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Wendy Woods: The business benefits of doing good
Wendy Woods: Velikodušnost pogoduje poslovanju
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"Jedini način na koji ćemo postići značajan napredak u izazovnim problemima našeg vremena je da poslovni svijet potakne rješenja", kaže strategistica za društveni utjecaj Wendy Woods. U predavanju prepuno podataka, Woods dijeli svjež pogled na utjecaj koji svi dijelovi poslovanja mogu imati na sve dijelove društva, a zatim ih prilagodi da, ne samo što manje naštete, nego i donesu poboljšanja. Saznajte više o tome kako rukovoditelji mogu nadići društveno odgovorno poslovanje i stići do „ukupnog društvenog utjecaja“ - za dobrobit poduzeća i društva u cjelini.
Wendy Woods - Social impact strategist
Wendy Woods is a Senior Partner and Managing Director of The Boston Consulting Group (BCG) and Global Leader of BCG's Social Impact practice, which she helped create. Full bio
Wendy Woods is a Senior Partner and Managing Director of The Boston Consulting Group (BCG) and Global Leader of BCG's Social Impact practice, which she helped create. Full bio
Double-click the English transcript below to play the video.
00:12
A few years ago,
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Prije nekoliko godina,
00:14
all the developed
countries in the world --
countries in the world --
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sve razvijene zemlje u svijetu
00:17
the wealthier ones --
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- one bogatije -
00:18
and all of the charities
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i svi dobrotvori zajedno
00:20
together donated about 200 billion dollars
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donirali su oko 200 milijardi dolara
00:23
to developing countries in the world --
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zemljama u razvoju širom svijeta.
00:25
the ones that bear most of the burden,
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Onima koje nose teret,
00:27
the heaviest burden
of the world's biggest problems:
of the world's biggest problems:
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najteži teret najvećih svjetskih problema:
00:30
poverty, hunger,
climate change and inequality.
climate change and inequality.
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siromaštvo, glad,
klimatske promjene i nejednakost.
klimatske promjene i nejednakost.
00:35
That same year,
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Iste godine,
00:37
businesses invested in those same
countries 3.7 trillion dollars.
countries 3.7 trillion dollars.
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poslovni ljudi su u te iste zemlje
investirali 3,7 bilijardi dolara.
investirali 3,7 bilijardi dolara.
00:45
Now, I get to travel a lot in my work
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Zbog posla puno putujem
00:48
and I'm privileged
to see the amazing things
to see the amazing things
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i privilegirana sam jer mogu vidjeti
prekrasne stvari
prekrasne stvari
00:50
that NGOs and some governments are doing
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koje NVO-i i neke vlade rade
00:53
with some of that 200 billion dollars:
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s dijelom tih 200 milijardi dolara:
00:56
helping malnourished children
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pomažu pothranjenoj djeci
00:58
or families that don't
have access to clean water,
have access to clean water,
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ili obiteljima koje nemaju
pristup pitkoj vodi,
pristup pitkoj vodi,
01:01
children who wouldn't
be educated otherwise.
be educated otherwise.
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djeci koja bi ostala bez školovanja.
01:04
But it's not enough
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No, to nije dovoljno
01:07
because the biggest problems
in our world need trillions
in our world need trillions
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jer najveći problemi našeg svijeta
zahtijevaju bilijarde,
zahtijevaju bilijarde,
01:11
not just billions.
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a ne samo milijarde.
01:14
So if we're going to make
lasting and significant progress
lasting and significant progress
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Pa, ako želimo stvoriti
trajni i značajni napredak
trajni i značajni napredak
01:17
in the big challenges in our world,
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u najvećim izazovima našeg svijeta,
01:20
we need business,
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trebamo poslovni svijet,
01:22
both the companies and the investors,
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i poduzeća i ulagače,
01:26
to drive the solutions.
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koji će donijeti rješenja.
01:28
So let's talk about
what business should do.
what business should do.
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Razgovarajmo o tome što bi
poslovni svijet trebao učiniti.
poslovni svijet trebao učiniti.
01:33
And when I say that,
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I kad to kažem,
01:34
you probably think that I'm going
to talk about corporate philanthropy
to talk about corporate philanthropy
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vjerojatno mislite da ću govoriti
o donacijama poduzeća
o donacijama poduzeća
01:38
or corporate social responsibility.
