How to make a profit while making a difference | Audrey Choi

106,486 views ・ 2016-03-16

TED


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00:13
I believe big institutions
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have unique potential to create change,
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and I believe that we as individuals
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have unique power
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to influence the direction that those institutions take.
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Now, these beliefs did not come naturally to me,
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because trusting big institutions,
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not really part of my family legacy.
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My mother escaped North Korea
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when she was 10 years old.
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To do so, she had to elude every big institution in her life:
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repressive governments, occupying armies
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and even armed border patrols.
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Later, when she decided she wanted to emigrate to the United States,
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she had to defy an entire culture
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that said the girls would never be the best and brightest.
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Only because her name happens to sound like a boy's
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was she able to finagle her way into the government immigration exam
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to come to the United States.
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Because of her bravery and passion,
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I've had all the opportunities that she never did,
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and that has made my story so different.
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Instead of running away from big institutions,
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I've actually run toward them.
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I've had the chance over the course of my career
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to work for The Wall Street Journal,
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the White House
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and now one of the largest financial institutions in the world,
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where I lead sustainable investing.
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Now, these institutions are like tankers,
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and working inside of them,
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I've come to appreciate what large wakes they can leave,
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and I've become convinced
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that the institution of the global capital markets,
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the nearly 290 trillion dollars of stocks and bonds in the world,
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that that may be one of our most powerful forces
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for positive social change at our disposal,
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if we ask it to be.
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Now, I know some of you are thinking,
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global capital markets, positive social change,
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not usually in the same sentence or even the same paragraph.
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I think many people think of the capital markets
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kind of like an ocean.
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It's a vast, impersonal, uncaring force of nature
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that is not affected by our wishes or desires.
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So the best that our little savings accounts
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or retirement accounts can do
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is to try to catch some waves in the good cycles
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and hope that we don't get inundated in the turbulent ones,
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but certainly our decisions on how to steer our little retirement accounts
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don't affect the tides,
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don't change the shape or size or direction of the waves.
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But why is that?
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Because actually, one third of this ocean of capital
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actually belongs to individuals like us,
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and most of the rest of the capital markets
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is controlled by the institutions that get their power and authority
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and their capital from us,
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as members, participants, beneficiaries, shareholders or citizens.
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So if we are the ultimate owners of the capital markets,
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why aren't we able to make our voices heard?
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Why can't we make some waves?
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So let me ask you a different question:
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did any of you buy fair trade coffee
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the last time you were at a supermarket or at Starbucks?
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OK. Do any of you go to the restaurant
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and order the sustainably farmed trout
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instead of the miso-glazed Chilean sea bass
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that you really wish you could have?
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Do any of you drive hybrid cars or even electric cars?
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So why do we do these things?
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Right? One electric car doesn't amount to much in a fleet of 1.2 billion
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combustion engine vehicles.
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One fish is just one fish in the sea.
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And one cup of coffee
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doesn't amount to a hill of beans in this crazy world.
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But we do these things because we believe they matter,
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that our actions add up,
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that our choices might influence others
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and collectively, what an impact we can have.
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So, in my bag I have a coffee mug that I bought a couple of years ago.
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It's a reusable mug. It has all these things printed on it.
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Look at some of the things that are on it, that it says.
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"This one cup can be used again and again."
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"This one cup may inspire others to use one too."
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"This one cup helps save the planet."
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I had no idea this plastic cup was so powerful.
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(Laughter)
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So why do we think that our choice
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of a four dollar shade-grown fair trade artisanal cup of coffee
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in a reusable mug matters,
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but what we do with 4,000 dollars in our investment account
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for our IRA doesn't?
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Why can't we tell the supermarket and the capital markets
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that we care,
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that we care about fair labor standards,
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that we care about sustainable production methods
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and about healthy communities?
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Why aren't we voting with our investment dollars,
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but we would vote with our lattes?
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So I think it has something to do with the myths,
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the fables that we all carry around in our collective consciousness.
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Do you remember the Grimm's fairy tale about the magic porridge pot?
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If you said to the pot, "Boil, little pot, boil,"
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it would fill up with sweet porridge.
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And if you said, "Stop, little pot, stop,"
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it would stop.
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But if you got the words wrong, it wouldn't listen,
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and things could go terribly awry.
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So I think when it comes to markets,
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we have a little bit of a similar fable in our heads.
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We believe that the markets is this magic pot
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that obeys only one command:
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make more money.
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Only those words said exactly that way
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will make the pot fill up with gold.
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Add in some extra words like "protect the environment,"
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the spell might not work.
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Put in the wrong words like "promote social justice,"
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and you might see your gold coins shrink
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or even vanish entirely, according to this fable.
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So we asked people, what do you really think?
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And we actually went out and polled a thousand individual investors,
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and we found something fascinating.
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Overwhelmingly,
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people wanted to add those extra words into the formula.
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71 percent of people said yes,
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they were interested in sustainable investing,
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which we define as taking the best in class investment process
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that you already have traditionally
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and adding in the extra information you get
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when you think about the environment and society and good governance.
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71 percent wanted that.
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72 percent said that they believe that companies who did that
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would actually do better financially.
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So people really do believe that you can do well by doing good.
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But here was the weird thing:
