stay Connected Digital Collective Podcast Host Author of a speculative science fantasy series: "Jarika Moon and the Secret Frequency," found on the Digital Collective Podcast.

    1h 4m
  5. APR 21

    Against the Current: AI's Dark Frontier | The Exploitation of Women and Children in the Age of Deepfakes

    🎙️ The Digital Collective Podcast Segment: Against The Current Episode Title: Against the Current: AI's Dark Frontier | The Exploitation of Women and Children in the Age of Deepfakes Host: Jarika Moon  By: Lunar Innovations   Against the Current: AI's Dark Frontier | The Exploitation of Women and Children in the Age of Deepfakes Artificial Intelligence is reshaping our world in extraordinary ways, but beneath its transformative promise lies a dangerous shadow, especially for vulnerable groups like women and children. In this episode, we explore the alarming rise of AI-powered deepfake technology weaponized to create nonconsensual, explicit content that invades privacy, ruins lives, and fuels a new wave of digital abuse. We dive into the case of Grok, Elon Musk's AI chatbot embedded in X (formerly Twitter), which became a breeding ground for millions of sexually explicit deepfake images targeting women and minors. Grok's dangerously lax content restrictions, deliberately designed to avoid being "too woke," led to an unprecedented flood of AI-generated sexualized images, sparking global outrage, legal battles, and government investigations. Through expert insights and investigative reporting, we unpack how Grok's unchecked capabilities exposed the urgent need for robust AI safety guardrails and legislation like the DEFIANCE Act and TAKE IT DOWN Act to protect victims of AI-driven abuse. The episode also highlights the powerful advocacy of Paris Hilton, who has transformed her personal trauma into a crusade for justice against nonconsensual video sharing and AI exploitation. From her painful experiences in a boarding school to her relentless fight for stronger legal protections, Paris's story underscores the human cost behind the headlines. Disclaimer: This episode discusses sensitive topics including sexual abuse, nonconsensual pornography, and the exploitation of minors. Listener discretion is advised. The content aims to raise awareness and promote advocacy for the protection of vulnerable individuals, especially children, from digital and real-world harm. Join us to understand why AI safety isn't censorship, it's a vital shield for dignity, privacy, and the protection of those most at risk in our digital age.   The NCMEC (National Center for Missing & Exploited Children) CyberTipline number is: 1-800-843-5678 (1-800-THE-LOST) You can also make a report online at www.missingkids.org or via their CyberTipline at www.cybertipline.org. Cyber Civil Rights Initiative crisis helpline, the number is 1-844-878-2274 (available 24/7). https://linktr.ee/lunarinnovationsdmarketing   Digital Collective Podcast Segment Guide 🚀 Story Mode: The Secret Frequency with Jarika Moon A sci-fi narrative series following Jarika through a futuristic world where space, time, and storytelling collide. Each episode weaves real American challenges into an original fictional universe, making awareness feel like an adventure. Fun, sharp, and unexpectedly eye-opening. 🗂️ Collective Corporation Files The investigative segment. Deep dives into corporate history, labor practices, consumer manipulation, and accountability. Researched, sourced, and told with intention. If a company has something to answer for, this is where it gets filed. 📡 Against the Current The real-time cultural commentary segment. What's trending, what's troubling, and what deserves a closer look from current fads, propaganda, to political shifts to marketing manipulation. Grounded, journalistic, educational, and never late to the conversation. 🌄 Local Luminary Spotlighting voices from rural Colorado. Entrepreneurs, nonprofits, coaches, community programs, the people doing the work close to home. An interview series rooted in community, connection, and local impact.   xo Jarika Moon Stay Connected Digital Collective Podcast Host Author of a speculative science fantasy series: "Jarika Moon and the Secret Frequency," found on the Digital Collective Podcast.