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ili društveno odgovornom poslovanju.
01:41
CSR is the norm today,
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Danas je društveno odgovorno poslovanje
standard ponašanja
standard ponašanja
01:44
and it's very useful.
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i vrlo je korisno.
01:46
It provides a route
for corporate generosity
for corporate generosity
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Pruža smjer velikodušnim poduzećima,
01:49
and that generosity is important
to many corporations' employees
to many corporations' employees
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a ta je velikodušnost važna
za mnoge njihove radnike
za mnoge njihove radnike
01:53
and customers.
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i klijente.
01:55
But you know what?
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Ali znate što?
01:56
It's just not big enough,
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To nije dovoljno veliko
01:58
or strong enough,
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ili dovoljno jako,
01:59
or durable enough
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ili dovoljno trajno
02:01
to drive solutions to the biggest
problems in our world today
problems in our world today
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da bi donijelo rješenja najvećih
problema današnjeg svijeta,
problema današnjeg svijeta,
02:05
because it's incremental cost.
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jer to su dodatni troškovi.
02:09
Even when business is booming,
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Čak i kad poslovanje raste,
02:12
CSR just isn't designed to scale.
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nije zamišljeno da se povećaju izdaci za
društveno odgovorno poslovanje.
društveno odgovorno poslovanje.
02:17
And then of course in a downturn,
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A kad se pojave problemi,
02:20
it's one of the first programs to be cut.
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to je jedna od prvih aktivnosti
od koje se odustaje.
od koje se odustaje.
02:23
So no,
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Dakle ne,
02:25
CSR --
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DOP --
02:26
corporate social responsibility --
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društveno odgovorno poslovanje --
02:28
isn't the answer,
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nije odgovor,
02:30
but TSI --
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ali UDU --
02:32
total societal impact, is.
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ukupni društveni utjecaj, jest.
02:36
TSI is the sum of all of the ways
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UDU je zbir svih načina
02:40
business can affect society
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na koji poslovni svijet
može utjecati na društvo
može utjecati na društvo
02:42
by doing the real work:
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radeći pravi posao:
02:45
thinking about their supply chains,
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razmišljajući odakle nabavljaju robu,
02:47
working on their product design
and manufacturing processes
and manufacturing processes
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osmišljajući proizvode i proizvodne procese
02:51
and their distribution.
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te načine distribucije proizvoda.
02:56
The real work of business,
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Na taj način poduzeća,
02:58
when done with innovation,
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kad završe s inovacijom,
03:00
can actually create
core business benefits for the company
core business benefits for the company
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mogu stvoriti pogodnosti
za temeljno poslovanje
za temeljno poslovanje
03:05
and it can solve the meaningful
problems in our world today.
problems in our world today.
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i mogu riješiti važne probleme
današnjeg svijeta.
današnjeg svijeta.
03:12
So what does TSI look like?
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Pa kako UDU uopće izgleda?
03:14
Focusing on TSI
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Usmjerenost na UDU
03:16
means incorporating
social and environmental considerations.
social and environmental considerations.
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znači razmatrati
društveni i okolišni utjecaj.
društveni i okolišni utjecaj.
03:22
And you know what?
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I znate što?
03:23
It's something that isn't completely new.
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To nije ništa novo.
03:26
It's been thought about for a while.
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O tome se razmišlja već neko vrijeme.
03:29
But the hard part is that corporations
almost exclusively still think
almost exclusively still think
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Problem je što poduzeća gotovo isključivo
razmišljaju o nečem
razmišljaju o nečem
03:34
about something called TSR:
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što se zove UPD:
03:37
total shareholder returns.
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ukupni prinos dioničarima.
03:40
But TSI --
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Ali o UDU-u --
03:42
total societal impact --
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ukupnom društvenom utjecaju --
03:44
needs to stand alongside TSR
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treba razmišljati
istovremeno kad i o UPD-u
istovremeno kad i o UPD-u
03:48
as an important and valid driver
of corporate strategy
of corporate strategy
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jer je UDU važan i vrijedan pokretač
strategije poduzeća
strategije poduzeća
03:53
and corporate decision-making.
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i donošenja odluka u njemu.
03:56
And we've got the data
to show you why and how.
to show you why and how.
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Imamo podatke koji nam
pokazuju zašto i kako.
pokazuju zašto i kako.
04:00
Some companies
are already making this happen.
are already making this happen.
