[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So imagine, you're in the supermarket,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you're buying some groceries,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and you get given the option
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,for a plastic or a paper shopping bag.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Which one do you choose if you want to do
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the right thing by the environment?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Most people do pick the paper.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Okay, let's think of why.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It's brown to start with.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Therefore, it must be good for the environment.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It's biodegradable. It's reusable.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In some cases, it's recyclable.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So when people are looking at the plastic bag,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it's likely they're thinking of something like this,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,which we all know is absolutely terrible
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and we should be avoiding at all expenses
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,these kinds of environmental damages.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But people are often not thinking
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of something like this,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,which is the other end of the spectrum.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,When we produce materials,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,we need to extract them from the environment,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and we need a whole bunch\Nof environmental impacts.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You see, what happens is, when we need
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to make complex choices,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,us humans like really simple solutions,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and so we often ask the simple solutions.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And I work in design.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I advise designers
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and innovators around sustainability,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and everyone always says to me, "Oh Leyla,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I just want the eco-materials."
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And I say, "Well, that's very complex,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and we'll have to spend four hours talking about
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,what exactly an eco-material means,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because everything at some point
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,comes from nature,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and it's how you use the material
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that dictates the environmental impact.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So what happens is, we have to rely
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,on some sort of intuitive framework
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,when we make decisions.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So I like to call that intuitive framework
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,our environmental folklore.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Okay, it's either the little voice\Nat the back of your head,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or it's that gut feeling you get
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,when you've done the right thing,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so when you've picked the paper bag
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or when you've bought a fuel-efficient car.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And environmental folklore is a really important thing
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because we're trying to do the right thing.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But how do we know if we're actually
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,reducing the net environmental impacts
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that our actions as individuals and as professionals
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and as a society are actually having
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,on the natural environment?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So the thing about environmental folklore is
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it tends to be based on our experiences,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the things we've heard from other people.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It doesn't tend to be based\Non any scientific framework.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And this is really hard, because we live
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in incredibly complex systems.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We have the human systems
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of how we communicate and interrelate
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and have our whole constructed society,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of the industrial systems,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,which is essentially the entire economy,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and then all of that has to operate
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,within the biggest system,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and, I would argue, the most important,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the ecosystem.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And you see, the choices that we make
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as an individual,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but the choices that we make
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in every single job that we have,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,no matter how high or low\Nyou are in the pecking order,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,has an impact on all of these systems.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And the thing is that we have to find ways
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,if we're actually going to address sustainability
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of interlocking those complex systems
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and making better choices that result
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in net environmental gains.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,What we need to do is we need to learn
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to do more with less.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We have an increasing population,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and everybody likes their mobile phones,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,especially in this situation here.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So we need to find innovative ways of solving
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,some of these problems that we face.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And that's where this process called
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,life cycle thinking comes in.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So essentially, everything that is created
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,goes through a series of life cycle stages,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and we use this scientific process
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,called life cycle assessment,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or in America, you guys say life cycle analysis,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in order to have a clearer picture of how
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,everything that we do in the\Ntechnical part of those systems
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,affects the natural environment.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So we go all the way back
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to the extraction of raw materials,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and then we look at manufacturing,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,we look at packaging and transportation,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,use, and end of life,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and at every single one of these stages,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the things that we do
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,have an interaction with the natural environment,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and we can monitor how that interaction
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is actually affecting the systems and services
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that make life on earth possible.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And through doing this,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,we've learned some absolutely fascinating things.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And we've busted a bunch of myths.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So to start with,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,there's a word that's used a lot.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It's used a lot in marketing,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and it's used a lot, I think, in our conversation
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,when we're talking about sustainability,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and that's the word biodegradability.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Now biodegradability is a material property.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It is not a definition of environmental benefits.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Allow me to explain.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,When something natural,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,something that's made from a cellulose fiber
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,like a piece of bread, even, or any food waste,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or even a piece of paper,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,when something natural ends up
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in the natural environment, it degrades normally.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Its little carbon molecules that it stored up
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as it was growing are naturally released
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,back into the atmosphere as carbon dioxide,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but this is a net situation.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Most natural things
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,don't actually end up in nature.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Most of the things, the waste that we produce,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,end up in landfill.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Landfill is a different environment.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In landfill, those same carbon molecules
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,degrade in a different way,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because a landfill is anaerobic.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It's tightly compacted and hot.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Those same molecules, they become methane,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and methane is a 25 times more potent
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,greenhouse gas than carbon dioxide.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So our old lettuces and products
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that we have thrown out that are made
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,out of biodegradable materials,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,if they end up in landfill,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,contribute to climate change.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You see, there are facilities now
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that can actually capture that methane
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and generate power,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,displacing the need for fossil fuel power,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but we need to be smart about this.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We need to identify how we can start to leverage
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,these types of things that are already happening
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and start to design systems and services
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that alleviate these problems.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Because right now, what people do\Nis they turn around and they say,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,"Let's ban plastic bags. We'll give people paper
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because that is better for the environment."
