SteveHoward_2013G[史蒂夫 霍华德][为可持续发展全力以赴].pdf

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1、www.XiYuS锡育软件Ive spent my life working on sustainability.我一生的工作都与可持续发展有关。00:12I set up a climate change NGO called The Climate Group.我成立了一个与气候变化有关的非政府组织,叫“气候集团”。00:15I worked on forestry issues in WWF.我在世界野生物基金会(WWF)研究林业问题。00:18I worked on development and agriculture issues in the U.N.system.我在联合国研究

2、经济发展 和农业问题。00:21About 25 years in total,and then three years ago,I foundmyself talking to IKEAs CEO about joining his team.我有共25年这方面的工作经验。就在三年前,我却在和宜家的行政总裁 讨论加入宜家团队的事儿。00:25Like many people here,well,I want to maximize my personalimpact in the world,so Im going to explain why I joined theteam there.

3、像在座的很多人一样,我呢,也想让我的人生意义最大化。在这里,我要和你们谈谈我为什么要加入宜家的团队。00:33But first,lets just take three numbers.开始之前,我先给你们讲三个数字。00:44The first number is three:three billion people.第一个数字是三:三十亿人。00:47This is the number of people joining the global middle classby 2030,coming out of poverty.2030年为止,全球将有三十亿人 摆脱贫困,进入中产阶层。0

4、0:50Its fantastic for them and their families,but weve got twobillion people in the global middle class today,and thisswells that number to five,a big challenge when we alreadyhave resource scarcity.进入中产阶层。但是,（请想想）,我们现在已有二十亿的中产阶层,加在一起,就膨胀成了五十亿！这对于我们现已紧缺的自然资源是个巨大的挑战。00:55forestry:n.林业;森林地;林学 maximize

5、:vt.取最大值;对极为重视/vi.尽可能广义地解释;达到最大值 swells:v.涌浪;胀罐(swell的第三人称单数形式)/n.肿胀(swell的复数)scarcity:n.不足;缺乏The second number is six:This is six degrees centigrade,whatwere heading towards in terms of global warming.第二个数字是六:就是六摄氏度。就是全球暖化的温度增高值。01:06Were not heading towards one degree or three degrees orfour degre

6、es,were heading toward six degrees.我们不是在谈论一度、三度 或者四度的变化,我们在谈论的是 全球温度将增高六个摄氏度。01:13And if you think about it,all of the weird weather weve beenhaving the last few years,much of that is due to just onedegree warming,and we need CO2 emissions to peak by theend of this decade globally and then come down

7、.你可以回想一下,我们在最近几年 所经历的怪异气候,就仅仅是由于一个摄氏度的暖化效应。我们需要让全球范围内二氧化碳的排出到 这十年内达到一个峰值,然后让它降下来。01:17Its not inevitable,but we need to act decisively.这不是不可能做到的,但我们需要马上行动起来。01:31The third number is 12:Thats the number of cities in theworld that had a million or more people when mygrandmother was born.第三个数字是十二:我奶奶出生

8、的时候,世界上人口达到 一百万的城市只有十二个。01:35You can see my grandmother there.你可以（在投影上）看到我奶奶的照片。01:41That was in the beginning of the last century.那是上个世纪开始的时候。01:43So just 12 cities.She was born in Manchester,England,theninth largest city in the world.只有十二座大城市。她在英国的曼彻斯特出生,当时世界排名十九的大城市。01:45Now there are 500 cities,

9、nearly,with a million people ormore in them.现在呢,拥有一百万以上人口的大城市 有将近500座。01:49你如果纵览下从1950到2050的一百年,这是个我们建设所有世界城市的一百年,我们现在正处在这一百年的中间阶段。01:54Every other century was kind of practice,and this lays downa blueprint for how we live.之前的其他百年就像是一种预演,奠定了我们现在生活的美好蓝图。02:03in terms of:依据;按照;在方面;以措词 decisively:adv.果

10、断地;决然地 Every other:所有其他的;每隔一个的 blueprint:vt.计划;制成蓝图/n.蓝图,设计图;计划TED演讲者：Steve Howard|史蒂夫?霍华德演讲标题：Let.s go all-in on selling sustainability|为可持续发展全力以赴内容概要：The big blue buildings of Ikea have sprouted solar panels and wind turbines;inside,shelves are stocked with LED lighting and recycled cotton.Why?Bec