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Neka poduzeća već su na tom putu.
04:04
They're beginning to make it happen.
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Neka su započela s time.
04:06
So let me tell you the story about Mars.
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Ispričat ću vam priču o Marsu.
04:09
Mars is the sixth-largest private company
in the United States.
in the United States.
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Mars je šesto najveće
privatno poduzeće u SAD-u.
privatno poduzeće u SAD-u.
04:14
If you're like me,
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Ako ste poput mene,
04:16
they make some important products,
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oni proizvode neke zaista važne proizvode,
04:18
like coffee and chocolate.
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poput kave i čokolade.
04:21
So not surprisingly,
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Pa je, gle iznenađenja,
04:23
one of their most important
ingredients is cocoa.
ingredients is cocoa.
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jedan od najvažnijih sastojaka
njihovih proizvoda kakao.
njihovih proizvoda kakao.
04:26
And some of their competitors
are actually really worried
are actually really worried
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Neki od njihovih konkurenata
su zaista zabrinuti
su zaista zabrinuti
04:30
about the sustainability
and the availability of cocoa supplies.
and the availability of cocoa supplies.
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za održivost i dostupnost kakao sirovine.
04:35
But not Mars.
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Ali ne i Mars.
04:36
They're confident in the stable supply
of that crop for the long term.
of that crop for the long term.
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Oni su uvjereni u dugoročnu stabilnost i
dostupnost te sirovine.
dostupnost te sirovine.
04:41
And why is that?
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Zašto je to tako?
04:43
It's because they partner
with NGOs around the world
with NGOs around the world
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Zato što širom svijeta surađuju
s nevladinim organizacijama
s nevladinim organizacijama
04:47
that are working
with small shareholder farmers.
with small shareholder farmers.
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koje rade s vlasnicima malih farmi.
04:50
And those certification agency's NGOs
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Te nevladine organizacije
04:53
are working to help farmers
improve crop yields,
improve crop yields,
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rade kako bi pomogle farmerima
povećati prinose žetve,
povećati prinose žetve,
04:57
they're making sure that they get
a fair, premium, livable wage
a fair, premium, livable wage
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osiguravaju im pravičnu i dobru naknadu
od koje mogu živjeti
od koje mogu živjeti
05:01
and they're helping them address
any human rights potential issues
any human rights potential issues
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i pomažu im rješavati bilo koja
pitanja ljudskih prava
pitanja ljudskih prava
05:05
in supply chains,
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koja se mogu dogoditi u lancu opskrbe,
05:06
and they're helping minimize
the effects on the environment,
the effects on the environment,
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pomažu im umanjiti utjecaj na okoliš,
05:10
like deforestation.
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kao što je krčenje šuma.
05:12
Mars is on a path
to 100 percent certified cocoa,
to 100 percent certified cocoa,
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Mars je na putu do proizvodnje 100%
temeljene na ovako proizvedenom kakau
temeljene na ovako proizvedenom kakau
05:16
so this is a good program
for farming communities,
for farming communities,
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pa je to dobar program
za zajednice proizvođača,
za zajednice proizvođača,
05:20
it's a good program for the environment,
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to je dobar program za okoliš,
05:22
and it's a good program for Mars,
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a dobar je i za Mars,
05:25
who has solved a significant risk
in their supply chain.
in their supply chain.
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koji je riješio značajan rizik
u lancu opskrbe.
u lancu opskrbe.
05:30
But now let's get to the data,
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Vratimo se podacima
05:33
because it's actually really awesome.
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jer su oni zaista izvrsni.
05:36
And let me explain exactly what the data
points I'm going to talk about are.
points I'm going to talk about are.
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Objasnit ću vam što znače podaci
o kojima ću govoriti.
o kojima ću govoriti.
05:41
When analysts and financial people
look at companies,
look at companies,
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Kad analitičari i financijaši
promatraju neko poduzeće,
promatraju neko poduzeće,
05:45
they think about
a lot of different statistics.
a lot of different statistics.
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usmjereni su na puno
statističkih podataka.
statističkih podataka.
05:48
I want to talk about
two of the most important ones.
two of the most important ones.
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Ja želim razgovarati o dva najvažnija.
