TED2013
Leyla Acaroglu: Paper beats plastic? How to rethink environmental folklore
Lejla Akaroglu (Layla Acaroglu): Papir pobeđuje plastiku? Nov način razmišljanja o okolini
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Većina nas želi da uradi pravu stvar kada se radi o okolini. Ali stvari nisu toliko jednostavne poput biranja papirne kese, kaže planer održivosti, Lejla Akaroglu. Ovo je smeo poziv da se otrgnemo od mitova i da razmišljamo više kako bismo stvorili proizvode i sisteme koji će olakšati planeti.
Leyla Acaroglu - Sustainability strategist
Leyla Acaroglu uses innovative design and systems thinking to create positive change. Full bio
Leyla Acaroglu uses innovative design and systems thinking to create positive change. Full bio
Double-click the English transcript below to play the video.
00:12
So imagine, you're in the supermarket,
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Zamislite da ste u supermarketu,
00:15
you're buying some groceries,
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kupujete neke namirnice,
00:16
and you get given the option
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i data vam je opcija
00:18
for a plastic or a paper shopping bag.
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između najlonske i papirne kese.
00:22
Which one do you choose if you want to do
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Koju ćete izabrati ukoliko želite
00:24
the right thing by the environment?
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da uradite pravu stvar za okolinu?
00:26
Most people do pick the paper.
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Najveći broj ljudi izabraće papir.
00:28
Okay, let's think of why.
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Hajde da razmislimo zašto.
00:29
It's brown to start with.
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Za početak, smeđ je.
00:31
Therefore, it must be good for the environment.
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Zbog toga mora biti dobar za okolinu.
00:33
It's biodegradable. It's reusable.
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Biorazgradiv je. Može se ponovo koristiti.
00:35
In some cases, it's recyclable.
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U nekim slučajevima, može se reciklirati.
00:37
So when people are looking at the plastic bag,
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Kad ljudi pogledaju najlonsku kesu,
00:40
it's likely they're thinking of something like this,
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verovatno misle nešto od ovoga,
00:43
which we all know is absolutely terrible,
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što svi znamo da je apsolutno užasno,
00:45
and we should be avoiding at all expenses
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i trebalo bi po svaku cenu da izbegavamo
00:47
these kinds of environmental damages.
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ove vrste zagađivanja prirode.
00:50
But people are often not thinking
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Ali ljudi često ne pomišljaju
00:52
of something like this,
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na nešto ovakvo,
00:54
which is the other end of the spectrum.
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što je suprotna strana ovog gledišta.
00:57
When we produce materials,
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Kada proizvodimo materijale,
00:59
we need to extract them from the environment,
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moramo ih uzeti iz prirode,
01:01
and we need a whole bunch
of environmental impacts.
of environmental impacts.
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i za to nam je potrebna
gomila uticaja na prirodu.
gomila uticaja na prirodu.
01:05
You see, what happens is, when we need
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Vidite, dešava se da, kada moramo
01:07
to make complex choices,
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da napravimo složene izbore,
01:09
us humans like really simple solutions,
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mi ljudi volimo veoma jednostavna rešenja,
01:11
and so we often ask for simple solutions.
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i zbog toga najčešće i tragamo za njima.
01:14
And I work in design.
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Ja radim u oblasti dizajna.
01:15
I advise designers
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Savetujem dizajnere
01:17
and innovators around sustainability,
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i inovatore o održivosti,
01:19
and everyone always says to me, "Oh Leyla,
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i svi mi uvek kažu: ,,O, Lejla,
01:21
I just want the eco-materials."
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ja samo želim eko-materijal.''
01:23
And I say, "Well, that's very complex,
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A ja im odgovorim:
,,To je veoma složeno,
,,To je veoma složeno,
01:25
and we'll have to spend four hours talking about
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i moraćemo da provedemo
sate pričajući
sate pričajući
01:27
what exactly an eco-material means,
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o tome šta tačno znači eko-materijal,
01:29
because everything at some point
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jer je u nekom momentu sve
01:31
comes from nature,
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došlo iz prirode,
01:33
and it's how you use the material
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i tek je način upotrebe ono
01:35
that dictates the environmental impact.
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što utiče na okolinu.
01:38
So what happens is, we have to rely
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Dešava se to da moramo
01:40
on some sort of intuitive framework
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da se oslonimo na neku vrstu
01:42
when we make decisions.
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intuitivnog okvira kada donosimo odluke.
01:43
So I like to call that intuitive framework
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Volim da taj intuitivni okvir nazivam
01:46
our environmental folklore.
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našim prirodnim folklorom.
01:48
It's either the little voice
at the back of your head,
at the back of your head,
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To je poput glasa koji imate u podsvesti,
01:51
or it's that gut feeling you get
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ili onaj osećaj koji dobijete
01:53
when you've done the right thing,
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kada uradite nešto kako treba,
01:55
so when you've picked the paper bag
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kao kada ste odabrali papirnu kesu
01:56
or when you've bought a fuel-efficient car.
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ili kupili auto sa smanjenom potrošnjom.
01:59
And environmental folklore is a really important thing
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A prirodni folklor je zaista važna stvar
02:02
because we're trying to do the right thing.
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jer se trudimo da nešto uradimo ispravno.
02:05
But how do we know if we're actually
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Ali kako možemo da znamo
02:07
reducing the net environmental impacts
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da li zaista smanjujemo uticaj
02:09
that our actions as individuals and as professionals
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koji naše akcije kao pojedinaca,
02:13
and as a society are actually having
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profesionalaca i kao društva
02:15
on the natural environment?
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imaju na našu okolinu?