11、ause as Steve Howard putsit:“Sustainability has gone from a nice-to-do to a must-do.”Howard,the chief sustainabilityofficer at the furniture megastore,talks about his quest to sell eco-friendly materials andpractices-both internally and to worldwide customers-and lays a challenge for other globalgia

12、nts.宜家的蓝色大厦已经开始“培育”太阳能电池板和风力涡轮机。店面的货架上已经摆上了 LED照明装置和再生棉花制品。为什么呢?因为正如史蒂夫?霍华德说的:可持续发展已经从该做的好事变成了必须要做的事。霍华德，这位家具业巨无霸的首席可持续发展官和我们谈起他对环保材料的追求和实践 无论宜家内部的运营还是对世界各地产的销售 给其他世界企业巨头提出了挑战性的议题。So think about it.所以让我们好好想想。02:11Were building cities like never before,bringing people outof poverty like never before,

13、and changing the climate likenever before.我们在建设前所未有的城市,前所未有地从贫困中摆脱出来。也前所未有地改变了气候环境。02:13Sustainability has gone from a nice-to-do to a must-do.可持续发展需要从“应该做的好事”变成了“必须做的事”。02:21its about what we do right here,right now,and for the restof our working lives.就是说我们要现在就去做,立刻就去做,要一直做下去。02:25So Im going to t

14、alk a little bit about what business can doand what a business like IKEA can do,and we have asustainability strategy called people and planet positive现在我就谈谈企业 可以做什么（来保持可持续发展）,像宜家这样的企业可以做什么。我们宜家有个可持续发展战略 叫做“人类与星球正能量”,02:32to help guide our business to have a positive impact on theworld.来指导我们的商业活动给世界带

15、来正面影响。02:42Why would we not want to have a positive impact on theworld as a business?作为大型企业,我们怎么可能不愿意给这个世界 带来正面的积极的影响呢？02:46Other companies have sustainability strategies.其他企业也同样有他们的可持续发展战略。02:51Im going to refer to some of those as well,and Im just goingto mention a few of the commitments as illust

16、rations thatweve got.我一会儿会把他们的战略也讲给你们听,我要以几个 工作任务为例,来讲讲我们目前的工作成绩。02:53But first,lets think of customers.但首先,让我们考虑一下我们的顾客。02:59strategies:n.策略,战略(strategy的复数形式)commitments:n.承诺,保证;委托;承担义务;献身 illustrations:n.印刷插图;插画(illustration的复数)We know from asking people from China to the U.S.我们知道如果我们问顾客,不管中国的,还是美

17、国的,03:01that the vast majority of people care about sustainabilityafter the day-to-day issues,the day-to-day issues of,how doI get my kids to school?绝大多数的顾客除了自己的日常生活,也很关心可持续发展。日常问题就是,我怎么让孩子去上学？03:05Can I pay the bills at the end of the month?到月底我能付得起帐单吗？03:13Then they care about big issues like clim

18、ate change.其次,他们关心的就是气候变化之类的重大问题。03:15But they want it to be easy,affordable and attractive,andthey expect business to help,and theyre a little bitdisappointed today.但他们想要简单的、负担得起的和吸引人的方案,他们期待商家能够为此出力,但他们现在有点失望。03:18So take your mind back and think of the first sustainableproducts.现在我把你们的思绪带回来,讲讲我们的

19、第一代可持续产品。03:27We had detergents that could wash your whites grayer.我们生产了可以让你的白衣服越洗越灰的洗涤剂。03:31We had the early energy-efficient light bulbs that took fiveminutes to warm up and then you were left looking a kind ofsickly color.我们生产了早期的高效节能灯泡。这种灯泡需要五分钟先热起来 然后你可以看到的是一种病蔫蔫的颜色。03:35know from:区别于 day-to-d

20、ay:adj.日常的;逐日的 affordable:adj.负担得起的 sustainable:adj.可以忍受的；足可支撑的；养得起的；可持续的 detergents:n.化工洗涤剂(detergent的复数);清洁剂 energy-efficient:adj.节能的,节约能源的;高能效的 bulbs:n.电灯泡;植鳞茎;大浇斗(bulb的复数)warm up:v.热身;变暖 sickly:adj.有病的,苍白的;疾病流行的;令人作呕的/adv.病态地/vt.使苍白,使现病容And we had the rough,recycled toilet paper.我们还生产了粗糙的再次利用的厕纸