05:52
I'm going to talk about
the overall value of a company --
the overall value of a company --
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Pričat ću vam o ukupnoj
vrijednosti poduzeća,
vrijednosti poduzeća,
05:54
it's valuation --
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njegovoj tržišnoj vrijednosti na burzi
05:56
and I'm going to talk about its margin.
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i govorit ću o njegovoj zaradi.
05:59
Basically the difference
between all of its earnings
between all of its earnings
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To je, zapravo, razlika između
svih njegovih zarada
svih njegovih zarada
06:02
and all of its costs.
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i svih njegovih troškova.
06:05
So in our study,
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U našem istraživanju
06:07
we looked at oil and gas companies,
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proučavali smo naftna i plinska poduzeća
06:10
and the oil and gas companies
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te smo ustanovili da ona od njih
06:11
that are performing
most strongly on TSI --
most strongly on TSI --
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koja imaju visok UDU --
06:15
total societal impact --
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ukupni društveni utjecaj --
06:16
see a 19 percent premium
on their valuation.
on their valuation.
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ostvaruju 19% veću tržišnu vrijednost.
06:22
19 percent.
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19 posto.
06:23
When they do really well
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Kad rade zaista dobro
06:25
on things like minimizing
the impact of their company
the impact of their company
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na stvarima kao što su smanjenje
utjecaja njihovog poduzeća
utjecaja njihovog poduzeća
06:28
on the environment and water,
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na okoliš i vodu,
06:31
and when they have very strong
occupational health and safety programs.
occupational health and safety programs.
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i kad imaju čvrste programe sigurnosti
na poslu i zaštite zdravlja radnika,
na poslu i zaštite zdravlja radnika,
06:35
And when they also add in
strong employee training programs,
strong employee training programs,
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te kad tome dodaju opsežne programe
obuke za radnike,
obuke za radnike,
06:40
they get a 3.4 percentage point
premium on their margins.
premium on their margins.
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zarada im se povećava za 3,4 postotna boda.
06:45
But what about other industries?
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Što je s drugim industrijama?
06:47
Biopharmaceutical companies
that are the strongest performers on TSI
that are the strongest performers on TSI
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Biofarmaceutska poduzeća koja imaju
najveće rezultate na UDU-u,
najveće rezultate na UDU-u,
06:52
see a 12 percent premium
on their valuation.
on their valuation.
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ostvaruju 12% veću tržišnu vrijednost.
06:55
And then if they're best
at expanded access to medicines --
at expanded access to medicines --
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A ako su izvrsni u dostupnosti lijekova --
06:59
making medicines available
for the people who need them --
for the people who need them --
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ako su njihovi lijekovi dostupni ljudima
koji ih trebaju --
koji ih trebaju --
07:02
they see a 6.7 percentage point premium
on their growth margins.
on their growth margins.
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ostvaruju i 6,7 postotnih bodova
veću zaradu.
veću zaradu.
07:08
For the retail banks
that are strongest on TSI,
that are strongest on TSI,
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Banke koje rade s građanstvom
i imaju visok rezultat UDU-a,
i imaju visok rezultat UDU-a,
07:12
they see a three percentage point
premium on their valuation,
premium on their valuation,
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ostvaruju 3 postotna boda
veću tržišnu vrijednost,
veću tržišnu vrijednost,
07:17
and then for those that differentially
provide financial inclusion --
provide financial inclusion --
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a onima koje u svoju ponudu
financijskih usluga uključe i one
financijskih usluga uključe i one
07:21
access to financial products
for people who need it --
for people who need it --
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namijenjene ljudima koji ih trebaju --
07:24
they see a 0.5 percentage point premium
in their net income margin.
in their net income margin.
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zarada se povećava
za 0,5 postotnih bodova.
za 0,5 postotnih bodova.
07:30
Now, these numbers for banks
may not seem very big,
may not seem very big,
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Ove brojke povezane s bankama
se mogu činiti malene,
se mogu činiti malene,
07:35
but in highly competitive industries,
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ali u vrlo konkurentskim industrijama
07:37
even really small differences
in margin matter a lot.
in margin matter a lot.
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čak i zaista mala razlika
u zaradi znači puno.
u zaradi znači puno.
07:42
Now, what about those
consumer goods companies --
consumer goods companies --
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Što je s proizvođačima robe
široke potrošnje --
široke potrošnje --
07:45
the ones who make those products we love
like coffee and chocolate?
like coffee and chocolate?