02:18
So the thing about environmental folklore is
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Prirodni folklor je nešto što
02:20
it tends to be based on our experiences,
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se zasniva na našem iskustvu,
02:22
the things we've heard from other people.
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stvarima koje smo čuli od drugih ljudi.
02:23
It doesn't tend to be based
on any scientific framework.
on any scientific framework.
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Retko ima osnove u nekom naučnom okviru.
02:26
And this is really hard, because we live
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To je veoma teško, iz razloga što živimo
02:28
in incredibly complex systems.
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u neverovatno kompleksnom sistemu.
02:30
We have the human systems
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Mi imamo ljudske načine
02:31
of how we communicate and interrelate
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da komuniciramo i da se povezujemo
02:33
and have our whole constructed society,
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i imamo u potpunosti izgrađeno društvo.
02:36
We have the industrial systems,
which is essentially the entire economy,
which is essentially the entire economy,
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Imamo industrijske sisteme,
koji predstavljaju čitavu ekonomiju,
02:40
and then all of that has to operate
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i sve to mora da funkcioniše
02:41
within the biggest system,
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u okviru većeg sistema.
02:43
and, I would argue, the most important,
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I najbitnije, u okviru ekosistema.
02:45
the ecosystem.
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02:47
And you see, the choices that we make
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Vidite, odluke koje pravimo
02:49
as an individual,
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kao pojedinci,
02:50
but the choices that we make
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ali one odluke koje pravimo
02:51
in every single job that we have,
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u svakoj obavezi koju imamo,
02:53
no matter how high or low
you are in the pecking order,
you are in the pecking order,
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bez obzira na to gde smo u hijerarhiji,
02:56
has an impact on all of these systems.
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utiče na sve ove sisteme.
02:59
And the thing is that we have to find ways
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Poenta je u tome da moramo naći način
03:01
if we're actually going to address sustainability
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ako zaista želimo da se izborimo
za održivost
za održivost
03:03
of interlocking those complex systems
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neraskidivosti tih kompleksnih sistema
03:07
and making better choices that result
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i da pravimo odluke koje će rezultirati
03:09
in net environmental gains.
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poboljšanjem uslova u okruženju.
03:12
What we need to do is we need to learn
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Ono što svi moramo da naučimo je
03:14
to do more with less.
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da uradimo što više sa što manje.
03:16
We have an increasing population,
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Populacija raste,
03:18
and everybody likes their mobile phones,
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i svi vole svoje mobilne telefone,
03:19
especially in this situation here.
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posebno u ovoj situaciji.
03:22
So we need to find innovative ways of solving
some of these problems that we face.
some of these problems that we face.
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Moramo da nađemo način da rešimo
probleme sa kojima se suočavamo.
probleme sa kojima se suočavamo.
03:26
And that's where this process called
life cycle thinking comes in.
life cycle thinking comes in.
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I tad dolazi razmišljanje o toku života.
03:29
So essentially, everything that is created
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U suštini, sve što je stvoreno
03:32
goes through a series of life cycle stages,
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prolazi kroz razne periode života,
03:34
and we use this scientific process
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i mi koristimo naučni proces
03:36
called life cycle assessment,
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koji se zove procena životnog toka,
03:38
or in America, you guys say life cycle analysis,
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ili kako vi u Americi kažete, analiza,
03:40
in order to have a clearer picture of how
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da stvorimo bolju sliku o tome kako
03:44
everything that we do in the
technical part of those systems
technical part of those systems
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sve što radimo u tehničkom delu sistema
03:48
affects the natural environment.
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utiče na naše prirodno okruženje.
03:50
So we go all the way back
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Vraćamo se nazad sve
03:51
to the extraction of raw materials,
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do uzimanja sirovina,
03:54
and then we look at manufacturing,
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zatim proučavamo proizvodnju,
03:56
we look at packaging and transportation,
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pakovanje i transport,
03:57
use, and end of life,
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korišćenje i kraj života,
03:59
and at every single one of these stages,
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i u svakom od ovih perioda
04:02
the things that we do
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stvari koje činimo
04:03
have an interaction with the natural environment,
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imaju uticaj na prirodu,
04:05
and we can monitor how that interaction
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i mi možemo da pratimo
kako ta interakcija
kako ta interakcija
04:08
is actually affecting the systems and services
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zapravo utiče na sistem i ono
04:12
that make life on Earth possible.
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što čini život na Zemlji mogućim.
04:13
And through doing this,
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Radeći ovo,
04:15
we've learned some absolutely fascinating things.
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naučili smo potpuno fascinantne stvari.
04:19
And we've busted a bunch of myths.
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I otkrili smo gomilu mitova.
04:21
So to start with, there's a word that's used a lot.
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Za početak, evo reči
koju mnogo koristimo.
koju mnogo koristimo.
04:26
It's used a lot in marketing,
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Dosta se koristi u marketingu,
04:28
and it's used a lot, I think, in our conversation
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i mislim da se mnogo
koristi u razgovorima
koristi u razgovorima
04:30
when we're talking about sustainability,
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kada pričamo o održivosti,
04:32
and that's the word biodegradability.
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a to je reč biorazgradivost.
04:34
Now biodegradability is a material property;
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Biorazgradivost je osobina materijala;
04:39
it is not a definition of environmental benefits.
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ne definicija nečega dobrog za okolinu.
04:42
Allow me to explain.
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Dozvolićete mi da objasnim.
04:44
When something natural,
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Kada nešto prirodno,
04:46
something that's made from a cellulose fiber
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nešto sastavljeno od vlakana celuloze
04:48
like a piece of bread, even, or any food waste,
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poput parčeta hleba
ili ostataka hrane,
ili ostataka hrane,
04:51
or even a piece of paper,
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ili čak parčeta papira,
04:54
when something natural ends up
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kada nešto prirodno završi
04:56
in the natural environment, it degrades normally.