    23 min
  6. APR 17

    Story Mode: Chapter 6 Someone is on the Request Line | The Secret Frequency with Jarika Moon

    🎙️ The Digital Collective Podcast Segment: Story Mode  Episode Title: Story Mode: Chapter 6 Someone is on the Request Line | The Secret Frequency with Jarika Moon  Host: Jarika Moon  By: Lunar Innovations   Story Mode: Chapter 6 Someone is on the Request Line | The Secret Frequency with Jarika Moon  div]:bg-bg-000/50 [&_pre>div]:border-0.5 [&_pre>div]:border-border-400 [&_.ignore-pre-bg>div]:bg-transparent [&_.standard-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.standard-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8 [&_.progressive-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.progressive-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8"> _*]:min-w-0 gap-3 standard-markdown"> The city thinks it knows what the Sacred Grove is. It is wrong. This episode pulls back the full history of the Moons, the oldest people on Lumaria, and the civilization they quietly built while everyone else was busy underestimating them. From the colonial violence of the Zionite arrival to the living neural network threading beneath forty square kilometers of forest, the Grove is not what it appears on any city map, and the Moons have been counting on that for a very long time. When Elias Musken's checkpoints go up around Grove territory, the Anchor Council convenes at the base of the oldest tree on the planet. Dawn Division operator Faelyn Hawke steps forward when she shouldn't, says the thing no one else will, and earns herself a deadline. Then Narie tells her something that changes everything: the dome has a fracture, Mercer Leigh put it there, and Mercer is somewhere inside the Frostveil Pass with no way to reach him. Across the city, Jarika Moon wakes up gasping from a Theta contact she didn't choose, carrying a name she wasn't expecting and a request she can't ignore. The frequency is moving faster than anyone planned. The window is open. The Secret Frequency continues.   Why sci-fi? Because the genre lets us explore bold possibilities and complex challenges through imaginative lenses, helping us reflect on current social, political, and environmental realities with fresh perspective and deeper insight. Each Story Mode episode will: Present a captivating futuristic narrative. Highlight parallels to contemporary American issues. Spark thoughtful conversations about our present and future. Tune in to StoryMode to journey beyond the headlines and discover how tomorrow's stories can shed light on today's truths. ✨ Let's explore the future to better understand the now. See you the first Tuesday of each month and every other Friday.      Digital Collective Podcast Segment Guide 🚀 Story Mode: The Secret Frequency with Jarika Moon A sci-fi narrative series following Jarika through a futuristic world where space, time, and storytelling collide. Each episode weaves real American challenges into an original fictional universe, making awareness feel like an adventure. Fun, sharp, and unexpectedly eye-opening. 🗂️ Collective Corporation Files The investigative segment. Deep dives into corporate history, labor practices, consumer manipulation, and accountability. Researched, sourced, and told with intention. If a company has something to answer for, this is where it gets filed. 📡 Against the Current The real-time cultural commentary segment. What's trending, what's troubling, and what deserves a closer look from current fads, propaganda, to political shifts to marketing manipulation. Grounded, journalistic, educational, and never late to the conversation. 🌄 Local Luminary Spotlighting voices from rural Colorado. Entrepreneurs, nonprofits, coaches, community programs, the people doing the work close to home. An interview series rooted in community, connection, and local impact. https://linktr.ee/lunarinnovationsdmarketing   xo Jarika Moon Stay Connected Digital Collective Podcast Host Author of a speculative science fantasy series: "Jarika Moon and the Secret Frequency," found on the Digital Collective Podcast.

    53 min
  7. APR 14

    Collective Corporation Files: Grounds for Concern | The Starbucks Effect

    🎙️ The Digital Collective Podcast Segment: Collective Corp. Files  Episode Title: Collective Corporation Files: Grounds for Concern | The Starbucks Effect  Host: Jarika Moon  By: Lunar Innovations   Collective Corporation Files | Grounds for Concern: The Starbucks Effect  We start at the beginning, three academics in Seattle in 1971 who wanted to teach Americans what good coffee actually tasted like, and who ran a small, idealistic operation selling beans for a decade before a marketing director named Howard Schultz walked in and reimagined everything. From fewer than 20 stores to more than 100 in four years. Public in 1992. Fifteen thousand locations by 2007. The origin story is a masterclass in American expansion, and it is worth understanding before we get to what that expansion costs.   Forty thousand locations. One hundred million customers a week. Fifty-seven percent of all café sales in the United States. Starbucks is not just a coffee company, it is an infrastructure. And infrastructures have a way of hiding what holds them up. In this episode, we open the Starbucks file. We trace how a small, idealistic Seattle bean shop became one of the most powerful brands on earth, what that expansion demanded from the people inside it, and why thousands of workers decided enough was enough. We also get into the boycott context, the money trail, and where your coffee dollar can go instead. This one has layers. Come ready.   Digital Collective Podcast  Segment Guide 🚀 StoryMode: The Secret Frequency A sci-fi narrative series following Jarika through a futuristic world where space, time, and storytelling collide. Each episode weaves real American challenges into an original fictional universe, making awareness feel like an adventure. Fun, sharp, and unexpectedly eye-opening. 🗂️ Collective Corporation Files The investigative segment. Deep dives into corporate history, labor practices, consumer manipulation, and accountability. Researched, sourced, and told with intention. If a company has something to answer for, this is where it gets filed. 📡 Against the Current The real-time cultural commentary segment. What's trending, what's troubling, and what deserves a closer look from current fads, propaganda, to political shifts to marketing manipulation. Grounded, journalistic, educational, and never late to the conversation. 🌄 Local Luminary Spotlighting voices from rural Colorado. Entrepreneurs, nonprofits, coaches, community programs, the people doing the work close to home. An interview series rooted in community, connection, and local impact. https://linktr.ee/lunarinnovationsdmarketing Jarika Moon | Instagram | Linktree linktr.ee xo  Jarika Moon Stay Connected Digital Collective Podcast Host Author of a speculative science fantasy series: "Jarika Moon and the Secret Frequency," found on the Digital Collective Podcast.