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onima koji stvaraju proizvode koje volimo,
poput kave ili čokolade?
poput kave ili čokolade?
07:49
Consumer goods companies
that perform best on total societal impact
that perform best on total societal impact
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Proizvođači koji imaju najbolje
rezultate ukupnog društvenog utjecaja
rezultate ukupnog društvenog utjecaja
07:54
see an 11 percent valuation premium.
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ostvaruju 11% veću tržišnu vrijednost.
07:59
And then if they do those smart
things with their supply chain --
things with their supply chain --
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A ako ostvare neke pametne poteze
unutar svog lanca opskrbe --
unutar svog lanca opskrbe --
08:03
inclusive and responsibly
sourcing their product --
sourcing their product --
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uključive i odgovorne izvore
sirovina za svoje proizvode --
sirovina za svoje proizvode --
08:06
they see a 4.8 percentage point premium
on their growth margins.
on their growth margins.
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onda ostvaruju 4,8 postotnih bodova
veću zaradu.
veću zaradu.
08:13
These numbers are significant.
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Ovi brojevi su značajni.
08:15
We've long known that things
like fundamental financials,
like fundamental financials,
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Dugo smo znali da su stvari poput
osnovnih financijskih pokazatelja,
osnovnih financijskih pokazatelja,
08:19
growth rates and financial risks
are key drivers of valuation,
are key drivers of valuation,
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stopa rasta i financijskih rizika ključni
poticaj tržišne vrijednosti poduzeća,
poticaj tržišne vrijednosti poduzeća,
08:25
but this rigorous analysis shows
that social and environmental factors --
that social and environmental factors --
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ali ova neumoljiva analiza pokazuje
da su društveni i okolišni čimbenici --
da su društveni i okolišni čimbenici --
08:30
total societal impact measures --
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mjere ukupnog društvenog utjecaja --
08:33
are also linked to valuations and margins.
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također povezani
s tržišnom vrijednošću i zaradom.
s tržišnom vrijednošću i zaradom.
08:39
Wow.
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Da!
08:41
All else equal --
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Sve je ostalo nepromijenjeno --
08:42
we didn't confuse
the analysis with anything.
the analysis with anything.
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nismo pomiješali stvari tijekom analize.
08:45
All else being equal,
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Ako su drugi parametri ostali isti,
08:47
companies that perform strongly
on social and environmental areas
on social and environmental areas
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poduzeća koja su jako usmjerena na
područja društva i okoliša,
područja društva i okoliša,
08:53
achieve higher margins
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ostvaruju veću zaradu
08:55
and higher valuations.
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i veću tržišnu vrijednost.
08:57
Now, I do understand
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Ja razumijem
09:00
that companies are under
a lot of short-term earnings pressures.
a lot of short-term earnings pressures.
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da su poduzeća pod snažnim pritiskom
ostvarenja kratkoročnih rezultata.
ostvarenja kratkoročnih rezultata.
09:06
But fortunately,
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No, srećom,
09:07
the investors who create
some of this pressure
some of this pressure
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neki ulagači koji stvaraju taj pritisak
09:11
are actually more and more themselves
starting to think longer-term
starting to think longer-term
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i sami sve više i više
počinju misliti dugoročno
počinju misliti dugoročno
09:16
and starting to think with this TSI lens.
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i gledaju kroz prizmu UDU-a.
09:20
In our conversations
and surveys with investors,
and surveys with investors,
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U našim razgovorima
i istraživanjima s ulagačima,
i istraživanjima s ulagačima,
09:23
75 percent of them say
they expect to see improved revenues
they expect to see improved revenues
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75% njih očekuje poboljšanu zaradu
09:29
and improved operating efficiency
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i operativnu učinkovitost
09:32
for companies that are thinking
with a TSI lens.
with a TSI lens.
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poduzećima koja razmišljaju
kroz prizmu UDU-a.
kroz prizmu UDU-a.
09:36
And they're actually starting
to incorporate this
to incorporate this
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I, zapravo, počinju je uključivati
09:38
in their own investing behavior.
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u vlastito ulagačko ponašanje.
09:41
Last year,
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Prošle godine
09:43
23 trillion in global assets
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23 bilijarde imovine u svijetu
09:47
were in the category
of socially responsible investing.
of socially responsible investing.
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je bilo u kategoriji društveno
odgovornog ulaganja.
odgovornog ulaganja.