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u prirodnoj okolini,
normalno se razgradi.
normalno se razgradi.
04:58
Its little carbon molecules that it stored up
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Mali molekuli ugljenika koji su čuvani
05:00
as it was growing are naturally released
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za vreme rasta se prirodno oslobađaju
05:02
back into the atmosphere as carbon dioxide,
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nazad u atmosferu u vidu ugljendioksida,
05:05
but this is a net situation.
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ali ovo je redak slučaj.
05:07
Most natural things
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Većina prirodnih stvari zapravo,
05:08
don't actually end up in nature.
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ne završi u prirodi.
05:10
Most of the things, the waste that
we produce, end up in landfill.
we produce, end up in landfill.
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Većina stvari završava na otpadima.
05:13
Landfill is a different environment.
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Otpad je drugačija sredina.
05:16
In landfill, those same carbon molecules
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Na otpadima, isti ti molekuli ugljenika
05:18
degrade in a different way,
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se razgrađuju na drugačiji način,
05:19
because a landfill is anaerobic.
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jer su otpadi bezvazdušna mesta.
05:21
It's got no oxygen. It's tightly compacted and hot.
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Nema kiseonika. Kompaktno je i vruće.
05:25
Those same molecules, they become methane,
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Isti ti molekuli postaju metan,
05:27
and methane is a 25 times more potent
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a metan 25 puta više doprinosi
05:30
greenhouse gas than carbon dioxide.
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efektu staklene bašte od ugljendioksida.
05:33
So our old lettuces and products
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Tako naša uvela salata i proizvodi
05:36
that we have thrown out that are made
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koje bacamo a napravljeni su od
05:37
out of biodegradable materials,
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biorazgradivih materijala,
05:39
if they end up in landfill,
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ukoliko završe na otpadu,
05:41
contribute to climate change.
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doprinose klimatskim promenama.
05:43
You see, there are facilities now
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Vidite, sada postoje ustanove
05:44
that can actually capture that methane
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koje zapravo koriste taj metan
05:46
and generate power,
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za proizvodnju energije,
05:47
displacing the need for fossil fuel power,
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izmeštajući potrebu za fosilnim gorivom,
ali treba da budemo pametniji
u vezi sa tim.
u vezi sa tim.
05:50
but we need to be smart about this.
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05:51
We need to identify how we can start to leverage
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Moramo da nađemo način da iskoristimo
05:55
these types of things that are already happening
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stvari koje se već dešavaju
05:57
and start to design systems and services
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i da počnemo da pravimo sisteme
05:59
that alleviate these problems.
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koji će ublažiti postojeće probleme.
06:01
Because right now, what people do
is they turn around and they say,
is they turn around and they say,
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Ljudi se sada okreću i kažu:
06:04
"Let's ban plastic bags. We'll give people paper
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,,Hajde da zabranimo plastične kese.
06:06
because that is better for the environment."
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Daćemo ljudima papir, jer je bolji.''
06:08
But if you're throwing it in the bin,
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Ali ukoliko taj papir bacite u kantu,
06:10
and your local landfill facility
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a lokalni otpad je kao i svi ostali,
06:11
is just a normal one,
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06:14
then we're having what's called a double negative.
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imamo ono što se naziva
duplim problemom.
duplim problemom.
06:19
I'm a product designer by trade.
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Ja sam dizajner po zanimanju.
Bavila sam se i društvenim naukama,
i u potpunosti sam fascinirana
i u potpunosti sam fascinirana
06:22
I then did social science.
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06:23
And so I'm absolutely fascinated
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06:24
by consumer goods and how the consumer goods
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konzumentskim dobrima i načinom
06:26
that we have kind of become immune to
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na koji smo postali imuni na to
06:28
that fill our lives
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da ono čime ispunjavamo život
ima uticaj na okolinu.
ima uticaj na okolinu.
06:30
have an impact on the natural environment.
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06:31
And these guys are, like, serial offenders,
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Ove stvari su poput serijskih prestupnika,
06:34
and I'm pretty sure everyone in this room
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i prilično sam sigurna da
06:36
has a refrigerator.
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svi prisutni ovde imaju frižider.
06:38
Now America has this amazing ability
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Amerika sada ima neverovatnu sposobnost
06:39
to keep growing refrigerators.
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da neprestano povećava frižidere.
06:41
In the last few years, they've grown one cubic foot
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Poslednjih nekoliko godina, oni su porasli
06:43
on average, the standard size
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30 kubnih centimetara u proseku,
06:45
of a refrigerator.
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za standardnu veličinu jednog frižidera.
06:47
And the problem is, they're so big now,
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Problem je što su oni sada toliko veliki
06:49
it's easier for us to buy more food
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da nam olakšavaju da kupujemo više hrane
06:51
that we can't eat or find.
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koju ne možemo da pojedemo ili pronađemo.
06:53
I mean, I have things at the back of my refrigerator
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Mislim, imam stvari u pozadini frižidera
06:55
that have been there for years, all right?
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koje tamo stoje godinama, u redu?
06:57
And so what happens is, we waste more food.
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I tako se dešava da traćimo više hrane.
07:00
And as I was just explaining,
food waste is a problem.
food waste is a problem.
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Kao što sam objasnila, ostaci su problem.
07:03
In fact, here in the U.S., 40 percent
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U stvari, ovde u Americi, 40 posto
07:06
of food purchased for the home is wasted.
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hrane koja se kupi se baci.
07:09
Half of the world's produced food is wasted.
