TED@State Street Boston
Audrey Choi: How to make a profit while making a difference
Odor Čoj (Audrey Choi): Kako da steknete profit dok doprinosite promenama
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Može li globalno tržište kapitala postati katalizator za društvene promene? Prema stručnjaku za investicije, Odri Čoj, pojedinci poseduju gotovo polovinu celokupnog globalnog kapitala, što im daje snagu da donesu promene ulaganjem u kompanije koje su prvaci u pogledu društvenih vrednosti i održivosti. „Danas imamo više mogućnosti nego ikada pre da donosimo odluke“, kaže ona. „Dakle, promenite svoju perspektivu. Uložite u promene koje želite da vidite u svetu.“
Audrey Choi - Sustainable investment expert
Audrey Choi is a thought leader on how finance can be harnessed to address public policy challenges. Full bio
Audrey Choi is a thought leader on how finance can be harnessed to address public policy challenges. Full bio
Double-click the English transcript below to play the video.
00:13
I believe big institutions
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Verujem da velike institucije
00:15
have unique potential to create change,
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imaju jedinstvenu mogućnost
da dovedu do promene,
da dovedu do promene,
00:17
and I believe that we as individuals
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i verujem da mi kao pojedinci
00:19
have unique power
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imamo jedinstvenu moć
00:21
to influence the direction
that those institutions take.
that those institutions take.
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da utičemo na pravac
koji te institucije biraju.
koji te institucije biraju.
00:24
Now, these beliefs did not
come naturally to me,
come naturally to me,
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Ova uverenja nisu mi bila prirodna
00:27
because trusting big institutions,
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jer verovanje velikim institucijama
00:29
not really part of my family legacy.
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nije baš deo mog porodičnog nasleđa.
00:32
My mother escaped North Korea
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Moja majka je pobegla iz Severne Koreje
00:34
when she was 10 years old.
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kada je imala 10 godina.
00:36
To do so, she had to elude
every big institution in her life:
every big institution in her life:
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Da bi to uradila, morala je da izbegne
svaku veliku instituciju u svom životu:
svaku veliku instituciju u svom životu:
00:40
repressive governments, occupying armies
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represivnu vladu, okupacionu vojsku,
00:43
and even armed border patrols.
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čak i naoružanu graničnu kontrolu.
00:46
Later, when she decided she wanted
to emigrate to the United States,
to emigrate to the United States,
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Kasnije, kada je odlučila
da želi da emigrira u SAD,
da želi da emigrira u SAD,
00:50
she had to defy an entire culture
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morala je da se suprostavi čitavoj kulturi
00:52
that said the girls would never
be the best and brightest.
be the best and brightest.
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koja kaže da devojčice nikada neće biti
najbolje i najpametnije.
najbolje i najpametnije.
00:56
Only because her name
happens to sound like a boy's
happens to sound like a boy's
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Samo zato što njeno ime zvuči kao dečačko
00:59
was she able to finagle her way
into the government immigration exam
into the government immigration exam
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mogla je da izdejstvuje svoj put
na vladin imigracioni ispit
na vladin imigracioni ispit
01:02
to come to the United States.
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da dođe u Sjedinjene Države.
01:05
Because of her bravery and passion,
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Zbog njene hrabrosti i strasti,
01:08
I've had all the opportunities
that she never did,
that she never did,
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imala sam sve mogućnosti
koje ona nikada nije,
koje ona nikada nije,
01:10
and that has made my story so different.
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i zbog toga je moja priča tako drugačija.
01:14
Instead of running away
from big institutions,
from big institutions,
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Umesto da bežim od velikih institucija,
01:16
I've actually run toward them.
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zapravo sam trčala ka njima.
01:18
I've had the chance
over the course of my career
over the course of my career
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Imala sam priliku da tokom svoje karijere
01:20
to work for The Wall Street Journal,
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radim za Vol Strit Žurnal,
01:22
the White House
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Belu kuću,
01:23
and now one of the largest
financial institutions in the world,
financial institutions in the world,
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a sada jednu od najvećih
finansijskih institucija na svetu,
finansijskih institucija na svetu,
gde rukovodim održivim ulaganjem.
01:26
where I lead sustainable investing.