09:52
Now, that's five billion
over just the last two years.
over just the last two years.
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Samo u prošle dvije godine
to iznosi 5 milijardi.
to iznosi 5 milijardi.
09:57
And it represents a quarter of the total
global assets managed in the world.
global assets managed in the world.
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I predstavlja četvrtinu ukupne svjetske
imovine kojom se trguje.
imovine kojom se trguje.
10:05
I know that some of you
may be cringing a little bit right now.
may be cringing a little bit right now.
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Znam da su neki od vas
sad malo sumnjičavi.
sad malo sumnjičavi.
10:10
Because in my decades
of strategy consulting
of strategy consulting
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Tijekom desetljeća mog
strateškog savjetovanja
strateškog savjetovanja
10:13
with businesses and NGOs
and governments around the world,
and governments around the world,
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s poduzećima, NVO-ima
i vladama širom svijeta,
i vladama širom svijeta,
10:18
I find that many businesspeople
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susrela sam mnoge poslovne ljude
10:21
are hesitant to talk
or even sometimes think about
or even sometimes think about
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koji se ustručavaju razgovarati
ili čak razmišljati
ili čak razmišljati
10:26
the business benefits of doing good.
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o poslovnim pogodnostima koje donosi
pomaganje drugima.
pomaganje drugima.
10:30
They somehow think
it's going to negate the value
it's going to negate the value
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Oni nekako razmišljaju
da će to poništiti vrijednost
da će to poništiti vrijednost
10:32
of the benefits
they're creating for society.
they're creating for society.
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koristima koje stvaraju za društvo.
10:35
Or that they'll be perceived
as heartless or even mercenary.
as heartless or even mercenary.
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Ili da će ih se smatrati bezdušnima
ili čak plaćenicima.
ili čak plaćenicima.
10:40
But we really do need
to think differently.
to think differently.
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Ali mi zaista trebamo
razmišljati drugačije.
razmišljati drugačije.
10:44
We need to think differently
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Trebamo razmišljati drugačije
10:46
because the only way
we're going to make substantial progress
we're going to make substantial progress
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jer je jedini način na koji ćemo postići
značajan napredak
značajan napredak
10:50
on the challenging problems of our time
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s izazovnim problemima našeg vremena
10:53
is for business to drive the solutions.
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da poslovni svijet donese rješenja.
10:56
The job of business
is to meet customer needs
is to meet customer needs
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Posao je poduzeća da zadovolje
potrebe klijenata
potrebe klijenata
11:00
and to do so profitably.
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i da to postignu uz profit.
11:02
They need to to survive.
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Jer moraju preživjeti.
11:04
So one of the best ways for businesses
to help ensure their own growth,
to help ensure their own growth,
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Jedan od najboljih načina da poduzeća
potaknu vlastiti rast,
potaknu vlastiti rast,
11:10
their own longevity,
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ostvare dugovječnost,
11:12
is to meet some of the hardest
challenges in our society
challenges in our society
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je da se suoče s nekim od najtežih
izazova našeg društva
izazova našeg društva
11:17
and to do so profitably.
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i pritom ostvare profit.
11:20
And when they do that innovatively,
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I kad to rade inovativno,
11:23
when they do that ethically,
responsibly, incredibly,
responsibly, incredibly,
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kad to rade etično,
odgovorno, nevjerojatno,
odgovorno, nevjerojatno,
11:28
they should be proud.
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trebali bi biti ponosni.
11:34
But if you still aren't sure about this,
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I ako još niste sigurni po tom pitanju,
11:37
let's talk about a few more examples.
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evo još nekoliko primjera.
11:40
What if you're a technology company
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Što ako ste tehnološko poduzeće
11:42
and you're trying to grow your platform
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i želite rast vaše platforme,
11:45
and you're trying to grow your customers?
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i želite povećati broj klijenata?
11:48
Like, Airbnb.
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1976
Poput Airbnba.
11:50
Airbnb has a portfolio
of total societal impact activities.
of total societal impact activities.
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Airbnb ima raspon aktivnosti
s ukupnim društvenim utjecajem.
s ukupnim društvenim utjecajem.
11:55
They're all spot-on their core business.
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I oni su svi usmjereni na njihovo
temeljno poslovanje.
temeljno poslovanje.