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Polovina hrane proizvedene u svetu se baci.
07:13
That's the latest U.N. stats. Up to half of the food.
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To je najnovija statistika UN-a.
Polovina.
Polovina.
07:16
It's insane. It's 1.3 billion tons of food per annum.
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Ludost. To je 1,3 milijarde tona godišnje.
07:21
And I blame it on the refrigerator,
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2004
I ja za to krivim frižidere,
07:23
well, especially in Western cultures,
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posebno u zapadnim kulturama,
07:24
because it makes it easier.
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jer to olakšavaju.
07:26
I mean, there's a lot of complex
systems going on here.
systems going on here.
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Mislim, postoji mnogo složenih sistema.
07:28
I don't want to make it so simplistic.
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436869
1938
Ne želim da ih toliko pojednostavim.
07:30
But the refrigerator is a serious contributor to this,
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2950
Frižideri su zaista mnogo doprineli ovome,
07:33
and one of the features of it
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1858
i jedna stavka toga
07:35
is the crisper drawer.
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1962
je fioka za sveže namirnice.
07:37
You all got crisper drawers?
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1501
Je l' imate svi te fioke?
07:39
The drawer that you put your lettuces in?
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447078
1935
One fioke u koje stavljate salatu?
07:41
Lettuces have a habit of going soggy
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1920
Salata ima naviku da postane gnjecava
07:42
in the crisper drawers, don't they?
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1796
u tim fiokama, zar ne?
07:44
Yeah? Soggy lettuces?
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1410
Zar ne? Gnjecava salata?
07:46
In the U.K., this is such a problem
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454139
2000
U Britaniji, ovo je toliki problem
07:48
that there was a government report a few years ago
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da je nedavno vlada sastavljala izveštaj
07:49
that actually said the second biggest offender
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3020
gde se navodi da je drugi najveći krivac
07:52
of wasted food in the U.K. is the soggy lettuce.
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2417
za protraćenu hranu gnjecava salata.
07:55
It was called the Soggy Lettuce Report.
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2418
Izveštaj je nosio naziv Gnjecava Salata.
07:57
Okay? So this is a problem, people.
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2213
Ok? Tako da, ovo je problem, ljudi.
07:59
These poor little lettuces are getting thrown out
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2110
Ova jadna mala salata biva bačena
08:02
left, right and center because the crisper drawers
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470015
1872
jer fioke za sveže namirnice nisu u stvari
08:03
are not designed to actually keep things crisp.
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2759
napravljene da održe stvari svežim.
08:06
Okay. You need a tight environment.
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2209
Okej. Treba vam mali prostor.
08:08
You need, like, an airless environment
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2130
Treba vam, u stvari, bezvazdušna sredina
08:10
to prevent the degrading that
would happen naturally.
would happen naturally.
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2725
da sprečite prirodno uvenuće.
08:13
But the crisper drawers, they're just a drawer
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481710
1952
Ali fioke za sveže namirnice su samo
08:15
with a slightly better seal.
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1708
fioke sa malo boljim zatvaranjem.
08:17
Anyway, I'm clearly obsessed.
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Bilo kako bilo, očigledno sam opsednuta.
08:19
Don't ever invite me over because I'll just
start going through your refrigerator
start going through your refrigerator
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2725
Nemojte me nikada pozvati u goste,
počeću da vam razgledam po frižideru.
08:22
and looking at all sorts of things like that.
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1518
08:23
But essentially, this is a big problem.
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1919
Ali u suštini, ovo je veliki problem.
08:25
Because when we lose something
like the lettuce from the system,
like the lettuce from the system,
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493619
2959
Kad izgubimo nešto
poput salate u sistemu,
poput salate u sistemu,
08:28
not only do we have that impact
I just explained at the end of life,
I just explained at the end of life,
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3536
to ne samo da utiče
kao što sam objasnila,
kao što sam objasnila,
08:32
but we actually have had to grow that lettuce.
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već iznova moramo da uzgajamo tu salatu.
08:34
The life cycle impact of that lettuce is astronomical.
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3271
Uticaj životnog toka salate
je astronomski.
je astronomski.
08:38
We've had to clear land.
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1418
Moramo da očistimo zemljište.
08:39
We've had to plant seeds, phosphorus,
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2157
Moramo da posadimo seme, stavimo fosfor,
08:41
fertilizers, nutrients, water, sunlight.
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đubrivo, prehranu, vodu, sunčevu svetlost.
08:43
All of the embodied impacts in that lettuce
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2088
Svi uticaji u toj salati
08:45
get lost from the system,
226
513828
1712
se izgube iz sistema,
08:47
which makes it a far bigger environmental impact
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515540
2611
što ima daleko veći uticaj na okolinu
08:50
than the loss of the energy from the fridge.
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518151
3684
od gubitka energije koju utroši frižider.
08:53
So we need to design things like this far better
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3265
Moramo da osmislimo ovakve stvari bolje
08:57
if we're going to start addressing
serious environmental problems.
serious environmental problems.
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3181
da bismo rešili ozbiljne
ekološke probleme.
ekološke probleme.
09:00
We could start with the crisper drawer and the size.
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1651
Počećemo od fioka i veličine frižidera.
09:01
For those of you in the room who do design fridges,
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1752
Svi prisutni ovde koji ih dizajnirate,
09:03
that would be great.
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1493
to bi bilo sjajno.
09:05
The problem is, imagine if we
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3098
Zamislite kad bismo
morali da počnemo
morali da počnemo
09:08
actually started to reconsider
how we designed things.
how we designed things.
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2650
da razmišljamo o tome kako dizajniramo.