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But if you're throwing it in the bin,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and your local landfill facility
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is just a normal one,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,then we're having what's called a double negative.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Okay, I'm also a product designer by trade.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I then did social science.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And so I'm absolutely fascinated
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,by consumer goods and how the consumer goods
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that we have kind of become immune to
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that fill our lives
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,have an impact on the natural environment.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And these guys are, like, serial offenders,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and I'm pretty sure everyone in this room
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,has a refrigerator.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Now America has this amazing ability
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to keep growing refrigerator.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In the last few years, they've grown one cubic foot
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,on average, the standard size
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of a refrigerator,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and the problem is, they're so big now,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it's easier for us to buy more food
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that we can't eat or find.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I mean, I have things at the back of my refrigerator
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that have been there for years, all right?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And so what happens is, we waste more food.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And as I was just explaining,\Nfood waste is a problem.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In fact, here in the U.S., 40 percent
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of food purchased for the home is wasted.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Half of the world's produced food is wasted.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,That's the latest U.N. stats. Up to half of the food.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It's insane. It's 1.3 billion tons of food per annum.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And I blame it on the refrigerator,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,well, especially in Western cultures,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because it makes it easier.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I mean, there's a lot of complex\Nsystems going on here.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I don't want to make it so simplistic.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But the refrigerator is a serious contributor to this,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and one of the features of it
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is the crisper drawer.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You all got crisper drawers?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You know, the draw that you put your lettuces in?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Lettuces have a habit of going soggy
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in the crisper drawer, don't they.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Yeah? Soggy lettuces?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In the U.K., this is such a problem
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that there was a government report a few years ago
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that actually said the second-biggest offender
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of wasted food in the U.K. is the soggy lettuce.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It was called "the soggy lettuce report."