21、。03:43So every time you pulled on a t-shirt,or switched the lighton,or went to the bathroom,or sometimes all threetogether,you were reminded sustainability was aboutcompromise.所以每次你拿出一件体恤衫,或打开电灯,或去卫生间,或三件事都要做,你就会意识到可持续发展就意味着要妥协。03:47It wasnt a great start.这当然不是一个好的开始。03:57Today we have choices.现在我们有

22、了不同的选择。04:00We can make products that are beautiful or ugly,sustainableor unsustainable,affordable or expensive,functional oruseless.我们可以制造美丽或丑陋的产品,可持续或不可持续的产品、经济的或昂贵的产品、功能齐全的或一无是处的产品。04:02So lets make beautiful,functional,affordable,sustainableproducts.因此,我们要制造外观好、功能全、价格合理的,可持续性产品。04:12Lets take th

23、e LED.让我们看看 LED产品。04:17The LED is the next best thing to daylight.LED 是新的日光灯产品。04:19The old-fashioned lightbulbs,the incandescent bulbs-Imnot going to ask for a show of hands of how many of you stillhave them in your homes,wasting energy every time you老式灯泡,那种白炽灯泡.我当然不会让你们举手告诉我 你们中的多少人家里还用白炽灯泡,每次你打开开

24、关就开始浪费能量 听完我的话,换掉它！04:23have them in your homes,wasting energy every time youswitch them on-change them after this-04:23recycled:n.再生纸;回收站/adj.环境回收利用的;可循环再造的 toilet paper:卫生纸,厕纸 light on:偶然遇见(碰见,发现);停落于 compromise:vt.妥协;危害/vi.妥协;让步/n.妥协,和解;折衷 unsustainable:adj.无法支撑的;不可证实的;不能成立的functional:adj.功能的 old

25、-fashioned:adj.老式的;过时的;守旧的 incandescent:adj.辉耀的;炽热的;发白热光的or whether we have them on the stage here at TED or not-but those old incandescent light bulbs really should havebeen sold as heaters.说不定,在这里,TED 的舞台上就有白炽灯泡呢！那些老白炽灯泡 真的应该当为加热器卖。04:34They were mis-sold for more than a hundred years.它们被误卖了一百多年呀。

26、04:44www.XiYuS锡育软件They produced heat and a little bit of light on the side.这种灯产生大量的热量,却只发出微弱的光。04:46Now we have lights that produce light and a little bit of heaton the side.现在我们有了可以发出亮光 却很少产热的灯泡。04:49You save 85 percent of the electricity with an LED that youwould have done in an old incandescent.使

27、用 LED灯泡比旧式白炽灯泡,节省 85%的电费。04:53And the best thing is,theyll also last for more than 20 years.最棒的是,它们的使用寿命 可以超过20年。04:58So think about that.所以好好想想吧！05:01Youll change your smartphone seven or eight times,probably more if youre in this audience.二十年里,你可能换了七八次手机。如果在这个大厅的话,你会换得更勤。05:02Youll change your car

28、,if you have one,three or four times.二十年里,你可能换了一次或者三四次你的车。05:07Your kids could go to school,go to college,go away andhave kids of their own,come back,bring the grandkids,youll have the same lightbulb saving you energy.二十年里,你的孩子可能开始上学了,可能去了大学,可能离家独立,可能有了他们自己的孩子,然后,可能带着你的孙子来看你呢。但二十年里,你却从来不用换灯泡。05:09on

29、 the stage:在舞台上;现阶段;当演员 heaters:n.建加热器;取暖器(heater的复数形式)smartphone:n.智能手机grandkids:n.(外)孙;(外)孙女So LEDs are fantastic.所以说,LED灯泡很神奇。05:19What we decided to do was not to sell LEDs on the sidemarked up high and continue to push all the old bulbs,thehalogens and the CFLs.我们要做的 不是要高价卖LED灯泡,慢慢把所有旧灯泡,卤素和荧光灯

30、管赶下舞台。05:22We decided,over the next two years,we will ban thehalogens and the CFLs ourselves.我们决定在未来两年间,我们自己将不再生产卤素和荧光灯管。05:31We will go all in.我们将全力以赴来做这件事。05:36And this is what business needs to do:go all-in,go 100percent,because then you stop investing in the old stuff,youinvest in the new stuff,