09:10
So I look at the refrigerator as a sign of modernity,
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Ja posmatram frižider kao znak modernog
09:14
but we actually haven't really changed the design
237
542532
2098
iako se njihov dizajn nije mnogo promenio
09:16
of them that much since the 1950s.
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2671
od 1950-ih godina.
09:19
A little bit, but essentially they're still big boxes,
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3225
Malo, ali to su i dalje velike kutije,
09:22
cold boxes that we store stuff in.
240
550526
1922
hladne kutije u koje odlažemo stvari.
09:24
So imagine if we actually really started
241
552448
1820
Zamislite kada bismo zaista počeli
09:26
to identify these problems and use that
242
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2745
da prepoznajemo probleme i to iskoristimo
09:29
as the foundation for finding innovative and elegant
243
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3937
kao osnov za nalaženje inovativnog
09:32
design solutions that will solve those problems.
244
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3353
rešenja za dizajn koji bi rešio probleme.
09:36
This is design-led system change,
245
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2225
Ovo je sistematska promena
09:38
design dictating the way in which the system
246
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3710
koju predvodi dizajn koji diktira
09:42
can be far more sustainable.
247
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2765
način da sistem bude daleko održiviji.
09:45
Forty percent food waste is a major problem.
248
573003
2094
40% bačene hrane je veliki problem.
09:47
Imagine if we designed fridges that halved that.
249
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4065
Zamislite frižidere koji bi to prepolovili.
09:51
Another item that I find fascinating
250
579162
2351
Još jedna stvar koja mi je fascinantna
09:53
is the electric tea kettle,
251
581513
1253
je električni čajnik,
09:54
which I found out that
252
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1393
mada sam otkrila
09:56
you don't do tea kettles in
this country, really, do you?
this country, really, do you?
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3251
da se vi ovde baš i ne bavite čajnicima.
09:59
But that's really big in the U.K.
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2088
Ali to je velika stvar u Engleskoj,
10:01
Ninety-seven percent of households
255
589498
2233
97 procenata domaćinstava
10:03
in the United Kingdom own an electric tea kettle.
256
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2932
poseduje električni čajnik.
10:06
So they're very popular.
257
594663
1607
Oni su veoma popularni.
10:08
And, I mean, if I were to work with a design firm
258
596270
2800
Mislim, kada bih ja radila sa kompanijom,
10:11
or a designer, and they were designing one of these,
259
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2252
ili dizajnerom koji bi kreirao
neki od njih
neki od njih
10:13
and they wanted to do it eco,
260
601322
1239
i ako bi želeli da urade to ekološki
verovatno bi me pitali dve stvari.
verovatno bi me pitali dve stvari.
10:14
they'd usually ask me two things.
261
602561
1918
10:16
They'd say, "Leyla, how do I
make it technically efficient?"
make it technically efficient?"
262
604479
3044
Lejla, kako da učinim da budu efikasni?
10:19
Because obviously energy's
a problem with this product.
a problem with this product.
263
607523
3288
Jer energija je očigledan problem sa ovim.
10:22
Or, "How do I make it green materials?
264
610811
3065
Ili: ,,Kako da napravim
ekološki materijal?
ekološki materijal?
10:25
How do I make the materials green
265
613876
2910
Kako napraviti ekološki materijal
10:28
in the manufacturing?"
266
616786
1822
u proizvodnji?''
10:30
Would you ask me those questions?
267
618608
1803
Da li biste me i vi to pitali?
10:32
They seem logical, right? Yeah.
268
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2799
To zvuči logično, zar ne?
10:35
Well I'd say, "You're looking at the wrong problems."
269
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2559
Sagledavate pogrešan problem.
10:37
Because the problem is with use.
270
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2158
Problem je u upotrebi.
10:39
It's with how people use the product.
271
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2675
Način na koji ga ljudi koriste.
10:42
Sixty-five percent of Brits
272
630602
1835
65 procenata Britanaca
10:44
admit to over-filling their kettle
273
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2344
priznaje da prepunjava čajnike
10:46
when they only need one cup of tea.
274
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2586
kada im je potrebna
samo jedna šolja čaja.
samo jedna šolja čaja.
10:49
All of this extra water that's being boiled
275
637367
2743
Sva voda viška koja ključa
10:52
requires energy, and it's been calculated
276
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3968
zahteva energiju, i procenjuje se
10:56
that in one day of extra energy use
277
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3038
da jednodnevni višak energije nastao
10:59
from boiling kettles
278
647116
1543
radom čajnika
11:00
is enough to light all of the streetlights
279
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2642
bude dovoljan da osvetli ulice
11:03
in England for a night.
280
651301
2623
Engleske tokom cele noći.
11:05
But this is the thing.
281
653924
2118
U ovome je problem.
11:08
This is what I call a product-person failure.
282
656042
1914
Greška na relaciji proizvod-potrošač.
11:09
But we've got a product-system failure
going on with these little guys,
going on with these little guys,
283
657956
2746
Imamo i grešku na relaciji proizvod-sistem
11:12
and they're so ubiquitous, you
don't even notice they're there.
don't even notice they're there.
284
660702
2910
toliko prisutnu, da je i ne primećujemo.
11:15
And this guy over here, though, he does.
He's named Simon.
He's named Simon.
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663612
3213
Ali ovaj čovek primećuje.
Zove se Sajmon.
Zove se Sajmon.
11:18
Simon works for the national
electricity company in the U.K.
electricity company in the U.K.
286
666825
3307
Sajmon radi za elektranu u U.K.
11:22
He has a very important job of monitoring
287
670132
2142
On radi na jako bitnom poslu praćenja
11:24
all of the electricity coming into the system
288
672274
2439
sve električne energije u sistemu
11:26
to make sure there is enough
289
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1413
da bi bio siguran da je ima dovoljno
11:28
so it powers everybody's homes.