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01:28
Now, these institutions are like tankers,
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Ove institucije su kao tankeri,
01:31
and working inside of them,
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i radeći u njihovom okviru,
01:32
I've come to appreciate
what large wakes they can leave,
what large wakes they can leave,
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počela sam da cenim
koliko velike tragove mogu da ostave,
koliko velike tragove mogu da ostave,
01:36
and I've become convinced
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i postala sam ubeđena
01:37
that the institution
of the global capital markets,
of the global capital markets,
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da institucija globalnog tržišta kapitala,
01:40
the nearly 290 trillion dollars
of stocks and bonds in the world,
of stocks and bonds in the world,
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skoro 290 biliona dolara
akcija i obveznica u svetu,
akcija i obveznica u svetu,
01:45
that that may be one
of our most powerful forces
of our most powerful forces
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da to može biti
jedna od naših najmoćnijih sila
jedna od naših najmoćnijih sila
01:48
for positive social change
at our disposal,
at our disposal,
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za pozitivne društvene promene
kojima raspolažemo,
kojima raspolažemo,
01:50
if we ask it to be.
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ukoliko to tražimo.
01:52
Now, I know some of you are thinking,
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Znam da neki od vas misle:
globalno tržište kapitala,
pozitivne društvene promene,
pozitivne društvene promene,
01:54
global capital markets,
positive social change,
positive social change,
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01:57
not usually in the same sentence
or even the same paragraph.
or even the same paragraph.
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nije obično u istoj rečenici,
čak ni u istom pasusu.
čak ni u istom pasusu.
02:01
I think many people think
of the capital markets
of the capital markets
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Mislim da mnogi ljudi
misle o kapitalnim tržištima
misle o kapitalnim tržištima
02:03
kind of like an ocean.
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kao o okeanu.
02:04
It's a vast, impersonal,
uncaring force of nature
uncaring force of nature
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To je ogromna, bezlična,
nemarna sila prirode
nemarna sila prirode
02:08
that is not affected
by our wishes or desires.
by our wishes or desires.
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na koju ne utiču naše želje ili čežnje.
02:11
So the best that our
little savings accounts
little savings accounts
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Dakle, najbolje
što naši mali štedni računi
što naši mali štedni računi
02:13
or retirement accounts can do
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ili penzioni računi mogu da urade
02:15
is to try to catch some waves
in the good cycles
in the good cycles
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je da pokušaju da uhvate
neki talas u dobrim periodima
neki talas u dobrim periodima
02:18
and hope that we don't get
inundated in the turbulent ones,
inundated in the turbulent ones,
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i nadamo se da ne budemo
potopljeni u onim turbulentnim,
potopljeni u onim turbulentnim,
ali sigurno naše odluke
o upravljanju našim malim računima
o upravljanju našim malim računima
02:20
but certainly our decisions on how
to steer our little retirement accounts
to steer our little retirement accounts
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02:25
don't affect the tides,
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ne utiču na talase,
02:26
don't change the shape or size
or direction of the waves.
or direction of the waves.
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ne menjaju oblik,
veličinu ili pravac talasa.
veličinu ili pravac talasa.
02:31
But why is that?
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Međutim, zašto je tako?
02:33
Because actually,
one third of this ocean of capital
one third of this ocean of capital
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Jer, zapravo, jedna trećina
ovog okeana kapitala
ovog okeana kapitala
02:36
actually belongs to individuals like us,
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u stvari pripada pojedincima
kao što smo mi,
kao što smo mi,
02:40
and most of the rest
of the capital markets
of the capital markets
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i većina ostalih kapitalnih tržišta
kontrolišu institucije
koje dobijaju svoju moć, autoritet
koje dobijaju svoju moć, autoritet
02:42
is controlled by the institutions
that get their power and authority
that get their power and authority
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02:45
and their capital from us,
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i kapital od nas,
02:47
as members, participants,
beneficiaries, shareholders or citizens.
beneficiaries, shareholders or citizens.
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kao članova, učesnika,
korisnika, akcionara ili građana.
korisnika, akcionara ili građana.
02:51
So if we are the ultimate owners
of the capital markets,
of the capital markets,
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Dakle, ako smo mi konačni vlasnici
tržišta kapitala,
tržišta kapitala,
02:55
why aren't we able
to make our voices heard?
to make our voices heard?
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zašto se naš glas ne čuje?
02:58
Why can't we make some waves?
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Zašto mi ne napravimo malo talasa?
Dozvolite da vam postavim drugo pitanje:
03:00
So let me ask you a different question:
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da li je neko od vas kupio kafu
po poštenoj ceni
po poštenoj ceni
03:02
did any of you buy fair trade coffee
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poslednji put kada ste bili
u supermarketu ili u Starbaksu?
u supermarketu ili u Starbaksu?
03:05
the last time you were
at a supermarket or at Starbucks?
at a supermarket or at Starbucks?