11:58
In one initiative,
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U jednoj inicijativi
12:00
they're helping enable their community
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pomažu omogućiti zajednici
12:02
to provide housing for free
to those in disaster:
to those in disaster:
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osigurati besplatan smještaj
za ljude tijekom katastrofa:
za ljude tijekom katastrofa:
12:05
crisis survivors and relief workers.
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kako preživjele tako i spasitelje.
12:08
In another effort on their part,
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U njihovoj drugoj inicijativi
12:11
they're actually helping
and working with NGOs
and working with NGOs
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pomažu i rade s NVO-ima
12:15
to ensure that people can provide
housing for free for refugees.
housing for free for refugees.
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kako bi osigurali
besplatno stanovanje za izbjeglice.
besplatno stanovanje za izbjeglice.
12:21
Now, what I love about this program
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Ono što volim u tom programu
12:23
is that I don't think
most people would've figured out
most people would've figured out
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je što mislim da mnogi ljudi ne znaju
12:26
how to express their generosity
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1976
kako izraziti svoju velikodušnost
12:28
and open their homes
for those in such dire need --
for those in such dire need --
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i otvoriti svoje domove onima
koji to zaista trebaju --
koji to zaista trebaju --
12:31
certainly not so quickly
or so easily or efficiently --
or so easily or efficiently --
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739200
3016
sigurno ne tako brzo,
jednostavno ili djelotvorno --
jednostavno ili djelotvorno --
12:34
without this innovation by Airbnb.
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2600
bez te Airbnb inovacije.
12:37
But at the same time,
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745840
1976
A u isto vrijeme
12:39
this is core to their corporate strategy
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to je u temelju njihove poslovne strategije
12:42
and core to their growth
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2016
i u temelju njihovog rasta,
12:44
because they grow by increasing
the number of hosts and guests
the number of hosts and guests
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jer oni rastu povećavajući broj
domaćina i gostiju
domaćina i gostiju
12:49
using their platform.
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koji koriste njihovu platformu.
12:52
But if they'd only
been thinking exclusively
been thinking exclusively
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No, kad bi oni isključivo mislili o tome
12:55
about the return side of things,
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što će dobiti zauzvrat,
12:58
I'm not sure they would have ever
figured out this route to growth,
figured out this route to growth,
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mislim da ne bi nikad pronašli
način za svoj rast
način za svoj rast
13:01
because they're not
charging transaction fees.
charging transaction fees.
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jer ne naplaćuju naknade za transakcije.
13:04
So it's a pretty exciting way,
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To je prilično uzbudljiv put
13:05
when they were thinking
about how to bring their capabilities
about how to bring their capabilities
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kad razmišljaju kako da koriste
svoje mogućnosti
svoje mogućnosti
13:08
to a need in society
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za pomoć društvu,
13:10
and at the same time
drive their own growth.
drive their own growth.
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a u isto vrijeme potiču vlastiti rast.
13:14
But what if you're trying to find
new customer segments?
new customer segments?
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Što ako pokušavate pronaći
nove tržišne segmente?
nove tržišne segmente?
13:18
Let's move to South Africa,
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Prijeđimo u Južnoafričku Republiku
13:21
and let's talk about Standard Bank.
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i pričajmo o Standard Bank.
13:23
In South Africa,
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U Južnoafričkoj Republici
13:25
the government has a regulation
241
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vlada je uvela propis
13:27
that requires all banks
to donate 0.2 percent of their profits
to donate 0.2 percent of their profits
242
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koji zahtijeva od banaka
da doniraju 0,2% profita
da doniraju 0,2% profita
13:32
to small and medium
black-owned enterprises.
black-owned enterprises.
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malim i srednjim poduzećima
čiji su vlasnici crnci.
čiji su vlasnici crnci.
13:36
And many banks just donate
this to the entrepreneurs,
this to the entrepreneurs,
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I mnoge banke samo doniraju
taj novac poduzetnicima,
taj novac poduzetnicima,
13:40
but Standard Bank thought creatively.
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no Standard Bank razmišlja kreativno.
13:42
And what they did is they took those funds
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Oni prikupljena sredstva
13:45
and they invested them
in an independent trust,
in an independent trust,
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investiraju u jedan nezavisni fond
13:49
and they used that trust to fund loans
to these black entrepreneurs.
to these black entrepreneurs.
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i koriste taj fond za kreditiranje
tih crnih poduzetnika.
tih crnih poduzetnika.