290
676126
1928
za snabdevanje svih domaćinstava.
11:30
He's also watching television.
291
678054
2104
On takođe gleda televiziju.
11:32
The reason is because there's a unique
292
680158
1973
Iz prostog razloga što postoji jedinstven
11:34
phenomenon that happens in the U.K.
293
682131
1818
fenomen koj se dešava u U.K.
11:35
the moment that very popular TV shows end.
294
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4038
u momentu kad se popularna emisija završi.
11:39
The minute the ad break comes on,
295
687987
2238
Onog momenta kada nastupe reklame,
11:42
this man has to rush
296
690225
1837
ovaj čovek mora hitno
11:44
to buy nuclear power from France,
297
692062
3056
da kupi nuklearnu energiju od Francuske
11:47
because everybody turns their kettles on
298
695118
2889
jer svi uključuju svoje čajnike
11:50
at the same time.
299
698007
2065
u isto vreme.
11:52
(Laughter)
300
700072
2246
(Smeh)
11:54
1.5 million kettles, seriously problematic.
301
702318
5985
1,5 miliona čajnika je ozbiljan problem.
12:00
So imagine if you designed kettles,
302
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3569
Zamislite da vi dizajnirate čajnike,
12:03
you actually found a way to
solve these system failures,
solve these system failures,
303
711872
2740
da ste našli rešenje ovih nedostataka,
12:06
because this is a huge amount of pressure
304
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2665
jer je to zaista ozbiljno opterećenje
12:09
on the system,
305
717277
1391
za sistem, samo zvog toga
12:10
just because the product hasn't
thought about the problem
thought about the problem
306
718668
3436
što nije razmišljano o problemu
12:14
that it's going to have when it exists in the world.
307
722104
1863
koji će nastati kada počne korišćenje.
12:15
Now, I looked at a number of
kettles available on the market,
kettles available on the market,
308
723967
2668
Pogledala sam čajnike dostupne na tržištu,
12:18
and found the minimum fill lines,
309
726635
2022
i gledala minimalne količine punjenja,
12:20
so the little piece of information that tells you
310
728657
1766
onaj mali natpis koji vam govori
12:22
how much you need to put in there,
311
730423
1557
koliko treba da stavite vode unutra
12:23
was between two and a five-and-a-half cups of water
312
731980
2919
i pisalo je dve do pet i po šolja vode
12:26
just to make one cup of tea.
313
734899
3433
da bi se napravila jedna šolja čaja.
12:30
So this kettle here is an example of one where
314
738332
2285
Ovaj čajnik ovde je primer
12:32
it actually has two reservoirs.
315
740617
2536
gde u stvari postoje dva rezervoara.
12:35
One's a boiling chamber, and one's the water holder.
316
743155
2185
Jedan za kuvanje, i jedan za držanje vode.
12:37
The user actually has to push that button
317
745340
2325
Korisnik pritisne dugme
12:39
to get their hot water boiled,
318
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1568
da voda proključa,
12:41
which means, because we're all lazy,
319
749233
1766
što znači, pošto smo svi mi lenji,
12:42
you only fill exactly what you need.
320
750999
1842
tačno onoliko vode koliko treba.
12:44
And this is what I call behavior-changing products:
321
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2324
To je proizvod koji menja navike:
12:47
products, systems or services
322
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2112
proizvodi, sistemi ili usluge
12:49
that intervene and solve these problems up front.
323
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3859
koji reaguju i rešavaju probleme.
12:53
Now, this is a technology arena,
324
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2650
Ovo je dvorana tehnologije,
12:55
so obviously these things are quite popular,
325
763786
2061
i ove stvari su prilično popularne,
12:57
but I think if we're going to keep
326
765847
1968
ali mislim da ako planiramo da nastavimo
12:59
designing, buying and using and throwing out
327
767815
2586
sa proizvodnjom, kupovinom i bacanjem
13:02
these kinds of products at the rate we currently do,
328
770401
1912
proizvoda u meri u kojoj to sada činimo,
13:04
which is astronomically high,
329
772313
2249
a koja je astronomski visoka...
13:06
there are seven billion people
330
774562
1834
Postoji sedam milijardi ljudi
13:08
who live in the world right now.
331
776396
1410
u svetu trenutno.
13:09
There are six billion mobile phone subscriptions
332
777806
2187
Od toga šest su korisnici
mobilnih telefona
mobilnih telefona
13:11
as of last year.
333
779993
3666
po podacima iz prošle godine.
13:15
Every single year, 1.5 billion mobile phones
334
783659
3522
Svake godine, 1,5 milijarda mobilnih
13:19
roll off production lines,
335
787181
1253
biva proizvedena, i neke kompanije
13:20
and some companies report their production rate
336
788434
2071
prijavljuju da imaju veću proizvodnju
13:22
as being greater than the human birth rate.
337
790505
2350
od broja rođene dece.
13:24
One hundred fifty-two million phones
were thrown out in the U.S. last year;
were thrown out in the U.S. last year;
338
792855
3130
152 miliona telefona u Americi
je bačeno prošle godine,
je bačeno prošle godine,
13:27
only 11 percent were recycled.
339
795985
1884
a samo 11% reciklirano.
13:29
I'm from Australia. We have a
population of 22 million -- don't laugh --
population of 22 million -- don't laugh --
340
797869
3358
Ja sam iz Australije.
Broj stanovnika je 22 miliona,
Broj stanovnika je 22 miliona,
13:33
and it's been reported that 22 million phones
341
801227
3073
a istraživanja pokazuju da ima
13:36
are in people's drawers.