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03:07
OK. Do any of you go to the restaurant
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U redu. Da li iko od vas ide u restoran
03:10
and order the sustainably farmed trout
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i naručuje pastrmku iz održivog uzgoja
03:12
instead of the miso-glazed
Chilean sea bass
Chilean sea bass
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umeso čileanskog brancina sa miso glazurom
03:15
that you really wish you could have?
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kojeg ste zaista želeli da pojedete?
03:17
Do any of you drive hybrid cars
or even electric cars?
or even electric cars?
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Da li neko od vas vozi
hibridni ili električni automobil?
hibridni ili električni automobil?
03:21
So why do we do these things?
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Dakle, zašto radimo ove stvari?
03:23
Right? One electric car doesn't amount
to much in a fleet of 1.2 billion
to much in a fleet of 1.2 billion
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Jedan električni auto ne predstavlja mnogo
u gomili od 1,2 milijarde vozila
sa motorom na sagorevanje.
sa motorom na sagorevanje.
03:27
combustion engine vehicles.
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03:29
One fish is just one fish in the sea.
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Jedna riba je samo jedna riba u moru.
03:33
And one cup of coffee
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I jedna šolja kafe
03:35
doesn't amount to a hill of beans
in this crazy world.
in this crazy world.
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je od vrlo malog značaja
u ovom ludom svetu.
u ovom ludom svetu.
Ipak, mi radimo te stvari
jer verujemo da je važno,
jer verujemo da je važno,
03:39
But we do these things
because we believe they matter,
because we believe they matter,
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da naši postupci imaju smisla,
03:41
that our actions add up,
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03:43
that our choices might influence others
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da naši izbori možda utiču na druge,
i, zajednički, ko zna
koliki uticaj možemo imati.
koliki uticaj možemo imati.
03:45
and collectively,
what an impact we can have.
what an impact we can have.
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03:48
So, in my bag I have a coffee mug
that I bought a couple of years ago.
that I bought a couple of years ago.
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Tako, u mojoj torbi imam šolju za kafu
koju sam kupila pre par godina.
koju sam kupila pre par godina.
To je šolja za višekratnu upotrebu.
Ima svašta štampano na sebi.
Ima svašta štampano na sebi.
03:51
It's a reusable mug.
It has all these things printed on it.
It has all these things printed on it.
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03:54
Look at some of the things
that are on it, that it says.
that are on it, that it says.
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Pogledajte neke od stvari
koje su na njoj, šta piše.
koje su na njoj, šta piše.
03:57
"This one cup can be used
again and again."
again and again."
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„Ova jedna šolja može
da se koristi iznova i iznova.“
da se koristi iznova i iznova.“
04:00
"This one cup may inspire others
to use one too."
to use one too."
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„Ova šolja može da inspiriše
druge da takođe koriste jednu takvu.“
druge da takođe koriste jednu takvu.“
04:04
"This one cup helps save the planet."
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„Ova šolja pomaže da se spasi planeta.“
Nisam imala pojma
da je ova plastična šolja tako moćna.
da je ova plastična šolja tako moćna.
04:06
I had no idea this plastic cup
was so powerful.
was so powerful.
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04:09
(Laughter)
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(Smeh)
04:10
So why do we think that our choice
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Dakle, zašto mislimo da je naš izbor
04:12
of a four dollar shade-grown
fair trade artisanal cup of coffee
fair trade artisanal cup of coffee
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šolje kafe od četiri dolara,
poštene trgovine, zanatske proizvodnje
poštene trgovine, zanatske proizvodnje
04:16
in a reusable mug matters,
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u višekratnoj posudi važan,
ali šta radimo sa 4 000 dolara
na investicionom računu
na investicionom računu
04:18
but what we do with 4,000 dollars
in our investment account
in our investment account
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04:21
for our IRA doesn't?
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za naš penzioni plan nije važno?
04:23
Why can't we tell the supermarket
and the capital markets
and the capital markets
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Zašto ne možemo da kažemo
supermarketima i tržištu kapitala
supermarketima i tržištu kapitala
04:26
that we care,
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da nam je stalo,
04:28
that we care about fair labor standards,
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da nam je stalo do fer radnih standarda,
04:30
that we care about sustainable
production methods
production methods
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da nam je stalo
do održivih metoda proizvodnje
do održivih metoda proizvodnje
04:33
and about healthy communities?
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i do zdravih zajednica?
04:34
Why aren't we voting
with our investment dollars,
with our investment dollars,
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Zašto ne glasamo dolarima koje ulažemo,
04:37
but we would vote with our lattes?
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a glasali bismo našim kafama?