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54 percent of the people
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still said if they put their money in those kinds of stocks,
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they thought that they would make less money.
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So is it true?
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Do you get less sweet porridge if you invest in shade-grown coffee
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instead of drinking it?
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Well, you know, the investors in companies like Burt's Bees
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or Ben & Jerry's wouldn't say so.
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Right? Both of those started out as small, socially conscious companies
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that ended up becoming so popular with consumers
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that the giants Unilever and Clorox bought them
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for hundreds of millions of dollars
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each.
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But here's the important thing.
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Those corporations realized
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that if they wanted to protect the value of their investments,
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they had to preserve that socially conscious mission.
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If they didn't keep adding in those extra words
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of environmentally friendly and socially conscious,
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those brands wouldn't make more money.
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But maybe this is just the exception the proves the rule, right?
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The serious companies that fund our economy
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and that fund our retirements and that really make the world go round,
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they need to stick to making more money.
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So, Harvard Business School actually researched this,
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and they found something fascinating.
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If you had invested a dollar 20 years ago
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in a portfolio of companies
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that focused narrowly on making more money
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quarter by quarter,
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that one dollar
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would have grown to 14 dollars and 46 cents.
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That's not bad until you consider
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that if instead you'd invested that same dollar
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in a portfolio of companies
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that focused on growing their business
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and on the most important environmental and social issues,
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that one dollar would have grown
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to 28 dollars and 36 cents.
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almost twice as much sweet porridge.
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Now, let's be clear, they didn't make that outperformance
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by giving away money to seem like a nice corporate citizen.
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They did it by focusing on the things that matter to their business,
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like wasting less energy and water
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in their manufacturing processes;
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like making sure the CEO contracts had the CEOs incentivized
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for the long-term results of the company and the communities they served,
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not just quarterly results;
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or building a first class culture
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that would have higher employee loyalty,
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retention and productivity.
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Now, Harvard's not alone.
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Oxford also did a research study where they examined 120 different studies
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looking at the effect of sustainability and economic results,
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and they found time and time and time again
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that the companies that cared about these kinds of important things
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actually had better operational efficiency,
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lower cost of capital
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and better performance in their stock price.
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And then there's Al Gore.
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So 20 years ago, when I worked for Al Gore in the White House,
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he was one of the early pioneers pleading with businesses and governments
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to pay attention to the challenges of climate change.
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Post-White House, he opened an investment firm called Generation,
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where he baked environmental sustainability and other things
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right into the core investment process.
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And at the time there was a good bit of skepticism about his views.
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Ten years later, his track record is one more proof point
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that sustainable investing done right can be sound investing.
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Far from making less sweet porridge
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because he added sustainability into the mix,
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he actually significantly outperformed the benchmark.
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Now, sustainable investing,
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the good news is it doesn't require a magic spell
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and it doesn't require some investment secret,
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and it's not just for the elite.
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It is not just about private equity for billionaires.
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It's not just groovy-sounding investments like clean technology
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or microfinance in emerging markets
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or artisanal bakeries in Brooklyn.
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It's about stocks and bonds and Fortune 500 companies.
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It's about mutual funds.
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It's about all the things
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we already see in the market today.
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So here's why I'm convinced
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that we collectively have the power
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to make sustainable investing the new normal.
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First, the proof points are coming out all the time
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that sustainable investing done right,
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preserving all the same good principles of investing,
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the traditional sphere, can pay.
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It makes sense.
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Secondly,
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the biggest obstacle standing in our way
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may actually just be in our heads.
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We just need to let go of that myth
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that if you add your values into your investment thinking,
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that you get less sweet porridge.
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And once you get rid of the fable,
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you can actually start appreciating those facts we've been talking about.
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And third, the future is already here.
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Sustainable investment today is a 20 trillion dollar market
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and it's the fastest-growing segment of the investment industry.
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In the United States, it has grown enormously, as you can see.
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It now represents one out of every six dollars
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under professional management in the United States.
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So what are we waiting for?
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For me, it goes back to the inspiration that I received from my mother.
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She knew that she wanted a life
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where she would have the freedom to make her own choices
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and to have her voice heard and write her own story.
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She was passionate about that goal
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and she was clear that she would let no army, no obstacle,
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no big institution stand in her way.
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She made it to the States,
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and she became a teacher,
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an award-winning author
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and a mother,
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and ended up sending her daughters to Harvard.
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And these days, you can tell that she is amply comfortable
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holding court in the most powerful institutions in the world.
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It seems almost too prophetic
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that her name in Korean means
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"passionate clarity."
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Passionate clarity:
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that's what I think we need to drive change.
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Passion about the change we want to see in the world,
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and clarity that we are able to help chart the course.
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We have more opportunity today than ever before
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to make choices.
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We have more power than ever before to make our voices heard.
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So change your perspective.
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Vote with your small change.
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Invest in the change you want to see in the world.
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Change the fables
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and change the markets.
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Thank you.
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(Applause)
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