TED@IBM
David Katz: The surprising solution to ocean plastic
Dejvid Kac (David Katz): Iznenađujuće rešenje za plastiku iz okeana
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Da li možemo da rešimo problem zagađenja oekana plastikom i ekstremnog siromaštva u isto vreme? To je ambiciozan cilj organizacije Plastična banka (The Plastic Bank): širom sveta rasprostranjen lanac prodavnica gde sve, od školarine do goriva za kuvanje i više, može da se kupi u zamenu za plastični otpad - koji se zatim sortira, melje i prodaje brendovima koji ga koriste kao "društvenu plastiku" u svojim prozvodima. Pridružite se Dejvidu Kacu kako biste saznali više o ovom koraku do zatvaranja kruga u kružnoj ekonomiji. "Sprečavanje plastike u okeanu je možda najbogatija prilika čovečanstva", kaže Kac.
David Katz - Plastics alchemist
David is founder and CEO of The Plastic Bank, the world’s only organization to monetize plastic waste and provide an opportunity for the world's disadvantaged to collect and trade plastic waste as a currency. Full bio
David is founder and CEO of The Plastic Bank, the world’s only organization to monetize plastic waste and provide an opportunity for the world's disadvantaged to collect and trade plastic waste as a currency. Full bio
Double-click the English transcript below to play the video.
00:12
We've had it all wrong.
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Svo vreme grešimo.
00:16
Everybody.
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Svi.
00:17
We've had it all wrong.
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Sve vreme grešimo.
00:20
The very last thing we need to do
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Poslednje što bi trebalo da radimo
00:23
is clean the ocean.
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jeste da čistimo okean.
00:26
Very last.
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Poslednje.
00:28
Yeah, there is a garbage truck of plastic
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Da, po jedan đubretarski kamion plastike
00:32
entering the ocean
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završi u okeanu
00:34
every minute
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svakog minuta
00:35
of every hour of every day.
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svakog sata u svakom danu.
00:39
And countless birds and animals
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I nebrojene ptice i životinje
00:41
are dying just from encountering plastic.
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umiru samo od susreta sa plastikom.
00:46
We are experiencing
the fastest rate of extinction ever,
the fastest rate of extinction ever,
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Svedoci smo najbržeg izumiranja,
00:50
and plastic is in the food chain.
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a plastika se nalazi i u lancu ishrane.
00:53
And I'm still here,
standing in front of you,
standing in front of you,
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A ja ipak stojim ovde pred vama
00:55
telling you the very last
thing we need to do
thing we need to do
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i kažem da je čišćenje okeana
00:59
is clean the ocean.
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poslednje što bi trebalo da radimo.
01:01
Very last.
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Poslednje.
01:05
If you were to walk into a kitchen,
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Da uđete u kuhinju
01:08
sink overflowing,
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u kojoj sudopera preliva,
01:10
water spilling all over the floor,
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voda prekriva pod,
01:12
soaking into the walls,
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natapa zidove,
01:14
you had to think fast,
you're going to panic;
you're going to panic;
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morate brzo da razmišljate,
počinjete da paničite,
počinjete da paničite,
01:17
you've got a bucket, a mop or a plunger.
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imate kofu, metlu i otpušivač.
01:20
What do you do first?
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Šta ćete prvo uraditi?
01:23
Why don't we turn off the tap?
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Zašto ne biste zavrnuli slavinu?
01:26
It would be pointless to mop
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Bilo bi uzaludno brisati
01:28
or plunge or scoop up the water
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ili pumpati ili skupljati vodu
01:31
if we don't turn off the tap first.
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ako prvo ne zavrnete slavinu.
01:35
Why aren't we doing the same
for the ocean?
for the ocean?
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Zašto isto ne radimo za okean?
01:38
Even if the Ocean Cleanup project,
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Čak i da su projekat Čišćenja okeana,
01:43
beach plastic recycling programs
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programi recikliranja plastike sa plaža
01:47
or any well-meaning
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ili bilo koje dobronamerne
01:50
ocean plastic company
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kompanije za plastiku iz okeana
01:53
was a hundred percent successful,
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stoprocentno uspešne,
01:56
it would still be too little, too late.
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i dalje bi bilo prekasno.
02:01
We're trending to produce
over 300 million ton
over 300 million ton
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Krećemo se ka tome da proizvedemo
preko 300 miliona tona
preko 300 miliona tona
02:05
of plastic this year.
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plastike ove godine.