04:40
So I think it has something
to do with the myths,
to do with the myths,
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Tako da mislim da to ima veze
sa našim mitovima,
sa našim mitovima,
04:43
the fables that we all carry around
in our collective consciousness.
in our collective consciousness.
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sa bajkama koje svi nosimo
u našoj kolektivnoj svesti.
u našoj kolektivnoj svesti.
Da li se sećate Grimove bajke
o magičnom loncu kaše?
o magičnom loncu kaše?
04:47
Do you remember the Grimm's fairy tale
about the magic porridge pot?
about the magic porridge pot?
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04:50
If you said to the pot,
"Boil, little pot, boil,"
"Boil, little pot, boil,"
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Ako biste rekli loncu:
„Kuvaj, lončiću, kuvaj“,
„Kuvaj, lončiću, kuvaj“,
04:53
it would fill up with sweet porridge.
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ispunio bi se slatkom kašom.
04:55
And if you said, "Stop, little pot, stop,"
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Ako biste rekli: „Stani, lončiću, stani“,
04:57
it would stop.
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stao bi.
04:59
But if you got the words wrong,
it wouldn't listen,
it wouldn't listen,
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Ako biste izgovorili
reči pogrešno, ne bi slušao,
reči pogrešno, ne bi slušao,
05:02
and things could go terribly awry.
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i stvari bi pošle užasno naopako.
Tako da mislim da, kad je reč o tržištima,
05:05
So I think when it comes to markets,
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05:07
we have a little bit
of a similar fable in our heads.
of a similar fable in our heads.
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imamo pomalo sličnu bajku u glavi.
05:09
We believe that the markets
is this magic pot
is this magic pot
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Verujemo da je tržište magični lonac
05:12
that obeys only one command:
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koji sluša samo jednu naredbu:
05:14
make more money.
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napravi više novca.
05:16
Only those words said exactly that way
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Samo te reči izgovorene tačno tako
05:19
will make the pot fill up with gold.
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učiniće da se lonac napuni zlatom.
05:22
Add in some extra words
like "protect the environment,"
like "protect the environment,"
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Ako se doda još reči
poput „zaštiti okolinu“,
poput „zaštiti okolinu“,
05:26
the spell might not work.
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čarolija možda neće delovati.
05:28
Put in the wrong words
like "promote social justice,"
like "promote social justice,"
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Stavljanje pogrešnih reči
kao „podstakni društvenu pravdu“,
kao „podstakni društvenu pravdu“,
i možda ćete videti
kako vam se zlatnici smanjuju
kako vam se zlatnici smanjuju
05:32
and you might see your gold coins shrink
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05:34
or even vanish entirely,
according to this fable.
according to this fable.
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ili čak potpuno nestanu, prema ovoj bajci.
05:38
So we asked people,
what do you really think?
what do you really think?
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Tako smo pitali ljude šta zaista misle.
05:41
And we actually went out and polled
a thousand individual investors,
a thousand individual investors,
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Zapravo smo izašli i anketirali
hiljadu pojedinačnih investitora,
hiljadu pojedinačnih investitora,
05:45
and we found something fascinating.
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i otkrili smo nešto fascinantno.
05:47
Overwhelmingly,
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Velikom većinom,
05:49
people wanted to add
those extra words into the formula.
those extra words into the formula.
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ljudi su želeli da unesu
te dodatne reči u formulu.
te dodatne reči u formulu.
05:52
71 percent of people said yes,
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71 procenat ljudi rekao je „da“,
05:55
they were interested
in sustainable investing,
in sustainable investing,
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bili su zainteresovani
za održivo ulaganje,
za održivo ulaganje,
koje definišemo kao uzimanje
najboljeg procesa investiranja u klasi
najboljeg procesa investiranja u klasi
05:58
which we define as taking the best
in class investment process
in class investment process
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06:01
that you already have traditionally
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koji već imate tradicionalno
06:03
and adding in the extra
information you get
information you get
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i dodavanje informacija koje dobijete
06:05
when you think about the environment
and society and good governance.
and society and good governance.
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kada mislite na okolinu,
društvo i dobru vladu.
društvo i dobru vladu.
71 procenat je to želeo.
06:08
71 percent wanted that.
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06:10
72 percent said that they believe
that companies who did that
that companies who did that
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72 procenta je reklo da veruju
da kompanije koje bi to uradile
da kompanije koje bi to uradile
06:13
would actually do better financially.
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bi zapravo bolje stajala finansijski.
06:15
So people really do believe
that you can do well by doing good.
that you can do well by doing good.