342
804300
2607
22 miliona telefona koji stoje u fiokama.
13:38
We need to find ways of solving
the problems around this,
the problems around this,
343
806907
3721
Moramo da nađemo način
da rešimo ovo,
da rešimo ovo,
13:42
because these things are so complicated.
344
810628
2897
jer je to jako komplikovano.
13:45
They have so much locked up inside them.
345
813525
3306
Ovde postoji toliko stvari.
13:48
Gold! Did you know that it's actually cheaper now
346
816831
3763
Zlato! Znate li da je zapravo jeftinije
13:52
to get gold out of a ton of old mobile phones
347
820594
3617
izvući zlato iz tone
starih mobilnih telefona,
starih mobilnih telefona,
13:56
than it is out of a ton of gold ore?
348
824211
3228
nego iz tone zlatne rude?
13:59
There's a number of highly complex and valuable
349
827439
2390
Veliki je broj složenih i vrednih
14:01
materials embodied inside these things,
350
829829
1601
materijala iskorišćen u proizvodnji,
14:03
so we need to find ways of encouraging disassembly,
351
831430
2458
i treba ohrabriti rastavljanje,
14:05
because this is otherwise what happens.
352
833888
2164
jer će se u suprotnom dogoditi sledeće.
14:08
This is a community in Ghana,
353
836052
1674
Ovo je zajednica u Gani,
14:09
and e-waste is reported, or electronic waste
354
837726
2258
i e-otpad, iliti elektronski otpad
14:11
is reported by the U.N.
355
839984
1976
koji je zabeležen od strane UN-a
14:13
as being up to 50 million tons trafficked.
356
841960
3032
je oko 50 miliona tona.
14:16
This is how they get the gold
357
844992
1314
A ovo je način na koji oni izvlače zlato
14:18
and the other valuable materials out.
358
846306
1534
i druge vredne materijale iz toga.
14:19
They burn the electronic waste
359
847840
1938
Pale elektronski otpad
14:21
in open spaces.
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na otvorenim prostorima.
14:23
These are communities, and this
is happening all over the world.
is happening all over the world.
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Ovo su zajednice, i to se dešava svuda.
14:26
And because we don't see the ramifications
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Zbog toga što ne vidimo posledice
14:29
of the choices that we make as designers,
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izbora koje pravimo kao proizvođači,
14:31
as businesspeople, as consumers,
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poslovni ljudi, konzumenti,
14:33
then these kinds of externalities happen,
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onda se dešavaju stvari poput ove,
14:35
and these are people's lives.
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i to su životi ljudi.
14:37
So we need to find smarter, more systems-based,
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Potrebno je naći pametnija, sistemska,
14:42
innovative solutions to these problems,
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inovativna rešenja za ove probleme,
14:45
if we're going to start to live
sustainably within this world.
sustainably within this world.
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ako želimo da živimo održivo u ovom svetu.
14:48
So imagine if, when you bought your mobile phone,
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Zamislite, kada kupite mobilni telefon,
14:52
your new one because you replaced your old one --
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nov, jer želite da promenite,
14:54
after 15 to 18 months is the average time
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inače, 15-18 meseci je prosek
14:56
that people replace their phones, by the way —
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na kom ljudi menjaju svoje telefone,
14:58
so if we're going to keep this kind of expedient
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i ako želimo ovom brzinom
15:01
mobile phone replacing, then we should
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da menjamo telefone, onda bi trebalo
15:04
be looking at closing the loop on these systems.
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da razmrsimo i petlje u ovim sistemima.
15:06
The people who produce these phones,
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Ljudi koji proizvode ove telefone,
15:08
and some of which I'm sure
are in the room right now,
are in the room right now,
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od kojih su neki ovde, sigurna sam,
15:09
could potentially look at doing what
we call closed-loop systems,
we call closed-loop systems,
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mogli bi da razmisle
o sistemima zatvorene petlje,
o sistemima zatvorene petlje,
15:12
or product system services,
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ili sistemskim uslugama proizvodnje,
15:14
so identifying that there is a market demand
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prepoznavanju potražnje na tržištu
15:16
and that market demand's not going to go anywhere,
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i toga da ta potražnja
neće odvesti nikuda,
neće odvesti nikuda,
15:18
so you design the product to solve the problem.
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pa proizvodite nešto
što će rešiti problem.
što će rešiti problem.
15:21
Design for disassembly, design for light-weighting.
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Proizvodite lake, rastavljive proizvode.
15:23
We heard some of those kinds of strategies
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Čujemo da se neke od ovih strategija danas
15:26
being used in the Tesla Motors car today.
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koriste na vozilima
kompanije Tesla Motors.
kompanije Tesla Motors.
15:28
These kinds of approaches are not hard,
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Ovi pristupi nisu komplikovani,
15:31
but understanding the system
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ali razumevanje sistema
15:32
and then looking for viable, market-driven
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i traženje alternativa koje će zadovoljiti
15:36
consumer demand alternatives
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zahteve konzumenata
15:38
is how we can start radically altering
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je način na koji ćemo radikalno
15:40
the sustainability agenda,
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promeniti priču o održivosti
15:42
because I hate to break it to you all:
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i žao mi je što moram
da vam saopštim to:
da vam saopštim to:
15:44
Consumption is the biggest problem.
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potrošnja je najveći problem.
15:47
But design is one of the best solutions.
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Ali proizvodnja je najbolje rešenje.
15:52
These kinds of products are everywhere.
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Ove vrste proizvoda su svuda.