31、you lower costs,you use your supplychain and your creativity我们将全力以赴来做这件事。投入百分百的精力。因为停止对老式产品的投资,只对新产品投资,就可以降低成本。利用你自己的供应链和创造力05:37and you get the prices down so everybody can afford thebest lights so they can save energy.你就可以把价格降到人们可以接受的程度,生产出最好的灯泡让顾客节省能源。05:47(Applause)Its not just about products in

32、 peoples homes.（掌声）它不仅仅是顾客们家里的一个产品。05:52Weve got to think about the raw materials that produce ourproducts.我们得想想产品的 原材料。06:00Obviously theres fantastic opportunities with recycledmaterials,and we can and will go zero waste.很显然我们可以 使用再生材料,让我们能够做到零浪费,06:03And theres opportunities in a circular economy

33、.还能将产品重新利用。06:10LEDs:v.领导;通向;指引(lead的过去分词)halogens:n.化学卤素(halogen的复数);卤族 all-in:adj.包括一切的/n.全进;全押investing:n.机熔模铸造/v.投资;授与(invest的现在分词)But were still dependent on natural,raw materials.但我们的生活仍然离不开自然、离不开原材料。06:12Lets take cotton.就说棉花吧。06:15Cottons brilliant.Probably many people are wearing cottonrigh

34、t now.棉花可是个好东西。可能在座的很多人 正穿着棉质衣服。06:17Its a brilliant textile in use.棉花是非常棒的纺织原材料。06:20Its really dirty in production.但是生产棉花的过程却很脏。06:22It uses lots of pesticides,lots of fertilizer,lots of water.棉花的生产需要大量的农药、化肥和水。06:23So weve worked with others,with other businesses andNGOs,on the Better Cotton Init

35、iative,working right backdown to the farm,and there you can halve the amount ofwater and halve the chemical inputs,the yields increase,and60 percent of the costs of running many of these farms withfarmers with low incomes can be chemical imports.我们与其他人合作,与其他企业和非政府组织合作,提出了“更好棉花倡议”。直接和生产棉花的农场合作,让用水量减半

36、,让化学投入减半,提高产量。其实一些低收入农场 60的投资都是在 购买化学进口产品上。06:27Yields increase,and you halve the input costs.产量提高,同时你的投入可以减半。06:46dependent on:依赖于;依靠 textile:n.纺织品,织物/adj.纺织的 pesticides:n.农药农药;农药杀虫剂(pesticide的复数)fertilizer:n.肥料肥料;受精媒介物;促进发展者 back down:放弃;让步 halve:vt.二等分;把减半 inputs:n.自电子输入;投入(input的复数)yields:n.生产量,

37、投资效益(yield的复数形式)/v.经生产;投降,力屈服(yield的三单形式)Farmers are coming out of poverty.They love it.棉农可以摆脱贫困。他们喜欢这样的方案。06:49Already hundreds of thousands of farmers have beenreached,and now weve got 60 percent better cotton in ourbusiness.已经有成千上万的棉农 脱贫了。我们现在呢,就有了60%更优质的棉花来生产产品。06:52Again,were going all-in.这一次,我

38、们还是全力以赴。06:57By 2015,well be 100 percent Better Cotton.到2015 年,我们会 100%的更优质棉花。06:59Take the topic of 100 percent targets,actually.我们实际上确实是把100%作为目标。07:02People sometimes think that 100 percents going to be hard,and weve had the conversation in the business.有时人们会觉得 是很难做到100%的。在工作中我们也有过这样的讨论。07:05Actu

39、ally,we found 100 percent is easier to do than 90percent or 50 percent.实际上,我们发现做到100%要比 做到90%或 50%更容易。07:10If you have a 90 percent target,everyone in the businessfinds a reason to be in the 10 percent.如果你以 90%为目标,工作环节中的每个人可以为不足的那10%找到托辞。07:14When its 100 percent,its kind of clear,and businesspeople

40、like clarity,because then you just get the job done.如果是 100%,这就很清楚明了了,从业人员就喜欢清楚明了。因为这就是需要你把该干的干好。07:18So,wood.We know with forestry,its a choice.就拿木材来说,我们知道,说到林业,它是一个选择的问题。07:27Youve got illegal logging and deforestation still on a verylarge scale,or you can have fantastic,responsible forestrythat w