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Dakle, ljudi zaista veruju
da mogu biti dobro radeći dobro.
da mogu biti dobro radeći dobro.
06:19
But here was the weird thing:
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Međutim, evo šta je čudno:
06:20
54 percent of the people
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54 procenta ljudi
06:22
still said if they put their money
in those kinds of stocks,
in those kinds of stocks,
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je ipak reklo da,
ako ulože novac u takve akcije,
ako ulože novac u takve akcije,
06:26
they thought that they
would make less money.
would make less money.
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misle da bi zaradili manje novca.
06:29
So is it true?
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Dakle, da li je ovo tačno?
06:31
Do you get less sweet porridge
if you invest in shade-grown coffee
if you invest in shade-grown coffee
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Da li dobijate manje slatke kaše
ako uložite u kafu uzgajanu u hladu
ako uložite u kafu uzgajanu u hladu
06:35
instead of drinking it?
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umesto da je popijete?
06:37
Well, you know, the investors
in companies like Burt's Bees
in companies like Burt's Bees
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Pa, znate, investitori u kompanijama
poput „Bertove pčele“
ili „Ben i Džeri“ ne bi tako rekli.
ili „Ben i Džeri“ ne bi tako rekli.
06:41
or Ben & Jerry's wouldn't say so.
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06:42
Right? Both of those started out
as small, socially conscious companies
as small, socially conscious companies
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Zar ne? Obe su počele kao male,
socijalno svesne kompanije
socijalno svesne kompanije
06:46
that ended up becoming
so popular with consumers
so popular with consumers
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koje su na kraju postale
tako popularne kod kupaca
tako popularne kod kupaca
06:50
that the giants Unilever
and Clorox bought them
and Clorox bought them
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da su ih giganti
Juniliver i Kloroks kupili
Juniliver i Kloroks kupili
06:53
for hundreds of millions of dollars
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za stotine miliona dolara,
06:55
each.
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pojedinačno.
06:57
But here's the important thing.
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Evo važne stvari.
Te korporacije su shvatile da,
06:59
Those corporations realized
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ako žele da zaštite
vrednost svojih investicija,
vrednost svojih investicija,
07:00
that if they wanted to protect
the value of their investments,
the value of their investments,
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moraju da sačuvaju
tu društveno svesnu misiju.
tu društveno svesnu misiju.
07:03
they had to preserve
that socially conscious mission.
that socially conscious mission.
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Da nisu nastavili da unose te dodatne reči
07:06
If they didn't keep adding in
those extra words
those extra words
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o ekološkoj i društvenoj svesti,
07:08
of environmentally friendly
and socially conscious,
and socially conscious,
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ti brendovi ne bi zaradili više novca.
07:10
those brands wouldn't make more money.
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07:14
But maybe this is just the exception
the proves the rule, right?
the proves the rule, right?
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Ipak, možda je ovo samo izuzetak
koji potvrđuje pravilo, zar ne?
koji potvrđuje pravilo, zar ne?
07:17
The serious companies
that fund our economy
that fund our economy
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Ozbiljne kompanije
koje finansiraju našu ekonomiju
koje finansiraju našu ekonomiju
07:20
and that fund our retirements
and that really make the world go round,
and that really make the world go round,
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i koje finansiraju naše penzije
i koje zaista pokreću svet,
i koje zaista pokreću svet,
moraju da se drže zarađivanja više novca.
07:23
they need to stick to making more money.
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07:26
So, Harvard Business School
actually researched this,
actually researched this,
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Harvardska škola za biznis
zapravo je istraživala ovo,
zapravo je istraživala ovo,
07:29
and they found something fascinating.
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i otkrili su nešto fascinantno.
Da ste uložili dolar pre 20 godina
07:31
If you had invested a dollar 20 years ago
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07:34
in a portfolio of companies
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u portfelj kompanija
koje su se usko fokusirale
na zarađivanje više novca
na zarađivanje više novca
07:35
that focused narrowly on making more money
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07:38
quarter by quarter,
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kvartal za kvartalom,
07:40
that one dollar
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taj jedan dolar
07:41
would have grown
to 14 dollars and 46 cents.
to 14 dollars and 46 cents.
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narastao bi do 14 dolara i 46 centi.