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Okay? So this is a problem, people.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,These poor little lettuces are getting thrown out
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,left, right, and center, because the crisper drawers
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,are not designed to actually keep things crisp.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Okay. You need a tight environment.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You need, like, an airless environment
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to prevent the degrading that\Nwould happen naturally.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But the crisper drawers, they're just a drawer
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,with, like, a slightly better seal.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Anyway, I'm clearly obsessed. All right?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Don't ever invite me over because I'll just
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,start going through your refrigerator
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and looking at all sorts of things like that.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But essentially, this is a big problem.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Because when we lose something\Nlike the lettuce from the system,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,not only do we have that impact I just explained
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,at the end of life,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but we actually have had to grow that lettuce.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The life cycle impact of that lettuce is astronomical.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We've had to clear land.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We've had to plant seeds, phosphorus,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,fertilizers, nutrients, water, sunlight.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,All of the embodied impacts in that lettuce
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,get lost from the system,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,which makes it a far bigger environmental impact
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,than the loss of the energy from the fridge.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So we need to design things like this far better
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,if we're going to start addressing\Nserious environmental problems.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We could start with the crisper drawer and the size.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,For those of you in the room who do design fridges,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that would be great.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Okay, so the problem is, so imagine if we
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,actually started to reconsider how we design things.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So I look at the refrigerator as a sign of modernity,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but we actually haven't really changed the design
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of them that much since the 1950s.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,A little bit, but essentially they're still big boxes,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,cold boxes that we store stuff in.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So imagine if we actually really started
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to identify these problems and use that
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as the foundation for finding innovative and elegant
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,design solutions that will solve those problems.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,This is design-led system change,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,design dictating the way in which the system
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,can be far more sustainable.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Forty percent food waste is a major problem.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Imagine if we designed fridges that halved that.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Another item that I find fascinating
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is the electric tea kettle,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,which I found out that you guys don't really,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you don't do tea kettles in\Nthis country, really, do you.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But that's really big in the U.K.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Ninety-seven percent of households
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in the United Kingdom own an electric tea kettle.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So they're very popular.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And, I mean, if I were to work with a design firm
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or a designer, and they were designing one of these,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and they wanted to do it eco,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,they'd usually ask me two things.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,They'd say, "Leyla, how do I\Nmake it technically efficient?"
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Because obviously energy's\Na problem with this product.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Or, "How do I make it green materials?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,How do I make the materials green
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in the manufacturing?"
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Would you ask those questions?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,They seem logical, right? Yeah.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Well I'd say, "You're looking at the wrong problems."
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Because the problem is with use.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It's with how people use the product.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Sixty-five percent of Brits
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,admit to over-filling their kettle
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,when they only need one cup of tea.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,All of this extra water that's being boiled
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,requires energy, and it's been calculated
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that in one day of extra energy use
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,from boiling kettles
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is enough to light all of the streetlights
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in England for a night.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But this is the thing, right?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,This is what I call a product person failure.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But we've got a product system failure\Ngoing on with these little guys,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and they're so ubiquitous, you know,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you don't even notice they're there.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And this guy over here, though, he does.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,He's named Simon.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Simon works for the national\Nelectricity company in the U.K.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,He has a very important job of monitoring
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,all of the electricity coming into the system
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to make sure there is enough
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that it powers everybody's homes.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,He's also watching television.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The reason is is because there's a unique
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,phenomenon that happens in the U.K.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the moment that very popular TV shows end.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The minute the ad break comes on,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,this man has to rush
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to buy nuclear power from France,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because everybody turns their kettles on
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,at the same time.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,1.5 million kettles, seriously problematic.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So imagine if you designed kettles,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you actually found a way to\Nsolve these system failures,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because this is a huge amount of pressure
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,on the system,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,just because the product hasn't\Nthought about the problem
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that it's going to have when it exists in the world.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Now, I looked at a number of\Nkettles available on the market,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and found the minimum fill lines,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so the little piece of information that tells you
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,how much you need to put in there,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,was between two and a five-and-a-half cups of water
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,just to make one cup of tea.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So this kettle here is an example of one where
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it actually has two boiling chambers,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or, sorry, two reservoirs.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,One's a boiling chamber, and one's the water holder.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The user actually has to push that button
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to get their hot water boiled,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,which means, because we're all lazy,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you only fill exactly what you need.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And this is what I call behavior-changing products:
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,products, systems, or services
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that intervene and solve these problems up front.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Now, this is a technology arena,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so obviously these things are quite popular,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but I think if we're going to keep