13:54
This is a highly leveraged model.
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To je iznimno moćan model.
13:57
They can support a lot more
entrepreneurs with capital,
entrepreneurs with capital,
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Mogu podržati puno veći broj poduzetnika,
14:00
and because their success
is completely intertwined
is completely intertwined
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a kako je uspjeh banke povezan
14:03
with the success of the entrepreneurs,
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s uspjehom poduzetnika,
14:06
they're actually also using the fund
to provide technical assistance.
to provide technical assistance.
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koriste taj fond za davanje
tehničke podrške.
tehničke podrške.
14:10
More entrepreneurs supported,
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Što veći broj poduzetnika dobiva podršku,
14:13
more people and communities
being lifted out of poverty.
being lifted out of poverty.
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to je veći broj ljudi i zajednica
koji su se spasili siromaštva.
koji su se spasili siromaštva.
14:17
And it's successful for Standard Bank.
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To je uspješan program Standard Banka.
14:19
So successful that they're actually
working on expanding this program
working on expanding this program
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Toliko je uspješan da intenzivno rade
na njegovom proširenju
na njegovom proširenju
14:24
to other areas in their portfolio.
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u ostale njihove proizvode.
14:27
It's not like we haven't been trying
to solve the problems in our world
to solve the problems in our world
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Možda se čini da dugo
nismo pokušali rješavati
nismo pokušali rješavati
14:31
for a long time.
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probleme našeg svijeta.
14:33
We have, and they're still here.
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Ali jesmo i još uvijek pokušavamo.
14:36
We're making progress,
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1936
I postižemo napredak.
14:38
but it's not far enough,
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Ali to nije dovoljno,
14:40
or fast enough,
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ili dovoljno brzo
14:41
or universal enough.
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ili svima prihvatljivo.
14:44
We need to flip our thinking.
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Moramo promijeniti način razmišljanja.
14:47
We need to have business --
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Poslovni svijet -- kako poduzeća,
14:49
both companies and investors --
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tako i ulagači --
14:53
bring creative, innovative
corporate strategy and capital
corporate strategy and capital
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moraju donijeti kreativne, inovativne
poslovne strategije i kapital
poslovne strategije i kapital
14:59
to solving the biggest
problems in our world.
problems in our world.
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za rješavanje najvećih problema
našeg svijeta.
našeg svijeta.
15:03
And when they do that innovatively,
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I kad će to raditi inovativno
15:08
and when they do that
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i kad će to učiniti
15:11
with all of their thinking
and all of their strategy
and all of their strategy
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dijelom njihovih strategija i
raditi punim angažmanom
raditi punim angažmanom
15:14
and all of their capital,
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te svim njihovim kapitalom,
15:16
and they're creating
both total shareholder returns
both total shareholder returns
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istovremeno će ostvariti povrat ulagačima
15:19
and total societal impact,
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i ukupni društveni utjecaj,
15:21
we know that we will solve those problems,
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znat ćemo da ćemo riješiti te probleme
15:24
both profitably and generously.
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jednako profitabilno i velikodušno.
15:28
Thank you.
279
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Hvala vam.
15:29
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Wendy Woods - Social impact strategistWendy Woods is a Senior Partner and Managing Director of The Boston Consulting Group (BCG) and Global Leader of BCG's Social Impact practice, which she helped create.
Why you should listen
Wendy Woods is responsible for BCG's work addressing global health, development, education, environment and climate, humanitarian response and total societal impact. She works with businesses, governments and social sector organizations, helping clients rethink business's role in society, create inclusive strategies, improve effectiveness, develop public-private partnerships and drive change. She is passionate about improving cooperation across the private, public, and social sectors to help solve the world's most intractable problems, as highlighted in her previous TED Talk, "Collective cooperation in the social sector."
Woods is also a frequent contributor to BCG's thought leadership across a wide range of topics, most recently co-authoring "Preparing for a Warmer World," "Total Societal Impact: A New Lens for Strategy," and "Why Paid Family Leave is Good Business."
Woods is a member of the Board of Trustees for the Centre for Public Impact, a BCG foundation dedicated to improving the positive impact of governments. She earned a BA in economics from the University of Michigan and an MBA from the J.L. Kellogg Graduate School of Management at Northwestern University.
Wendy Woods | Speaker | TED.com