07:45
That's not bad until you consider
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To nije loše dok ne uzmete u obzir da,
07:47
that if instead
you'd invested that same dollar
you'd invested that same dollar
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ako umesto ulaganja tog istog dolara
07:50
in a portfolio of companies
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u portfelj kompanija
koje su se fokusirale
na razvoj svog biznisa
na razvoj svog biznisa
07:52
that focused on growing their business
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1810
07:54
and on the most important
environmental and social issues,
environmental and social issues,
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i na najvažnije ekološke
i društvene probleme,
i društvene probleme,
07:58
that one dollar would have grown
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taj jedan dolar bi narastao
08:00
to 28 dollars and 36 cents.
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do 28 dolara i 36 centi.
08:04
almost twice as much sweet porridge.
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skoro duplo više slatke kaše.
08:07
Now, let's be clear, they didn't make
that outperformance
that outperformance
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Sad, budimo jasni,
nisu preduzeli taj nadmoćni čin
nisu preduzeli taj nadmoćni čin
time što su dali novac da bi izgledali
kao fini korporativni građani.
kao fini korporativni građani.
08:10
by giving away money
to seem like a nice corporate citizen.
to seem like a nice corporate citizen.
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08:13
They did it by focusing on the things
that matter to their business,
that matter to their business,
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481080
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Uradili su to fokusiranjem na stvari
koje su važne njihovom biznisu,
koje su važne njihovom biznisu,
08:16
like wasting less energy and water
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poput rasipanja manje energije i vode
08:18
in their manufacturing processes;
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u procesu proizvodnje;
08:20
like making sure the CEO contracts
had the CEOs incentivized
had the CEOs incentivized
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pazeći da direktorski ugovori
daju direktorima podsticaje
daju direktorima podsticaje
08:23
for the long-term results of the company
and the communities they served,
and the communities they served,
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491960
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u korist dugoročnih rezultata kompanije
i zajednice kojoj služe,
i zajednice kojoj služe,
ne samo rezultata po kvartalu;
08:27
not just quarterly results;
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08:28
or building a first class culture
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ili pravljenja prvoklasne kulture
08:31
that would have higher employee loyalty,
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2336
koja bi imala veću lojalnost zaposlenih,
08:33
retention and productivity.
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1960
retenciju i produktivnost.
08:36
Now, Harvard's not alone.
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Harvard nije sam,
08:37
Oxford also did a research study
where they examined 120 different studies
where they examined 120 different studies
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Oksford je takođe sproveo istraživanje
gde su pregledali 120 različitih studija
gde su pregledali 120 različitih studija
08:41
looking at the effect
of sustainability and economic results,
of sustainability and economic results,
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tražeći efekte održivosti
i ekonomskih rezultata,
i ekonomskih rezultata,
08:45
and they found
time and time and time again
time and time and time again
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i iznova i iznova su nalazili
08:48
that the companies that cared
about these kinds of important things
about these kinds of important things
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da su kompanije koje su brinule
o ovakvim važnim stvarima
o ovakvim važnim stvarima
08:51
actually had better
operational efficiency,
operational efficiency,
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2040
zapravo imale bolju operativnu efikasnost,
08:54
lower cost of capital
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manji trošak kapitala
08:56
and better performance
in their stock price.
in their stock price.
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i bolji učinak u pogledu
cena svojih akcija.
cena svojih akcija.
08:59
And then there's Al Gore.
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1536
Zatim, tu je i Al Gor.
09:00
So 20 years ago, when I worked
for Al Gore in the White House,
for Al Gore in the White House,
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Pre 20 godina, kada sam radila
za Ala Gora u Beloj kući,
za Ala Gora u Beloj kući,
on je bio jedan od pionira
koji je molio preduzeća i vladu
koji je molio preduzeća i vladu
09:03
he was one of the early pioneers
pleading with businesses and governments
pleading with businesses and governments
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da obrate pažnju na izazove
klimatskih promena.
klimatskih promena.
09:07
to pay attention to the challenges
of climate change.
of climate change.
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Nakon Bele kuće, otvorio je firmu
za investicije pod imenom Generacija,
za investicije pod imenom Generacija,
09:10
Post-White House, he opened
an investment firm called Generation,
an investment firm called Generation,
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538040
3048
09:13
where he baked environmental
sustainability and other things
sustainability and other things
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3264
gde je uneo ekološku održivost
i druge stvari
i druge stvari
09:16
right into the core investment process.
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1880
pravo u srž procesa investiranja.
09:18
And at the time there was
a good bit of skepticism about his views.
a good bit of skepticism about his views.
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U to vreme bilo je dosta skepticizma
u pogledu njegovih stavova.
u pogledu njegovih stavova.
09:22
Ten years later, his track record
is one more proof point
is one more proof point
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Deset godina kasnije, njegov učinak
je jedna u nizu stvari koje dokazuju
je jedna u nizu stvari koje dokazuju
09:26
that sustainable investing done right
can be sound investing.
can be sound investing.