15:54
By identifying alternative ways of doing things,
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Prepoznajući alternativne načine,
15:57
we can actually start to innovate,
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zapravo počinjemo nešto inovativno,
15:59
and I say actually start to innovate.
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i upotrebiću zaista tu reč,
16:00
I'm sure everyone in this room is very innovative.
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jer su svi ovde prisutni jako inovativni.
16:03
But in the regards to using sustainability
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Ali s obzirom na korišćenje održivosti
16:05
as a parameter, as a criteria
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kao parametra, kriterijuma
16:08
for fueling systems-based solutions,
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za pokretanje sistemskih rešenja,
16:12
because as I've just demonstrated
with these simple products,
with these simple products,
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kao što sam pokazala
na ovim jednostavnim proizvodima,
na ovim jednostavnim proizvodima,
16:15
they're participating in these major problems.
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oni učestvuju u velikim problemima.
16:18
So we need to look across the entire life
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Moramo da sagledamo čitav tok
16:20
of the things that we do.
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stvari koje radimo.
16:22
If you just had paper or plastic --
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Ako ste upravo izabrali papir ili plastiku,
16:24
obviously reusable is far more beneficial --
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a očigledno je isplativije
16:26
then the paper is worse,
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ono što se može opet koristiti,
16:30
and the paper is worse because it weighs
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onda je papir gori, a gori je jer je teži
16:32
four to 10 times more than the plastic,
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od četiri do deset puta od plastike,
16:34
and when we actually compare,
from a life cycle perspective,
from a life cycle perspective,
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i to, upoređeno sa gledišta životnog toka,
16:36
a kilo of plastic and a kilo of paper,
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kilo plastike za kilo papira,
16:39
the paper is far better,
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papir je daleko bolji,
16:41
but the functionality of a plastic or a paper bag
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ali sposobnost plastike ili papira
16:43
to carry your groceries home is not
done with a kilo of each material.
done with a kilo of each material.
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da nose namirnice ne meri se u kilaži.
16:47
It's done with a very small amount of plastic
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Meri se u jako maloj količini plastike,
16:49
and quite a lot more paper.
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i dosta većoj količini papira.
16:50
Because functionality defines environmental impact,
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Funkcionalnost definiše uticaj,
16:53
and I said earlier that the designers
always ask me for the eco-materials.
always ask me for the eco-materials.
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i pomenuh da me uvek pitaju
za eko-materijale.
za eko-materijale.
16:56
I say, there's only a few materials
that you should completely avoid.
that you should completely avoid.
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Postoje materijali koje treba izbegavati.
16:59
The rest of them, it's all about application,
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Za ostale, sve je do upotrebe,
17:01
and at the end of the day, everything
we design and produce in the economy
we design and produce in the economy
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na kraju, sve što osmislimo i proizvedemo
17:04
or buy as consumers is done so for function.
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ili kupimo je zbog upotrebne vrednosti.
17:07
We want something, therefore we buy it.
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Poželimo nešto, i to i kupimo.
17:09
So breaking things back down and delivering
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Prekidajući ovo i donoseći
17:12
smartly, elegantly, sophisticated solutions
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pametna, sofisticirana rešenja
17:16
that take into consideration the entire system
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koja će uzeti u obzir čitav sistem
17:19
and the entire life of the thing, everything,
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i postojanje neke stvari,
17:22
all the way back to the extraction
through to the end of life,
through to the end of life,
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od početka do kraja,
17:25
we can start to actually find
really innovative solutions.
really innovative solutions.
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možemo zaista naći inovativna rešenja.
17:27
And I'll just leave you with one very quick thing
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Reći ću vam jednu stvar
17:29
that a designer said to me recently
who I work with, a senior designer.
who I work with, a senior designer.
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koju mi je skoro rekao kolega dizajner.
17:33
I said, "How come you're not doing
sustainability? I know you know this."
sustainability? I know you know this."
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Pitala sam što ne radi održive projekte.
17:36
And he said, "Well, recently I pitched
a sustainability project to a client,
a sustainability project to a client,
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A on je rekao:
,,Pa, skoro sam predložio
projekat održivosti klijentu,
projekat održivosti klijentu,
17:40
and turned and he said to me,
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a on se okrenuo i rekao mi:
17:42
'I know it's going to cost less,
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Znam, koštaće manje,
isplatiće se, ali mi nismo
isplatiće se, ali mi nismo
17:44
I know it's going to sell more,
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17:46
but we're not pioneers, because
pioneers have arrows in their backs.'"
pioneers have arrows in their backs.'"
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pokretači jer oni dobiju strele u leđa''.
17:50
I think we've got a roomful of pioneers,
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Mislim da imamo pokretača i nadam se
17:52
and I hope there are far more pioneers out there,
because we need to solve these problems.
because we need to solve these problems.
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da ih je još mnogo,
jer moramo da rešimo ovo.
jer moramo da rešimo ovo.
17:56
Thank you.
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Hvala vam.
17:57
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Leyla Acaroglu - Sustainability strategistLeyla Acaroglu uses innovative design and systems thinking to create positive change.
Why you should listen
Leyla Acaroglu breaks through our deeply entrenched environmental folklore in order to reveal the true impact of the products and materials we use every day. A designer and consultant, Acaroglu encourages both companies and individuals to look at the full life cycle of the things they create and use in order to understand their net effect on the environment. At Eco Innovators, an ecologically-minded Australian design studio, Acaroglu’s team makes award-winning designs and projects that tap into a sense of play in order to educate. From animations explaining the lifecycle of a cell phone to bookshelves made from construction scrap wood to workshops that help rebuild and repurpose broken everyday items, the goal is building savvy, science-based sustainability practices.
Leyla Acaroglu | Speaker | TED.com