41、e can be proud of.你可以选择非法砍伐,目前森林砍伐的规模仍然很大。你可以选择积极负责任地发展林业,让我们引以自豪。07:30clarity:n.清楚，明晰；透明/logging:n.记录;伐木工作/v.把锯成段木;砍伐树木(log的ing形式)deforestation:n.采伐森林;森林开伐Its a simple choice,so weve worked for many years with theForest Stewardship Council,with literally hundreds of otherorganizations,and theres a

42、point here about collaboration.它真的是一个简单的选择。我们一直努力地 与森林管理委员会以及 和成千上万的其他组织合作了很多年。因为我们有合作上的共识。07:39So hundreds of others,of NGOs,of forest workers unions,and of businesses,have helped create the Forest StewardshipCouncil,which sets standards for forestry and then checks theforestrys good on the ground.

43、所以在数百的非政府组织、森林工人工会和很多企业的帮助下,森林管理委员会得以创立。森林管理委员会制定林业标准,审查林业资源的利用情况。07:49Now together,through our supply chain,with partners,wevemanaged to certify 35 million hectares of forestry.我们大家一起,通过我们的供应链 和合作伙伴,我们已经管理认定了 3500 万公顷的森林资源。07:59Thats about the size of Germany.这是一个德国国土的面积。08:06And weve decided in th

44、e next three years,we will double thevolume of certified material we put through our business.我们决心在未来的三年,把认证的森林资源面积提高一倍。我们会把这个政策贯彻到我们整个的运营中。08:09So be decisive on these issues.对这样的问题态度坚决。08:15Use your supply chain to drive good.用你的供应链做有益的事,08:17But then it comes to your operations.这样做,对你的生意也有益。08:19

45、Stewardship:n.管理工作;管事人的职位及职责 collaboration:n.合作;勾结;通敌 certify:v.证明；保证 hectares:n.公顷(hectare的复数)certified:adj.被证明的;有保证的;具有证明文件的/v.证明,证实;颁发合格证书(certify的过去分词形式)putthrough:v.接通;完成;使穿过;使从事,使经受Some things are certain,I think.我觉得有些事情就是这样明确的。08:21We know well use electricity in 20 or 30 years time.我们知道我们会在未

46、来的二三十年里一直使用电力资源。08:24We know the sun will be shining somewhere,and the windwill still be blowing in 20 or 30 years time.我们也知道太阳一直在那儿照耀着我们,在未来的二三十年里,风也还会不知地吹着。08:27So why not make our energy out of the sun and the wind?那我们为什么不利用来自太阳和风的能量呢？08:33And why not take control of it ourselves?为什么我们不好好地利用它们呢？0

47、8:36So were going 100 percent renewable.所以我们要利用100%的可再生资源。08:38By 2020,well produce more renewable energy than theenergy we consume as a business.到2020 年,我们会生产出 比我们业务所消耗的更多的再生能源。08:40For all of our stores,our own factories,our distributioncenters,weve installed 300,000 solar panels so far,and wevego

48、t 14 wind farms we own and operate in six countries,andwere not done yet.在我们的零售店,我们自己的工厂,还有我们的配送中心。到目前为止,我们安装了三十万个太阳能电池板。在六个国家,我们还自己拥有并经营十四个风力发电场。我们的工作还没有结束。08:45But think of a solar panel.我们来想想太阳能电池板。08:57A solar panel pays for itself in seven or eight years.使用一个太阳能电池板七八年,你就可以挣回本金。08:59The electric

49、ity is free.而电是免费的。09:01Every time the sun comes out after that,the electricity is free.每次太阳一出来,电就是免费的。09:02renewable:adj.可再生的;可更新的;可继续的/n.再生性能源 factories:n.工厂,车厂(factory复数形式)panels:n.面板(panel的复数);建嵌板;事务委员会/v.嵌镶(panel的第三人称单数形式)So this is a good thing for the CFO,not just the sustainabilityguy.所以这对我们

50、的执行总裁来说是一件好事,不只是专注于可持续性发展的人,09:06Every business can do things like this.其实每个企业都可以这样做。09:10But then weve got to look beyond our operations,and Ithink everybody would agree that now business has to takefull responsibility for the impacts of your supply chain.然后我们要放眼我们公司运营以外的事。我想所有人都会同意,现在的企业需要对给自己的供应商