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da održivo ulaganje na pravi način
može biti ispravno ulaganje.
može biti ispravno ulaganje.
Daleko od toga da je napravio manje kaše
09:30
Far from making less sweet porridge
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09:31
because he added
sustainability into the mix,
sustainability into the mix,
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zato što je dodao održivost u kombinaciju,
09:34
he actually significantly
outperformed the benchmark.
outperformed the benchmark.
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zapravo je značajno unapredio standard.
09:37
Now, sustainable investing,
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Održivo ulaganje,
09:39
the good news is
it doesn't require a magic spell
it doesn't require a magic spell
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dobra vest je da ne zahteva čaroliju
09:42
and it doesn't require
some investment secret,
some investment secret,
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i ne zahteva nekakve tajne ulaganja,
09:46
and it's not just for the elite.
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i nije samo za elitu.
09:47
It is not just about private equity
for billionaires.
for billionaires.
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Ne radi se samo
o privatnom ulaganju za milijardere.
o privatnom ulaganju za milijardere.
09:51
It's not just groovy-sounding investments
like clean technology
like clean technology
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2953
To nisu samo ulaganja koja zvuče divno
poput čiste tehnologije
poput čiste tehnologije
09:54
or microfinance in emerging markets
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ili mikrofinansija u novim tržištima
09:55
or artisanal bakeries in Brooklyn.
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2223
ili zanatskim pekarama u Bruklinu.
09:59
It's about stocks and bonds
and Fortune 500 companies.
and Fortune 500 companies.
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Radi se o akcijama i obveznicama
i Fortune 500 kompanijama,
i Fortune 500 kompanijama,
o zajedničkim fondovima,
10:02
It's about mutual funds.
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10:03
It's about all the things
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o svim stvarima
10:04
we already see in the market today.
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koje već vidimo na tržištu danas.
10:07
So here's why I'm convinced
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Dakle, evo zašto sam ubeđena
10:09
that we collectively have the power
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da zajedno imamo moć
10:11
to make sustainable investing
the new normal.
the new normal.
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da učinimo održivo ulaganje
novim normalnim stanjem.
novim normalnim stanjem.
10:15
First, the proof points
are coming out all the time
are coming out all the time
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Prvo, dokazi se stalno pojavljuju
10:19
that sustainable investing done right,
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2016
da ispravno održivo ulaganje,
10:21
preserving all the same
good principles of investing,
good principles of investing,
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3216
uz očuvanje istih
dobrih principa ulaganja,
dobrih principa ulaganja,
10:25
the traditional sphere, can pay.
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1960
tradicionalnog delokruga,
može da se isplati.
može da se isplati.
10:27
It makes sense.
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1816
To ima smisla.
10:29
Secondly,
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Drugo,
10:30
the biggest obstacle standing in our way
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2136
najveća prepreka koja nam stoji na putu
10:32
may actually just be in our heads.
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2040
možda je zapravo samo u našim glavama.
10:35
We just need to let go of that myth
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Samo moramo da zaboravimo na mit
10:37
that if you add your values
into your investment thinking,
into your investment thinking,
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da, ako dodaš svoje vrednosti
u svoje razmišljanje o ulaganju,
u svoje razmišljanje o ulaganju,
10:41
that you get less sweet porridge.
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da dobijaš manje slatke kaše.
10:43
And once you get rid of the fable,
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Jednom kada se rešite bajke,
zapravo možete da počnete da uvažavate
one činjenice o kojima smo pričali.
one činjenice o kojima smo pričali.
10:45
you can actually start appreciating
those facts we've been talking about.
those facts we've been talking about.
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I treće, budućnost je već ovde.
10:48
And third, the future is already here.
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1976
10:50
Sustainable investment today
is a 20 trillion dollar market
is a 20 trillion dollar market
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Održivo ulaganje danas
je 20 biliona dolara vredno tržište
je 20 biliona dolara vredno tržište
10:53
and it's the fastest-growing segment
of the investment industry.
of the investment industry.
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i najbrže rastući segment
industrije investiranja.
industrije investiranja.
10:57
In the United States,
it has grown enormously, as you can see.
it has grown enormously, as you can see.
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U Sjedinjenim Državama,
veoma se razvilo, kao što vidite.
veoma se razvilo, kao što vidite.
11:00
It now represents
one out of every six dollars
one out of every six dollars
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Danas čini jedan od šest dolara
11:03
under professional management
in the United States.
in the United States.