02:09
Roughly eight million ton
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Grubo, osam miliona tona
02:12
are racing to flow into the ocean
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juri da se slije u okean
02:14
to join the estimated
150 million ton already there.
150 million ton already there.
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i da se pridruži količini od
150 miliona tona koje su već tamo.
150 miliona tona koje su već tamo.
02:21
Reportedly, 80 percent of ocean plastic
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Navodno, 80 procenata plastike u okeanu
02:26
is coming from those countries
that have extreme poverty.
that have extreme poverty.
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dolazi iz zemalja
koje su ekstremno siromašne.
koje su ekstremno siromašne.
02:31
And if you live in the grips of poverty
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Ako živite u raljama siromaštva,
02:34
concerned, always, about food
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stalno zabrinuti za hranu,
02:38
or shelter
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krov nad glavom,
02:40
or a sense of security,
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osećaj sigurnosti,
02:43
recycling --
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recikliranje -
02:45
it's beyond your realm of imagination.
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i ne pada vam na pamet.
02:50
And that is exactly why
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I to je upravo razlog
02:54
I created the Plastic Bank.
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zašto sam osnovao Banku plastike.
02:58
We are the world's largest chain of stores
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Mi smo najveći svetski lanac prodavnica
03:00
for the ultra-poor,
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za ultrasiromašne,
03:04
where everything in the store
is available to be purchased
is available to be purchased
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gde sve u prodavnici može da se kupi
03:07
using plastic garbage.
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korišćenjem plastičnog otpada.
03:09
Everything.
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Sve.
03:11
School tuition.
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Školarina.
03:13
Medical insurance.
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Zdravstveno osiguranje.
03:15
Wi-Fi, cell phone minutes, power.
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Bežični internet,
kredit za mobilni, struja.
kredit za mobilni, struja.
03:18
Sustainable cooking fuel,
high-efficiency stoves.
high-efficiency stoves.
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Održivo gorivo za šporet,
visokoefikasni šporeti.
visokoefikasni šporeti.
03:23
And we keep wanting to add everything else
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I želimo da dodamo sve ostalo
03:25
that the world may need and can't afford.
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što je svetu možda potrebno,
a ne može da priušti.
a ne može da priušti.
03:32
Our chain of stores in Haiti
are more like community centers,
are more like community centers,
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Naš lanac prodavnica na Haitiju
je više nalik na društveni centar,
je više nalik na društveni centar,
03:38
where one of our collectors,
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gde jedna od skupljačica,
03:40
Lise Nasis,
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Lise Nasis,
03:43
has the opportunity to earn a living
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ima priliku da zaradi za život
03:46
by collecting material from door to door,
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skupljanjem materijala od vrata do vrata,
03:49
from the streets,
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sa ulica,
03:51
from business to business.
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od kompanije do kompanije.
03:54
And at the end of her day,
she gets to bring the material back to us,
she gets to bring the material back to us,
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Na kraju dana, ona taj materijal
donosi nazad nama,
donosi nazad nama,
03:58
where we weigh it,
we check it for quality,
we check it for quality,
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mi ga merimo, proveravamo kvalitet
04:00
and we transfer the value
into her account.
into her account.
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i prebacujemo iznos na njen račun.
04:07
Lise now has a steady,
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Lise sada ima stalan,
04:10
reliable source of income.
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pouzdan izvor prihoda.
04:14
And that value we transfer
into an online account for her.
into an online account for her.
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Mi taj novac prebacujemo
na njen internet račun.
na njen internet račun.
04:19
And because it's a savings account,
it becomes an asset
it becomes an asset
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To je štedni račun na internetu,
i to je njen garant
i to je njen garant
04:23
that she can borrow against.
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za koji može da uzme zajam.
04:25
And because it's online,
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A zato što je na internetu,
04:29
she has security against robbery,
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osigurana je od pljačke,
04:32
and I think more importantly,
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i što mislim da je važnije,
04:35
she has a new sense of worth.
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ona ima osećaj vrednosti.
04:37
And even the plastic
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A čak i plastika
04:39
has a new sense of value.
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ima novu vrednost.
04:45
Hm.
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Hm.
04:48
And that plastic we collect,
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Tu plastiku skupljamo,
04:51
and we add value to,
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dajemo joj vrednost,
04:56
we sort it,
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sortiramo je,
04:58
we remove labels,
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skidamo nalepnice,
05:00
we remove caps.
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skidamo čepove.
05:04
We either shred it
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I onda je ili sameljemo
05:06
or we pack it into bales
and get it ready for export.
and get it ready for export.