    19 min
  8. APR 7

    Story Mode: Chapter 5 The Frequency Opens | The Secret Frequency with Jarika Moon

    🎙️ The Digital Collective Podcast Segment: Story Mode Episode Title: Story Mode: Chapter 5 The Frequency Opens | The Secret Frequency with Jarika Moon Host: Jarika Moon  By: Lunar Innovations   The Secret Frequency | Chapter 5: The Frequency Opens The signal is shifting. In this chapter, the Hive gets an unexpected visitor. Maizen Rae, Jarika's best friend, walks into a Hivehub meeting and changes the energy of the room entirely. She wasn't supposed to be there. But maybe she was always supposed to find them. Meanwhile, the Iron Nexus delivers a message that nobody was prepared for. What they reveal about the Grove is heavy enough to stop the room cold, and instead of pulling back, the Hive does something unexpected. They lean in. They extend a hand. If what the Iron Nexus is saying is true, the Grove doesn't need an adversary right now, it may need an ally. How will the Hive make contact with The Grove?  Stay Tuned!  Alliances are forming and frequencies are opening. The Hive is faced to understand who they really are, what kind of team they have become, and how best the can help their communities around them. The Secret Frequency is the original sci-fi series at the heart of Story Mode on the Digital Collective Podcast. New chapters air the first Tuesdays of the month.    Digital Collective Podcast  Segment Guide 🚀 StoryMode: The Secret Frequency A sci-fi narrative series following Jarika through a futuristic world where space, time, and storytelling collide. Each episode weaves real American challenges into an original fictional universe, making awareness feel like an adventure. Fun, sharp, and unexpectedly eye-opening. 🗂️ Collective Corporation Files The investigative segment. Deep dives into corporate history, labor practices, consumer manipulation, and accountability. Researched, sourced, and told with intention. If a company has something to answer for, this is where it gets filed. 📡 Against the Current The real-time cultural commentary segment. What's trending, what's troubling, and what deserves a closer look from current fads, propaganda, to political shifts to marketing manipulation. Grounded, journalistic, educational, and never late to the conversation. 🌄 Local Luminary Spotlighting voices from rural Colorado. Entrepreneurs, nonprofits, coaches, community programs, the people doing the work close to home. An interview series rooted in community, connection, and local impact. xo Jarika Moon Stay Connected Digital Collective Podcast Host Author of a speculative science fantasy series: "Jarika Moon and the Secret Frequency," found on the Digital Collective Podcast. https://linktr.ee/lunarinnovationsdmarketing Jarika Moon | Instagram | Linktree linktr.ee

    53 min

About

🎙️ The Digital Collective by Lunar Innovations Welcome to The Digital Collective—where tech, culture, and consciousness collide. Hosted by Jarika Moon, a digital marketer, activist, and entrepreneur, this podcast dives deep into the ever-evolving digital world. Each episode unpacks the latest in tech news, marketing trends, and digital innovation—while also holding space for real talk on identity, community, creativity, and social impact. From AI to branding, marketing, propaganda, & even activism, we explore how the digital age shapes our lives—and how we can shape it back with purpose. Whether you're a digital native, a curious creative, or a change-maker, The Digital Collective is your space to stay informed, inspired, and empowered. 🧠 Fresh insights. 📲 Real conversations. 🌐 A community of thinkers, doers, and disruptors. New episodes drop weekly. Join the collective and be part of the digital future—on purpose.