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profesionalnog menadžmenta
u Sjedinjenim Državama.
u Sjedinjenim Državama.
11:06
So what are we waiting for?
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Pa, šta čekamo?
Za mene, to podrazumeva vraćanje
na inspiraciju koju sam dobila od majke.
na inspiraciju koju sam dobila od majke.
11:09
For me, it goes back to the inspiration
that I received from my mother.
that I received from my mother.
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11:13
She knew that she wanted a life
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Znala je da želi život
11:14
where she would have the freedom
to make her own choices
to make her own choices
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gde će imati slobodu
da donosi svoje odluke,
da donosi svoje odluke,
11:18
and to have her voice heard
and write her own story.
and write her own story.
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da se njen glas čuje
i da piše svoju sopstvenu priču.
i da piše svoju sopstvenu priču.
11:21
She was passionate about that goal
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Bila je vođena strašću ka tom cilju
11:24
and she was clear that she would let
no army, no obstacle,
no army, no obstacle,
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i bilo joj je jasno da neće dozvoliti
da joj vojska, prepreke
da joj vojska, prepreke
11:27
no big institution stand in her way.
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i velike institucije stanu na put.
11:31
She made it to the States,
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Dospela je u Sjedinjene Države,
11:32
and she became a teacher,
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i postala je nastavnik,
11:34
an award-winning author
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nagrađivan autor
11:36
and a mother,
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i majka,
i na kraju je poslala
svoje ćerke na Harvard.
svoje ćerke na Harvard.
11:37
and ended up sending
her daughters to Harvard.
her daughters to Harvard.
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11:40
And these days, you can tell
that she is amply comfortable
that she is amply comfortable
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U poslednje vreme, može se reći
da joj je prilično ugodno
da joj je prilično ugodno
11:43
holding court in the most powerful
institutions in the world.
institutions in the world.
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dok zaseda u najmoćnijim
institucijama na svetu.
institucijama na svetu.
11:47
It seems almost too prophetic
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Deluje skoro kao proročanstvo
11:49
that her name in Korean means
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što njeno ime na koreanskom znači
11:51
"passionate clarity."
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„strastvena jasnoća“.
11:54
Passionate clarity:
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Strastvena jasnoća:
11:55
that's what I think we need
to drive change.
to drive change.
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to je ono što mislim da nam treba
da započnemo promenu.
da započnemo promenu.
11:58
Passion about the change
we want to see in the world,
we want to see in the world,
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706760
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Strastveni u vezi sa promenama
koje želimo da vidimo u svetu,
koje želimo da vidimo u svetu,
12:02
and clarity that we are able
to help chart the course.
to help chart the course.
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i jasnoća da smo sposobni
da pomognemo da se zacrta put.
da pomognemo da se zacrta put.
12:06
We have more opportunity today
than ever before
than ever before
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Danas imamo više mogućnosti nego ikada pre
12:09
to make choices.
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da donosimo odluke.
12:11
We have more power than ever before
to make our voices heard.
to make our voices heard.
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Imamo više moći nego ikada
da učinimo da nam se glas čuje.
da učinimo da nam se glas čuje.
12:16
So change your perspective.
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Dakle, promenite svoju perspektivu.
12:20
Vote with your small change.
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Glasajte svojom malom promenom.
12:21
Invest in the change
you want to see in the world.
you want to see in the world.
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Uložite u promene
koje želite da vidite u svetu.
koje želite da vidite u svetu.
12:25
Change the fables
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Promenite bajke
12:27
and change the markets.
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i promenite tržište.
12:29
Thank you.
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Hvala.
12:30
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Audrey Choi - Sustainable investment expertAudrey Choi is a thought leader on how finance can be harnessed to address public policy challenges.
Why you should listen
Audrey Choi is CEO of Morgan Stanley's Institute for Sustainable Investing. She is also Managing Director and Head of Morgan Stanley's Global Sustainable Finance Group. In these roles, she oversees the firm's efforts to support resilient communities and promote economic opportunity and global sustainability through the capital markets.
Prior to joining Morgan Stanley, Audrey held senior policy positions in the Clinton Administration, the Commerce Department and the Federal Communications Commission. While at the White House, she served as Chief of Staff of the Council of Economic Advisers and Domestic Policy Advisor to the Vice President.
Previously, Audrey was a foreign correspondent and bureau chief at The Wall Street Journal. She is currently a member of President Obama's US Community Development Advisory Board and on the boards of several national nonprofits focused on education, conservation and impact investing. Audrey is a graduate of Harvard College and Harvard Business School.
Audrey Choi | Speaker | TED.com