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ili pakujemo u bale i spremamo za izvoz.
05:12
Now, it's no different
than walking over acres of diamonds.
than walking over acres of diamonds.
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To se ne razlikuje od hodanja
po kilometrima dijamanata.
po kilometrima dijamanata.
05:17
If Lise was to walk over acres of diamonds
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Da Lise hoda po kilometrima dijamanata,
05:19
but there was no store, no bank,
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a nema prodavnicu, nema banku,
05:21
no way to use the diamonds,
no way to exchange them,
no way to exchange them,
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nema načina da te dijamante
iskoristi ili zameni,
iskoristi ili zameni,
05:25
they'd be worthless, too.
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oni bi takođe bili bezvredni.
05:29
And Lise was widowed
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Lise je ostala udovica
05:32
after the 2010 Haitian earthquake,
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posle zemljotresa na Haitiju 2010.
05:35
left homeless without an income.
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Ostala je bez doma i prihoda.
05:37
And as a result of the program,
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A kao rezultat ovog programa,
05:40
Lise can afford her two
daughters' school tuition
daughters' school tuition
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Lise može da priušti školarinu
za svoje dve ćerke,
za svoje dve ćerke,
05:43
and uniforms.
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kao i školske uniforme.
05:46
Now, that plastic
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E sad, mi tu plastiku
05:49
we sell.
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prodajemo.
05:53
We sell it to suppliers of great brands
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Prodajemo je dobavljačima velikih firmi
05:56
like Marks and Spencer,
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kao što su "Marks i Spenser",
05:57
who have commissioned
the use of social plastic
the use of social plastic
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koji su se obavezali
da koriste društvenu plastiku
da koriste društvenu plastiku
06:01
in their products.
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u svojim proizvodima.
06:04
Or like Henkel,
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Ili kao što je "Henkel",
06:06
the German consumer-goods company,
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nemački proizvođač robe široke potrošnje,
06:09
who are using social plastic
directly into their manufacturing.
directly into their manufacturing.
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koji koristi društvenu plastiku
direktno u proizvodnji.
direktno u proizvodnji.
06:13
We've closed the loop
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Zatvorili smo krug
06:16
in the circular economy.
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u toj cirkularnoj ekonomiji.
06:20
Now buy shampoo
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Kada kupite šampon
06:23
or laundry detergent
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ili deterdžent za veš
06:24
that has social plastic packaging,
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koji ima pakovanje od društvene plastike,
06:28
and you are indirectly contributing
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vi indirektno doprinosite
06:30
to the extraction of plastic
from ocean-bound waterways
from ocean-bound waterways
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uklanjanju plastike iz vodenih tokova
koji se ulivaju u okeane
koji se ulivaju u okeane
06:34
and alleviating poverty
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i smanjenju siromaštva
06:36
at the same time.
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u isto vreme.
06:39
And that model
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A taj model
06:41
is completely replicable.
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je potpuno ponovljiv.
06:44
In São Paulo,
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U Sao Paolu,
06:46
a church sermon encourages parishioners
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jedna crkva podstiče svoju pastvu
06:48
to not just bring offering on Sunday,
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da nedeljom donose i reciklažni materijal,
06:50
but the recycling, too.
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a ne samo darove.
06:53
We then match the church with the poor.
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Mi onda povezujemo crkvu sa siromašnima.
06:56
Or, I believe more powerfully,
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Ili, još snažnije verujem,
06:58
we could match a mosque in London
with an impoverished church in Cairo.
with an impoverished church in Cairo.
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mogli bismo da povežemo džamiju u Londonu
sa siromašnom crkvom u Kairu.
sa siromašnom crkvom u Kairu.
07:02
Or like in Vancouver,
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Ili na primer u Vankuveru,
07:04
with our bottle-deposit program:
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imamo program ostavljanja flaša:
07:07
now any individual
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bilo koji pojedinac
07:09
or any group
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ili grupa
07:11
can now return
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može da vrati
07:12
their deposit-refundable recyclables,
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reciklažni materijal
za koji se dobija depozit,
za koji se dobija depozit,
07:15
and instead of taking back the cash,
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i umesto da uzme novac,
07:18
they have the opportunity
to deposit that value
to deposit that value
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ima priliku da donira tu vrednost
07:20
into the account of the poor
around the world.
around the world.
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na račune siromašnih u svetu.
07:24
We can now use our recycling
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Sada možemo da koristimo
reciklažni materijal
reciklažni materijal
07:27
to support and create recyclers.