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,designing, buying, and using and throwing out
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,these kinds of products at the rate we currently do,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,which is astronomically high,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,there are seven billion people, right,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,who live in the world right now.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,There are six billion mobile phone subscriptions
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as of last year.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Every single year, 1.5 billion mobile phones
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,roll off production lines,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and some companies report their production rate
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as being greater than the human birthrate.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,152 million phones were thrown\Nout in the U.S. last year.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Only 11 percent were recycled.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I'm from Australia. We have a\Npopulation of 22 million. Don't laugh.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And it's been reported that 22 million phones
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,are in people's drawers.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We need to find ways of solving\Nthe problems around this,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because these things are so complicated.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,They have so much locked up inside them.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Gold: did you know that it's actually cheaper now
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to get gold out of a ton of old mobile phones
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,than it is out of a ton of gold ore?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,There's a number of highly complex and valuable
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,materials embodied inside these things,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so we need to find ways of encouraging disassembly,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because this is otherwise what happens.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,This is a community in Ghana,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and e-waste is reported, or electronic waste
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is reported by the U.N.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as being up to 50 million tons trafficked.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,This is how they get the gold
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and the other valuable materials out.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,They burn the electronic waste
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in open spaces.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,These are communities, and this\Nis happening all over the world.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And because we don't see the ramifications
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of the choices that we make as designers,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as businesspeople, as consumers,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,then these kinds of externalities happen,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and these are people's lives.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So we need to find smarter, more systems-based,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,innovative solutions to these problems,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,if we're going to start to live\Nsustainably within this world.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So imagine if, when you bought your mobile phone,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,your new one because you replaced your old one
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,— after 15 to 18 months is the average time
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that people replace their phones, by the way —
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so if we're going to keep this kind of expedient
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,mobile phone replacing, then we should
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,be looking at closing the loop on the systems.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The people who produce these phones,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and some of which I'm sure\Nare in the room right now,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,could potentially look at what\Nwe call closed-loop systems,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or product system services,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so identifying that there is a market demand
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and that market demand's not going to go anywhere,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so you design the product to solve the problem.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Design for disassembly, design for light-weighting.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We heard some of those kinds of strategies
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,being used in the Tesla Motors car today.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,These kinds of approaches are not hard,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but understanding the system
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and then looking for viable, market-driven
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,consumer demand alternatives
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is how we can start radically altering
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the sustainability agenda,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because I hate to break it to you all:
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,consumption is the biggest problem.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But design is one of the best solutions.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,These kinds of products are everywhere.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,By identifying alternative ways of doing things,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,we can actually start to innovate,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and I say actually start to innovate.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I'm sure everyone in this room is very innovative.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But in the regards to using sustainability
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as a parameter, as a criteria
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,for fueling systems-based solutions,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because as I've just demonstrated\Nwith these simple products,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,they're participating in these major problems.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So we need to look across the entire life
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,of the things that we do.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,If you just had paper or plastic,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,obviously reusable is far more beneficial,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,then the paper is worse,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and the paper is worse because it weighs
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,four to 10 times more than the plastic,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and when we actually compare,\Nfrom a life cycle perspective,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,a kilo of plastic and a kilo of paper,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the paper is far better,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but the functionality of a plastic or a paper bag
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to carry your groceries home
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is not done with a kilo of each material.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It's done with a very small amount of plastic
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and quite a lot more paper.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Because functionality defines environmental impact,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and I said earlier that the designers\Nalways ask me for the eco-materials.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I say, you know, there's only a few materials
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that you should completely avoid.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The rest of them, it's all about application,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and at the end of the day, everything\Nwe design and produce in the economy
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or buy as consumers is done so for function.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We want something, therefore we buy it.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So breaking things back down and delivering
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,smartly, elegantly, sophisticated solutions
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that take into consideration the entire system
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and the entire life of the thing, everything,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,all the way back to the extraction\Nthrough to the end of life,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,we can start to actually find\Nreally innovative solutions.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And I'll just leave you with one very quick thing
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that a designer said to me recently who I work with,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,a senior designer, I said,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,"How come you're not doing sustainability?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You know, I know you know this."
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And he said, "Well, recently I pitched\Na sustainability project to a client,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and turned and he said to me,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,'I know it's going to cost less,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I know it's going to sell more,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but we're not pioneers, because\Npioneers have arrows in their backs.'"
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I think we've got a roomful of pioneers,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and I hope there are far more pioneers out there,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because we need to solve these problems.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,(Applause)