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da podržimo i stvorimo recikliranje.
07:30
One bottle deposited at home
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Jedna boca koju date kod kuće
07:33
could help extract
hundreds around the world.
hundreds around the world.
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može da pomogne da se ukloni
stotine drugih širom sveta.
stotine drugih širom sveta.
07:37
Or, like Shell,
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Ili kao "Šel",
07:39
the energy company,
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naftna kompanija,
07:41
who's invested in our
plastic-neutral program.
plastic-neutral program.
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koja je uložila u naš program
"plastične neutralnosti".
"plastične neutralnosti".
07:44
Plastic neutrality is like carbon-neutral.
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To je kao ugljenična neutralnost.
07:48
But plastic neutrality invests
in recycling infrastructure
in recycling infrastructure
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Ali plastična neutralnost ulaže
u infrastrukturu za recikliranje
u infrastrukturu za recikliranje
07:52
where it doesn't exist.
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tamo gde ona ne postoji.
07:55
And it provides an incentive for the poor
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I obezbeđuje siromašnima motiv
07:57
by providing a price increase.
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obezbeđujući povećanje cena.
08:00
Or --
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Ili -
08:02
like in the slums of Manila,
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kao u siromašnim delovima Manile,
08:04
where the smallest market
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gde najmanje tržište
08:08
with a simple scale and a phone
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sa jednostavnom vagom i mobilnim telefonom
08:11
can now accept social plastic
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može da prihvati društvenu plastiku
08:13
as a new form of payment by weight,
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kao novi oblik plaćanja u težini,
08:16
allowing them to serve more people
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što omgućava da opsluže više ljudi
08:20
and have their own greater social impact.
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i da ostvare veći društveni uticaj.
08:25
And what's common here
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Ovde je zajedničko
08:29
is that social plastic
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to da je društvena plastika
08:31
is money.
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novac.
08:33
Social plastic is money,
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Društvena plastika je novac,
08:36
a globally recognizable and tradable
currency that, when used,
currency that, when used,
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globalno prepoznata i razmenljiva valuta
koja, kada se koristi,
koja, kada se koristi,
08:40
alleviates poverty
and cleans the environment
and cleans the environment
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smanjuje siromaštvo
i čisti životnu sredinu
i čisti životnu sredinu
08:43
at the same time.
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u isto vreme.
08:47
It's not just plastic.
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To nije samo plastika.
08:49
It's not recycled plastic,
it's social plastic,
it's social plastic,
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Nije reciklirana plastika,
to je društvena plastika,
to je društvena plastika,
08:53
a material whose value is transferred
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materijal čija vrednost se prenosi
08:56
through the lives
of the people who encounter it,
of the people who encounter it,
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kroz živote ljudi koji se susreću s njom,
08:59
rich and poor.
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bogatih i siromašnih.
09:04
Humans have produced
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Ljudi su proizveli
09:05
over eight trillion kilograms of plastic,
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preko 8 biliona kilograma plastike,
09:08
most of it still here as waste.
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većina je još uvek prisutna kao smeće.
09:12
Eight trillion kilograms.
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Osam biliona kilograma.
09:13
Worth roughly 50 cents a kilo,
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Ako vredi otprilike 50 centi po kilogramu,
09:17
we're potentially unleashing
a four-trillion-dollar value.
a four-trillion-dollar value.
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potencijalno imamo vrednost
od četiri biliona dolara.
od četiri biliona dolara.
09:23
See, I see social plastic
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Vidite, ja društvenu plastiku
09:26
as the Bitcoin for the earth --
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vidim kao Bitkoin zemlje -
09:28
(Laughter)
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(Smeh)
09:29
and available for everyone.
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koji je dostupan svima.
09:37
Now the entire ecosystem
is managed and supported
is managed and supported
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Celim ovim ekosistemom
se upravlja i održava
se upravlja i održava
09:40
through an online banking platform
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preko onlajn bankarske platforme
09:44
that provides for the safe,
authentic transfer of value globally.
authentic transfer of value globally.
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koja obezbeđuje sigurne transfere
vrednosti širom sveta.
vrednosti širom sveta.
09:49
You can now deposit your recyclables
in Vancouver or Berlin,
in Vancouver or Berlin,
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Sada možete svoj reciklažni otpad
ostaviti u Vankuveru ili Berlinu,
ostaviti u Vankuveru ili Berlinu,
09:53
and a family could withdraw
building bricks or cell phone minutes
building bricks or cell phone minutes
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a neka porodica može preuzeti cigle
ili kredit za mobilni telefon
ili kredit za mobilni telefon
09:57
in the slums of Manila.
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u siromašnim naseljima Manile.
09:59
Or Lise --
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Ili Lise -
10:02
she could deposit recycling
at a center in Port-au-Prince,
at a center in Port-au-Prince,
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ona može da ostavi reciklažni otpad
u centru u Port o Prensu,
u centru u Port o Prensu,
10:05
and her mother could withdraw
cooking fuel or cash
cooking fuel or cash
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a njena majka može da preuzme
gorivo za šporet ili novac
gorivo za šporet ili novac
10:07
across the city.
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na drugom kraju grada.
10:11
And the app adds rewards,
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A aplikacija dodaje nagrade,
10:13
incentives,
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podsticaje,
10:15
group prizes,
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grupne nagrade,
10:17
user rating.
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rejting korisnika.
10:20
We've gamified recycling.
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Gejmifikovali smo recikliranje.
10:23
We add fun and formality
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Dodali smo zabavu i formalnost
10:26
into an informal industry.
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u jednu neformalnu industriju.
10:31
We're operating in Haiti
and the Philippines.
and the Philippines.
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Poslujemo na Haitiju i Filipinima.
10:34
We've selected staff
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Odabrali smo osoblje
10:36
and partners for Brazil.
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i partnere za Brazil.
10:39
And this year, we're committing
to India and Ethiopia.
to India and Ethiopia.
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A ove godine krećemo u Indiju i Etiopiju.
10:44
We're collecting hundreds
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Skupljamo stotine
10:46
and hundreds of tons of material.
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i stotine tona materijala.
10:49
We continue to add partners
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Neprestano dodajemo partnere
10:51
and customers,
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i mušterije
10:55
and we increase our collection
volumes every day.
volumes every day.
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i svakog dana povećavamo
količinu skupljenog.
količinu skupljenog.
10:59
Now as a result
of our program with Henkel,
of our program with Henkel,
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Kao rezultat našeg programa sa Henkelom,
11:02
they've committed to use
over 100 million kilograms
over 100 million kilograms
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oni su se obavezali da koriste
preko 100 miliona kilograma
preko 100 miliona kilograma
11:06
of material every year.
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materijala svake godine.
11:10
That alone will put
hundreds of millions of dollars
hundreds of millions of dollars
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Samo to će staviti stotine miliona dolara
11:13
into the hands of the poor
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u ruke siromašnih
11:15
in the emerging economies.
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u ekonomijama u razvoju.
11:20
And so now,
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I sada
11:22
we can all
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svi možemo
11:25
be a part of the solution
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biti deo rešenja,
11:27
and not the pollution.
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a ne deo zagađenja.
11:31
And so, OK, maybe
cleaning the ocean is futile.
cleaning the ocean is futile.
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I OK, možda je čišćenje okeana uzaludno.
11:35
It might be.
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Moguće.
11:37
But preventing ocean plastic
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Ali sprečavanje plastike u okeanu
11:40
could be humanity's richest opportunity.
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je možda najbogatija prilika
za čovečanstvo.
za čovečanstvo.
11:45
Thank you.
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Hvala vam.
11:46
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
David Katz - Plastics alchemistDavid is founder and CEO of The Plastic Bank, the world’s only organization to monetize plastic waste and provide an opportunity for the world's disadvantaged to collect and trade plastic waste as a currency.
Why you should listen
David Katz is the founder and CEO of The Plastic Bank, an internationally recognized solution to ocean plastic. The Plastic Bank is a global network of micro-recycling markets that empower the poor to transcend poverty by cleaning the environment. It's an eco-system that provides an opportunity for the world to collect and trade plastic waste as a currency. Global partners include IBM, Shell Energy and Henkel.
Katz is the recipient of the 2017 United Nations Lighthouse award for Planetary Health, recipient of the Paris Climate Conference Sustainia community award, is the Past President of the Vancouver Chapter of the Entrepreneurs’ Organization (EO), and named the Entrepreneur Organizations, Global Citizen. He has also been named one of the world’s most compassionate entrepreneurs by Salt magazine.
His humanitarian work has earned him international recognition. Katz has been featured in Forbes, TIME Magazine, Fast Company and National Geographic. He's featured in an award-winning documentary and starred in an international reality television show. David is a steward of the earth and a champion for the poor.
David Katz | Speaker | TED.com